OAKBERRY moved from paper menus to a Dine-In QR Menu and a Tablet Menu from FineDine. According to Mohamed Abdulla, the brand's Marketing Executive, this cut the printing and agency costs of changing the menu, made updates easier, and guests ordered more once dishes were shown with high-quality photos. We spoke with him about each step.
Which FineDine products does OAKBERRY use?
OAKBERRY offers two: a Dine-In QR Menu and a Tablet Menu. Guests can open the menu on their own phone or browse it on a tablet.
Why did OAKBERRY leave paper menus?
Before FineDine, OAKBERRY showed its products on paper menus. The switch happened during the pandemic, and the stated reason was keeping guests and staff healthy.
Mohamed adds a second reason. In Mohamed's words, "Delivering a successful customer experience is vital for our company. Paper menus were not providing value to our customers." OAKBERRY wanted a better customer journey, and a digital menu was the way to get one.
How does OAKBERRY manage its menu day to day?
Mohamed describes the FineDine panel as user-friendly. In his words, the team can make changes and update the menu with one click.
This matters for a brand that rotates its menu. OAKBERRY adds new products, runs weekly specials and offers seasonal items. Paper menus had a high printing cost, which made each change difficult and costly.
What did OAKBERRY report on cost and sales?
On cost, the story is simple. Paper menus had a high printing cost, so changing and updating the menu was difficult and costly. After the switch, OAKBERRY says it saved the printing and agency costs. He did not give an amount.
On sales, OAKBERRY noticed that guests ordered more when dishes were shown with high-quality photos. Mohamed credits the digital menu with helping the brand raise its profits. The photos are the part of the menu you control directly. Our notes on food photography for digital menus cover how to shoot them.
What do OAKBERRY's guests think of the digital menu?
Guests like seeing the real image of the dish they are about to order. Mohamed also says some guests had bad experiences with PDF menus in the past.
OAKBERRY says the FineDine menu is easy to view and browse, and that it has received no complaints. His summary: "Our customers love it."
Frequently Asked Questions
- Which menu formats does OAKBERRY use with FineDine?
- OAKBERRY uses a Dine-In QR Menu and a Tablet Menu.
- Did OAKBERRY report how much it saved or earned?
- No. OAKBERRY says it saved printing and agency costs and noticed guests ordered more once dishes were shown with high-quality photos, but it gave no amount or percentage.
- Did OAKBERRY's guests complain about the digital menu?
- According to Mohamed Abdulla, OAKBERRY has received no complaints. Guests like seeing real dish photos, and some had bad experiences with PDF menus before.
