레스토랑 디저트 메뉴와 수익성의 과제

### 달콤한 투쟁: 레스토랑 디저트가 종종 실망스러운 이유
* 🍰 많은 레스토랑에서 **치즈 케이크, 초콜릿 용암 케이크, 과일 파이 등 한정된 디저트 메뉴**를 제공하는데, 이는 자칫 단조로운 식사 경험으로 이어질 수 있습니다.
* 📉 레스토랑의 수익률은 일반적으로 **10% 미만**이기 때문에 메뉴 큐레이션을 통해 수익을 극대화하는 동시에 고객을 유치할 수 있는 가격의 균형을 맞추는 것이 중요합니다.
* 🍹 음료는 상대적으로 제조 비용이 저렴하고 마진을 크게 올릴 수 있어 **평균 22% 내외의 수익률**을 보이는 디저트나 애피타이저에 비해 더 큰 수익 기회를 제공합니다.
* 🐔 닭 한 마리를 통째로 다양한 요리에 사용하는 등 재료를 교차 활용하면 레스토랑이 비용을 효과적으로 관리할 수 있지만, **디저트에는 전체 메뉴에 포함하기 어려운 독특하고 값비싼 재료**가 필요한 경우가 많습니다.
* 💰 인플레이션 및 공급망 문제와 같은 요인으로 인해 재료 비용이 변동하기 때문에 **디저트는 애피타이저와 함께 생산 비용이 가장 많이 드는 품목** 중 하나입니다.
* 👩 레스토랑이 재정적인 어려움을 겪을 때 **사내 파티시에가 가장 먼저 해고**되는 경우가 많으며, 이로 인해 식당 전체에서 **디저트 메뉴가 획일화**되는 경우가 많습니다.
* 🌟 소비자 행동의 변화에 따르면 젊은 고객, 특히 Z세대와 밀레니얼 세대는 특히 **배드로만의 입소문을 탄 레몬 치즈 케이크처럼 시각적으로 매력적이고 시장성이 있는 디저트**를 주문하는 경향이 더 강합니다.
* 🍽 궁극적으로 디저트는 식사 경험을 향상시키는 데 중추적인 역할을 하며, **재방문을 유도하고 고객이 자신의 경험을 다른 사람들과 공유하도록 장려할 수 있는 기억에 남는 마무리 역할**을 합니다.

디저트를 창의적으로 활용하면 레스토랑 경험을 향상시켜 재방문을 유도하고 수익을 높일 수 있습니다.

There's something you might notice when you go out to eat, depending on the restaurant. The entrees and drinks can vary a lot, but then the dessert menu drops and you're almost always left staring at the same options: cheesecake,

maybe a chocolate lava cake, and some type of fruit pie. Probably sorbet or ice cream. Desserts in a lot of restaurants are kind of boring. There's a reason why, but it doesn't have to be this way.

Menu curation can make or break a restaurant because, frankly, it's really hard to make money in this business. Restaurant profit margins are not particularly high. It's interesting because so many people want to go into the restaurant business because they think it's

glamorous or whatever. It's definitely less than 10%. Kathryn Gordon teaches restaurant and culinary management at the Institute of Culinary Education in New York. The revenue comes from food and beverage sales, and then there's the cost of goods

to support those sales—things like ingredients and staff salaries, rent, electricity, and more. What's left is a low number. And then, of course, it has to be taxed. The menu is really one chance to maximize profits,

but it's a delicate balance. Charge too much, and people won't buy it. Charge too little, and you'll miss out. When priced right, the entrees will bring in the most profit. And it's not really a secret that drinks are relatively cheap

to make and it's easy to upcharge. Both alcoholic and non-alcoholic. And people will often pay that multiple times throughout a meal. But outside of drinks and entrees, it's not so easy to make money. Look at appetizers, for example, with an average profit

margin all the way down at 22%. Luckily, if you're savvy, there are ways to work appetizers into a menu and recoup those costs. So what people try to do is what we call cross-utilization of product. For example, you can buy a whole chicken cheaper

than pieces of chicken, and then you might be able to use the chicken bones after it's broken down for your base, for your stock. And then that stock can become a sauce, or it can become a soup, and you can sell that,

and then you can sell, like, your chicken breast, like on a salad or something, you know, at lunch. And then you can have the chicken thighs in a dish at dinner time. And then you might even have, like, little scrap pieces.

And I don't know, you're selling chicken tacos at the bar or something like that, you know. So it's like full utilization. So when done properly, the menu fits together like a neat little puzzle. But desserts are sometimes hard to fit in.

Making them is one thing, but making them well requires an entirely different skill set from the rest of the kitchen. Plus, you want that amazing 'wow' kind of thing at your restaurant. You have to dedicate space, and not every place has it because of the rent for the square footage.

It's just astronomical these days, and people just can't afford more little physical locations. There are also ingredients to consider: cream cheese, chocolate, nuts, and things like that. You may not be using them in other parts of your menu. Desserts are one of the most expensive things

to make in terms of ingredients. Ingredient costs in the world change, and consumers see inflation as well. It's more than the egg inflation we've all been frustrated with. In 2018, the cost of vanilla skyrocketed due to a crisis in Madagascar.

It's stabilized, but it's never really returned to where it once was. Bad weather in West Africa, where around 70% of the world's cocoa comes from, has led to dramatic increases as well. When all is said and done, desserts are tied with appetizers

as the lowest average profit margins in restaurants and one of the hardest things to fit into that neat little menu puzzle. So when a restaurant is struggling, in-house pastry chefs are often the first to go, especially because restaurants can offer desserts at a much lower cost by outsourcing them entirely.

Thus the same desserts everywhere you go. But there is something about dessert. These places are often missing the marketability of the experience. Okay, but before we get into that, let's take a minute to talk about our sponsor, Bluehost.

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So if you're a content creator, blogger, or entrepreneur, we're just getting started. Check out the link below. Now, from aesthetically pleasing websites back to aesthetically pleasing foods. Recent data suggests there's a shift in how consumers are viewing desserts

when going out to eat. Only 11% of Boomers, on average, ordered dessert, compared to over 30% of Gen Z or Millennial diners at Bad Roman, an Italian restaurant in Manhattan. That number is much higher.

It's close to 40% of our guests ordering desserts. Chef Craig Koketsu and pastry chef Lucy Blanche helped create the restaurant's dessert menu. And part of the reason so many people are ordering from it is because they've tapped

into the importance of marketability. You know, the saying is that people eat with their eyes first, and it's totally true. So you want to capture them first visually. Chef Lucy's viral lemon cheesecake really captured people.

I mean, it's a lemon cheesecake, beautifully molded to be shaped like lemons, served on a lemon plate. It's even fun to eat since you're encouraged to crack the shell before diving in. And of course, it tastes amazing.

It's very important to me that things look wonderful, but more than anything, that they also taste amazing. I remember one of the team members at the table when we brought the dish out saying, "Well, this is a home run."

And he was right. At the end of the day, the only way for a restaurant to really make money is to get people into seats. Viral hits like this can drive customers to a restaurant, and more customers obviously mean more profit as they spend on entrees and drinks.

But to get diners coming back again and again, chefs can't rely on one dish. The entire menu has to work together, and desserts have a unique opportunity. It's the last thing the diner identifies with at the table.

Everything will be memorable, but I feel like the last thing they eat is always what makes the meal. What's going to make your entire dining experience? Dining out has always been about more than just the food.

And so that's how dessert can fit into this menu puzzle: as a final cherry on top of the experience, making you want to come back, send your friends, and spend a little extra at the end.

Why every restaurant has the same desserts

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Vox video is Bridgett Henwood, Cath Spangler, Adam Freelander, Joey Sendaydiego, Coleman Lowndes, Christophe Haubursin, Kim Mas, Laura Bult, Ed Vega, Rajaa Elidrissi, and with research support from Melissa Hirsch. 

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많은 레스토랑에서 디저트 옵션이 제한적이고 특별하지 않은 경우가 많습니다.

여기에는 레스토랑 수익률과 관련된 이유가 있습니다.

레스토랑 수익률은 일반적으로 10% 미만으로 낮습니다.

수익은 식재료, 직원, 임대료, 세금 등의 비용에 영향을 받습니다.

메뉴는 고객을 방해하지 않으면서 수익을 극대화할 수 있도록 가격 책정의 균형을 맞춰야 합니다.

앙트레와 음료는 가장 수익성이 높은 메뉴 항목입니다.

재료를 교차 활용하면(예: 닭 한 마리를 통째로 여러 요리에 사용하는 경우) 비용을 절감할 수 있습니다.

디저트는 전문 기술, 공간 요구 사항 및 높은 재료 비용으로 인해 까다로운 작업입니다.

재료 비용은 크게 변동합니다(예: 바닐라, 코코아).

디저트는 수익률이 낮기 때문에 아웃소싱과 메뉴 표준화로 이어집니다.

소비자의 디저트 주문 습관은 세대별로 다릅니다(Z세대와 밀레니얼 세대가 더 많이 주문합니다).

배드 로만의 높은 디저트 매출은 시장성에 초점을 맞춘 덕분입니다.

배드 로만의 레몬 치즈 케이크처럼 시각적으로 매력적인 디저트는 고객의 마음을 사로잡습니다.

바이럴 디저트는 고객 트래픽을 유도하고 전반적인 수익을 높일 수 있습니다.

기억에 남는 경험으로서의 디저트

잘 만들어진 디저트는 전체적인 식사 경험을 향상시킵니다.

디저트는 재방문과 추천을 유도하는 마지막 긍정적인 인상을 남길 수 있습니다.

디저트는 고객 충성도를 높이고 지출을 늘리기 위한 방법으로 간주되어야 합니다.