STACK'D, a fast casual restaurant in downtown Columbus, OH is accredited for its 'Create Your Own' menu style of options. Dinners are able to create their own dish or choose from pre-made recipes. Those who prefer to create their own dish first select a base item, Pasta, Pizza, Sandwich, Rice Bowl or Salad, and then are able to add a variety of proteins, cheeses, sauces and veggies. For the indecisive dinner, such as myself, there are a variety of pre-made menu options, “Stack’d Signatures”, for selection as well. As the Marketing Manager for STACK'D, I was responsible for marketing communication and guest relations.
Explore life in the fast lane – Marketing/Rebranding initiatives:
Assisted in Website Context and Design, Menu Redesign, Created In-House efficiency enhancements, Redesigned Restaurant Menu Boards, Created Social Media Content
STACK'D Menus
One of my first tasks within this role was to redesign the stores menus, which served as both dine-in and takeout menus. The previous menus were a bit distorted and difficult to understand for the guest. The overall concept of the fast casual restaurant was to offer guests the opportunity to build their own meal from a base of options; pizza, pasta, salad, sandwich and rice bowl. There was also a list of pre-made recipes in each category as well, which allowed the guest to make a simple selection.
I included design elements from the brand’s motto “The Flavor Architects” along with the name itself “Stack’D” into the menu. This is present with the architectural lines behind the menu items and the image of the Columbus Skyline being stacked in height at the bottom of the page.
In addition to designing restaurant menu and menu boards, I also aided in the pricing strategy for each menu item, the removal and addition of menu items and combination of meals . In order to increase efficiency in the speed times of the line during rush hour, myself and the owner came up with a distinctive concept to speed the pace in the line. This consisted of researching the line during the rush to discover the bottlenecks and brainstorming on how to iron out the issues.
STACK'D Menu Boards
With the redesign of the menus the owner decided to update the restaurant menu boards to align with design of the menus. Again the issue was that guest did not fully understand the concept behind creating their own entrees or selecting a pre-made recipe. This was a difficult task to achieve as design elements such as color, space, shape, line and value played a major part into how guest would view the boards. In hindsight I would change a few things with the final product, more specifically special and color options, however this design seems to be working for now.
