TGI Fridays Menu Development

One of our many specialties at Curate is the creation of menus. We apply a rigorous process that has been created to assesses everything from the format to the layout and the presentation of the menu. We apply menu psychology, design experience and our knowledge of the hospitality sector, to make sure a menu works its hardest in when placed into a guest’s hands in situ. We see it as a major part of a hospitality brands make-up and the guest’s journey. It can be a piece of art, a tactile part of the experience or simply a tool to create clarity, but it always forms part of a guest’s memorable visit.

With TGI Fridays, we needed to make sure the Friday vibe was alive and kicking, that the dishes were clear and easy to follow, and that specific types of dishes stood out. Using their existing brand elements, we worked through options for the use of symbols, colour and typefaces. Photography of their dishes and environment is important to the brand so we made sure these were incorporated amongst their iconic brand assets of the stripes (Originally inspired by the Barnum & Bailey Circus with an ambition to put on the greatest show on earth, don’t you know!)

Despite what you may have heard, size does also matter, and as there are several sections to the menu, we used an easy-to-hold A4 booklet dimension, with a handy side flap that can be opened to be always visible, upselling the sides and keeping the desserts in mind so you don’t forget to leave room for that S’mores Sundae!

The team were ecstatic with the results and that always gives us that Friday feeling… even on a damp Tuesday in November. We think we’ve earned our stripes on this one.