Funil de Vendas Ifood - Desempenho do Cardápio

Summary

The video script offers a comprehensive guide on utilizing iFood's sales funnel for restaurant partners. It delves into understanding customer journey, analyzing performance metrics, and crafting strategies for attracting and retaining customers. Expert Gilberto Cabral shares insights on menu optimization, promotional tactics, and leveraging iFood's marketing tools to boost sales. The script emphasizes the importance of monitoring performance over time and adjusting strategies for effective delivery business management.

Takeaways

• 😀 The video script is a tutorial on how to use the iFood partner portal to assess the performance of a restaurant's delivery menu.
• 📈 The script discusses the importance of understanding the sales funnel and customer journey within the iFood app to improve business outcomes.
• 📊 It emphasizes analyzing specific periods, competition, and the restaurant's performance to identify the most and least sold dishes.
• 🛍️ The video provides strategies for attracting customers to the top of the sales funnel and retaining them until they complete their order.
• 📝 It suggests using the iFood partner portal to monitor the performance metrics step by step and to compare with the competition.
• 📉 The script explains how to interpret data such as visits, views, cart additions, order reviews, and completed orders within the iFood sales funnel.
• 📲 It highlights the use of the 'Megaphone' marketing tab in the iFood partner portal to leverage automated campaigns and promotions.
• 📷 The importance of having attractive photos of dishes is stressed, as they can significantly influence customer decisions.
• 🍽️ The video mentions the effectiveness of offering combo meals for individuals and families, tailored to different times of the day and special occasions.
• 💰 It points out the necessity of understanding pricing structure and margins to effectively offer discounts and promotions without compromising profits.
• 🔍 The script encourages constant monitoring and measurement of marketing strategies to ensure they are effective and to adjust them as needed.

Q & A

What is the main topic of the video script?

The main topic of the video script is to discuss the iFood partner portal, specifically focusing on the sales funnel and strategies to improve the performance of a restaurant's menu on the iFood platform.

Who is Gilberto Cabral in the context of the video?

Gilberto Cabral is the speaker in the video who has over 10 years of experience in the delivery business and currently provides consulting services to restaurants on delivery matters.

What are the five steps of the customer journey within the iFood app as mentioned in the script?

The five steps of the customer journey within the iFood app are visits, views, cart additions, cart review, and completed orders.

What does the script suggest to do with items that are not selling well on the iFood platform?

The script suggests analyzing whether it makes sense to keep items that are not selling well on the iFood platform, considering factors such as the restaurant's focus and whether the item is suitable for delivery.

How does the script recommend analyzing the performance of a restaurant's menu on iFood?

The script recommends analyzing the performance by looking at specific periods, understanding the sales funnel, comparing with the competition, and evaluating the most and least sold dishes.

What is the importance of comparing the restaurant's performance with the competition as per the script?

Comparing the restaurant's performance with the competition helps to identify areas where the restaurant may be underperforming, such as visit counts and conversion rates, and allows for targeted improvements.

What strategies are suggested in the script to attract customers to the top of the sales funnel?

The script suggests using promotional categories, attractive photos of dishes, combo offers, and leveraging marketing tools provided by iFood, such as automated campaigns and discounts, to attract customers.

How does the script emphasize the importance of monitoring the effectiveness of marketing campaigns?

The script emphasizes the importance of monitoring by stating that it is not enough to simply activate a campaign and leave it; constant measurement is necessary to understand its impact on revenue, new customers, and overall business value.

What role do photos play in the customer's decision-making process according to the script?

According to the script, attractive and appetizing photos of the dishes play a significant role in enticing customers and making them want to order from the restaurant's menu.

What is the significance of understanding the pricing structure of the menu items as mentioned in the script?

Understanding the pricing structure is crucial for determining the margins available for offering promotions and discounts, ensuring that the restaurant can participate in marketing campaigns without compromising profitability.

How does the script advise on the use of combos in the restaurant's menu to improve sales?

The script advises creating individual combos and family combos that make sense for different times of the day and special occasions, positioning them strategically within the menu to attract a variety of customers.