When Is Updating Your Menu Most Important?

Rev Ciancio

It’s not only important, but it’s also critical your restaurant’s menu is up-to-date and accurate online. If it’s not, potential customers won’t find the information they need in the moments that matter.

About 80% of the time, consumers don’t search for a restaurant by name.  Instead, they’re searching for what they crave, like pepperoni pizza near me, or gluten-free menu or best Mother’s Day Brunch.

best-pepperoni-pizza-near-me

Hungry customers search for restaurants online to feed their cravings with a phone in one hand and wallet in the other.  They’re ready to eat and they need your information now. Making sure your online menu is accurate all the time is table stakes for a restaurant. It not only ensures the customer journey but also makes you more searchable.

 

Knowing the importance of menu information to a customer journey, we examined 1.2 million menu views from more than 950,000 unique locations across all of 2017 and 2018. From that study, we discovered some amazing trends that can help you to strategize key moments to update your menu online.

What’s driving these menu views? Customers with intent.

There are 3 incredibly important times of the year that you should put into your calendar and make sure you’re updating your menus online.

  • April into May – the biggest month over month increase in menu views.
    • 2017 – 27% increase of month-to-month menu views
    • 2018 – 9% increase of month-to-month menu views
  • November into December – This starts the biggest run of month over month increase in views, running through March.
    • 2017 – 8% increase of month-to-month menu views
    • 2018 – 17% increase of month-to-month menu views
  • June into July – The last increase in menu views until October
    • 2017 – 8% increase of month-to-month menu views
    • 2018 – 3% increase of month-to-month menu views

What does this mean to you and what action do you need to take?

Simple. November, April and June are the most important times of the year to update your menu.

The following months reap the rewards for your work the preceding month.

APRIL

The jump from April to May is obvious: Mother’s Day. Mother’s Day is one of the top holidays to drive revenue for  restaurants. It’s been reported that nearly 2 out of 5 people will dine out on Mother’s Day. The bump in menu views means people are planning a special meal with Mom up to a month in advance.  So making sure your Mother’s Day menu, as well as the rest of your menu, is up to date in April is imperative to helping you capture business on Mother’s Day.

NOVEMBER

A November into December increase in menu views happens for obvious reasons: holiday dining. Restaurants see an increase in business during the month of December in all segments. The holidays bring about more lunches on the go for busy shoppers, more corporate dining, more drinks with friends and more catering for families who don’t have the time, or patience to cook 5 trays of meatballs.

JUNE

A lift in menu views in June correlates to a seasonal lift restaurants experienced due to tourism season / summer travel. With nicer weather, more people are out and about which means less cooking indoors and more on-the-go meals. That means more consumers are online searching for what and where to eat. The next significant drop in menu views doesn’t happen until September which means that updates in June hold through the end of the summer and travel season.

REACH NEW CUSTOMERS

Your menu is your strongest asset for finding new customers. Making sure it’s accurate and up to date everywhere online is important for searchability –  giving customers what they need when they need it. The more places that your menu is published online, the more searchable you become.

And the most important times of the year to make your menu searchable are November, April and May as the following months have the biggest increase in menu views.

If you are using software to maximize your coverage and searchability, on average it takes 2 weeks for top tier publishers to update your menu so the following would be optimal times to update your menu:

  • Mother’s Day (May) – End of April
  • Holiday dining (December) – Mid November
  • Summer increase – Mid June

mothers-day-out-brunch

If you are thinking about using SinglePlatform, you would want to be signed up at the latest by the following schedule to allow time for onboarding:

  • Mother’s Day (May) – early April
  • Holiday dining (December) – late October
  • Summer increase – Mid May

Do you want to save hundreds of hours trying to update your menu everywhere it lives online? Our team uses proprietary software to do this for you, saving you time and giving you the confidence that customers will find your restaurant when they search for what you’re serving.

Book a demo today and we will show you how easy it can be.

Book Your Demo >

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