A well-crafted spa menu requires paying attention to 5 key elements so you may make informed and calculated decisions about your service offerings.
1 Guest Demand/Service Popularity
What is the guest’s preferences for services within each menu category over a specific period? Which massage is most popular in the massage section, or facial in the facial category, for example. Just exactly what are your customers buying from you? This tells you about the service popularity, your customers and their preferences.
2 Financial Contribution
What services are contributing the most revenue to your bottom line; not those that are most profitable or that have the highest contribution margin, just total revenue by service. Profitability and revenue margin, although very important, should not be your primary focus. Here is why… Once you are making money and hitting your top line revenue projections there are lots of ways to shave expenses and fine tune services to increase profitability and revenue margin.
3 Competitive Analysis
What is your competition offering? How are they trying to attract guests? What can you do to add more value to what you are offering to get that business? How can you do things differently? Don’t focus on the pricing; focus on how you are different and therefore better.
4 Subjective Analysis
Your staff is an excellent resource! After all they spend quality time with a lot of people and hear lots of direct feedback. So, how are your services making your guests feel? Do the guests place value on your services? Also, what works for the therapists, what do they enjoy providing, etc.
5 Menu Layout & Design
There is an art to menu engineering. How you design your menu not only strengthens and supports your brand, it also can influence your guests to purchase what you want them too.
For further information on menu design or to have your menu of services reviewed,
please contact us at email@example.com