New pizzeria image – 27% increase in orders
We created a menu that is readable and encourages ordering more expensive toppings. We refreshed the logo and Facebook profile.
Jacek has been running a pizzeria in Bydgoszcz since May 2019. He had a problem because customers were only choosing the cheapest items from the menu. We changed the look of the place and the way dishes are presented in 12 weeks.
The challenge
In December 2023, the average receipt at Pizza u Jacka was only 41.20 zł. The menu was unreadable, and old photos on the social profile were off-putting instead of tempting. The owner was losing about 4,500 zł in potential monthly profit because guests were not ordering extras or drinks. The place was losing the fight for customers to a chain located 300 meters away.
Our approach
Vistula Brand Factory sent a two-person team to the site: a graphic designer and a photographer. For 3 business days, we analyzed traffic in the premises and what people look at first after opening the menu. We eliminated 5 dishes from the offer that weren't selling. We focused on what actually makes money. We get straight to the point, so instead of theory, we relied on hard data from the client's sales system.
The solution
We designed a new menu on a rigid material that doesn't get damaged by moisture. We introduced the 'three colors' rule, which makes it easier to navigate the menu. We changed the old logo to a modern signet that is visible from Zygmunta Augusta Street even after dark. We took 24 authentic photos of dishes that now adorn the Facebook profile and attract new customers from the area.
Results
After implementing the changes in March 2024, the pizzeria's financial results improved almost immediately. Jacek stopped subsidizing the business from private savings.
Timeline
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January 2024Menu audit and analysis of profits from individual dishes.
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February 2024Photo session on-site and designing a new identity.
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March 2024Installation of a new sign and printing of menu cards.
"I finally see that this makes sense. Customers praise the menu, and I have more in my wallet at the end of every month. Does it work? It works. Zero fluff."