Changing Menu Design in a Branded Restaurant Group

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A unique restaurant group with a quirky brand essence and a cult customer following wanted to find out more about their current customer base’s experience, as well as how they could grow within the mainstream market. In particular, they wanted to know how changes to menu format and design would impact on current and potential customers.


In order to gain feedback on such a subjective topic, we decided that a series of one on one interviews was the best approach. The interviews took place in the restaurant, where the customers were immersed in the brand and could assess and discuss the menu in its true context.


Through a combination of 1-2-1 supported by a robust online survey, we identified that a change in menu would not have a negative impact on the current customers but that it would result in making the restaurant appear more mainstream with more mass appeal.

We were also able to identify which of the menu prototypes best aligned with customers’ vision of the brand.



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