I was tasked with setting a new visual tone in IHOP restaurants by updating all menus, LTO materials, and in-restaurant artwork to reflect the new and exciting approach the culinary team was taking to the overall menu. The direction was based around the goal to drive more foot traffic into restaurants and to inspire a new generation to spend their everyday moments at IHOP. After the release of the first iteration of this new design and approach, IHOP saw a 40% lift in foot traffic into their restaurants.
With a focus on deliciousness and a more natural approach to food photography we were able to capture the beauty of the new menu items without delivering unrealistic expectations for the food.
This new approach to the design of the menus was rooted in the desire to leave behind the extensive diner menus of the past and to concentrate on showing as much food as possible through full bleed imagery, action shots of the final prep moment of a dish and tablescapes full of delicious looking food.
We designed a full 14 page menu twice a year and concepted and shot entirely new imagery for each menu.
The new art direction for their photography was warm with un-even shadowing to focus on the imperfection that comes with real life. Our hope for the brand was to not have people come into restaurant and start guessing what was real food and what was “plastic food” in the photos.