Question

Topic: Strategy

What's Better For Consumer To See On Panini Site

Posted by cheinvest on 12/26/2012 at 12:46 PM ET 1095 Points
Ok. I have an online website where I sell panini, salads etc. Something like subway but only online.

I know for sure that a male will always think they won't satisfy from a single panini. At least first time, they will think it's small and it won't be enough for a meal. Sometimes, even I have the feeling that is not enough. Probably because an average meal is 400 - 600 grams.
For a normal female from experience a panini is enough for a meal especially if they mix it with a salad or something else.

Most of the males order 2-3 Paninis to fill their hunger.


In order to try conquer the males for the main meal I came with a few solutions:

1.For same type of panini I offer the choice of Panini double and Panini triple like for pizza (small, medium, Large)

2.I put on the site something like for x money double your ingredients, like subway where you get normal 15 cm and for 2$ you get double.

3.I offer 2-3 paninis at some combo with a discount.

Who ever I asked about option 2 they said it automaticly make people think that the simple panini is not enough, but I think that they already have
this feeling when they come on the website and that I should go with the combo or 1st option.

Also should I display the grams of the paninis on the site, easy to be found or I should hide them a little.

Other panini websites don't display grams at all or they hide them.
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RESPONSES

  • Posted on 12/26/2012 at 1:23 PM Accepted
    It's a little difficult to form a clear point of view without really knowing your market or target audience, but my gut reaction is that your first two options are better than the third one. I'd avoid the word (or concept of) "discount." "Bonus" is a better approach.

    I would not publicize the weight. I'd focus instead on how delicious and satisfying the sandwiches are. I'd use words like "hearty" and "packed with flavor." That's why people buy sandwiches, not because they want a specific number of grams of belly-fill.

    Promote the emotional payoff -- the end-benefit. Otherwise you end up selling a commodity and competing on price/weight.

  • Posted by Moriarty on 12/26/2012 at 1:31 PM Member
    How about

    "Just a little hungry" - - - first size $1
    "Hungry" - - - second size $2
    "Ravenous" (= very hungry) - - - $3

    As Mr Goodman says, focus on how enjoyable they are and how satisfying they are to eat.

    I am guessing that the average panini is 200g?? I am not saying you should advertise this, it will give us an idea of what size these meals are.

    Moriarty xx


  • Posted by Jay Hamilton-Roth on 12/26/2012 at 2:40 PM Member
    When people are looking for food (online), words aren't your strongest form of communication - pictures are. Don't show weight - show relative size (perhaps next to a standard sandwich). Show people heartily enjoying the food.
  • Posted by cheinvest on 12/26/2012 at 4:33 PM Author
    It becomes pretty obvious that I should not show the weight, at least not in the front part.

    I will work out the pictures and show people an average panini so they can see how delicious it looks BUT even so I want to insert the option for people to get a bigger panini(more ingredients). Option 1 or 2 is better?
  • Posted by Moriarty on 12/26/2012 at 4:58 PM Member
    Are they ordering online? Or looking and coming to your shops?

    If they are ordering online do make sure that they can sign up to your email service - and make sure things are happening on Facebook! I remember you having a link ...

    Your copy - and this is me speaking Latin not Romanian - is business centered. Try this:

    "Roasted cheese and ham waft towards you as you sit. Taking the panini in your hands, biting it, peppery cheese explodes onto your tongue. Crunchy toasted bread fills your mouth in a delicious tummy filling lunch."

    And that sort of thing ...

    Pity you can't send aromas by internet!

    Moriarty xx
  • Posted on 12/26/2012 at 7:46 PM Accepted
    Can you run a split test between options 1 and 2? Or can you run each one as a promotion for 2 weeks and see which is better?

    My guess is that #2 will win, but my guess isn't worth nearly as much as a controlled experiment of some kind.
  • Posted by cheinvest on 12/27/2012 at 5:31 AM Author
    I think the promotion test is the best thing I can do to see which one is the best. Thanks
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