An educated consumer saves money by knowing the difference…”

           

In my daily travels and meetings with restaurant and pizzeria owners, I seem to get the same questions about the whole printing process, but that’s the key word…process. It’s not just printing, folding and shipping. It’s a process! We don’t just press a button and presto…menus galore! There is a lot to know about menu printing. Here are some of the most frequently asked questions and their answers.

What kind of paper should I use to print my menu?

           

Printing paper comes in various sizes, colors and weights. Most menus are either 8.5 x 11, 8.5 x 14 or 11 x 17. Even though paper stock comes in hundreds of different colors, 90 percent of takeout menus are printed on white paper, whether it’s flat (dull) or glossy stock (shiny).

             

Paper comes in different weights; 20lb., 60lb., 80lb., 100lb., etc. The page this article is printed on is 60 lb glossy paper, the cover of this magazine is 100lb. glossy paper; feel the difference. To keep it simple remember the higher the number, the thicker the paper. The thicker the paper the more regal your menu looks and feels. Get different menu samples from different printers before you decide to print. Don’t ever rush into printing your menu. It is your number one marketing tool…but please stay within your budget and order what you can afford and the quantity you will need. Don’t order 25,000 or 50,000 menus to save a few pennies. If cheese suddenly goes up and you need to raise your prices and reprint your menus you will be stuck with cases of old menus in your basement. Order 10,000 menus at 7 cents a piece instead of 25,000 menus at 6 1/2 cents a piece. Do not be penny wise and dollar foolish.

 

How many ink colors should I use?

           

Without ink, no printing will ever get done. When talking about ink there are two processes we need to explain, offset printing and four-color process.

           

             

This is how the offset process works; two ink colors are placed in bins, (we will use red and green ink for this example.), water is added to thin out the ink, the ink then goes on rollers, and the rollers meet with metal plates with the image of the menu on it. The plates transfer the two-color images to the paper. After the paper dries it is folded. That is how you get a two-color pizza menu. This is also referred to as one- and two-color process. Some of the busiest pizzerias in the country use this type of low cost one- and two-color take out menu.

           

Four-color process is done a little bit differently than the offset. It involves 4 ink colors: cyan, magenta, yellow and black (known in the industry as CMYK). CMYK combines to make hundreds of colors. Imagine having four gallons of food coloring and loading it into a large printing press. A computer tells the printing press exactly what color to put in each individual dot per inch (or dpi) of a picture. If a picture is 300 dpi, it has 300 dots of color per square inch. The higher the number the better resolution your picture or font will be. With this process you can make a full color, photo quality menu. This is why we call it four-color or full color process. To get the best out of your full four-color photo quality menu, always print on the thickest glossy paper you can afford. Not only does it look great, but it feels good in your customer’s hands.

 

What are Plates and Negatives?

           

Earlier, when we spoke about the offset press, I mentioned metal plates. When your digital file from your disk or graphic designer is ready to print, they shoot an actual negative of your menu, which is then exposed to the metal plates. For example, your pizza menu is on white paper with red and green ink. One plate would have the registration for what is green, while the other has what is going to be red. Two colors, two plates and two negatives. Both plates are attached to the rollers and receive their respective ink colors and they plant their image on the paper…and there you go! Another menu is born! Save money. Don’t ever pay for plates and negatives. They should be included in the printing price. They cost the printer between $7 and $10 per job to produce. That is like you charging your customer for a bag with a slice of pizza.

How should I fold my takeout menus?

           

Folding is simple; there are three basic menu folds: A bi-fold, tri-fold and four-fold. Bi-fold is folded in half. Your basic small 8 1/2x11 pizza menu uses this fold. Tri-fold is folded in three (with the left flap folded over then the right). This fold is popular with brochure printing, menu printing and mailers. A four-fold is folded in half and then in half again. This fold is especially great if you want to add a coupon page or catering page to your menu piece. Don’t ever pay for folding. This is another extra hidden charge that should be included in your printing price. Many new printing presses today print and fold all at once. So, why pay?

What are stock photos and should I use them on my menu?

           

Stock photos are pictures bought by printers from photographers and are overused in print projects. Stock photos are great if you are a tire salesman and need a picture of a pair of tires for your business card. People cannot tell one tire from another. When it comes to pictures of your food to be placed on your menu, with your name on it, I would think twice about using stock photos. Most menu printers who offer stock photos have a handful of pictures of pizza slices, salads, pies etc. They recycle the same old pictures on thousands of menus. This is your menu, your brand, and your grandma’s pizza recipe. Show it off. Solutions…hire a local photography student or professor at your local college or university to take photos for you. You can even barter pizza dollars for the work done. Craigslist.org or www.elance.com are also great places to find local photographers nationwide. Before you hire a photographer for a photo shoot, take a look at past jobs performed. Make a deal for a flat rate and get, in writing, the negative rights and full reprint rights to all photos taken. No matter what a printer tells you, stock photos cannot be copywritten by you. You do not own the rights to the photos on your own menu. Your printer can put that photo on any menu they choose and you have no say. Pay a little more and own your own photos. It will be a wise investment. 

What is a graphic designer? How do I find a good affordable one?             

Graphic designers are digital artists, using the computer screen as their canvas. They take your menu ideas and put them in digital format. They know sophisticated print programs and know how to setup proper files for print.

           

Finding a good graphic designer should not be a hard task. The 2001 dot-com collapse put lots of talented designers out of work. Many designers work closely with printers for jobs but work from their homes. Ask your printer to recommend a designer. Some of the best and reasonable designers are college students. They have no overhead and love the extra money. It is easier to barter with students for work. Your other option is www.craigslist.org or www.elance.com to find a designer nationwide.

           

Before hiring a designer make sure they specialize in menu design and menu engineering. Always get samples of past menu design jobs. Always negotiate a flat rate per job. Get all the specifics of your job in writing, to not cause confusion in the future. Work closely in the design process of your menu. Have an idea of what you want on your menu by collecting 10-15 menus from local competitors. Show your designer what your competition is printing and design a better menu. Beware! Don’t ever pay by the hour for a designer. Some designers demand $75 - $100 per hour. The best architects in the country don’t make that much money. Your designer is building a menu not a skyscraper.

What is a camera-ready file?

           

A camera-ready file is when the printer receives a disc that is ready for print and setup to their specifications. A document created with a home office print program or a word document does not qualify as camera-ready. These programs are not compatible with a commercial printer. Consult a good graphic designer or ask your printer to recommend one. Save time…before working on any new print project, talk to your printer and ask exactly what files you will need and how the designer should set them up.

How long for my menus to be ready? What is the turnaround time?

           

ime for a print process varies widely. It depends on the quantity of your print job, how far you live from your printing (shipping time) and how long it takes you and the designer to get that camera-ready file. New menus always take longer than reprints, because a lot more detail has to be put into a new menu. The actual turnaround time of a job should not be when you first contact your printer. The actual print turnaround time starts when you see your final menu proof until you receive your menus. The average turnaround time for a menu job should be no longer than 10 to 14 business days. If a printer tells you four to six weeks, find someone else. Everyday that goes by that you don’t have your new menus will cost you money. Try to find someone close to your business. If you live in California , get someone from the West Coast. If you live in the New York area, order from someone there. Also, take time to plan your new menu. Do not wait for the last minute. Beware of printers who take a long time to print your menu. They are not concerned with your time and time is money …

           

Remember your takeout menu represents your passion, your business and your food. Your business is unique and your menu should be also. Your menu is the most important marketing tool in your promotional toolbox. Knowing the process and working closely with professional printers, designers and photographers will help you to design the best menu you can afford. This is a very important process that many pizzeria and restaurant owners overlook. Take your time and enjoy the process.

- PMQ -