Why strategy matters.

I just got out of a meeting with a large restaurant chain and I found the insights fascinating and I had to do a video on it. So they're redoing their cocktail menu and they've hired an illustrator to come in and create illustrations next to the drink and the reason why they're doing this and you'll see more and more restaurants start to do this is because the data is so strong that there is a sense of anxiety that occurs within the buying transaction when there isn't a picture that shows what glass the cocktail drink comes in. So restaurants found that especially male consumers would be hesitant to order a cocktail if they didn't know what glass the drink came in. So instead of ordering a cocktail that could be $21 or $22 or $23 or even $18 whatever it is cocktails can be quite expensive especially at these fancy restaurants and bars they would default to ordering something that's safer like a glass of beer or a glass of wine which could cost significantly less money. So in order to increase the average order value of getting you know two to four cocktails on a bill they added a simple step of having a cocktail illustration on the menu and the sales increased drastically. Even the cost per bill went up as much as sometimes by 25 to 50 percent because of how much more money a cocktail is when you can see the photo. The reason why I love this insight is that not enough businesses obsess over the purchasing decision and the buying experience and there's often areas that the brand could easily improve like getting an illustrator to sketch out the glasses or the way that the drinks are portrayed is a simple task but getting to that order of thinking is what's not simple for most businesses especially when they're in the weeds. This is like such a great takeaway for any business that feels like they're struggling and they're feeling like they're doing more of the same but it's not working. I recommend taking a step back looking at strategy and seeing if there's ways that you can create a small and simple solution that makes the buying process and transaction more seamless.