MENUS
Working in-house for a global restaurant group means being neck-deep in menus.
As the Copywriter, I'm involved every step of the way, collaborating with the Culinary teams on item names and descriptions, the Quality Assurance department for calories, nutritional disclaimers, and legal requirements for each state, and the Brand team for overall consistency between assets.
Menu copywriting is unlike anything else I've ever done. One inconsistency could mean a few hundred thousand dollars in additional printing costs and delayed timelines that leave restaurants without the necessary materials to operate. It's vital to comb through every page, every word, and every number to make sure you end up at a place of yes-I'd-bet-my-life-on-it total accuracy.
2020 // Lunar New Year menu insert.
2019 // Summer cocktail menu insert
2019-2020 // Global Brand Development menu to be used in 90+ countries outside of the U.S.
Example of storytelling within a multi-page menu design for Canada.
Full spread for a multi-page Canadian menu.
'Chang's After Dark' was a short-lived nightlife experiment introduced to select markets in Florida in late 2019. The messaging strategy was bolder, higher-end, and directed toward a younger demographic than P.F. Chang's other marketing materials.
Copywriting // Mackenzie Goodman
Design // Caitlyn Trainor, Chi-Lan Vuong, Devon Lifshitz
