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

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