As the Director of Operations for SuperChef's Breakfast and More, not only was I responsible for upholding all aspects of Human Resources and Operations, but I was also in control of all marketing communication efforts for the brand. After extensive market research from the voice of the restaurants consumers, I relaunched a marketing initiative to further enhance customers dining experience.
Explore life in the fast lane – Marketing/Rebranding initiatives:
Business card design, Dine-in/Togo Menu Design, Print Advertising, Table Marketing, Social Media Post, Dine-In Coloring Sheets, Feedback forms, Community Engagement/Announcements, In-house Collateral, Sales Initiatives.
Coloring Sheets:
As with many restaurants, child entertainment during the dining waiting period is crucial as their attention spans are as tiny as their bellies. I wanted to create a coloring sheet for children that was relative to our brand and flagship Columbus, OH. SuperChef's overall aura is based on comfort foods that are themed around superheroes, in an effort to convey this message via the coloring sheet I designed a 'comic book themed' sheet that featured popular superheroes who fueled their energy with food from SuperChef's. In addition, to occupy more time and to appease to older children, I added a word search puzzle with common breakfast words to boost appeal.
Restaurant Banner
Restaurant Menus:
Tasked with the redesign of both Dine-in and Togo menus, I relied on feedback from customers and staff members for improvement tips. Missing content and readability issues were the major problem areas with the old menus so my goal was to correct these concerns in the new design. In an effort to correct readability issues I made the text more bold and distinguished menu subcategories by color. To make clear allergens, protein adds/substitutions and company policies I made it a point to distinctly clarify these matters with bold asterisks and colors. As for the design element I maintained the fun, “comic book theme” by adding a faint background with comic book animated text. The overall goal was to maintain brands entertaining image while also creating a functional and lucid menu.
Brand Emoticons
Togo Menus:
To parallel the dine-in menus I created to the togo menus with a similar design elements: comic book theme, fonts, sub-categorical menu items and superhero background wallpaper. Distinctive from the dine-in menus the Togo menus included information for delivery services for each respective location and store contact information for those places over-the-phone or delivery orders. On the front of the Togo Menus are images of Breakfast emojis I created, which are often used in social media post and various print collateral. The original Togo menus were created in color (4th picture below), however due to cost efficiency it was decided to print in bulk B&W copies for the customers.
Table Marketing:
Table marketing is present primarily to keep the customers engaged and entertained while waiting on their food and as an informative measure for restaurant news and information. Table marketing materials were generally placed on the top of the condiment caddy and consisted of information such as: Comic Book Trivia, Anniversary Announcements, Menu item of the Month, Drink Item of the Week, Marvel/DC Movie premier Fun Facts, Community Events and Collaborations and Feedback Forms.
The Marvel/DC Comic Trivia cards shown below were created to engage the restaurant guests with material that aligned with the brand theme, Super Heroes. Each card consist of 12 questions from the respective conglomerates, Marvel or DC, and included the answers on the back of the cards. The cards are a big hit with the guests, especially those who are major fans of the comic universes, and as a promotion the Restaurant would often hand out small discounts to guest who could answer all 12 questions correctly.
Social Media Marketing:
In an effort to stay engaged with our followers on social media on a consistent basis posts of menu items and dine-in guests (children mostly) were uploaded frequently. When making business or community related announcements I would design post to inform the followers of any updated news. This generally consisted of anniversary announcements, restaurant hour changes or closures, community events, additional business offerings such as caterings, or restaurant promotions. Again to remain aligned with the brands overall fun and amusing image I typically utilized bright colors, bold texts and imagery in these designs.
