A menu is much more than a bill of fare; it is a carefully planned guide to direct the patron to your most profitable items and maximize sales. You have an average of two minutes to make the sale, so layout strategy and subliminal suggestions play key roles in developing a profitable menu. This article is directed at restaurateurs who will either hire a design firm or those who want to develop them in-house. The “Marketing Tips” section will be especially useful for critiquing existing menus and considering a redesign.

Purchasing Professional Design
A menu redesign will increase annual sales an average of 6% and as high as 10%, so the design fee should be considered an investment rather than a cost. Design firms are a time-based service industry who offer three things; service, quality and price. However, client can only choose two. For example, if quality and price are your top criteria the service level will be reduced to concentrate on the creative quality of the project to keep the cost down. Those who understand the value of professional design typically chose service and quality.

When searching for creative services you have two options; independent designers and multiple-person design firms. Both have their advantages and disadvantages. I cover this in detail in an article entitled, “How to Choose a Graphic Design Firm”. The heart of any successful design is the designer him or herself. With a little effort and the following tips you can find the right fit.

In short, you should interview at least three creatives. Look at their portfolio for talent level and ask them to explain the solutions they have developed for other clients. Second, ask them for their hourly rate and a detailed proposal. The latter should cover topics such as current situation, project goals, competition, audience profile, creative strategy, process, time frame, and billing schedule. Finally, ask yourself if you would like to work with this person. Chemistry, professionalism, and good personal skills all play a part in the creative process. In a nutshell, they should understand you, your business goals, and have the talent to do it.

Lastly, do not discount designers and design firms who have not produced a menu in the past. An experienced company will research your industry and the specifics of menu design to develop a creative solution. They may even be willing to discount their project fee to have a menu in their portfolio, since it may bring them future assignments elsewhere, so use it in negotiating the fee.

Developing a Strategic Menu
There are a number of issues to consider in creating a profitable menu, but the primary goal is to increase sales of your most profitable items. Second, it should reflect the personality of the restaurant by taking into account the interior design such as color, materials, textures and the general “feel” of the establishment.

Two examples of this are clients of mine; one being a Tex Mex restaurant chain and the other a gourmet catering service. Posados Restaurants is a growing company with 13 locations across the south. The exterior and interior design is unique to each location, although they all fall within a “collage style” in the use of colors, materials, and decorative items. The owners wanted to communicate the same effect for their menu, along with the feel of Mexican movie posters from the 50’s and 60’s. As a general rule, no more than three typefaces should be used on a menu, but using a different one for each section was appropriate in this case.