1. BINUS UNIVERSITY
• Adrian Hartanto – 1501182343
• Danis – 1501197074
• Eka Putri Uli Maika – 1501183472
• Febiyani Santoso – 1501206684
• Fransisca F. Huang – 1501189305
• Giovani Fortunatan –1501206734
• Heny Suryani – 1501188832
• Mega Ruvista – 1501192911
• Shella Angelina – 1501178711
• Sindu – 1501180501
• Tiffany Setiawan – 1501205441
Menu Improvement of
“ARTIFICE Bistro & Lounge”

2. ARTIFICE BISTRO & LOUNGE
ART BUILDING 32th FLR Kemang 72, Jakarta Selatan 021-3840800

3. Brief Philosophy
ARTIFICE in france languange means luxury of art.
Our restaurant are just rebranding in March 2014, Located in
Art Building 32th floor Kemang South Jakarta.
Now know is known for hottest place to EAT, DRINK AND
SOCIALIZED in Magnificent view and Design.

4. Old Menu

6. Menu Analysis
• Font for pricing is too small, not easy to be read.
• The menu design are not relevant with the
restaurant branding as bistro and lounge. Branding
of this restaurant is luxurious, and vice versa, the
menu design is not.
• Photos are not attracting, it increases the appetite of
customers.
• Photos are confusing, due to missing of each photo.
• There is no info whether the price is included or
excluded tax.

7. Menu Analysis
• If there is any change of the menu, it must be
changed at all, not effective and efficient of cost
control. In fact, there is regular improvement of
menu engineering.
• Writing of the menu is not well-ordered. For
example, there is beverage menu left on page 4.
Besides that, the font size between the title and list
is not balance.
• Page 4, which telling about history, is not really
necessary. After survey, the target market of this
kind of restaurant (Youth and people who looks for
hanging out place) tend to ignore that page.

8. The NEW Presentation of The Menu
ARTIFICE menu has changed to be more
simple look with sophisticated design. Our
team chooses not to using picture of the
product, to make it looks elegant and reduce
the cost of using picture too, last one to avoid
any guest complain and issue of lack of food
presentation.
The menu’s background is deep light yellow to
make the design more again sophisticated
and simple.

12. Efficiency means
"doing the thing right,“
effectiveness means
"doing the right thing."

13. The Effectiveness of The Menu
An effective restaurant menu mixes a well-planned layout,
well written descriptions and correct pricing for food cost
ration.
Good menus avoid crowded layouts overly wordy
descriptions and unnecessary graphics.
Menu items should reflect restaurant’s theme.
Updating your restaurant menu is also important to keep on
top of food costs and food trends.

14. The Effectiveness of The Menu
• Our team has made newest food design, to serve a better
food, drink, and place for people to go.
• The new menu embrace ARTIFICE to grab bigger scale of
market for middle-up scale customers.
• The menu is easy to recognized, to choose.
• The pricing strategy is use to grab the market itself and to
show the restaurant position in competitive industry.
• The price is worth-it-ly reasonable, due to the location,
atmosphere/ambiance, product , and service.

15. The Efficiency of The Menu
The comparison of what is actually
produced or performed with what can be
achieved with the same consumption
of resources (money, time, labor, etc.).

16. The Efficiency of The Menu
• The menu is only 3 page of choises best menu.
If there is any change, the cost can be minimized
and easy to made (efficiency in time and money)
• No photo > cutting cost with concern to the
regular update of the menus. Besides that, in
order to avoid any guest complain and issue of
lack of food presentation. Doing the thing right,
right? 

17. 3-fold Menu Booklet

18. PROBLEMS ARE SOLVED !!!
• Presentation
- Font is balance, easy to read.
- There is no confusing photo.
- Information about tax does exist.
- Within 3-fold menu booklet, customers are able to
choose easily and quicker.
• Effectiveness
- No crowded layout.
- Menu items and design reflect restaurant’s
branding. Simply telling elegance and warmness.
- Correct pricing for food cost ration

19. • Efficiency
- No photo idea decreases the cost to print
high quality image, REGULARLY!!
- With 3-fold menu booklet, the menu page which
should be corrected is easy to be removed and
changed.

20. Contact Us
ART BUILDING 32th FLR
Kemang 72, Jakarta Selatan
P: 021-3840800
E: servingyou@artifice.com