Restaurant Menu Design Essay

2202 words - 9 pages

With our growing obsession of food culture, and an estimate of 16 million restaurants worldwide, there is one neglected element that has been right in front of us all this time: the menu. When it comes to profits, the menu is not only important; it is everything in a successful restaurant brand identity. Research has found that a customer only takes an average of 109 seconds reading a menu. This is the time limit one has to impress and sell. This essay will outline different ways and means on how the graphic designer under-take different methods to turn the menu into a sales tool for the restaurant and will discuss menu design techniques to help boost the effectiveness of the ‘silent salesperson’ onto customers and increase profits (Pavesic, 2013).
Many give credit to Paris as to being the birthplace of the restaurant, but many characteristics that define a restaurant were already found in China during the song dynasty. Although the contemporary menu first appeared in France in the eighteenth century, it does not mean that it was the first time we ever saw a menu. The very first menus appeared in the first millennium during the Chinese Song Dynasty back In the 1200s (Heimann, Heller and Mariani, 2011). The Chinese used to offer hundreds different types of foods for their customers, and considering they were the first to invent paper, the Chinese used to find it much easier to scribble them all down. As more menus emerged, the first modern menu appeared in the latter part of the eighteenth century after the French revolution. After dining, menus were commonly taken as a souvenir; reason for this is to either have evidence of the luxurious spots one dined in, or just to keep it as a historical document. The eighteenth century menus were so beautifully produced that they were considered as precious art pieces. They were also described as “must-steal” items and many people used to collect various types of menus. Menu collectors have proved that these collections are worth unexpectedly a large amount of money when bought and sold. A prime example of this would be a menu from the tragic voyage of the ‘unsinkable’ Titanic. This menu was found affixed to the reverse of a painting from the famous ship, and was worth hundreds of thousands of dollars (Taber, G. 2011).
In some countries where paper was expensive or rare, items would usually be written down on a chalkboard or mirror. These methods are still being used today to write down daily specials or in some rare cases – the whole menu. As time went by, many art movements shaped and influenced the restaurant menu and design differently. Case in point is the American menu during the WWII, when designers used to promote U.S war bonds using patriotic graphics alongside the food list. As restaurants increased during the years, eating out was becoming more popular and common. This resulted in the menu continuing to evolve and becoming an essential tool, form of art and commercial item one should...

Find Another Essay On Restaurant Menu Design

Buono Vita Restaurant and Café Marketing Plan

3863 words - 15 pages create the traditional Italian menu can be balanced through careful consideration of price. How much Rebecca and Phillip charge per meal and beverages, alcoholic and non-alcoholic, can help to achieve a harmony between the necessity of ingredients and the natural disasters that are currently affecting the availability and quality of produce.Location: The location and design of the restaurant exterior and interior can also be influenced by the

The title of this essay is Small business development of Fair Fast food restaurant, which is concerned about how Fair fast food restaurant successfully develop from a small business to a big industry.

3491 words - 14 pages Coral Group is the largest publicly listed Chinese Fast Food restaurant group in the world with over 340 outlets in Asia Pacific region, locally in Hong Kong headquarters; Café de Coral is the market leader of the fast food sector for over three decades. ( thus it can be seen Café de Coral Group is the most competitive rival of Fair fast food restaurant. Even though the food menu design of Fair fast food restaurant

McDonalds' Success during the 1970s

1588 words - 7 pages go to McDonald’s as well. This huge range of good-tasting choices with cheap prices, caused many people to go to McDonald’s, and this made McDonald’s richer, helping with its success. Because so many had the possibility to “get the best hamburger [he/she] ever ate for fifteen cents,” the restaurant attracted many customers. With so many customers the franchise became very popular and successful. The menu options caused McDonald’s to become a

History of food in Manhattan

6996 words - 28 pages controversially modern Seagram Building on Park Avenue, The Four Seasons was a triumph for Joe Baum, for RA, and for New York. Arguably the first truly upscale American restaurant in the Manhattan, its theme, supposedly inspired by a Japanese Haiku, was the seasons of nature. Four times a year, everything about the restaurant, the silverware and china, the décor, the design and content of the menu, anything that could be altered, was

Greek Restaurant

1352 words - 5 pages competitive environment, it is becoming increasingly more difficult to differentiate one restaurant concept from another. Alexandria tavern's does this by being the only Greek restaurant in the area. We will provide our customers with unique Greek food with Greek entertainers every week. This plan is prepared to obtain financing for the initial launch of this concept. The financing is required to begin work on kitchen design, manuals and recipe books

Marketing Case Study - Blue Dolphin Restaurant.

3089 words - 12 pages 1.0 Product Information1.1 Product DescriptionAfter careful analysis, JBT Enterprise's has decided to design a marketing plan for one of its new restaurants located on the tropical Hamilton Island, Queensland. 'The Blue Dolphin', is a five-star ocean themed restaurant located at the entrance of the beautiful Hamilton Island Marina. The distinguishing feature of The Blue Dolphin is its unique underwater dining arrangement. This offers a

The Sauces of Rao's

912 words - 4 pages ). Sauces have evolved in design and can be a creative signature on a classic dish. When considering the benefit of sauces you are destined for cravings of Italian cuisine! Rao’s, the beloved East Harlem neighborhood restaurant is famous for its social clout and mastery of marinara. For over 115 years, Rao’s has been tucked away on the modest corner of 114th street and Pleasant Ave in the upper borough of Manhattan. In 1896, Charles Rao

Servicescape practice

1898 words - 8 pages 1 PurposeThe purpose of this paper is to describe how to design the service cape of fast food restaurant in the University of Luton. For the purpose of this paper, using the theory and practice to examiner how the design will satisfy the consumers' and company needs at the time. Each topic will focus on the concept, role and importance of the servicescape.2 IntroductionThe University of Luton plans to build an atrium over the car park in front

competitive priorities

1090 words - 5 pages whole menu all over the world. Nevertheless, McDonalds can add specific items in the menu according to the cultivation of the nation, where the restaurant is located. For example, McDonalds’ restaurants in India can offer the customer vegetarian items because they cannot, for example, eat beef as Hindus or eat pork as Muslims (Vignali, 2001). Volume flexibility is the ability to change the amount the products to avoid overproduction and

Service marketing report of Sushi Restaurant

6657 words - 27 pages Executive SummaryTomodachi operates in the central business district with over 10 competitors around the vicinity. However, Tomodachi has been able to remain relatively competitive and active by maintaining its differential advantage as the only modern Japanese restaurant with a world class sushi train as well as an a la carte menu to cater for a full Japanese dining experience.Our service report analyzes Tomodachi's overall service process

Operations Management

1807 words - 7 pages et al 2010). After developing the product, the businesses have to develop proper processes planning for making and supporting the product. Process planning begins after the product design is completed.In Best Burgers restaurant, the operations manager should develop and establishes the process of cooking food items so that food is prepared using that method which helps them to maintain the speed and the quality of the food. Moreover, it should

Similar Essays

What's Cooking Essay

2685 words - 11 pages 1). The most critical factor to consider, however, is the customer. Customer satisfaction is what will give a restaurant flying colors. When creating a menu you should constantly keep in mind the age, ethnicity, and socioeconomic status of your customers (What’s Behind 1). Also, other elements that will better your restaurant are the font image selection, and design of your whole menu (What’s Behind 1). These factors could really make a huge

Benihana Of Tokyo Essay

875 words - 4 pages provider and customer, the perceived value gained in significantly increased. Benihana was able to provide a unique, high quality meal at a good perceived value.Examine the production system in detail. What are the major design choices which generated operating efficiencies?The use of the hibachi tables in food production allowed for the back kitchen to be significantly smaller than a typical restaurant. Relative to total floor space, this design

A Pizza And Pasta Restaurant In Oxford

1525 words - 6 pages main distinctive feature of the restaurant is the menu. The customers can choose the options by themselves and the options are automatically delivered to them. The waiters play the role of the part of the restaurant design, however, serving customers if necessary. Productivity Pasta Project offers the opportunity to enjoy exclusiveness and exceptional position of its customers. Cozy and relaxing atmosphere helps the customers feel free of their

What Is Graphic Design? Essay

617 words - 2 pages . Innolink International Pty. Ltd. is a small printing company which cooperates with three graphic designers and has a very good relationship with some press printers. This company mainly does the branding design for many business companies and different stores. Their design work cover all kinds of graphic design categories such as company logo, letterhead, business card, promotional posters, coffee shop or restaurant s' menu, flyer and