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Completed redesigned menu

Completed redesigned menu

Ratings: (0)|Views: 2|Likes:
Published by ryanpirkle1981
Summary of Actions:
1. Redesigned primary menu
2. Restructured and reformatted menu
3. Added draught beer offering insert
4. Updated appetizers offering

Set-Up:
Draft Pic's Sports Bar & Grille, a family-family owned, independent sports-themed restaurant and bar located 60 miles north of Seattle in Mount Vernon, has been a thriving dining and drinking establishment for almost 20 years.

Draft Pic's has an amazing kitchen, and serves up some of the best hot grinder sandwiches around. Although Draft Pic's is widely recognized as a great nightlife option, due to the quakity and value of the food offerings, the lunches and early dinner options bring in patrons who wouldn't necessarily frequent the establishment at night.

Recently, the owner had acquired a neighboring office space, and expanded the restaurant's footprint. During this time he also invested time and money into making a series of internal cosmetic updates. Although the interior was larger and had been modernized, other not as immediately apparent changes were still needed.

Draft Pic's owner tapped me to make several guest experience-oriented updates.

Draft Pic's has been utilizing a menu created with a ten-year-old version of Microsoft Publisher. The menu was a four panel plastic cover, with the letter-sized menu pages inserted.

Below is a breakdown of the situations and solutions for all elements that needed change:

1. Aesthetic menu changes needed
Situation:
- The menu covers were very dated, and plastic rendered hazy from years of use
- The page inserts were designed with stock cartoon clip art images of sandwiches and burgers
- The menu items had too much descriptive copy
- Varying font sizes and styles throughout all pages
- Inconsistent punctuation and spelling

Overall, with the overabundance of menu item descriptive copy and clip art in the background rendering virtually no negative space, and varying font styles and sizes, the menu was very difficult to read.


2. Restructuring order of menu items
Situation:
- The previous menu featured appetizers, followed by hot wings, then entree offerings, followed by salads
- Soups were listed separately from the salad offerings

The menu did not have a clear intuitive order to it. Based on a typical path to order, the guest would order an appetizer from the front page, flip to page three to see soft beverage offerings, flip to page four to order a salad, then back to pages two and three to see entree offerings.

Solution:
I completely reordered the flow of the menu, to make it more intuitive based on a typical guest's path to order.
- Salads were moved to the front near the appetizers
- Soup offerings were laid adjacent to salad offerings
- Soft drink offerings were moved towards the beginning of the menu


3. No listing of beer offerings
Situation:
- No printed list of impressive beer offerings

Draft Pic's features a pretty impressive selection of draught and bottled beers - many of them local. This is a selling point that had been unannounced as a benefit to the guest.

Solution:
I created a half-size insert that showed all of the draught beer offerings, as well as denoted which beers were regional.


4. No clear definition of appetizers
Situation:
- Appetizers included many items that would be an entree elsewhere, After talking with the owner, I learned that the majority of appetizers are ordered by individuals for an entree
- Because of the magnitude of these appetizer dishes, the price point was on par with many of the entrees, rather than being comparatively lesser-priced, and thus more attractive and accessible to guests

Solution:
I created a separate group of menu items called "Finger Foods." These once-appetizers offerings were too large to be classified as such. Instead, under the "Finger Foods" category, they will be seen by the guest as a legitimate light entree option, as well as justified in their near-entree price. Also, this cha
Summary of Actions:
1. Redesigned primary menu
2. Restructured and reformatted menu
3. Added draught beer offering insert
4. Updated appetizers offering

Set-Up:
Draft Pic's Sports Bar & Grille, a family-family owned, independent sports-themed restaurant and bar located 60 miles north of Seattle in Mount Vernon, has been a thriving dining and drinking establishment for almost 20 years.

Draft Pic's has an amazing kitchen, and serves up some of the best hot grinder sandwiches around. Although Draft Pic's is widely recognized as a great nightlife option, due to the quakity and value of the food offerings, the lunches and early dinner options bring in patrons who wouldn't necessarily frequent the establishment at night.

Recently, the owner had acquired a neighboring office space, and expanded the restaurant's footprint. During this time he also invested time and money into making a series of internal cosmetic updates. Although the interior was larger and had been modernized, other not as immediately apparent changes were still needed.

Draft Pic's owner tapped me to make several guest experience-oriented updates.

Draft Pic's has been utilizing a menu created with a ten-year-old version of Microsoft Publisher. The menu was a four panel plastic cover, with the letter-sized menu pages inserted.

Below is a breakdown of the situations and solutions for all elements that needed change:

1. Aesthetic menu changes needed
Situation:
- The menu covers were very dated, and plastic rendered hazy from years of use
- The page inserts were designed with stock cartoon clip art images of sandwiches and burgers
- The menu items had too much descriptive copy
- Varying font sizes and styles throughout all pages
- Inconsistent punctuation and spelling

Overall, with the overabundance of menu item descriptive copy and clip art in the background rendering virtually no negative space, and varying font styles and sizes, the menu was very difficult to read.


2. Restructuring order of menu items
Situation:
- The previous menu featured appetizers, followed by hot wings, then entree offerings, followed by salads
- Soups were listed separately from the salad offerings

The menu did not have a clear intuitive order to it. Based on a typical path to order, the guest would order an appetizer from the front page, flip to page three to see soft beverage offerings, flip to page four to order a salad, then back to pages two and three to see entree offerings.

Solution:
I completely reordered the flow of the menu, to make it more intuitive based on a typical guest's path to order.
- Salads were moved to the front near the appetizers
- Soup offerings were laid adjacent to salad offerings
- Soft drink offerings were moved towards the beginning of the menu


3. No listing of beer offerings
Situation:
- No printed list of impressive beer offerings

Draft Pic's features a pretty impressive selection of draught and bottled beers - many of them local. This is a selling point that had been unannounced as a benefit to the guest.

Solution:
I created a half-size insert that showed all of the draught beer offerings, as well as denoted which beers were regional.


4. No clear definition of appetizers
Situation:
- Appetizers included many items that would be an entree elsewhere, After talking with the owner, I learned that the majority of appetizers are ordered by individuals for an entree
- Because of the magnitude of these appetizer dishes, the price point was on par with many of the entrees, rather than being comparatively lesser-priced, and thus more attractive and accessible to guests

Solution:
I created a separate group of menu items called "Finger Foods." These once-appetizers offerings were too large to be classified as such. Instead, under the "Finger Foods" category, they will be seen by the guest as a legitimate light entree option, as well as justified in their near-entree price. Also, this cha

More info:

Categories:Types, Brochures
Published by: ryanpirkle1981 on Feb 12, 2013
Copyright:Attribution Non-commercial

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02/12/2013

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Draft 
Pic’s
Sports Bar & Grille | Est 1994120 South First Street | 360.336.3626
GASTRO PUB | SPORTS BAR | GAMING
 
STARTERS
PARMESAN FLAT BREADFlatbread painted with olive oil, topped with sundriedtomatoes and fresh parmesan: $3.95NACHOS GRANDEHomemade tortilla chips loaded with meltedcheese and your favorite toppings: $6.50 / $7.95Ground Beef: $8.50 / $10.50Grilled Chicken: $8.95 / $13.95PERSONAL PIZZAFreshly made, never frozen, topped with your choice of two of the following toppings: $6.95
pepperoni•ham•sausage•mushroom
 black 
olives•pineapple•onions
 
 JALAPENO ARTICHOKE DIPOven-baked cream cheese, jalapeño, andartichoke dip. Served with garlic cheese bread: $7.95MOZZARELLA STICKSHomemade, hand-battered mozzarella sticks.Served with marinara dipping sauce: $7.95CHICKEN QUESADILLAFlour tortilla filled with spiced, grilled chickenand a fresh Mexican cheese blend, filled witholives, green onions and tomatoes: $9.95STEAK BITES Tender steak hand-breaded and flash-fried: $7.95CHICKEN BITESHand-breaded, chicken breast pieces: $6.95
SALADS
CLASSIC CAESARCrisp romaine topped with our signatureCaesar dressing and croutons: $7.95With chicken: $9.95CHEF SALAD Traditional salad with roasted turkey, ham,shredded cheese, tomatoes, olives and asliced egg: $9.95FIESTA TACOMixed greens, tomatoes, olives, onion.Ground Beef: $9.95Grilled Chicken: $10.95BLEU CHEESE STEAK Sliced tenderloin on mixed greens. Topped with bleu cheese, black olives, tomatoes,onion and a sliced egg: $13.95HOUSE SALADFresh greens, shredded cheese, tomatoes,onions and croutons: $2.95/ $5.95Homemade soup of the day. Made fresh daily.CUP: $2.95 BOWL: $4.95
HOMEMADE SOUPBASKETS
CLAM STRIP BASKET Golden NW clam strips: $7.50CRISPY CHICKEN STRIP BASKET Fresh, golden-fried chicken strips: $7.95ONION RING BASKET: $4.95SHRIMP BASKET: $7.50FRENCH FRY BASKET  Your choice of waffle or crinkle: $4.95
 All baskets served with fries and choiceof dipping sauces.
page 2 of 4
 
BURGERSHOT WINGS
DRAFT PIC’S HOT WINGS
 Basket of spicy chicken wings. Served withranch and celery: $7.95RED PEPPERCAYENNE PEPPERHABANERO PEPPER*SUPREMEPepperoni, sausage, ham, olivesmushrooms, onions, andpineapple: $15.95DOUBLE HEADER Your choice of any twotoppings (list below): $11.95PORKY PIGSouthern red sauce, mozzarella,sausage, ham and pineapple: $12.95GARLIC CHICKENRoasted garlic chicken, artichoke,tomatoes, garlic white sauce: $12.95GARDEN DELIGHT  Tomatoes, onions, peppers, artichokehearts, mushrooms, olives: $11.95 AVAILABLE TOPPINGSP
epperoni•ham•sausage•mushrooms
 black 
olives•pineapple•onions•chicken
 
PIZZA
DRAFT PIC’S DELUXE
 Charbroiled and topped with lettuce, onion,tomato, pickles
(add choice of cheese for $1) 
$6.95BACON CHEESEBURGER Topped with applewood bacon, cheddar,lettuce, onion, tomato, and pickles: $8.95MUSHROOM SWISS Topped with sautéed mushrooms, swisscheese, lettuce, and tomato: $8.95 THE HOT STREA The Draft 
Pic’s
Deluxe burger topped withpepper jack, sautéed onions and jalapeños: $8.50 THE TEXAS RANGERDeluxe burger with bbq sauce, applewoodbacon, cheddar, lettuce, onion, and tomato: $8.95 THE FARM LEAGUE Topped with fried egg, thick applewood bacon,cheddar, lettuce, onion, and tomato: $8.95 THE RAZORBACK  Topped with honey ham, cheddar, swiss,lettuce, onion, tomato, and pickles: $9.95
Our pizzas are served
on 12”
fresh hand-pressed dough All burgers served on a kaiser roll and house burger sauce.Served with fries. Substitute a salad for $1
BEVERAGES
SOFT DRINKS $2.25Coke | Diet Coke | Sprite | Diet SpriteRoot beer | Lemonade | Iced TeaCOFFEE $2.00 JUICE | MILK $2.00 / 3.00
page 3 of 4

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