Old menu was dated, very difficult to read did not appeal to the target market
For the new design I went in to the store to see what they did differently to give them a USP. I noticed they had a good product made with fresh ingredients and they where located in the a suburban area but also had a lot of trade from students ordering.
On the menu they had a lot of items that were not inline with the core business and they did not sell much. I advised them to get rid of unnecessary items. We kept the menu simple using a chopping board as the background to give the impression of freshly cut ingredients. Including images of fresh herbs and ingredients made a massive difference to the way they were perceived and takings went up by 20% after the brand and menu design.