An Assignment Submitted by
Brief Analysis of Restaurants
In order to better understand the goal of menu development, it becomes necessary to examine two restaurants operating within Canada. The two restaurants that are in need of examining are Boralia and Temple Mildred’s Kitchen that are located in Toronto. Both restaurants have similar features. Specifically, they both propose authentic Canadian cuisine and have a long history. Also, each of them proposes casual dining experience to their clients. They are particularly popular and highly rated establishments in Toronto. Moreover, both facilities propose unique experience in dining appealing to consumers that want to sit down and enjoy a delicious meal (Boralia, 2016; Temple Mildred’s Kitchen, 2016). Due to their similarities in terms of target market, and positioning, comparing their menus and the overall construction is necessary in order to better comprehend how they design their menus in order to attract the potential customers. Fleming (2013) and Rahm (2015) comment that there is a psychology that surrounds menu construction. Specifically, research suggests that restaurants tend to set their key item to where consumers can see it. The menu tends to be immersed in the key items. Fleming (2013) argues that restaurants do often provide their patrons with an assortment of different options, but for the most part, there tend to be a maximum of six within each category. This aligns with the Harvey's menu creation - in particularly since there are no more than six options in each of the categories that they offer to customers.
Headings, Groupings & Placements
Boralia
Boralia has designed a menu in minimalist style by printing it on simple thick paper with the items of the menu listed in a specific style. Also, each title of the groups is underlined with some sort of measuring line, the meaning of which is not quite clear. It is possible to claim that the restaurant aimed to attract the customers with the sophisticated fonts used for listing menu items. For instance, the name of the dish is written in one font, while the price is put in the handwritten style in order to create appeal to the client. Also, as the restaurant serves historic dishes to the clients, some of the items in a menu contain the reference to the year when it was originated. For example, Kedgeree was dated back t 1845, according to the menu (Boralia, 2016). The menu items are grouped into 6 main categories (snacks, to share, after dinner, cocktails, bear and cider); also, it has the wine list on a separate paper. One of the significant issues here is listing the main courses as “to share” and certain alcohols as “after diner” not adding it to the page with the alcohol. Such original decisions differentiate Boralia from the other restaurants making it more appealing and interesting to the customers, who would want “to share” with their friends and close ones about their experience in the restaurant.
Temple Mildred’s Kitchen
Temple Mildred’s Kitchen has a particularly interesting menu, not only due to its style, which is particularly pleasant, but because of the content. The menu represents a white thick paper that has transparent sketches of food on the background and titles as well as prices listed in mustardy-colored font. It affects the perception of the menu and tends to be quite pleasant from aesthetical point of view. Yet, its main selling point that refers to clever placement is the description of each item. Also, the names of dishes are particularly appealing and original. For example, “The Manhandler – sliced flat iron stake on garlic sourdough with arugula & two eggs sunny side up with a side of MP sauce” (Temple Mildred’s Kitchen, 2016, p. 1). The other names of the dishes are also creative, like the Battle of Caesars or the Lottie Salad. The menus are grouped in 4 areas, like brunch, dinner, b’lunch, and imbibe, which refers to beverages. B’lunch is the invention of the restaurant that refers to the same as brunch, only proposed from Monday to Friday. Each menu is different, as brunch menu contains two groups referred to as “eat” and “drink”; while the menu for the dinner lists its items according to the area to what the food relates to. For example, there is “water” that contains seafood and fish; “vegetable kingdom” has all dishes with veggies; and “land” refers to items with meat. Such grouping makes the menu particularly original and will attract the consumers who appreciate the creative decisions.
Comparison of the Two
It is true that at the hearts of both establishments lie distinctions in what is being offered - however, there are similarities in menu construction. For Boralia, the restaurant lists its items in a minimalist fashion in order not to distract the customers from a dish; while Temple Mildred’s tries to attract attention to its food by describing their preparation and trying to create a craving for a dish. The aim of temple Mildred’s menus is to bring what Synergy Restaurant Consultants (2015) highlights as the wow factor. This wow factor is to have a certain perception that is woven into the customer when they view the menu. From the categories to the materials, to the visual appeal of the items, if applicable (p.1). To this end, both establishments’ menus are appealing and undoubtedly stimulate customers to want to try out the items, and to frequent them again. The differences in the menus are in the layout and the overall style. Boralia emphasizes its historical background and the ability to provide authentic Canadian food. Temple Mildred’s is more as a family kitchen-type restaurant that wants to accommodate the client, as if they were at home. Moreover, there is a definite psychology behind the development of the menu. This is more evident with the Temple Midlred’s menu
It would seem as though Boralia wants consumers to choose for themselves based on the dishes the menu contains, while Temple Mildred’s finds that the customer may need to be ‘wooed’ to purchase more than just its staple offering. Another interesting element of its menu is that the food appears to be tasty, which suggests an even more evolved psychological effort on its marketing department to ensure that consumers feel as though they are getting more for their money, than they may be.
Instructional, Grammar, Descriptive Copy & Readability
Boralia
Regarding the copy that Boralia uses, the establishment extensively describes the flavors that are packed with its items. The instructions are minimal; the readability of the menu is easy, as it is quite laconic in its nature. The restaurant believes that the less descriptive menu items are the better. As such, for the facility this is executed perfectly in the copy. While it is to the point and straightforward, it is also descriptive in making sure that all the right buttons are pushed so to speak. This speaks to the customer being in charge of the item that they are purchasing instead of the establishment deciding for them. Customers like choices and options - and this only adds significance to the menu construction for the company in the copy, and how it is utilized.
Temple Mildred’s Kitchen
The copy that Temple Mmildred’s uses is straightforward and to the point, however, the language tends to also include a quote or an interesting fact. This makes for an invigorating read to the customer in that it adds a story to the establishment, rather than solely description. Additionally, the menu items have nutritional information contained within them, which provides an opportunity for those seeking to purchase a healthier option at the establishment to make the best decision accordingly. The restaurant expressly states that its aim is to make a difference, and this is reflected in the copy on the menu – and how customers can undeniably see firsthand the nutritional information.
The Center for Science in the Public Interest (n.d.) identifies that restaurant establishments are required to publish nutritional information so consumers thoroughly and extensively understand all aspects of the food they are consuming. Consumers want and have a right to this information (p.1-2). Therefore, the restaurant is doing the correct thing in providing a substantive amount of data regarding how the items they sell are created. The information is visible, and not hidden. Consumers do not have to do an excessive amount of digging to discovery said information. This suggests that the company is not only abiding by guidelines related to labelling and overall nutritional information, but that they care enough about the customer to provide such information.
Comparison of the Two
Perhaps, the most striking aspect that distinguishes the restaurants in these the mentioned three areas under this part of the analysis is the nutritional information section. The copy is informative, descriptive about the food itself - but customers have to go to another area of the menu in order to obtain the information. Once they enter that area, the information is clearly identified, however, for Boralia it is present under the particular item. There is no extra step. Both establishments equally present copy that is inviting to the customer, although Harvey’s is the more descriptive of the two. This is expected to a certain extent given the popularity of hamburgers as a fast food item. Both menus are practical in what they offer to consumers in terms of saying just enough to be appealing, knowing that the customer will need to actually try the item(s) to gain the full extent of the experience. Tim Hortons as mentioned earlier prides itself on pairing its items with coffee, while Harvey’s is a more stand-alone a la carte type establishment, even though combos can be purchased in terms of the copy, and the impression that it displays.
References
Fleming, A. (2013, May 8). Restaurant menu psychology: tricks to make us order more. The Guardian, Retrieved from http://www.theguardian.com/lifeandstyle/wordofmouth/2013/may/08/restaurant-menu-psychology-tricks-order-more
Harris, M. (2011, April 17). Tricks of the Restaurant Trade: 7 Ways Menus Make You Spend. Retrieved from CBS News website: http://www.cbsnews.com/news/tricks-of-the-restaurant-trade-7-ways-menus-make-you-spend/
Nutrition Labeling at Fast-Food and Other Chain Restaurants. (n.d.). Retrieved from The Center for Science in the Public Interest: https://www.cspinet.org/menulabeling/why.pdf
Rahm, J. (2015, July 15). How to Develop a Restaurant Menu. Retrieved from FSW website: http://www.foodservicewarehouse.com/blog/develop-restaurant-menu/
Restaurant Menu Development Services. (2015). Retrieved from Synergy Restaurant Consultants website: http://synergyconsultants.com/services/menu-recipe-development/
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