Mapping a restaurant menu


The client

We have been working with start-up Belgian fries restaurant, BeFries, since 2017 on a range of design projects, as they move to the next stage of their growth.

The brief

We were asked to help BeFries develop a more intuitive ordering system, and to more clearly communicate BeFries’ proposition at its Brighton restaurant.

When ordering at BeFries, customers are faced with a multitude of decisions: ‘eat in or take away’, ‘small, medium or large cone’, ‘seasoned or unseasoned fries’, ‘choose your sauces’ etc. The BeFries team identified that customers were inadequately prepared when they reached the till, so staff had to talk customers through all decisions at the till point. Whilst engaging with customers is a key part of BeFries’ brand personality, the existing set up was inefficient and meant there was too much customer dwell time spent at the till.

We worked closely with the BeFries team to define the precise customer proposition and ordering hierarchy, before going on to design the communication points themselves.

What we delivered

We designed a more intuitive main menu board, visually segregating the key parts of the decision-making process – breaking it down into bitesize chunks.

Given that the range of 22 sauces is such a fundamental part of BeFries’ proposition, we gave them space to breathe on the board, and to show their vibrant colour spectrum.

To complete the communications family, we developed an A-frame board and postcard to coax customers into the shop, and spread the word about BeFries, respectively.

What the client said

Sherlock went above and beyond to make sure we got exactly what we wanted with our new menu board. We are extremely happy with the result and it is a testament to the quality of the design team.” Chan Beevers, Director, BeFries

Other Projects

  • ”You completely nailed the project.”

    Philip Barnes - General Manager, Standen House & Garden

  • “Since Sherlock began our rebranding, The Mulberry Bush Organisation has raised more money, has increased the children’s referrals from Local Authorities so that we now have a waiting list, has attracted celebrities... and has hugely raised our profile among the professionals.”

    Jane Smiley – Head of Communications, The Mulberry Bush Organisation

  • ”Our project had a tight turnaround time, but Sherlock showed a quick grasp of the brief, and provided excellent customer service, flexibility and professionalism.“

    Kate Anderson - Projects and Office Manager

  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

Subscribe today to receive our newsletter