List dessert first
In the case of Boston Burger Company, a three-unit full-service concept, a menu repositioning resulted in dessert sales jumping from 4% to 11%, says Director of Operations Robert Powers. “Our Freak Frappes now lead off the menu,” he says. The towering ice cream shakes are merchandised with attention-grabbing color photos and their own hashtag—#freakfrappes.
Naturally, Instagram has created buzz around the frappes, says Powers. But the menu redesign and new table tents—old-school marketing strategies—have also sweetened off-peak sales. “Since we switched the menu around, we’re seeing a boost in mid-afternoon traffic from families with kids,” he says.
Another traditional technique, limited-time offers, are also increasing dessert sales at Boston Burger Company. The Frappes of the Month tie into events or the season, such as October’s caramel apple frappe. “Most months, we’re selling an average of 100 LTOs a week at each store,” says Powers.