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Duessa HolscherThu, Apr 26, 2012 @ 10:57 AM2 min read

The IKEA Effect @ Your Restaurant

Every restaurant owner inherently understands the importance of customization for their customers. Whether it's a simple request like "Hold the mayo" or a more complex one like "Can I have a salad instead of fries?", customizing orders is a daily occurrence.

However, some restaurants take customization to a whole new level, and the results are remarkable. Take, for example, a burger joint in New York that offers customers thousands of possible burger combinations. From choosing the type of meat and bread to selecting toppings, slices, cheese, and add-ons, the possibilities are endless. What's even more exciting is that customers can even name their creations and promote them, encouraging others to order the same delicious concoctions.

Pizza restaurants have also tapped into this customer creativity by offering a "Build Your Own" pizza option. With an array of toppings, cheeses, sauces, and crust types to choose from, customers have the freedom to create their perfect pizza. Surprisingly, industry research shows that a staggering 86% of consumers prefer to choose their own toppings rather than opting for a specialty pizza.

Recent research published in the Journal of Consumer Psychology delves into this phenomenon and reveals that involving customers in the customization process leads to higher satisfaction and allows businesses to charge higher prices. This phenomenon has been dubbed the "IKEA" effect, as even seemingly labor-intensive experiences like assembling IKEA furniture can result in increased satisfaction with the end product. In fact, consumers who assemble their own products are even willing to pay 63% more for them compared to those presented with pre-made items.

So, what does this mean for your restaurant? Embrace and celebrate ways to let your customers get involved in customizing their food! Utilize technology to your advantage, starting with a top-notch POS system that makes it effortless to create-your-own specials and customize every item on your menu. Consider implementing online ordering with an easy-to-use graphical interface that allows customers to mix and match their desired menu options. Take it a step further with mobile ordering, ensuring that customers have quick access to their past creative creations for easy reordering. And don't forget about the possibility of self-serve ordering in-store, empowering customers to take control of their ordering experience.

At Thrive POS we understand the importance of prioritizing your customers and putting them at the heart of your business. That's why we offer the technology you need to enhance their experience and give them the freedom to customize their meals to their heart's content. Learn more about how we can help you revolutionize your restaurant!

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Duessa Holscher

Duessa was the Founder and Managing Partner at FireFly Technologies until it was acquired by Granbury Solutions in 2010, where she served as Chief Product Development Officer until her appointment as President in 2019.