Menu Redesign Avoids Confusion and Promotes Optimization

To reduce menu confusion and minimize price sensitivity, Ori’Zaba’s Scratch Mexican Grill recently rolled-out a rengineered and easier-to-read menu. The fast-casual Mexican chain's legacy menu had complicated triple-tier pricing that was thought to psychologically drive more mid-tier buying behavior, but the complex product suite of 80-plus items made fresh daily, plus thousands of permutations in choices, also lent itself to a visually crowded menu as well as one that was challenging to  explain and execute.

The Ori’Zaba team told Modern Restaurant Management (MRM) magazine they watched people walk in and have a physical reaction to the three pricing tiers. They had sticker shock when looking at tier three "Extra Clasico." The new menu, which showcases enticing high-margin labeled photos and a new call-out feature “Be Extra! Double Your Meat!” to protect the tier-three pricing strategy and reinforce Ori’Zaba’s brand personality, has resulted in enhanced…