Menurama
The UK's leading analytical database of nationwide menus covering the restaurant, QSR (coffee shops and sandwich bars), pub and hotel sectors. Menu items from all available menu types are analysed and categorised to create a searchable repository of menu information. Menurama covers the UK's top 100 multiple and branded chain foodservice operators and cutting edge independents. It is designed for strategic decision makers, menu planners, insight managers, NPD and sales and marketing teams to keep up to date with menu trends, optimise pricing strategies, identify gaps and stay one step ahead of the competition.
Outline
- Menus are collected from the UK's top 100 multiple and branded chain foodservice operators and leading independents in the South, Midlands, North of England and Scotland
- All possible menu's types are collected (e.g. a la carte, children's, dessert, snack). Supplementary information (such as Specials Board items and promotional offers) is noted by hand
- Dish names and descriptions are categorised, regional pricing recorded along with calorific values and consumer driver messages (suitable for vegetarians, wheat free etc). Over 70 data fields in total
- Released twice a year in March and September to reflect seasonal menu changes
Benefits
- Market Positioning: How do my dishes, products, pricing and overall offering compare to what my competitors are doing?
- Gap Analysis: Are there any dishes or price points not being offered to diners that I can exploit? Am I offering all options that my competitors are?
- Range Analysis: How many dishes of each course are being offered?
- Range Detail: What types of dishes are being offered in terms of main protein, sauce etc?
- Brand Analysis: Broken down by brand what are all the elements (pricing, dish range, marketing messages) that consumers are being offered.
- Price Architecture: What are the entry, average and top dish prices being charged?
- Promotional Activity: What deals are my competitors offering to entice consumers and how do mine compare? How are particular dishes being promoted on menus?
- Consumer Driver Messages: What messages are operators including on their menus to help consumers make their dish choices - sustainability, local / British, organic, healthy eating, provenance, quality statements, suitable for vegetarians, wheat free etc?
- Menu Evolution and Innovation: Which dishes are newly added to menus and which have been deleted?
Format
- Spreadsheet with full details of current and historical menu items
- Executive summary in text, table and graph formats
- High-resolution menu images
- Initial training, ongoing telephone and email support
Subscribers
Menurama subscribers include:
- Operators
- Distributors
- Contract Caterers
- Manufacturers
- Government Organisations
- Trade Associations
Download a summary of the Menurama service.
Menurama Plus
In addition to the standard Menurama service, Menurama Plus includes analysis tailored to your business needs by comparing 4 brands from one Menurama release and covering the following analysis types:
- Range Analysis
- Numbers
- Course Component
- Innovation
- Gap Analysis
- Pricing Architecture
- Promotions
- Consumer Drivers
| Analysis Type | Description | |
|---|---|---|
| Range Analysis | Numbers | Number of starters, main courses, desserts, drinks, other (salads, side dishes etc) |
| Course Component | Analysis of 4 variables (e.g. poultry, meat, fish, vegetarian OR sauce type OR dessert type) | |
| Innovation | Number and description of new lines for starters, main course, desserts, drinks, other | |
| Gap Analysis | Dish name and description for starters, main course, desserts, drinks, other | |
| Pricing Architecture | Entry, exit / highest, average and most common / modal price for each of starters, main courses and desserts | |
| Promotions | Description and number of promotions | |
| Consumer Drivers | Frequency of appearance on menus of vegetarian, wheat free, gluten free, contains nuts | |
Benefit
- Time and cost savings in outsourcing Menurama analysis to us
Format
- Menurama Plus spreadsheet of tailored data, formatted to your specifications
- Menurama spreadsheet with full details of current and historical menu items
- Executive summary in text, table and graph formats
- High-resolution menu images
- Initial training, ongoing telephone and email support
Download a summary of the Menurama Plus service.
For further information about the benefits of Menurama and our other services to your business, please fill in your details below or contact Horizons on +44 (0)20 8349 0162 or info@horizonsforsuccess.com
