When it comes to signs, several studies have been conducted on the food industry. For any restaurant or franchise owner, these studies are as instructive as they can get. Moreover, practices over the years have proven what are profitable restaurant menu signs and what are not. Here are some of them.
First, when it comes to restaurant menu signs, the most important thing is the exposure per customer. In a study conducted on customers, it was found that on an average, signs get only two seconds of exposure from customers. This means that given that two seconds, customers can only read up to four words on a given sign. That is the exact exposure of restaurant sign per customer on a typical restaurant or fast food wherein the customer is a typical customer who walks to the counter, orders and proceeds to eat. The study does not apply to customers who are in line and have nothing to do but read the restaurant menu signs.
Second, when it comes to the placement of the restaurant menu signs, in a fast food restaurant, customers enter the restaurant with only two things in mind. It is either to go directly to the counter and order or to go to the bathroom. When customers approach the counter, they already have an idea on what to order. They have no intention of reading all the signs scattered around the restaurant. They will simply scan the menu. They will not read every word on the menu board. Those who are going to the bathroom will also not have time to read the restaurant menu signs. When they emerge from the bathroom and walk to the counter or their table, it is only then that they will read the menu signs. The right placement of the restaurant menu signs are therefore as important as what are on the signs themselves.
Third, unless there is a line, people do not generally read what are on the restaurant menu signs or menu board. In a study conducted by McDonalds 75 percent of customers read the signs after they have ordered or as they wait for their order. Depending on the order and the system of the restaurant this takes no more than a minute. Still, that is enough time for restaurants to have longer messages and tell them what they can order the next time or for deserts. Restaurant or fast food businesses can therefore take this opportunity to have the right restaurant menu signs.
It is important therefore to find a company that has the expertise in creating effective interior signs for businesses, particularly menu signs for restaurants. The right company can help you create effective restaurant menu signs. The right company can help you create the right messages, where to place them, the size, the layout. They also have the materials for your signs.