The Background
The Racquet Club is a bar and restaurant located inside the well-known Elanora Squash and Fitness Centre. It offers classic pub food, modern Korean cuisine, and an extensive drinks menu.
The Challenge
While The Racquet Club’s menu content was affordable, tasty and on-trend, their menu design failed to clearly communicate this to loyal patrons.
- Customers found the visually similar wine and food list confusing.
- The Korean food menu was hard to understand for people not familiar with Korean street culture while the classic pub food and drinks menu underwhelming.
They needed menus that congruently represented the high quality of their food at pleasantly attractive prices, in a beautiful open-air balcony atmosphere topped up with courteous and friendly service.
The Racquet Club was offering three different dining options.
- The first was the classic and popular “pub grub” menu.
- The second was their Korean street food menu.
- The third was the drinks menu.
We decided to split the classic menu and the Korean menu into two separate, colour-coded menus.
The classic menu was branded with The Racquet Club yellow while the Korean street food menu was enhanced with the Korean flag and national colours to differentiate the two styles of cuisines.
The drinks menu was re-designed as a modern, sophisticated two-page menu that stands on its own to attract discerning aficionados looking for a special treat to top off the end of their day, week or fabulous meal. Artistically, we added an understated background texture to each drink menu to subtly distinguish the two categories of beverages.
Results
The Racquet Club menus were simultaneously simplified and expanded to align them with the mother brand – Elanora – increasing visibility, eliminating confusion for loyal customers while attracting new clients boosting sales by 18.5%.
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