Everything Looks Good – A Custom Menu Case Study
Industry: Restaurant
Project: Menus
Proforma loves visiting a major restaurant chain with 107 locations in 17 states. Modeled after 1930's and 1940's roadhouses, this restaurant chain has succeeded in appealing to a broad range of guests by offering generous portions of moderately priced, quality food and beverages in a fun atmosphere. When Proforma began working with them, there were only 20 restaurant locations.
As the restaurant chain has grown, so has Proforma’s involvement with them. Proforma now warehouses and supplies them with over 200 different products, shipped daily. In fact, if Proforma receives an order from this client by 2:30 pm, the items will ship the same day.
A recent project involved a major change to the restaurant’s menu—both in shape (oversized) and graphics. An ad agency quoted the restaurant a five-week production time for the new menus, which would not have fit in too well with their time frame. Also, they would be using a printer in Boston, which would mean increased shipping costs.
The restaurant ended up sticking with Proforma for the menu production—a decision that enabled them to receive the menus a full 3 weeks earlier than the ad agency’s estimate. Needless to say, the restaurant was happy.
The restaurant ordered 96,000 of the laminated menus, and 150,000 take-out menus. By carefully choosing a printer whose capabilities matched the project needs, and a printer that was local, Proforma was able to provide substantial savings to the client—over $15,000 in the actual printing costs. This printer has a 40” press, therefore allowing two menus to be printed per page. In addition to that savings, the printer that the ad agency wanted to use would have meant over $7,000 in overnight shipping charges from Boston to Nashville. Factor in some additional minor savings, and Proforma was able to save the restaurant over $25,000 on this project.
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