Pizza Today - November 2017 - 33

than using a piece of paper to cover up
a previous price. Not only does that
look unattractive, he says, but it alerts
the customer that the price of an item
went up.
Fiel's advice is to keep any message
brief, so that the customer can order
quickly. "You've got to keep it simple
and it has to be readable," he says. "You
don't want content overload."
VISUALS ARE IMPORTANT. "A big
part of what's going on in their heads
is: 'How can I put (up) photos of
my pizza'," says Jim Miller, owner of
Minneapolis-based Kiwi Menuboards.
Kiwi started out as a magnetic menu
board company and now offers other
products such as KiwiEZ digital menu
boards. The system uses a USB flash
drive that the operator plugs into a
television. "There's no Internet, no WiFi, no learning curve. You don't have to
worry about your Internet going down
and rebooting it."
Miller recommends operators
update the menu prices at least once
a year. "They don't have to change all
their prices," he says. "They don't want
their customers to see all their prices
went up. By having the software, when
the cost of pineapples goes up, they
can change the price of the Hawaiian
pizza."
He says digital menu boards make
sense in an age where people are used
to looking at screens. "Our whole society is centered around digital devices,"
he says. "It's almost expected when
you walk into a store, you kind of look
around for the TV telling you what do
they have and how much does it cost."
OTHERS MAINTAIN THAT THERE IS STILL
A PLACE FOR THE PAPER VERSION. At

NAPIZZA, with five locations in the
San Diego area, the menu boards are
posters that are produced at a local
print shop. "We are a family-owned
small business," says Camille Sage,
who handles all the brand coordinating. "We don't want to go digital. We
don't want to do the corporate look."
The menu boards were black with
white lettering, and NAPIZZA is
changing them to black print on white

paper. "It's just more visible," Sage says.
"That's who we are, what we are about.
We care about people."
If they need to change a price, they
use a sticker to cover the old price.
Once a year NAPIZZA changes the
entire menu. "Everything takes time
and money and you have to do all the
changes accordingly within your budget," she says. "We do large changes
once a year around January or February, when it's kind of slow." n

is a freelance writer
specializing in food and business topics.
She lives in Denver, Colorado.
NORA CALEY

MENUBOARDS AS
AN ART FORM
Low tech and awe inspiring at
Cane Rosso, which has locations in
Dallas, Houston and Austin, Texas,
the menu boards are an art form.
"Cane Rosso has a particular brand
personality, and we like to use our
chalkboards as another outlet to
express our particular sensibilities
throughout each of our restaurant
locations," says brand manager Jeff
Amador. "Hand-drawn or written
boards allow for that to shine through
more than a digital sign ever could."
Amador says the process is particularly grueling, as it entails figuring
out the initial layout, determining the
proper spacing, and the completion
of the boards. Staff members at each
location show off their artistry, and
often incorporate themes or goofy
drawings into the work. The large
boards have information that remains
constant, and staffers swap out other
info often, such as specials that rotate
weekly or monthly.
His advice: "While a menu
board's primary purpose is to be an
information delivery device to your
customers, try to inject personality or
something that shows the uniqueness
of you and your brand. It is often the
little touches that really endear your
customers to your restaurant and will
bring them back."



Pizza Today - November 2017

Table of Contents for the Digital Edition of Pizza Today - November 2017

Pizza Today - November 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
At Your Service
Destinations
Knead to Know
Menu Boards
Sauce & Cheese Pairings
Open-Faced Sandwiches
Mac & Cheese Main Dishes
Customer Demographics
Immigration Enforcement
Forced Closure
Road to Pizza Expo
Top 100 Pizza Chains
On the Road: Fire!, Spokane, Wa
On the Road: The Boiler Room, Spokane, Wa
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - November 2017 - CT1
Pizza Today - November 2017 - CT2
Pizza Today - November 2017 - Pizza Today - November 2017
Pizza Today - November 2017 - Cover2
Pizza Today - November 2017 - Commentary
Pizza Today - November 2017 - 4
Pizza Today - November 2017 - 5
Pizza Today - November 2017 - Contents
Pizza Today - November 2017 - 7
Pizza Today - November 2017 - 8
Pizza Today - November 2017 - 9
Pizza Today - November 2017 - Contributors
Pizza Today - November 2017 - 11
Pizza Today - November 2017 - Expo Spotlight
Pizza Today - November 2017 - 13
Pizza Today - November 2017 - Interact
Pizza Today - November 2017 - 15
Pizza Today - November 2017 - Conversation
Pizza Today - November 2017 - 17
Pizza Today - November 2017 - Man on the Street
Pizza Today - November 2017 - 19
Pizza Today - November 2017 - Respecting the Craft
Pizza Today - November 2017 - 21
Pizza Today - November 2017 - At Your Service
Pizza Today - November 2017 - 23
Pizza Today - November 2017 - Destinations
Pizza Today - November 2017 - 25
Pizza Today - November 2017 - Knead to Know
Pizza Today - November 2017 - 27
Pizza Today - November 2017 - 28
Pizza Today - November 2017 - 29
Pizza Today - November 2017 - Menu Boards
Pizza Today - November 2017 - 31
Pizza Today - November 2017 - 32
Pizza Today - November 2017 - 33
Pizza Today - November 2017 - Sauce & Cheese Pairings
Pizza Today - November 2017 - 35
Pizza Today - November 2017 - 36
Pizza Today - November 2017 - 37
Pizza Today - November 2017 - Open-Faced Sandwiches
Pizza Today - November 2017 - 39
Pizza Today - November 2017 - 40
Pizza Today - November 2017 - 41
Pizza Today - November 2017 - Mac & Cheese Main Dishes
Pizza Today - November 2017 - 43
Pizza Today - November 2017 - 44
Pizza Today - November 2017 - 45
Pizza Today - November 2017 - Customer Demographics
Pizza Today - November 2017 - 47
Pizza Today - November 2017 - 48
Pizza Today - November 2017 - 49
Pizza Today - November 2017 - Immigration Enforcement
Pizza Today - November 2017 - 51
Pizza Today - November 2017 - 52
Pizza Today - November 2017 - 53
Pizza Today - November 2017 - Forced Closure
Pizza Today - November 2017 - 55
Pizza Today - November 2017 - 56
Pizza Today - November 2017 - 57
Pizza Today - November 2017 - Road to Pizza Expo
Pizza Today - November 2017 - 59
Pizza Today - November 2017 - 60
Pizza Today - November 2017 - 61
Pizza Today - November 2017 - Top 100 Pizza Chains
Pizza Today - November 2017 - 63
Pizza Today - November 2017 - 64
Pizza Today - November 2017 - 65
Pizza Today - November 2017 - On the Road: Fire!, Spokane, Wa
Pizza Today - November 2017 - 67
Pizza Today - November 2017 - 68
Pizza Today - November 2017 - 69
Pizza Today - November 2017 - On the Road: The Boiler Room, Spokane, Wa
Pizza Today - November 2017 - 71
Pizza Today - November 2017 - 72
Pizza Today - November 2017 - 73
Pizza Today - November 2017 - 74
Pizza Today - November 2017 - 75
Pizza Today - November 2017 - 76
Pizza Today - November 2017 - 77
Pizza Today - November 2017 - Pizza Today Yellow Pages
Pizza Today - November 2017 - 79
Pizza Today - November 2017 - 80
Pizza Today - November 2017 - 81
Pizza Today - November 2017 - 82
Pizza Today - November 2017 - 83
Pizza Today - November 2017 - 84
Pizza Today - November 2017 - 85
Pizza Today - November 2017 - The Marketplace
Pizza Today - November 2017 - 87
Pizza Today - November 2017 - 88
Pizza Today - November 2017 - 89
Pizza Today - November 2017 - 90
Pizza Today - November 2017 - 91
Pizza Today - November 2017 - 92
Pizza Today - November 2017 - 93
Pizza Today - November 2017 - 94
Pizza Today - November 2017 - 95
Pizza Today - November 2017 - 96
Pizza Today - November 2017 - Reader’s Resource
Pizza Today - November 2017 - Mike’s Monthy Tip
Pizza Today - November 2017 - Cover3
Pizza Today - November 2017 - Cover4
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