Creating a profitable dessert menu can be a challenge. However, results from consumer research can assist in answering some of the most common questions.
Best menu line-up by restaurant type:1
| Fast Food |
Fast Food
Dessert Locations |
Sit-Down
Dining |
Cafeteria |
| Milkshakes, malts, floats |
Ice Cream
(soft serve) |
Cheesecake |
Donuts |
Ice Cream
(soft serve) |
Milkshakes, malts, floats |
Milkshakes, malts, floats |
Ice Cream
(soft serve) |
Ice Cream
with mix-ins |
Ice Cream
with mix-ins |
Ice Cream
(hard pack) |
Fresh Cookies |
| Fruit Pies |
Sundaes |
Sundaes |
Cheescake |
Does my dessert menu really impact my sales?1
- An effective dessert execution is essential, as a poor dessert experience can dissuade a customer from returning. In fact, 15% would not return after a poor experience.
- Well over 50% of dessert sales are unplanned (64% in QSR, 86% in sit down restaurants).1
When should I menu desserts most?1
- 66% of consumers believe a dessert is OK to eat anytime
- The number rises to 70% for women and 71% for ages 45 and above
| Dinner |
75% |
| After dinner |
74% |
| Lunch |
66% |
| Between lunch/dinner |
65% |
| Between breakfast/lunch |
39% |
What type of dessert items should I offer?1
- The most popular individual desserts are: Ice Cream, Cheesecake, Brownies and Fresh Fruit
- Milkshakes/malts/floats, ice cream (with/without mixers) and donuts are popular across all foodservice channels
- For fast food and sit-down restaurants, ice cream is a component of the most preferred dessert types
- Overall, the most popular request is for healthier options and smaller portions
How should I describe my dessert offerings?1
Dessert descriptions and visual displays/photographs are key to success. Consumers note KEY DESCRIPTORS that resonate best with each consumption time:
| Breakfast: |
fresh |
| Between lunch/dinner: |
portable, healthy |
| Lunch |
classic, calorie-controlled |
| Between lunch/dinner |
portable, refreshing |
| Dinner/after dinner |
indulgent, decadent, shareable |
The importance of shakes and mix-ins:
Mix-ins, like OREO Cookie Pieces, are one way to add variety to drinkable dessert offerings
1
85% of consumers put mix-ins in their ice cream desserts
1
Mix-ins/toppings are also becoming more popular for pies, cakes and cookies
1
Consumer research shows that there is a lot you can do to get your customers thinking about dessert. Here are some ideas to make your desserts more appealing.
If you want to drive dessert sales, you’ve got to let your customers know that you use the brands that have always satisfied them.
Branded merchandising is available in a variety of formats.Click here to find out how you can access these custom merchandising materials.
Feature the flavors.
Customers love seeing their favorite flavor on the menu! It’s something that will surely catch their eye, so don’t forget to promote the flavors of your desserts.
Show and sell.
Use pictures, descriptive language and intriguing names to get your customers’ attention. Putting your desserts on a cart or tray is an easy way to entice customers to buy. Nothing is as irresistible as the sight and aroma of the actual desserts.
Encourage sharing.
Let’s face it; we have all been egged-on to order dessert by spouses or friends before. Make sure you capture those sales by menuing desserts that can be shared.
Help them “leave room for dessert” with mini desserts.
Sometimes customers are tempted to taste but don’t want a whole dessert. Offer dessert samplers and mini dessert offerings to cater to customers looking for just a little dessert satisfaction.
Additional tips to help you sell more desserts—
- Start with a compelling menu, one that includes the most popular dessert types and flavors. Click here to view our Products by Type.
- Use seasonal, regional and branded ingredients.
- Offer desserts-to-go to appeal to on-the-go consumers.
- Include beverage suggestions that complement your dessert offerings.
Support a cause.
Offer desserts that are colored to represent a specific cause and donate part of your profits. Some well-known color associations are:
Pink = Breast Cancer 
Red = DARE/AIDS/Heart Disease 
Silver = Disabled Children
Gold = Childhood Cancer 
Purple = Lupus
Orange = Leukemia 
Yellow = Support the Troops
Celebrate national holidays throughout the year.
Offer festive desserts that are colored to represent specific holidays.For example–
Local Football Team Colors = Football Playoffs (January) Pink/Red = Valentine’s Day (February)
Purple/Yellow = Mardi Gras (February)
Yellow/Green = Easter (March)
Green = St. Patrick’s Day (March)/Earth Day (April)
Pink = Mothers’ Day (May)
Red/White/Blue = Memorial Day (May)
Green/Red/Yellow = Cinco de Mayo (May)
Blue = Father's Day (June)
Red/White/Blue = Independence Day (July)
Red/White/Blue = Labor Day (September)
Orange = Halloween (October)
Brown = Thanksgiving (November)
Red/Green = Christmas (December)
Support a food holiday. Offer dessert specials on the following days:
| October: |
National Dessert Month
National Cookie Month |
| June: |
National Dairy Month |
| July: |
National Ice Cream Month |