News Details

NEWS CAFE MENU LAUNCH MAY 2010
News Cafe New Menu Launch

http://www.themarketingsite.com/live/content.php?Item_ID=11326

This month (May) sees newsprint of a difference, hitting dining tables throughout the 40 stores, which constitute the News Cafe franchise chain. In an electronic age where paper print, especially newspapers, is on the decline; News Cafe has challenge the status quo by introducing its brand new colourful and vibrant News Cafe newspaper menu.

The Birth Of The Newspaper:

In essence, the News Cafe marketing team wished to revisit the News Cafe namesake by introducing a newspaper-type feel to the new menu. Says Nick Eleftheriadis, News Cafe Marketing Director, “Our strategy was to implement a design platform and mechanism for the menu that would bring the brand back to its quintessential roots. The newspaper menus are replaced on a daily basis and the cover page will change completely, every two months. In this way, the menus will remain current, newsworthy, as well as become a talking point amongst our regular clientele. We are planning seven editions within this current newspaper format.”

The Menu As A Design Mechanism:
Evan Sotiropoulos, Managing Director of appointed creative agency, five0six, expounds, “The design strategy was to bring the newspaper concept to life in a contemporary way; reflecting the attraction News Cafe holds for customers, while simultaneously injecting an emotive feeling into the brand. Our aim was to encourage customers to spend more time interacting with the menu, finding new items and rediscovering old favourites to order.

“Once patrons realise that the menu cover page changes relatively frequently; we believe that curiosity and anticipation will be fostered amongst regulars of what the next cover will be.”

The inside of the menu was designed in a way that separates the categories into different sections. Just as newspaper articles are separated according to columns and news groupings, so each food category on the menu is separated by colour, as well as font style. This ensures ease of reading, while creating an entertainment factor.

Concludes Sotiropoulos, “In addition, the double page layout is both manageable and easy to read, allowing customers to scan the entire menu at a glance, without having to turn numerous pages to view what’s on offer. Ultimately, we hope that the new menu will complement the lifestyle of the News Cafe brand, and create yet another exciting element that customers will relate and look forward to.”