Applebee’s Middle East – Menu Engineering

Beyond Artwork

Menu engineering is at the core of the hospitality business, making menus the most valuable marketing tool, understanding the popularity of every item & how to present it is an important pillar of the process.

Menu creation is the art of how and where to place items on your menu, considering the average guest spends only around three to four minutes reading the menu, it’s important to display your items in a manner that promotes the business.

This goes beyond just a nice artwork, it includes researching the customers’ profiles, behavior, ingredients, keywords, photography & lighting style, the psychology behind the different design styles… And more.




  • Research & Planning
  • Concept
  • Artwork
  • Copy Writing
  • Photography (Partial)

Mood boards