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Dips are the most accessible upsell on a menu. It pays to scrutinise how these are merchandised. Take these examples from McDonald's and Domino's. - McDonalds go for authentic, no surprises (packaging focus) - Dominos make it easy to imagine using the product - We'd predict Domino's attach is higher as a result Thinking about these small moments of decision, and what makes a customer feel excited about or hesitate, is one of 5 levers we've found shape basket mix (and channel growth). If you want to learn about the other 4 - and see 16 other examples, there's a link in the comments.

Link to the edition of BrainFood in the comments 🎉 - For the first time we're sharing FEAST™ - Sprint Valley's behavioural framework to grow digital revenue in QSR based on a decade of revenue experiments. Enjoy the FEAST! 16 real-world examples: Tokyo Disney Resort (Oriental land Co. ltd,) SSP Group plc, Subway EMEA , Wingstop Restaurants Inc., Starbucks Taco Bell ONEUROPE (UK & Europe) McDonald's, KFC Asia LLC Nando's UK & IRE , BURGER KING UK , itsu & Costa Coffee

Subway's new store format 'Blueprint' looks slick, leans into self-service and the lighting/music shifts by daypart (nice!). As QSR psychologists, we see something different.... People spend c.10-15% more on kiosk This happens for a 'process' reasons - consistent upselling, menu visibility etc. But the psychological reasons are as important. ↳ No judgement. ↳ No pressure. ↳ No awkwardness if you change your mind on something. Kiosks work because they feel private. Setting up self-order so that customers face each other may come at a cost. To understand why - we need to understand what happens when we feel watched. Tl:dr - we tend to conform more to perceived norms. Its why you see eyes on honesty boxes. Or cardboard cut outs of police in UK service stations. So my prediction for face-to-face kiosks vs. ‘banked’ kiosks (side by side, facing the wall): 🔴 Lower add-on incidence 🔴 Fewer meal upgrades 🔴 Lower average check Subway says kiosks let guests customise “at their own pace”. A face-to-face layout may undercut that. The good news is it’s very testable. Rotate the kiosks in a handful of stores and measure over c.20,000 transactions. Well intentioned design choices like this happen all the time, in every channel. When you test the effects you make sure design enables growth rather than fights it. ---------------- If you're fascinated by consumer behaviour in QSR - sign up to our newsletter Brain Food for more insights like this (and get them first). Subscribe here: https://lnkd.in/eZbZ9wDb

You're losing 5-15% of revenue to customers who are already buying from you. They're in your store. Products in basket. Ready to checkout. ------------- What's holding back that discretionary spend isn't product range or usability. It's complexity. It's choice overload. Uncertainty. This is the difference between #conversion optimisation and #commercial optimisation. Conversion optimisation asks: did they complete the journey? Commercial optimisation asks: did we achieve the basket mix we need? ------------- It's why you notice these boxes on specific items on menus. Yes - they're ugly. But they work. They shift attention to specific products and choices. The result is more people choose those items. These are the products lots of people buy (safe choice). And that drive better margins for the restaurant (good for business). ------------- IKEA take commercial optimisation to its logical conclusion in their restaurants - guide people to the optional items first i.e. desserts (when they still have decision making stamina to use) - before they get to the core meals that frankly are already in the bag. Clever! And the customer gets a great meal for cheap after a hellish trip through the warehouse. Another Win-win. ------------ The questions to ask are: What product categories matter most - are we making these visible? What products do we want customers to buy - are these unmissable? What extras make the experience complete - is the value-add obvious? ----------- 🟢 Discover the latest ways to drive digital revenue in QSR 🟢 Sign up to the ✨new✨ Brain Food newsletter 🟢 It takes 6 seconds - https://lnkd.in/eZbZ9wDb Take a look while it's fresh in your mind 🙌

5 reasons we love selling dips: ✔️ They are cheap ✔️ They have healthy margins ✔️ They add almost no operational complexity for the kitchen ✔️ They can be bundled together ✔️ They don't replace a bit of food already in the basket QSR leaders: Ask someone in your data team what % of baskets contain a dip for each of your channels. Look at the difference between the channel with the highest & lowest dip incidence. If it's over 5% its probably not random - It's a user journey problem that can be fixed. ---------------- As you can see - we are geeks about consumer behaviour in QSR at Sprint Valley If you find these insights interesting - sign up to our newsletter Brain Food for more (and get them first). Subscribe here: https://lnkd.in/eZbZ9wDb Or - if you’d just like us come in and grow your average check, reach out.

As 3rd party aggregators fight it out across the world....here are 12 things Aggregators could do to better support brands (and as a result grow ad spend): Store UX 1️⃣ Control over full store layout (grid vs. list) 2️⃣ Control over header image (unique to listing) 3️⃣ Control over product recommendations top of page (algorithmic vs. manual) 4️⃣ Control over product tags (new / popular / trending) toggle visibility 5️⃣ Control over product grid (the images are SO BLOODY SMALL) 6️⃣ Add-ons as image grid rather than a picture-less list (pictures = salivate) 7️⃣ Ability to show offer add-ons (with discounts) Data 8️⃣ Scroll depth of store data 9️⃣ Within store AB testing of content 🔟 Abandon data (% abandoning products in cart + where did they go) 11. Avg. time in store (buyers vs. abandons) 12. Market share position by search term (let me track and compare) Really feel like the platforms are saying “Tough sh**, our house our rules”. There’s a gap for a platform who says “how do we give brands the tools they need to grow their business, not just their ad spend.” Be more eBay. Delivery optimisation works, but it's painful - it doesn’t need to be. The easier it is to optimise your delivery platform, the more brands will want to focus investment there. Which platform are you finding is the best partner? We’ve had very good experiences working with Uber Eats. -------------- Enjoying our thinking? Why not get more. Subscribe to Brain Food - our newsletter for QSR leaders fascinated by consumer behaviour. Each issue looks at the current ordering experiences across kiosks, delivery apps & brand apps. You'll discover: ✅ The psychology behind how customers really order food ✅ How digital design shapes consumer behaviour in QSR ✅ Emerging opportunities to grow digital revenue Subscribe here: https://lnkd.in/eZbZ9wDb