Dress up your table: Four ways to make your menu work for you

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Dress up your table: Four ways to make your menu work for you

By Raffi Kidikian


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Every point of contact that patrons have with your restaurant is an opportunity for branding. The menu cover establishes one of the first key impressions of your restaurant. It is a tangible tool that can reinforce a positive or negative image even before one reviews the menu itself. The following are four tips to help you get the most from your menus.

1. Know your theme

There are various design elements that must be taken into consideration when designing a menu cover, including: colour, texture, layout, and branding. These elements should be a reflection of your overall theme. Is your restaurant refined and sophisticated or casual and family oriented? Your menu cover should be an expression of the ambiance, the decor and overall image of your restaurant. All these factors will determine the type of menu that best suits your needs.

2. Stick to your brand

The worst thing a restaurant can do is have no branding on the menu cover, which identifies where your guests are dining. The menu cover should clearly reflect the name and logo. Remember that this is another opportunity for branding and ultimately promoting your restaurant.

3. Stay current

Periodic updates are necessary to keep your menu cover fresh and relevant. It's preferable to renew menus before they begin to appear outdated or worn. The best time to replace or update the cover is when your restaurant undergoes a rebranding, anniversary or a change in decor. It is the most important aspect of your table dressing and should be cohesive with your napkins, wall colour, table cover and signage material. Your table setting should be a reflection of your restaurant’s image and deliver an authentic dining experience.

4. Quality materials and design What type of menu, then, will capture the attention of your patrons? That depends on the unique look that each individual restaurant wishes to capture and convey. The prestige of leather menus, or the stunning impact of menus made with decorative papers will always leave an enduring impression, create a sense of anticipation from your customers, and complement the dining experience. Menus can be designed in many ways to maximize impact within a given budget. Clear menus are economical and flexible, while vinyl and case-made menus are robust and relay a sense of refinement. Decorative techniques on menus can also convey prestige: etched-metal plates, debossing, and even embroidery may be used to highlight your restaurant's brand. While menus directly affect the success of restaurants, they may also reflect their shortcomings. By addressing your theme, branding, timeliness, and use of materials and design, you will create a memorable restaurant experience. About the author: Raffi Kidikian, vice president of marketing at Designer Menus. Visit, www.designer-menus.com.




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