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Restaurant Pasta Amore’s Menu Reflection

Eye scanning pattern is used since according to recent research, dinners look at the menu starting from the top left corner as implied by Filimonau & Krivcova (2017). High profit items should be put there be put there. The menu has features to make dinners feel nostalgic by using words like, ‘home made’. This reminds dinners about good old days a design element that aligns with the brand emphasis on family. Customers who hold dear family values are likely to be more attracted by this. Images are used sparingly as not all dinners interpret them the same way.

Images used are of high quality but simple to emphasis simplicity. Italian architecture has been captured so as to remind dinners of the country’s cultural values as suggested by Filimonau et al, (2017) .This aligns with the restaurants brand approach of cultural sensitization and consumer insight.

Being located in Italy, the menu has to appeal to Italian who forms the vast of its frequenters. The Italian cook logo is used to attract real patriots. The sales mix of the Pasta Amore’s restaurant as well as the designs applied by competitors all factors in the final decision of the design to use as shown by Kim (2016)

One challenge is that the font sizes have been balanced to meet the needs of both the elderly and the young people. The elderly prefer fonts with wider white spaces which may not be appealing to the young people as suggested by (Magnini & Kim 2016)

For the purposes of differentiation, elaborate food images accompanied by a short description have been provided. Dishes with special offers will be displayed where the customer’s eyes strike first. This is likely to attract more customers.

Reference list

Filimonau, V., & Krivcova, M. (2017). Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions. Journal of Cleaner Production, 143, 516-527.

Filimonau, V., Lemmer, C., Marshall, D., & Bejjani, G. (2017). ‘Nudging’as an architect of more responsible consumer choice in food service provision: The role of restaurant menu design. Journal of Cleaner Production.

Kim, M. J. (2016). Restaurant menu design and food choice process

Magnini, V. P., & Kim, S. (2016). The influences of restaurant menu font style, background color, and physical weight on consumers’ perceptions. International Journal of Hospitality Management, 53, 42-48.