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 35+ restaurant franchise decided to upgrade a few of the restaurants to digital menus and implement a storewide menu redesign.

 

The challenge was working with a limited list of fonts the digital menu software provided that would represent Billy Sims BBQ collateral and its brand moving forward.  I was also given a limited color palette that excluded the use of BBQ Red.

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SOLUTION

The solution was a simplified menu using fonts as bold as the BBQ’s flavor profile and roughened design elements to maintain the craftsmanship of BBQ.  With the target demographic being middle-aged men, the menu is now easy to read and calls out the most profitable items.

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Digital Menuboards

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Drive-Thru Menu

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Square format

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