As night fell, Ms. S, a white-collar worker who worked in an office building all day, dragged her tired body to a small restaurant on the street. As soon as I entered the door, I saw the proprietress who was about her mother's age. She felt very kind and smiled and asked Ms. S what she wanted to eat.
Ms. S scanned the dense plain text menu containing dozens of SKUs on the wall, and fell into the dilemma of choice. She tentatively asked the proprietress for help. "Boss, what's your specialty?"
The proprietress was stunned first, then frowned and dropped a sentence, "Make yourself at home!" Then I went to other things, leaving Ms. S embarrassed. Finally, I had to order a meal casually.
In fact, this kind of scene is not uncommon in real life: 1), and it is difficult for customers to choose when ordering; 2), many catering bosses are still continuing the traditional large and comprehensive menu mode, without the so-called "signature dishes, main courses" consciousness.
So how should the menu be designed? Here are some design ideas.
The first is the positioning of the menu. Wang, the planner of menu structure, said: "Menu is the brand expression of a restaurant, the menu is the silent promotion of a restaurant, and the menu is the profit model of a restaurant."
Because the menu is the most direct contact with customers. When customers enter the store to order food, an attractive menu can enhance the customer's goodwill and add points to the impression. Then, designing an attractive menu needs to do the following four things.
1. Brand image
Brand logo is an essential element in menu design. However, sometimes customers don't have much impression on the name of the store after ordering, or have a shallow impression on the logo. Then the reason for this situation may be that the design of logo is not prominent enough to leave an impression on customers; It may also be that the logo is improperly placed in the layout of the menu, resulting in no impression on customers.
2. Menu style
In the style design of the menu, there needs to be a unified style. This needs to be decided according to the brand and customer base of the restaurant. Because the customer base determines the way to make a profit, the customer base is one of the factors that can affect the menu. The characteristics of the brand are also an important factor, because if the characteristics of the brand are not highlighted, it is easy for customers to have no deep impression on the restaurant.
3. Naming of dishes
The naming of dishes is very important. Because most of the current menus are displayed in the form of pictures and texts, there will be aesthetic fatigue. And a refreshing name can attract customers' attention more. Only in this way can the sales and profits of dishes be improved.
4. Differential expression of primary and secondary products
In the layout of the menu, the main products and secondary products need to be displayed differently, so that customers can understand which products are the main products, tell customers what the main products are and attract customers to order.
So, this is how to design an attractive menu.