Sharing is caring: Increase customer spending by adding shared dishes to your menu

It’s no secret that the cost of living crisis is impacting consumer spending habits. From cancelling Netflix subscriptions to cutting back on the number of weekly (or daily) Amazon orders, we're all feeling the pinch. When it comes to dining out, customers are looking for ways to curb their spending, perhaps opting just to have a main course rather than starters and desserts. Behaviours like this have seen customer spending fall by 13.1% in 2024* compared to last year.

Source:  *https://home.barclays/insights/2024/05/spending-on-restaurants-and-retail-slows-in-april-but-consumer-c/

So, how do you combat this?

How are restaurants countering this decrease in customer spending?

According to research by Lumina Intelligence*, one way that restaurants are combatting the reduction in customer spending is by introducing more shared dishes to entice guests to spend more money. This includes starters, mains, and desserts, all of which increase spend per head and deliver a more well-rounded experience to customers.

Offering shared plates has also helped restaurants increase the efficiency of their operations, as they are able to prep ahead of time and need less staff.

If you’re thinking about ways to increase consumer spending per head and get more people through the door, offering shared dishes and deals on alcohol seems a savvy option. Even Michelin-starred restaurants are turning to this strategy to maximise their revenue and bookings.

The Guardian reported that Kerridge Bar & Grill London will soon be introducing a new sharing menu to allow diners to try small portions of various dishes**.

The importance of "sharing is caring" in restaurants

“Sharing is caring” is a growing philosophy in the hospitality sector. And, more often than not, it builds on people’s natural instinct to exchange little bites of each course with dining companions. 

When you consider activities that strengthen bonds and bring people together, everything revolves around food. Sitting at a table, exploring flavours, and engaging in an immersive dining experience together is the epitome of being together as one. 

But how could this familiar approach effectively contribute to increasing overall consumer spending? The answer lies in the concept of conviviality. 

Sitting together in a lively restaurant, the opportunity to share a larger meal or simply select several sharing plates that grab their attention will enhance customers’ experience and make them feel at ease. This will increase the number of bookings —  especially from groups and families — even in the most sophisticated, Michelin-starred restaurants.

One success story is that of Linden Stores, a seasonal UK restaurant in Knutsford where customers can have a taste of contemporary, seasonal British dishes. The ingredients are locally sourced to emphasise the importance of experimenting with top-quality, sustainable ingredients.

How restaurants can promote "sharing is caring"

Do you want to promote a philosophy of  “sharing is caring” in your restaurant? There are some key steps you need to take.

🍽️ Highlight shared dishes on your menu. Eye-catching visuals can do the job amazingly, but you should also train your waiters to recommend these options while taking orders. 

🎙️ Host compelling events. This will be the ultimate celebration of the “sharing is caring” dining experience, as it will attract more groups and families who wish to share a moment together. 

📲 Post on social media channels. Videos, pictures, carousels, and online reviews can truly make a difference. Potential customers usually feel more engaged with a brand when communication is well-planned, especially on Instagram and Facebook. 

🙏 Leverage the power of the buzz and encourage guests to share their dining experiences. This way, you will strengthen your restaurant’s online reputation and create a strong community. 

How can TheFork help promote new menus and shared dishes?

TheFork restaurant partners receive a free customisable page (see example below) to help restaurateurs like you increase your online visibility. 

There are a few ways to promote your restaurant, tempt customers into trying more of your delicious food, and register a rise in reservations. You can achieve all of this by:

• Providing visibility to your new dishes
• Valuing your menu
• Increasing the appeal of your establishment’s ambience and location

Additionally, you can update your profile information by listing important details, like the address, opening hours, and reviews. 

But that’s not it! You can also upload mouth-watering pictures of your shared dishes and menus to set customer’s expectations high and tempt them to book a spot at your restaurant. Guests are greatly enticed by photos, allowing them to get a “visual taste” of your cuisine. They will be inclined to come to your restaurant and see what you have to offer. Share a few images on your TheFork profile — you may just see your restaurant bookings increase, as well as spending per head! 

Remember that adding special offers and incentives, such as our Yums loyalty programme, can help attract customers and make them reserve a table at your restaurant. Once the customer is through the door, you can delight them with a variety of shared dishes to enhance their dining experience and make them feel like they’re really getting their money's worth. 

Do you want to know how you can get your free customisable page? Register with TheFork today and get ready to have thousands of potential guests looking and booking at your restaurant. Click below to get started!

Sources

* https://www.lumina-intelligence.com/product/menu-tracker/ 

** https://www.theguardian.com/food/2022/nov/13/sharing-menus-on-the-rise-