Create Killer Menu Boards and Stay FDA Compliant
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This document discusses how to create FDA compliant menu boards while still being creative. It introduces three presenters from WAND Corporation and provides an overview of the FDA menu labeling requirements. It then offers tips for creative menu design that follows the regulations, including adjusting font sizes and cycling content. Finally, it outlines a six step process for ensuring compliance that includes identifying nutritional information sources and managing the approval process.
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Create Killer Menu Boards and Stay FDA Compliant
- 1. How to Be FDA Compliant… #WANDFDA @WANDCorporation and Still Create Killer Menu Boards
- 2. FOCUS 100% focus on QSR/Fast Casual Restaurants TECHNOLOGY History of unbeatable restaurant innovation SERVICE Endless quest to deliver total customer satisfaction The WAND Difference
- 3. Agenda #WANDFDA @WANDCorporation • Quick introductions • FDA menu labeling requirement law • Creative menu design tips • 6 steps to success • Q&A
- 4. Introductions #WANDFDA @WANDCorporation Jason Bates Product Analyst 13 Years a Digital Nerd Favorite Movie: Hitchhiker’s Guide to the Galaxy Sarah Maki Creative Services Director 10+ Years a Creative Junkie Favorite Movie: Star Wars Chuck Gehman VP of Product Management 19 Years a Tech Fanatic Favorite Movie: Rocky
- 5. Quick Facts Who •20+ locations •75% or more similar menu items What •Permanent items (not 60 day or less items) When •No later than Dec 1, 2015 Where •All menus – anywhere (indoor, outdoor, printed, online) How •Let’s dig deeper… #WANDFDA @WANDCorporation
- 6. The Devil is In the Details Size Location Color Contrast Combos LTOs Disclaimers #WANDFDA @WANDCorporation Promos
- 9. Which Board is Calorie Compliant? A B #WANDFDA COMPLIANT
- 10. More Content? No Problem. #WANDFDA REDUCE FONT SIZE
- 11. More Content? No Problem. #WANDFDA CYCLE CONTENT/ ADD DMB
- 12. Ride the “Better For You” Wave! #WANDFDA MAGNIFY OPTIONS VIA FLEXIBLE CONTENT AREAS
- 13. Ride the “Better For You” Wave! #WANDFDA LET THE CUSTOMER CHOOSE COMBO OPTIONS Higher Calorie Combo Lower Calorie Combo
- 14. Ride the “Better For You” Wave! #WANDFDA MAKE BETTER CHOICES EASIER TO FIND
- 15. Don’t Like the Caloric Conversation? Then Change It! #WANDFDA MAKE NOISE/OFFSET ATTENTION
- 16. Don’t Like the Caloric Conversation? Then Change It! #WANDFDA ADD DESCRIPTIVE MENU LABELS
- 17. Don’t Like the Caloric Conversation? Then Change It! #WANDFDA USE PRODUCT IMAGERY— MAKE PRODUCTS ENTICING
- 18. Creative Process Submit Request Discovery Call SOW Delivered and Approved Client Review + Feedback Cycle Content Approval Final Production Deployment Go Live #WANDFDA @WANDCorporation
- 19. 1. Choose Your Champion 2. Identify Who Has the Counts 3. Conduct an Audit 4. Document Typical Update Process 5. Determine Your Ideal Approach 6. Manage Through Completion #WANDFDA @WANDcorporation 6 Steps to Success
- 20. Recap #WANDFDA @WANDCorporation • FDA menu labeling rules are here to stay • Be safe rather than sorry • Get on top of it now to avoid the rush • Think through your creative strategy • Follow the six steps for success
- 23. Contact Us #WANDFDA @WANDCorporation Jason Bates Product Analyst Favorite Star Wars Character: Chewbacca Jason.Bates@wandcorp.com Sarah Maki Creative Services Director Favorite Star Wars Character: Princess Leia Sarah.Maki@wandcorp.com Chuck Gehman VP of Product Management Favorite Star Wars Character: Han Solo Chuck.Gehman@wandcorp.com
Editor's Notes
- CHUCK Welcome to the webinar – excited to be here Objectives for today – educational, informative, have some fun too, goal is to give you some takeaways you can use Housekeeping – ask questions in go to webinar, we will share the slides later today and the recording next week, webinar is 30 minutes and we will definitely end on time, talk with us on Twitter throughout the webinar
- CHUCK What makes us different 100% restaurant focused – focus exclusively on this market Top technology Customer service focused
- CHUCK Agenda for today Introduce speakers Share info on the law Get into some creative design tips Give you a 6 steps to success plan to take with you Q&A if there’s time – send questions in via go to webinar – what we don’t answer here we’ll definitely answer after with you after the webinar
- CHUCK Presenter walk through
- JASON Who: 20+ physical, branded locations, serving 75% or more similar menu items What: Any permanent menu item, exception are seasonal items, or items running for 60 days or less When: No later than Dec 1, 2015 Where: All menus – printed, digital, online, outdoor, on apps which show distinct menu items How: That’s why we’re here…let’s dig a little deeper…
- JASON
- JASON So, ladies and gentlemen…now you know….and as all of us know…..
- JASON Knowing is half the battle. The other half is red lasers and blue lasers, which are also pretty fun. Here to talk to you about red and blue lasers, is Sarah Maki, WAND’s director of Creative Services….
- SARAH Hello everyone. Thanks for attending today. We’re excited to share a few creative pro-tips and get you thinking about the road to caloric compliance. Let’s start with a quick test. I’m going to give you a few seconds to review two menu boards. Can you tell which one is FDA compliant? Take a look… Sarah: Alright. Hopefully you determined that option A is in compliance. If you take a closer look at option B, it doesn’t list caloric information next to each product. There are calorie listings above the image but it’s not easy to determine which products have which counts. Plus the font is dramatically smaller and lesser in contrast to both the product name and price. And the last issue is that this board is also missing the caloric disclaimer and callout to request additional nutritional information. And now that we know how to identify compliance items let’s talk about a few pro-tips. It’s important to note that no ONE strategy is going to be the answer to everyone's needs. However, we are confident that there are unique solutions for every brand. So let’s go…
- SARAH We work with brands with intentionally limited product choices and others that have very robust offerings. Either way, the addition of caloric information means more content and often a tweaked or updated content strategy. The most basic strategy we can employ is to reduce price and calorie count font sizes to accommodate the addition of caloric content. When using this strategy it is vital to understand regulations and mandates around minimum font sizes. Even more important, you’ll need to take into consideration what is legible for your specific target demographic. We test these types of executions live at our onsite creative lab before they ever leave our creative department. It’s crucial to hit that sweet spot where compliance meets usability for your customers.
- SARAH But if you are one of those customers with a very, very robust product offering, there ARE solutions for you, too. Consider developing a menu layout where a limited portion of your DMB cycles through those lower demand products. That way you can keep customer favorites and high-revenue generating product top of mind with ample space for those items that are in less demand. You may even consider adding an additional DMB. The ROI on this approach could be realized quite quickly.
- SARAH There is no doubt that the FDA ruling will bring attention to caloric counts even if it doesn’t change consumer behavior. If it fits your brand and concept, use the FDA ruling publicity and awareness to your advantage. Ride the “better for you” wave! With DMBs the opportunity lies in the flexibility of the medium. Dayparting and flexible content fields allow your brand to showcase a multitude of different fresh and healthy products. You may feature different salads each day of the week during lunch on your POP boards. And then showcase different wraps and high-protein offerings during dinner. Customers love the variety.
- SARAH Consider providing healthy choices and options as a part of a “choose your own” sides or combo meal approach. This strategy allows for the creation of a meal that suits the customer’s own taste, dietary guidelines and allows them to make the choice that is right for them.
- SARAH Make it easy for your customers to make better for them choices if you have them. Consider creating a “5 under 500 calorie” menu section in a prominent space on one of your boards. Or showcase items with “surprising low” calorie counts on all boards by using a system of marks and visual indicators that your customers can follow. A hamburger can be a delicious, high-protein healthier choice on some menus. Who would have thought it? Now this becomes an opportunity to raise awareness for products your customers may not have previously considered.
- SARAH Some concepts may choose to focus on low calorie options while others take an all together different approach. Take the focus off your caloric fields by introducing new engaging content. Caloric fields are here but they don’t need to drive the conversation with your customers. Consider implementing a full DMB takeover. The content could be the monthly LTO, a short reel of “greatest hits” products that your customers love or excerpts from your latest broadcast campaign. These executions promote brand and product awareness while taking some of the focus away from caloric content.
- SARAH Adding descriptive menu labels can be another strategy. Instead of listing a simple product, price and caloric field line item on your menu up the ante by using a more robust product description. “Home-style patties, artisan blue cheese, ketchup, and caramelized onions on brioche roll” or “all-beef patties, American cheese, onions and ketchup on a toasted bun” is more compelling than “double burger”. Descriptive menu labels have been shown to influence the consumers’ perception of value and quality, their impression of the restaurant as a whole and whether or not they return. If this tactic fits your brand tone and product offerings, it may be an opportunity to offset the focus from product caloric fields to the product itself.
- SARAH Another tactic is to use amazing imagery and video on your boards. It’s hard to deny a beauty shot of the world’s most delicious burger. You can see the steam rising, the cheese is melted just right and it’s got all of the toppings that you love. Bacon. Mushrooms. That secret sauce. Yum! It may be 1000 calories but some customers won’t care because they are brand and product loyalists. Using high quality, dazzling imagery and motion graphics gets customer attention and may drive product choice and preference. Make them say, “Yes! I want THAT because it looks so good.” Frankly, not every brand is positioned around light and fit product options. So, in that case, be bold, delicious and unapologetic if that fits your brand.
- SARAH Sarah: one thing I want to cover quickly before we take your questions is the creative process. It’s going to be different depending on whether you are using an outside creative agency, your in-house team or the WAND creative services team. Here is a quick overview of the process we follow with our clients: Once a request is submitted we will schedule a discovery call where we talk about your specific content needs and create assumptions that we use to scope the project. The final project plan is inclusive of all project milestones so you know where we are and what to expect for the whole process. Once the project scope is signed we start our cycles of predetermined reviews and revisions. Upon approval of the creative, we deploy that creative to our software. And now we’re live, the customers are at your counters and you’re ready to roll. I also want to take this opportunity to again raise awareness for the FDA compliance deadline. December 1st. So, the sooner you can create a strategy for execution and start the creative process the better. We already have a number of caloric updates and redesigns in process and starting the process now will help ensure you hit your deadline. With that I’ll turn things back to Jason to outline some steps for success. Jason!
- JASON Determine a champion (project manager) in the organization dedicated to this Identify who would have the calorie counts Conduct an audit of all current menus Document and process out the typical way menus are updated now (if not already done) Determine approach and where to make changes (printed vs. online, static vs. digital, time to launch app?) Manage the plan through completion
- CHUCK Recap today’s learnings
- CHUCK Questions 1-How realistic is it this will go live? The FDA has cancelled it before. 2-What are the odds the FDA will bust us and what is the penalty if that happens? 3-What’s the turnaround time you’re seeing for creative? How soon should we have our calorie counts to our design team?
- CHUCK Contact us via email Webinar slides sent out today Webinar recording sent out next week