Is your dessert menu hitting the sweet spot?

Source: Restaurant Dive

Desserts can be the sweet finale to a memorable dining experience, as well as an opportunity to boost profits. With the right approach, dessert menus can be a significant revenue driver, appealing to diverse consumer tastes while promoting higher-check averages. According to the latest SNAP! Keynote for Desserts from Datassential, 80% of operators agree that the desserts they offer help increase check averages.

Is your restaurant equipped to take advantage of opportunities to elevate your dessert menu? Don’t let these four scenarios hold you back.

Scenario 1: Your menu descriptions are too vague.

Without enticing details, you won’t adequately convey your value proposition and might miss out on creating anticipation among your customers who will be left unaware of key ingredients and flavor profiles.

Sweet solutions:

According to Technomic’s “What’s in Store for 2024,” the more illustrative your menu description, the better. The report notes how in-depth menu detail will “push quality, premiumization and transparency in the consumer mindset.”

That’s why operators should prioritize peppering their menu items with specialized products, such as desserts with branded inclusions, and then spotlight these details on the menu with exciting copy and enticing visuals. 

Recipes that contain Mars Wrigley-branded inclusions have the potential to dramatically elevate your menu, considering their popularity. For example, 87% of consumers say M&M’S® and SNICKERS® make treats more tasty, according to past Datassential research. And, Nielsen research finds equally powerful emotions toward TWIX® and SKITTLES®, with TWIX® as the No. 1 cookie bar and SKITTLES® earning the top spot as Gen Z’s favorite fruity candy brand.

Scenario 2: Your dessert options are too limited.

The 2023 SNAP! Keynote for Desserts from Datassential shared that fewer than half of dessert-serving limited service restaurants (LSRs) offer seasonal or limited time offer (LTO) desserts, despite high consumer interest in these items. However, restaurants simultaneously need to balance that with timeless favorites, given that 53% of consumers say they look forward to a signature dessert from a specific restaurant.

Sweet solutions:

While operators should maintain their traditional favorites, they can add a rotating nod to trends to create a dessert menu that resonates with customers. Chef Michael Buononato, Senior Vice President of Creative Food Solutions, suggests leaning into nostalgia. “With some of the most iconic brands in the world, we can bring classic flavors to life through branded inclusions in recipes like SNICKERS® Pie or Monster Cookies featuring M&M’S®, for example.”

A dynamic selection can also spur fear of missing out (FOMO) and prompt diners to try something new. Consistently offering fresh takes can be important, given that recent research finds the greatest share of U.S. restaurant consumers—nearly 40%—are regulars, visiting restaurants once or twice a week, with 15% frequenting a location three times a week. Providing variety gives them an exciting experience each time they visit.

Scenario 3: You’re grappling with stubbornly high costs.

The National Restaurant Association’s 2024 State of the Restaurant Industry Report tells a familiar tale, with 98% of operators citing higher labor costs and 97% citing higher food costs as an issue for their restaurant. Desserts can be a pain point, with 41% of operators saying they consider controlling the costs of ingredients or products to be a top dessert challenge, according to the 2023 SNAP! Keynote for Desserts from Datassential.

Sweet solutions:

Datassential found that more than 80% of operators agree desserts that are easy for staff to serve are essential to their business.

Streamlined dessert options can increase kitchen efficiency and a focus on cross-training gives confidence to all staff to handle a variety of tasks. It’s an area where strategic supply partners can assist, Buononato says.

“In addition to the treats your customers know and love, Mars Foodservices has culinary experts to help tackle any operational challenges you may come across—from utilizing your equipment in new ways to providing insights on soon-to-be-trending formats and textures or seasonal flavors that stay true to your brand,” he says. “We bring solutions to the table to help optimize your menu with the tools you have–along with a bit of Mars magic.”

Scenario 4: Diverse ordering channels warrant a targeted upsell strategy.

Technology is a way of life for today’s diners, whether they’re ordering digitally, at a kiosk, or even just browsing menu specifics online. As more diners rely on digital channels, restaurants need to make their dessert lineup pop online.

Sweet solutions:

This is an ideal opportunity to double check that your menu is really selling your offerings by including craveable copy that describes the dessert completely, such as calling out branded inclusions and other irresistible elements, complemented by inviting visuals.

Operators can also prompt consumers with a reminder to explore their exciting dessert assortment as they check out. Suggest some of your newest and/or most popular items to pique their interest, and consider offering choices for small, snackable items or a selection of shareable favorites, based on the size of their order.

Another way to encourage dessert purchases is by including promotional offers on your loyalty app to drive trials. This can help spur more price-sensitive consumers, who might be tempted to buy if they’ve received a coupon or deal—the National Restaurant Association’s 2024 State of the Restaurant Industry Report found 70% of adults say they value a daily special or discount.

Could your restaurant benefit from dessert inspiration and a streamlined approach?

Mars Foodservices is invested in creating treat solutions that work for a variety of away-from-home eating occasions, Buononato says. “From partnering with bakeries to developing a portfolio of ready-to-eat, individually-packaged treats made with our iconic candy brands—to working with a national chain to commercialize a new treat format—our approach puts customer needs first,” he says. “Our team of culinarians and pastry chefs are armed with data-backed insights and are prepared to analyze menus to identify white space or ownable areas to innovate around.”

Could your restaurant benefit from a fresh perspective? To find out more about treating your diners’ taste buds, visit MarsFoodservices.com today.