Have you ever asked yourself how long it takes to read through all of the items on your favourite fast food menu display? Or have you ever been worried that you might miss something when scanning through your menu – overlooking your favourite chocolate ice cream, for example?
My colleagues and I have conducted extensive user research with the new Tobii Eyetracking Devices over the past week. One of the items we looked into in more depth was the fast food menu display at Hitzberger in Zurich.
Hitzberger is a wonderful start-up company which offers healthy fast food. Edward Hizberger has 18 Gault Millau points and 2 Michelin stars, and as such is one of the most decorated chefs in Switzerland. With the brand Hitzberger, Hitzberger and his team is implementing a truly innovative fast food vision: “To improve the quality of fast food significantly – away from junk food, trough to tasty healthy food. At fair prices”.
The food and drinks at Hitzberger are simply fantastic and well worth a try - I highly recommend a visit. www.hitzberger.ch (In Switzerland only at this point).
Our user research team was analysing the fast food menu display and the overall shopping experience for the customer. We looked at how easy it was to read, and how quickly the products are identified and found. For example, we checked visual fixations and visual points of interests and attractions, such as the menu show box and the packaging.
The results were enlightening, and in line with the experience that the counter team is having on a day to day basis.
Based on our short analysis of the data and the customer experience we recommend the following usability guidelines for fast food menu displays:
1. Group the things that belong together in one section
2. Use colours to differentiate between menu categories
3. Use high quality pictures to display your products
4. Prioritise pictures over text
5. If you do use text, remember that less is definitely more
6. Put calories on the menu display and make them easy to read
7. Put the price on the menu display and make it easy to read
Please give us a call if you are interested in learning more about the usability of fast food menu displays!
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