ON POINT: The Restaurant Technology Blog

Restaurant POS and technology news, trends, best practices.

Restaurant POS and technology news, trends, best practices.

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Posted By Graydon Clarke on Thursday, June 30, 2011


Combo psychology

 

I came across an interesting little piece this morning on the restaurant combo. 

What really piqued my interest on the article was the psychology behind the combo and why combo offers are so popular:

“Part of the combo meal’s popularity is that it’s easier to order than choosing a bunch of a la carte items separately. Even so, customers who participated in the study said definitively that they thought they were getting a deal when they ordered a combo, even when this turned out to not be the case.”

I pulled three conclusions from this:

1. The word combo = deal in the mind of the customer

2. Customers like combos because they reduce the number of choices and make ordering easier.

3. A combo does not need to offer a jaw-droppingly low deal to be successful.

The article further discusses changes in the combo concept, particularly the rise of the “mix-and-match” combo, where a series of menu items is shown to the customer, and lets the customer build his or her own combo.

Good stuff. Read the original post here
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