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Cafe 63 Menu Design Review And Redesign

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Question:

Discuss about the Cafe 63 Menu Design Review And Redesign.

 

Answer:

Café 63 Menu

Café 63 which steps from South Brisbane station is located on the Melbourne Street at the Heart of West End. Its café fare is of high quality in the whole town of Brisbane. Its premium coffee beverages, as well as the incredible breakfasts, has made the cafe to be known all over the city. The café is open every day of the week which makes it a regular stopover for a drink or meal. On Monday’s and Tuesday’s, it is open from 5.30 am to 4.00 pm while on Wednesday through Sunday, it’s open from 5.30 am to 9.00 pm. The menu design and presentation that a café adopts explains the operations of the restaurant and also determines its failure or success (Ozdemir and Caliskan, p. 7). The Café 63 menu concept could be described as a La Carte Menu as the dishes are typically arranged in courses (Hansen, Jensen, and Gustafsson, p. 191) and the amount of each specified distinctly. The menu concept of a café is determined by the main product line that is listed in the menu (Kincaid and Corsun, p. 229). For Café 63, drinks, snacks, sweets, breakfast, extras, meals, and takeaways are the main product line they offer.

Café 63 menu review

The Café 63 has an extensive menu that provides various meals and drinks to the customers. The Café 63 menu classification is into various sections which include; meals, drinks, kids, flowers, snacks, sweets, breakfast, takeaways and extras-of which some are offered at no extra charge. The main number of items provided is 37 but with several other items beneath. The nutritional value of foods and drinks at Café 63 rates highest as compared to other cafes in the region. The dishes are based on dietary contents present as they aim to provide healthy foods to the customers (Kozup, Creyer, and Burton, p. 24).  For instance, most of the juice offered are from freshly squeezed fruits such as pineapple, watermelon, carrots, and tropical fruits which contains all the necessary vitamins. To others, natural products such as mint are added, which enhances the nutritional value of the drinks. The breakfast contains whole grain and its gluten-free (Fitzpatrick, Chapman, and Barr, p. 11). The meals delivered also, are seasonal and fresh that covers all the nutritional preferences and taste for a diverse class of customers.

 

Current Café 63 menu

 

Café 63 menu redesign

The menu is supposed to capture the attention of the customers while bringing out the restaurant’s personality. Therefore, menu engineering (Raab, Mayer, and Shoemaker, p. 217) is of importance while designing a menu that will entice and catch the eye of the customers. The present Café 63 menu has not utilized the psychological ploy such as the paradox of menu. The menu lacks entrees. It is also a silent menu that is deficient in captive lines and adjectives, thereby failing to feed the imaginations of the customers (Reynolds, Merritt, and Pinckney, p. 5). A captivating menu can tickle the taste buds thereby causing the customers spend more than they had anticipated. Therefore, a more eye-catching menu can be proposed for the Café 43, whereby the golden triangle design concept can be applied. Here, the menu items that have the highest weight are placed in the middle since the eye gaze first rests at the center before roaming to other regions. The menu also lacks color which significantly influences customer’s choice (Gustafsson et al., p. 88). For instance, red and yellow are known to grab the attention while orange stimulates appetite. Pricing of the meals (Bowen and Morris, p. 6) in the menu also will determine whether the customers will go ahead and order or will be scared and leave without ordering. Therefore, in redesigning the menu, it would be wise to indicate $9.99 as compared to $10. A menu is a silent salesperson in any restaurant that determines sales (Pavesic, p. 5). A properly designed and crafted menu would, therefore, go a long way in enhancing the whole operations of the café 63.

 

References

Bowen, J.T., and Morris, A.J., 1995. Menu design: can menus sell. International Journal of Contemporary Hospitality management, 7(4), pp.4-9.

Café 63- https://cafe63.com.au/our-menus/

Café 63-West End- https://cafe63.me/

Fitzpatrick, M.P., Chapman, G.E. and Barr, S.I., 1997. Lower-fat menu items in restaurants satisfy customers. Journal of the American Dietetic Association, 97(5), pp.510-514.

Gustafsson, I.B., Öström, Å., Johansson, J. and Mossberg, L., 2006. The Five Aspects Meal Model: a tool for developing meal services in restaurants. Journal of Foodservice, 17(2), pp.84-93.

Hansen, K.V., Jensen, Ø. and Gustafsson, I.B., 2005. Meal experiences of á la carte restaurant customers. Scandinavian Journal of Hospitality and Tourism, 5(2), pp.135-151.

Kincaid, C.S., and Corsun, D.L., 2003. Are consultants blowing smoke? An empirical test of the impact of menu layout on item sales. International Journal of Contemporary Hospitality management, 15(4), pp.226-231.

Kozup, J.C., Creyer, E.H. and Burton, S., 2003. Making healthful food choices: the influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(2), pp.19-34.

Ozdemir, B. and Caliskan, O., 2014. A review of the literature on restaurant menus: Specifying the managerial issues. International Journal of Gastronomy and Food Science, 2(1), pp.3-13.

Pavesic, D., 2005. The Psychology of Menu Design: Reinvent Your' Silent Salesperson' to Increase Check Averages and Guest Loyalty, pp. 1-9.

Raab, C., Mayer, K. and Shoemaker, S., 2010. Menu engineering using activity-based costing: an exploratory study using a profit factor comparison approach. Journal of Hospitality & Tourism Research, 34(2), pp.204-224.

Reynolds, D., Merritt, E.A. and Pinckney, S., 2005. Understanding menu psychology: An empirical investigation of menu design and consumer response. International Journal of Hospitality & Tourism Administration, 6(1), pp.1-9.

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