Ice cream consumption is most often linked to a meal, making it the perfect product to boost customer spend on delivery and takeaway[1] . By offering ice cream on your menu as part of a meal deal or bundle, you can drive incremental sales throughout the day.
80% of growth of the quick service restaurant sector is driven by complete meal orders i.e. main + Drink + Extra [2] . But building a successful meal deal involves a few key considerations. So here’s our 7 top tips to crafting a successful meal deal.
1. Understand your audience
Think about who you are trying to attract with the meal deal. For example, a solo student audience will have very different requirements to a family ordering dinner. Equally consider whether you’re trying to boost your lunch time, dinner or late evening trade. It is also good to offer a variety of options such as low-calorie or vegan options, to cater to different tastes.
2. Create balance
Create a balanced meal that includes 3 to 4 items. Include a popular main item, a drink and a dessert to round off the meal. Also ensure the portion size is relevant for the audience you are trying to attract. For example, single portions are best creating a meal for 1, whilst family or group meals could offer sharing sizes.
3. Get the price right
Ensure the meal deal offers value for money. The combined price of the meal should be lower than if the customer purchased each menu item individually. If you’re including ice cream in your meal deal (and why wouldn’t you!), then this shouldn’t make up more than 30% of the cost of the meal.
4. Be seen
Make sure you shout about the meal deals on offer. Menu boards, printed menus and window stickers work great to attract attention and generate interest, but also consider shouting about your offers on aggregator apps and through social media. For more information check out our handy social media tips here.
5. Make it customisable
Make sure you offer some degree of customisation. For example different protein options, vegetarian or vegan alternatives or offering a selection of sides.
6. Offer limited time deals
Consider offering specific meal deals as limited time offers to attract customers during key occasions, such as match day offers, Bank Holiday deals or seasonal specials. You may want to include choices particularly relevant for the occasion using limited edition flavours, which help create excitement and encourages customers to spend more than they may have otherwise done to ensure they don’t miss out.
7. Upsell extras
Increase the value of the meal deal with extra upsell options, such as upgrading to a larger size or adding premium toppings at an extra cost.
How To Build A Meal Deal Offer Including Ice Cream
Use our handy guide below to make sure you’re offering the right ice cream products, as part of the right combo deals to the right customers.
Sources:
[1] Kantar Consumption Demand Spaces Analysis 2021
[2] “Dining out at home: How meal delivery is transforming foodservice”, Kantar, November 2022
