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pmq’s idea forum #200
menu boards...
your most important visual aid
With so many areas of a business to attend to, it’s not surprising some operators lose sight of some of the most basic aspects of their pizzerias, such as menu boards. In many cases, the menu is the first contact a customer has with a business. Clarity, organization and mouth-watering graphics are considered essential attributes for a menu board to make a good impression.
Paul Pensabene of International Patterns says many operators don’t fully understand the power a well-arranged menu board can have on their business.
“It’s all about customer satisfaction,” Paul says. “The question that should be asked is, ‘Does this menu help create new customers, as well as retain the old ones?’ For some operators, the menu board is an afterthought. The savvy operator will recognize that a good menu board is an investment and a powerful marketing tool.”
Paul and the folks at International Patterns have done extensive research over the years into what constitutes the most effective menu boards. They are a visual communication company, making neon signs, large-format printing and menu boards. The company provides visual services globally to large restaurant chains as well as mom-and-pop stores.
“It’s been well-documented that over 80 percent of customers who walk into a restaurant don’t know what they’re going to order,” Paul declares. “That means most of your customers are going to look at your menu board. How that menu board displays your information can help make the difference between increased – or decreased – customer satisfaction.”
Paul says that along with a first impression, the menu board should reveal who you are, what you offer and the quality of the food you serve. The menu should also create what Paul calls, “appetite appeal.”
“When we go about designing it, it has to have three important building blocks: first, it must be easy to read, informative, and well-organized for quick ordering. It must have eye appeal, not be boring or busy. And finally, it must be consumer-friendly, characterized in sections, and it must have the right colors. We are very deliberate about our pictures and colors.”
“It all comes down to organization,” Paul concludes. “You have to show what’s available, particularly signature items. Some operators may be interested to know that we’re moving into a 3-D look with our graphics so that the pizza on your menu board looks like it could jump out at you. We also like to show detail with a good descriptor. We like large script and legible font. We get requests for fancy print but we’ve found that simple is better.”
With such attention to detail, International Patterns is determined to put your best menu forward.
For more information, contact Paul Pensabene by calling 800-435-9559 or email paul.p@internationalpatterns.com.
pmq’s idea forum #201
calendars last
365 days a year!
A great marketing tool used for years by companies/service providers that rely on repeat business has been the imprinted yearly calendar. Done correctly, meaning if the calendar is a ‘keeper’, there is no better way to ensure that your name and message is always in front of your customers. And, when they choose to hang your calendar, you are no longer just another advertiser, you are now an invited guest.
The reasons imprinted calendars work are simple:
• As your customer receives your calendar gift you benefit immediately from increased good will.
• Calendars distributed during the month of December are a direct, low cost method to advertise ensuring great results all year long.
• Your message is always handy. When your customer wants to order they know exactly where to find you.
• Seeing your name on a regular basis makes you a part of the family it sends a subjective message. It’s your food they want.
Again, My Pizza Promo Inc., the industry leader in creating great marketing tools for the pizza industry, has created a stunning wall calendar with a full page for your personalization. Your menu, your specials, your logo and your message in front of your customers all year long. The calendar is titled “The essence of Italy” and reflects the true feel of Italy. Beautiful, romantic and timeless this calendar is a true “keeper” – high profile marketing that your customers will love.
Your existing customers are your most receptive and valuable asset. Let us influence them to remain loyal and order more often. Call My Pizza Promo Inc. at 1-866-889-8745 or visit www.mypizzapromo.com for more information.