We were responsible for designing new Spring/Summer and Autumn/Winter menus for Old English Inns - a sub brand of one of the UK’s leading pub and brewing companies, Greene King. Using our knowledge of ‘menu science’ and research into the psychology behind menu design, we used various techniques to draw the customer's attention to highly profitable items and encourage them to make certain choices.
• Prices were placed so the reader was more likely to choose what they wanted to eat, rather than making a decision based on cost
• For the Autumn/Winter menu design Old English Inns wanted to up-sell their premium steaks, I therefore encouraged customers to this choice by following the theory that a customers eyes will be drawn to the serves that are given more white space over the other dishes. Etchings were also used to illustrate the choice of quality cuts
• Colour was chosen to encourage action; stimulate appetite, support the vibe and personality of the pubs, whilst also reflecting the time of year.
• Persuasive language was used to imply great quality and influence the meal-selection process
• Heat maps were produced showing the volume of sales per week across every dish to visualise the most popular dishes, and where people’s focus were being drawn to. Research into patterns of how we read menus was then taken to understand what may have created some of these hot and cold points, and how we can make subtle tweaks to help the menus perform better
Work done whilst at CHS Agency.