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Spa Menu
Engineering
CRAFTING, ENHANCING, &
MAXIMIZING YOUR SPA MENU
© 5 Spa Consulting, LLC www.5spaconsulting.com
Today’s Take Away1. Review the true objectives of a spa menu
2. Apply a systematic approach to update and
improve your spa menu of services
3. Understand how consumers make choices
4. Learn how to price and craft a spa menu to
strengthen your business
5. The future of spa menus
© 5 Spa Consulting, LLC www.5spaconsulting.com
Spa Menu Objectives• Increase Financial Contribution
• Support & Strengthen Your Brand
• Improve Guest Satisfaction/Experience
• Creative Meets Functional
• Provide Public Relations Opportunities
• Keep Staff Happy & Healthy
© 5 Spa Consulting, LLC www.5spaconsulting.com
What is Spa Menu Engineering?
The art and science of enhancing and maximizing spa revenue contribution through strategic menu
design.
© 5 Spa Consulting, LLC www.5spaconsulting.com
#1 Service Demand
© 5 Spa Consulting, LLC www.5spaconsulting.com
Service Demand/Popularity
January 1, 2016- January 31, 2016
Length SERVICE # Performed Popularity Rating
60 Swedish Massage 280 HIGH
90 Swedish Massage 165 LOW
60 Hot Stone Massage 225 HIGH
90 Hot Stone Massage 150 LOW
90 Signature Massage 135 LOW
60 Aromatherapy Massage 180 HIGH
60 Reflexology 60 LOW
TOTAL # OF MASSAGES 1195
AVERAGE POPULARITY 171
© 5 Spa Consulting, LLC www.5spaconsulting.com
#2 Financial Contribution
© 5 Spa Consulting, LLC www.5spaconsulting.com
Determining Financial ContributionCosts per Service
Note: Does not include labor or other operating expenses
Service Costs
Aromatherapy Massage Aromatherapy Oils $4.00
Disposable Face Cradle $0.15
Parafin Hand Treatment $3.25
Lavender Biscotti $1.00
TOTAL SERVICE COST $8.40
Signature Massage Aromatherapy Oils $4.00
Disposable Face Cradle $0.15
Paraffin Hand Treatment $3.25
Anti-Fatigue Foot Scrub/Lotion $2.00
Scalp Treatment $1.00
Lavender Biscotti $1.00
TOTAL SERVICE COST $11.40
© 5 Spa Consulting, LLC www.5spaconsulting.com
Financial Contribution
Length ServiceMenu Price Service Cost
Contribution Margin
Contribution Per Minute
$$ Rating
60 Swedish Massage $100 $3.15 $96.85 $1.61 LOW
90 Swedish Massage $165 $3.15 $161.85 $1.80 LOW
60 Hot Stone Massage $120 $4.00 $116.00 $1.93 HIGH
90 Hot Stone Massage $185 $4.00 $181.00 $2.01 HIGH
90 Signature Massage $220 $11.40 $208.60 $2.32 HIGH
60 Aromatherapy Massage $115 $8.40 $106.60 $1.78 LOW
60 Reflexology $105 $4.00 $101.00 $1.68 LOW
AVERAGE $138.84 $1.88
© 5 Spa Consulting, LLC www.5spaconsulting.com
LEN
GTH
OF
SER
VIC
E
NA
ME
OF
SER
VIC
E
DEM
AN
D
RA
TIN
G
CO
NTR
IBU
TIO
N
RA
TIN
G
60 Swedish Massage HIGH LOW
90 Swedish Massage LOW LOW
60 Hot Stone Massage HIGH HIGH
90 Hot Stone Massage LOW HIGH
90 Signature Massage LOW HIGH
60 Aromatherapy Massage HIGH LOW
60 Reflexology LOW LOW
© 5 Spa Consulting, LLC www.5spaconsulting.com
PLOWHORSE
POPULARITY: HIGH
CONTRIBUTION: LOW
Swedish Massage- 60
Aromatherapy- 60
STAR
POPULARITY: HIGH
CONTRIBUTION: HIGH
Hot Stone- 60
PUZZLE
POPULARITY: LOW
CONTRIBUTION: HIGH
Hot Stone- 90
Signature- 90
DOG
POPULARITY: LOW
CONTRIBUTION: LOW
Swedish Massage- 90
Reflexology- 60
© 5 Spa Consulting, LLC www..5spaconsulting.com
#3 Subjective/Staff
© 5 Spa Consulting, LLC www.5spaconsulting.com
#4 Competitive Analysis
How Are You Different ?
© 5 Spa Consulting, LLC www.5spaconsulting.com
How Consumers Decide
Product
ProcessPartnership
© 5 Spa Consulting, LLC www.5spaconsulting.com
PRODUCT
Kohler Spa
© 5 Spa Consulting, LLC www.5spaconsulting.com
PROCESS
“The very essence of
the Guerlain experience
is to transform your
beauty treatment into an
event created for you
and you alone - a real
alchemy between our
know-how and our
beauty expertise.”
Guerlain Spa- Paris
© 5 Spa Consulting, LLC www.5spaconsulting.com
PARTNERSHIP
“Today, I traded a beer on
the golf course for my first
facial and a cup of signature
tea! Hands down- best
choice ever. Great service.
Great people and a lot less
stress! ”
Bill M.
© 5 Spa Consulting, LLC www.5spaconsulting.com
Menu Design Goals
Create Trust, Likeability
Highlight Your Differences
Touch Guest Emotion
Design and Align with Brand
Call to Action & Build Revenue
© 5 Spa Consulting, LLC www.5spaconsulting.com
Rule #1 People Don’t Read
© 5 Spa Consulting, LLC www.5spaconsulting.com
They Feel with Their Eyes
• …. awaken to purifying yuzu mimosa sea algae and anti-oxidant rich rose camelia mist……
• …. the body is stretched and hydrated with a shiatsu style massage using wild lime silk oil….
• …. taponment with organic rice bran scented with cherry blossoms eases muscle tension….
• ….softness is protected with an application of plum blossom and silk cream…
© 5 Spa Consulting, LLC www.5spaconsulting.com
They Quickly Scan
© 5 Spa Consulting, LLC www.5spaconsulting.com
The Biltmore Spa- Florida
LEST
© 5 Spa Consulting, LLC www.5spaconsulting.com
They are drawn toMenu Magnets
Colonial Williamsburg
©5 Spa Consulting, LLC www.5spaconsulting.com
Rule #2 Don’t Stray From Your Brand
Ramen Noodle Bath; Yunessun Spa Resort, Japan
© 5 Spa Consulting, LLC www.5spaconsulting.com
Rule #3 Choice is not a Marketing Strategy
Choice Overload = Decision Paralysis
© 5 Spa Consulting, LLC www.5spaconsulting.com
Rule #4 Don’t Make It About Price
“When dealing with people, remember
you are not dealing with creatures of
logic, but with creatures of emotion.” Dale Carnegie (1888-1955),
American Writer and Lecturer
© 5 Spa Consulting, LLC www.5spaconsulting.com
They will pay the least amount for the same perceived value
© 5 Spa Consulting, LLC www.5spaconsulting.com
They want to be more than your revenue source
© 5 Spa Consulting, LLC www.5spaconsulting.com
They Want Value
SKIN CARE SERVICES
Custom Facial $100
Aroma Facial $110
Purifying Facial $115
Vitamin Facial $120
Anti-Aging Facial $125
Signature Facial $135
SKIN CARE SERVICES
Signature Facial $139
Anti-Aging Facial $129
Vitamin Facial $124
Purifying Facial $119
Aroma Facial $114
Custom Facial $104
© 5 Spa Consulting, LLC www.5spaconsulting.com
Rule #5 Make it Easy • Story Page
• Hours of Operations
• Directions
• Email Address
• Phone Number
• Expertise of Staff
• Social Media
• Awards
• Large/Dark Print
• Gift Cards
• Amenities
• FAQ’s (Positive)
• Location Map
• Proofe Read
© 5 Spa Consulting, LLC www.5spaconsulting.com
What’s Next?
© 5 Spa Consulting, LLC www.5spaconsulting.com