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Billy Sims BBQ Restaurant

RESTAURANT MENU DESIGN

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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 fresh look for their menu that wasn't too cliche with the football theme.  The menu also needed 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.  I partnered with menu engineer, Gregg Rapp, as he executed the engineering while I executed the design.  The new design maintains the bbq theme while incorporating subtle sporty elements such as bold yellow stripes and hand drawn arrows.

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Alternative menu installation

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Drive-thru menu

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Takeout menu

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 an international design award in a competition that included over over 3,180 submissions from 46 countries.

ART DIRECTION - Tena Wooldridge

MENU ENGINEERING - Gregg Rapp & Jeff Jackson

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Muse Creative Awards

2019 Silver Winner