RESTAURANT MENU DESIGN
PROBLEM
Billy Sims BBQ is a fast-casual restaurant co-owned by former NFL running back and Heisman Trophy winner, Billy Sims. The 40+ restaurant franchise needed a new menu design that modernized its football theme and would be much cleaner. They also wanted to highlight the most profitable items.
SOLUTION
Being a fast casual restaurant, the design needed to be simple, yet appear more premium than a quick service restaurant. My menu design is half design and half engineering. Simple techniques like boxing and shadowing guide the guest's eyes exactly where I want them to go.
With guests placing their orders under the right side of the menu board, my team and I had to use strategic menu engineering to determine what profitable items need to be on the right side. The menu is now easy to understand and will streamline the line of guests.
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Menu Board
The menu design resulted in positive responses by the guests and an increase in our most profitable items. Utilizing product mix analysis to eliminate underperforming, high COGS, or operationally inefficient menu items, we were able to universally improve menu profitability month over month and year over year for all categories based on sales comp.
The menu also received multiple international design awards. Some of the competitions included more than 1,000 entries from over 30 countries.
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ART DIRECTION - Tena Wooldrige & Misty Jackson
MENU ENGINEERING - Larry Reinstein & Jeff Jackson
Global Trend Marketing Awards
2018 Quest Winner
Muse Creative Awards
2018 Rose Gold Winner
Davey Awards
2018 Gold Winner