Restaurant Development & Design

SEP-OCT 2018

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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6 8 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • S E P T E M B E R / O C T O B E R 2 0 1 8 Form + Function road, and the most important thing is that the person driving by at 35 mph can read it." Abigail Plonkey, director of brand experience design, OZ Architecture, Denver, describes exterior signage as "the jewel to your design and a way to breathe life into your concept." Be- cause of this, she says it's crucial that a restaurant's exterior sign expresses the experience the restaurant will provide and helps it stand out from other signage. Plonkey points to the example of Henley in Nashville, whose exterior sign features gold leaf and an image of a woman from the 1920s. "It's a balance of masculine and feminine and is soft and opulent and fun and playful, which explains the brand," Plonkey says. Plus, the gold "adds a little punctuation and sparkle to the side of an otherwise simple building." Wayback Burgers rolled out a new, cleaner logo, Conlin says. The colors of the new logo have changed. Red has been eliminated in favor of black and white, which stands out more, Conlin explains. The logo now adapts easier to signage "for maxi- mizing the size of the sign based on different municipalities' permitting requirements," he says. Logos are important because they're easier and faster to read than a name, Camillo says. Operators should pay careful attention to the colors they use — blue is a poor choice because it's harder for the human eye to distin- guish. And of course, black and shades of black work really well. Good logos do an especially huge favor for brands in strip malls with a monolith sign at the entrance listing all the brands in the mall. "Sometimes the only way to stand out is through your logo," Camillo says, "and on that monolith, it can really help businesses who are tucked away." + Menu Board Do's and Don'ts Do • Make sure fonts are large enough. "There's an engagement point where if guests stand too close, the cashier feels obligated to ask if they can take their order," Camillo says. He recommends that guests be able to read a menu board from about 15 feet away. • Consider scrolling images. McDonald's has done a great job with this, Camillo says. The chain features several scroll- ing items and engages customers. • Make sure your menu board flows from left to right, with appetizers on the left and desserts on the right. • Highlight features like gluten-free or vegan, and make sure your legend (if you're using symbols or colors) is easy to find on the menu board. Don't • Change your menu board design. Camillo says that if a section features pictures, don't make it suddenly switch to text — it's confusing and makes it difficult for the guests to keep reading the menu board. • Think you can do without a menu board. Guests need to make a decision about eating with you as soon as they come inside, Camillo says. "They need to understand what you are, what you serve and what your prices are. They want to make a decision before they commit and talk to the cashier." • Write long item descriptions. Keep descriptions to three words, five at the most. "If people are reading, they're not ordering," Camillo says. To emphasize freshness and warmth, Fazoli's brought some of the wood tones the company uses on the restau- rants' interiors and used them for the background on the drive-thru menu boards. Image courtesy of Fazoli's Ray Camillo, CEO and founder of Blue Orbit Restaurant Consulting in Atlanta, offers his advice on working with menu boards:

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