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Increase sales with strategic design menus
You have an average of two minutes to make sales, strategy and design and Messages subliminal play a key role in the development of a menu cost. This article is for restaurant owners is to hire a design firm or those who want to develop them internally. The "Marketing Tips" section is especially useful to criticize the existing plans menus and consolidated.
Professional Design Purchase
Increased menu recast in annual sales by an average of 6% to 10%, so the rate for the design should be viewed as an investment not a cost. design firms are a service industry based while providing three things: service, quality and price. However, the customer can not choose both. For example, if the quality and price are your criteria for highest level of service is reduced to focus on the creative quality of the project to maintain cost. Those who understand the value of professional design in general, select the service and quality.
When you are looking for creative services, has two options, independent designers and firms with more people design. Both have their advantages and disadvantages. I cover this in detail in an article called "target = "_blank"> How to choose a graphic design firm. "At the heart of any good design is the developer himself. With a little effort following tables and you can find the right person.
In brief, you should interview at least three creations. Check your portfolio with the talent level and Ask them to explain the solutions they have developed for other clients. Then ask them their hourly rate and a detailed proposal. This should cover such issues as the situation current project objectives, competition, audience profile, creative strategy, process, deadlines, and check the calendar. Finally, ask yourself if you want to work with this person. Chemistry, professionalism and good personal skills play a role in the creative process. In a word, should understand, its objectives business, and have the talent to do so.
Finally, do not discount designers and design firms that have not resulted in a menu in the past. A company with research experience in your industry and design specific menus to develop a creative solution. They may even be willing to discount their costs the project to have a menu in your wallet, because it can make future missions abroad in order to use in negotiating fees.
The development a Strategic Menu
There are a number of issues to consider in creating a menu cost, but the main objective is to increase sales of its more profitable items. Secondly, should reflect the personality of the restaurant, taking into account the interior and color, materials, textures and general "feel" of the institution.
Two examples are the customers of mine, one being a string Tex Mex restaurant and other service a corporate gourmet meal service. The restaurant Tex Mex is a growing company with 13 locations throughout the south. The exterior and interior design is unique to each place, but all are in a collage style using colors, materials and decorative objects. The owners wanted the same effect on your menu, with a sense of Mexican movie posters from the 50s and 60s. In general, no more than three sources must be used in a menu, but using a different one for each section was appropriate in this case.
My client is a service of upscale restaurants that targets corporate and social events. Since your customers are going, we need to convey a sense of elegance and gastronomy thanks to their menus. This has been done for gourmet catering companies in the use of pleasant images, a rich palette of colors and classical sources.
Menu Boards
The following are standard guidelines for the preparation of a menu, or criticize your present to see how it measures its place. If you are experiencing stagnant or declining sales, may be useful to consider a revision.
Item – Choose colors, materials, paper textures, icons and fonts that reflect the indoor / outdoor restaurant and personality.
Color – Depending on your budget and frequency of changes in menu, use the color of the menus Premium unchanged once or twice a year. One, two, or three colors are more appropriate for restaurants and menu covers can reduce printing costs by using a paper grades. menu shells can also be printed and managed by a laser printer to reduce costs further.
Typefaces – In general, use a maximum of three characters, one for the title, body text and a Another highlight high performance or specialty items. Consider also the lighting and the average age of their customers. No point type down below 11 for menu items and pay attention to the contrast between the characters and the paper.
Layout – Customers tend to go to half the top right of the panel on the right a menu with the two panels (for example, open a book) and then place your items recipients most in this area. People tends to analyze this kind of menu in a reverse "Z" pattern. Use a font weight bolder lettering, color or background color to highlight items high profitability. Put in as many elements as possible and not lose the valuable goods with descriptions of common elements, a hamburger is a hamburger. dedicated space for signature and unknown elements to attract customers.
Make each section are easy to collect and organize in a sensible way (for example, appetizers, side dishes main, dessert, etc. ..). Design the menu to change prices easily. Do not place menu items with the highest price at the top in order downward. They are forced to read more articles and requires more effort to buy by price.
In short – Proof read, reread, again to read. Did I say proof read? Nothing leaves a bad impression as "Samlon" instead of "salmon." Customers tend to question your attention to detail when preparing their meals!
Print – Select the maximum amount necessary for the next 3-6 months to maintain low unit cost. If guests will be in charge of menus, select sustainable population and regularly inspected a dirty or bad menu leaves a bad impression. Consider the coating or laminate, so they can be cleaned. Printing on plastic is another option if it fits in a rational way.
About Author
Derald Schultz is the founder and director of the href = "Http: / / www.mediarail.com/" target = "_blank"> Mediarail Design, Inc., a design firm based in Atlanta, Georgia specializing in graphic design, web design and commercial printing services. Mr. Schultz has titles in print and publishing, and visual communication. Worked on the design and printing communities over 25 years before starting his own business. Mediarail Design offers a wide variety clients across the country.
© 2006-2008 Derald Schultz, Mediarail Design, Inc.
About the Author
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