Mastercard commissioned Forrester Consulting to evaluate current menu optimisation strategies and challenges with quick-service, fast-casual and full-service dining establishments. The analysis also highlighted the potential benefits of adopting more systematic approaches to optimising the menu.

Forrester’s survey of 319 menu and category leaders across the globe revealed that while 70% of restaurants believe optimising the menu is fundamental to achieving organisational goals, high degrees of rigour are not applied to menu changes. In fact, only one-quarter (27%) of restaurants conduct very rigorous financial and analytical performance analyses to determine effective menu changes. 

This study highlights findings on:

• The importance of menu optimisation
• Challenges with conducting rigorous analyses
• Key insights for revealing menu optimisation opportunities
• Top strategies and tools for assessing menu changes
• Anticipated benefits of adopting an analytics-driven approach

The 2024 study also highlights regional differences between North America, Latin America, Europe, the Middle East, Africa and Asia Pacific and recommendations for more impactful menu optimisation efforts. Download the 2024 study to learn more.