Reference no: EM132800085

The Details Are in the Design

Kelly Waldron has just been engaged by the Cornupia Corporation to graphically, artistically, colorfully, and enticingly design a menu for their new restaurant concept named FOOD FASCINATION. She is an independent consultant specializing in the visual impact, artistry, and psychological tantalization of menus to appeal to restaurant patrons.

Kelly is well aware that the menu is the chief marketing tool for a restaurant. FOOD FASCINATION is to be a full-service American-fare restaurant. Entrées will include all the meat groups, poultry, and seafood. Appetizers, soups, salads, and desserts will also be offered. The theme of the restaurant will center on food with artwork depicting tomato vines, fruit bowls, bushel baskets of vegetables, and dissected line drawings of steers, hogs, sheep, etc. Kelly has several things running through her mind. Among them are:

• Should there be a cover for the menu? If so, should it be soft, hard, leather, Naugahyde, or some other material? Should there be any writing on the cover? Or the back cover? What color should it be?
• Should the menu be a two-panel, three-panel, or four-panel menu?
• Should it be a book that would include beverages as well as food items on the interior pages?
• Should the menu start with appetizers, then proceed to soups, salads, entrées, desserts, and beverages (alcoholic and non-alcoholic)? What sequence should be used for best positioning?
• Should there be a different specialty menu? Alcoholic beverages? Coffees? Desserts?
• How will the restaurant's signature items be highlighted? Bold-face print? Italics? A box around the featured item(s)?
• Should menu items have descriptions in addition to the name of the item?
• How will the prices be presented? In a vertical column on the right? Next to the last word in the item description? Should the price be expressed in numerals or written out? Should prices be in even dollars or dollars and cents?
• Should the menu highlight local, sustainable ingredients?
• Should the menu denote heart-healthy items in some way?
• What should be the dimensions of the menu in terms of length and width?

Discussion Question

1. If you were to discuss these things with Kelly, what would you suggest as answers to her questions?
2. What other suggestions would you have for her to also consider? (Example: photos of products.)