Just 30 percent of consumers make a beeline for any food options touted as ‘new’ on a menu, according a findings released by The NPD Group.
Seventeen percent of these so-called ‘early adopters’ are keen to order a brand new menu item and 10 percent would try a limited time offer item, according to findings in the Menu Item Trial: Motivating First-Time and Repeat Orders.
Consumers try a new or unfamiliar menu item based on their perceptions of its taste and visual appeal, but they also may consider healthfulness and price when making the decision to try a new item.
Generally, consumers tend to replace their pre-planned menu item with a new menu item only if the new item is in the same food type as the product they had originally planned to order, the research shows.
According to Gallup, most customers spend an average of 109 seconds reading a menu. This is the time limit a restaurant has to convey its options to its clientele.