Research shows plate envy is secret to dessert sales

Research shows plate envy is secret to dessert sales

New research has shown that 87% of customers would order a decorated dessert after seeing it served at another table.

The latest findings from Callebaut show creating visually-appealing desserts that incite plate envy between diners is one way of boosting sales. Desserts with a wow-factor will also drive bigger profit margins, with 83% of consumers willing to pay a higher price bracket for a dessert that is well decorated versus a simpler version of the same dish.

“Consumers take notice of what others are eating when choosing what to order and the latest findings show that this can lead to more sales – especially when it’s a beautifully decorated dessert,” says Robert Harrison from Callebaut. “As the final course, it can sometimes be difficult to up-sell diners, but the findings show us that this is where a dish with the wow-factor can make all the difference.”

With winter approaching, desserts are not the only way to use decorations to increase sales – 60% of consumers would order a hot chocolate that was decorated over one that wasn’t.