Menu
Strategy +
Design

IHOP Fresh & Go did something unheard of when they launched a new brand, on opposite sides of the world; Phillipines & Panama. The menus had the same core items, but also local favorites. They would both be digital menu boards behind the service counter, but based on positioning and local customer insights would turn out quite different. Both stores went on show well above average opening month revenue and continue to exist until today.

Preparing the Wafels & Dinges brand for international franchise expansion came with the complex task of creating a menu board that was both consistent enough with the main branding to make an impact while also being flexible enough to leave room for localizaiton and seasonal changes—all while following sales best practices to draw the consumer’s eyes to the best selling and highest margin items.

For over 5 years, NM+U has been responsible for keeping the main menu up to date with the current best practice promotional windows full of interesting, memorable creative to support the campaigns we’ve created for IHOP Mexico.  These menus would have to be consistent enough throughout their ebb and flow of themes to supplement and support the main menu, which we also created 3x year.

In 2018 because the US and LATAM use different colored plates, the NM+U and DineEquity Team had a 7-day photoshoot to shoot every single item on the menu plus variations; this meant almost 15 photo in 7 days.

For over five years, NM+U has been responsible for keeping the promotional windows full of interesting, memorable creative to support the campaigns we’ve created for Applebee’s Mexico. These would have to be consistent enough throughout their ebb and flow of themes to supplement and support the main menu, which we also created 3x year.