How does the self-service ordering machine increase the unit price? Package, additional purchase and member marketing design-QUNMAO

How does the self-service ordering machine improve the unit price of customers-package design, additional purchase recommendation and member marketing

The basis of self-service ordering marketing in 1.: why there is room for ordering machines to increase unit price

1. The menu is fully visible.MechanismWhen ordering manually, the employee's verbal recommendation is limited by space and time;ordering machineThe screen can fully display the dish map, package and feeding options, and customers can browse by themselves. QUNMAO ordering machine adopts 21.5 "-32" 1920 × 1080 vertical screen (desktop model 15.6 "), and the display area of the dish map is large.
2. The recommended action is consistent.MechanismThe ordering software will implement the same recommended rules for each order and will not miss it because employees are busy or inconvenient to speak.
3. Customers are not under time pressure.MechanismAt the ordering machine, customers can decide for themselves whether to add, upgrade or add, without the pressure of being watched or urged.
4. The whole process data can be recorded.MechanismHome page clicks, product browsing, additional purchases, abandonment, and payments can all be recorded to provide a basis for resumption.

around these four mechanisms,Buffet Ordering MarketingIt can be split into five types of actions: package, additional purchase, recommendation, membership and time period, which together constitute the landing point of digital catering marketing on the store site. QUNMAO organizes these five types of actions into configurable rules such as ordering machine package design and ordering machine member play, which are customized through ordering software.

Boundaries:Self-test requiredWhether the above four mechanisms bring about changes in the unit price of visitors, and how much, depends on the menu structure, price band, customer group and region, this paper does not pre-set conclusions.

2. define the indicator first: unit price is not the only target.

Special reminder: The goal of the ordering machine to increase the unit price of the customer should not be at the expense of gross profit or experience. Raising the unit price of customers and lowering the gross margin, or raising the abandonment rate, is not an effective optimization. Therefore, each design adjustment should be observed at the same time.Gross profit unit pricewithAbandonment rate。

3. six touch points: the customer's conversion path on the ordering machine

The following is a contact-by-contact description of the design action, mechanism, basis and measurement. QUNMAO ordering software supports customization according to customer needs. The above rules can be configured according to the menu structure of the brand. If the customer uses self-ordering software,ordering machineThe same can run.

3.1 contact 1: Home-Decide what the customer sees first

Fig. 1 schematic diagram of the partition wireframe of the home page of the ordering machine (vertical screen, schematic layout, specific design adjusted according to brand)

• Design action:Only one current main push is placed in the main push position; The number of classified entrances is restrained; The first step of "hall food/take-out" is put to determine the subsequent process.
• Mechanism:MechanismThe less information on the first page, the easier it is for customers to start ordering. The main push position bears the first recommendation.
• Hardware Basis:Specification sheetQUNMAO ordering machine has a 1920 × 1080 IPS vertical screen with brightness ≥ 300cd/㎡(15.6 "desktop model ≥ 280cd/㎡), capacitance G G touch control and 20 points, which is convenient for large picture and large button operation. The interface supports multiple languages.
• Metric:Conversion from home page to first addition to shopping cart, recommended bit conversion rate.

3.2 contact 2: classification and commodity sorting-"profit goods first" how to do it.

• Mechanism:MechanismCustomers are more likely to click on items that are higher and have larger pictures.
• Risk:Hiding the basic payment or piling up the profit payment on the first screen will reduce the browsing efficiency and increase the rate of giving up halfway.
• Metric:Click-through rate, add-to-cart rate, gross customer unit price for each tier of goods.Self-test required

3.3 contact 3: ordering machine package design and additional purchase recommendation-the most direct unit price lever

• Metric:Package penetration rate, plus purchase acceptance rate, joint rate.Self-test required
• Software Description:The ordering machine set meal design and the additional purchase rules are implemented by the ordering software. QUNMAO ordering software supports customizing these rules, such as trigger conditions, recommended products, placement and times.

3.4 Contact 4: Customized Options-Invisible Unit Price for Tea and Coffee

• Design action:The cup shape, sugar content, ice quantity and feeding are displayed step by step, one screen for each step; the feeding item shows the unit price; the basic option is always optional.
• Mechanism:MechanismThe options are visible on the screen and the customer does not need to ask the employee item by item at the peak.
• Metric:Feeding acceptance rate, cup upgrade rate, single order duration.
• Undertake:The configuration ideas of each format can be referred to QUNMAO'sFormat selection content; The ordering machine runs Windows 10/11 and supports the installation of QUNMAO ordering software or customer-owned software.

3.5 Contact 5: Shopping Cart and Settlement Page-Last Recommendation

• Design action:The shopping cart is equipped with "order collection prompt" (for example, one more item can be enjoyed as a discount) and "often matched" goods. Before settlement, the discount usage status and payable amount are clearly displayed.
• Mechanism:MechanismThe shopping cart is the node where the customer confirms the order and is the natural place to receive the order prompt.
• Metric:Gather orders to prompt acceptance rate, shopping cart to payment conversion.
• Tone:Specification sheetThe device has built-in dual speakers, which can play a prompt tone in key steps to assist customers to complete the operation.

3.6 Contact 6: Small Tickets and Members-Extending Marketing Outside the Store

• Hardware Basis:Specification sheetQUNMAO ordering machine supports 80mm thermal printer, bar code and two-dimensional code scanning, and reserves POS terminal holes.
• Design action:The receipt is printed with the meal number, the next ticket to the store, and the two-dimensional code for member registration. The member code can be scanned and identified on the ordering machine.
• Metric:Small ticket two-dimensional code scanning rate, coupon write-off rate, 30-day repurchase rate.Self-test required

4. ordering machine member play: register gifts, points, birthday coupons and re-purchase coupons

• 识别方式:Specification sheet点餐机支持条码与二维码扫描;Vertical (QM-L2226DC, QM-L3226DC)的规格书还包含 NFC 刷卡。其他形态如需 NFC 或其他读卡方式,QUNMAO 作为源头制造商可按客户需求定制。
• 摄像头:Specification sheetQUNMAO 点餐机可选配 5MP 摄像头,支持人脸识别。是否启用,应按当地法规与门店策略决定;没有明确需求时,不必启用。本文的营销设计不依赖人脸识别。
• 数据统一:会员库应与扫码点餐、收银系统统一,否则积分与优惠在不同入口会不一致。这一点在并行点餐场景尤为关键。

五、餐饮数字化营销的时段设计:早餐、午餐、下午茶与夜宵的分时段菜单

• Hardware Basis:Specification sheet支持开机自启、定时开关机,可按营业时间设置。
• 内容管理:菜单与促销内容的更新与发布,可以结合 QUNMAO 的Digital Signage Content Management Solution,让点餐机与门店数字餐牌保持一致。
• Metric:各时段的客单价、套餐渗透率与订单量,用于判断分时段菜单是否有效。

六、大屏视觉引导设计:图片、层级与文案

• 图片:菜品图保持统一光线、角度和尺寸;主推位使用更大的图;图片质量应适配 1920×1080 分辨率。Specification sheet
• 价格:套餐显示与单点合计的差异;加购显示增加的金额;避免需要顾客自己计算。
• 标签:"推荐""新品""热销"标签克制使用,过多会失去效果。
• 字号与按钮:按钮足够大,触控目标清晰;电容触控精度 ≤2mm,支持手指或触控笔(Specification sheet)。
• 多语言:界面支持多语言;文案应由当地人校对,避免直译造成的歧义。
• 与门店物料联动:点餐机主推与门店餐厅数字餐牌、Desktop digital menu board保持一致,顾客在排队和点单时看到统一的信息。

七、数据复盘:如何确认"真的提升了"

7.1 对照设计

• 基线:上线前或调整前,至少记录两周的基线数据。
• 单变量:每次只调整一个设计,例如只改变套餐的位置,或只增加一个加购提示。
• 对照方式:时间对照(同一门店调整前后)、点位对照(同一门店不同点餐机展示不同设计)、门店对照(条件相近的两家门店)。
• 口径一致:对比的时间段相同(工作日、周末、午晚高峰),客流相近,价格与促销一致,统计方法一致。

7.2 常见误判

• 把节假日、促销月、天气带来的客单价波动,误认为设计效果。
• 只看客单价上升,忽略放弃率上升或毛利下降。
• 同时调整多个变量,无法判断哪一项有效。
• 观察期过短,把偶然波动当作趋势。

7.3 A/B 记录表与每周复盘清单

• 本周客单价、连带率、加购接受率、中途放弃率、毛利客单价是否记录?
• 本周是否只调整了一个变量?是否有促销或节假日干扰?
• 各时段的表现是否有明显差异?
• 下周计划调整哪一项?

八、QUNMAO 自助点餐机产品事实表

Product page please refer:Wall-mounted self-service ordering machine (21.5/27/32 inches)、Vertical self-service ordering machine (21.5/32/43 inch)、All-in-one desktop ordering machine。采购前的整体硬件思路,可阅读ordering machine hardware procurement guide。

九、项目记录:伊斯坦布尔烘焙咖啡连锁的点餐营销设计

9.1 实施过程

1. 第 1 周:QUNMAO 与客户对齐菜单结构、商品分层、会员体系;根据 10 家门店图纸出具点位方案;记录上线前两周的基线数据(客单价、连带率、人工点单占比)。
2. 第 2 周:试点门店安装与联调,完成基础点餐与会员扫码的验证。
3. 第 3 周:其余 9 家门店设备批量生产,预装 QUNMAO 点餐软件,经 48 小时老化测试,附 SN 与测试报告后出货。
4. 第 4 周:逐店安装验收、员工培训;基础点餐上线。
5. 第 5 周及之后:按单变量方式逐项上线——先调整套餐位置,再加入单个加购提示,随后上线时段菜单与会员券,每次调整之间保留足够的观察期。

9.2 观察记录

客户按第七章的方法记录每项调整的数据,并与基线对照。观察记录如下(方向性描述,不含具体数值):

• 套餐位置调整后,套餐渗透率呈上升趋势,客单价与连带率随之上升。
• 单个小食加购提示的接受情况良好;在试验过连续弹出多个提示的门店,中途放弃情况增加,客户据此恢复为"一次只推一个"。
• 早间与下午时段的分时段主推上线后,各时段订单结构出现差异,符合预期。
• 会员二维码印在小票后,会员注册量逐周增长。
• 设备问题以外设类轻微事项为主,没有整机返修。

局限:该项目为单一客户、单一地区,观察期较短,且各项调整之间存在时间上的先后影响。以上观察仅说明该项目情况,不代表普遍结论,门店应以自己的对照数据为准。

十、局限与不适用范围

• 效果取决于门店:营销设计的效果取决于菜单结构、价格带、客群与地区,本文不给出通用的提升幅度。
• 软件功能与硬件功能的边界:套餐、加购、时段菜单、会员积分、生日券等功能由点餐软件实现,点餐机提供屏幕、扫码、小票、提示音等硬件基础。
• 隐私与合规:摄像头与人脸识别为可选功能,是否启用应按当地法规与门店策略决定。
• 本文不涉及:价格策略本身、广告投放、外卖平台运营、第三方行业统计。
• 使用环境:点餐机规格书标注为室内使用,户外场景需要另行配置产品。

十一、关于 QUNMAO

认证详情请见认证证书页面,更多公司信息请访问关于 QUNMAO。

十二、常见问题(FAQ)

Conclusion

自助点餐机提升客单价,靠的是界面与规则设计:首页克制、商品分层、套餐与加购"一次只推一个"、定制选项清晰、购物车凑单、小票再触达,以及与扫码和收银统一的会员体系。每一项设计都应当用单变量对照、毛利客单价与中途放弃率来验证。QUNMAO 作为中国自助点餐机产品的源头制造商,提供桌面、壁挂与立式多种形态的整机,并支持外观、读卡方式与点餐软件的定制,可以配合品牌把营销设计落到点餐机上。