Pizza Restaurant Peel & Press Menus
Cocktail Menu
Peel & Press' old cocktail menus were hard to read and without an obvious order, potentially costing the restaurant in lost sales. My design centered around organization and readability. The cocktails are grouped by liquor with whiskey and vodka, the most popular, at the top of each page as the eye tends to focus there. Since all the cocktails are the same price I only wrote it once, in bold red, to remove clutter and keep the focus on the drinks. After introducing the new menus Peel & Press increased its cocktail sales, one of its most profitable areas, by 22%.
Dinner Menu
Peel & Press gets its name from the pizza peel, the large paddle for removing pizza from the oven, and the juice press, for making cocktails. To incorporate branding without taking up limited menu space I used illustrations of the pizza peel, ampersand, and juice press to create a rebus (word puzzle) in the background. The red pizza peel illustration draws the diner's attention to the starters section featuring profitable up-sells. My writing was value-added as I was able to edit the menu copy for style and voice consistency.