RESTAURANT NAME
Charley’s Philly Steaks
LOCATION
Fashion Outlets of Chicago | Rosemont, IL
6.65 |Overall Score
Digital Menu Boards are becoming more and more pervasive for restaurants of all types. As experts in the industry, we break down key details of specific implementations and provide a score based on three primary categories:
6.0 | Creative Design – How well is the overall design executed
6.0 | Organization – How well is the content laid out
8.0 | Physical Setup – How good is the physical presentation
Charley’s Philly Steaks has been serving cheesesteaks, fries and drinks since 1986. Originally called Charley’s Steakery near the campus of Ohio State University Campus, the brand has grown to almost 800 locations and almost 20 countries. The following digital menu board scorecard is based on their location in Rosemont, IL.
Creative Design (6/10)
Branding – The overall branding is somewhat consistent with the branding for Charley’s Philly Steaks. However, there are several different styles used for content and type faces which make the overall presentation less consistent. The Charley’s logo is prominently displayed above the menu boards so the logo does not need to be used again in the design. This decision to not use the logo in the design frees up space for more important content. The use of the signature red color throughout the design, such as in the title of the “Philly Steaks” section and the section dividers, do help to create a cohesive look (at least on the two primary menus and the “Make it a Combo” screen.
Visual Appeal – The menu boards incorporate high-quality, appetizing images of menu items like cheesesteaks, sides, and drinks. These visuals help customers quickly identify options and can potentially increase appetite appeal and sales. The large LTO (Limited Time Offer) promotions on two screens are nice but may have been better as bookends to the menus. Right now they are the two screens on the far right. By the time a customer scans from entree to drink they may have already missed out on the large offers of the specialty items.
The design is a little imbalanced in terms of the use of negative space. The left menu has the primary offering of Cheesesteaks and is the most dense in terms of content and design. The Kid’s menu takes up a whole screen and has far less content. It may have been better to spread the Cheesesteak sandwiches out and limit the Kid’s menu.
Typography – The typography is an area where the layouts could be cleaned up quite a bit. There are at least 8 different typefaces on the screens and some of them are not very readable. Fewer typefaces helps to establish an aesthetic better and creates more brand cohesion.
The creative design of the digital menu board successfully showcases the brand and uses appealing food images. However, the cluttered layout, lack of visual hierarchy, and overuse of typefaces detract from the overall aesthetic and readability. By simplifying the design, allowing more breathing room, and establishing a clearer information hierarchy, the menu board could be more visually appealing and user-friendly.
Organization (6/10)
Information Layout – The menu board is divided into logical sections such as cheesesteaks, kids’ menu, sides, and drinks. This categorization helps customers quickly locate the type of item they’re interested in, making the ordering process more efficient. The use of section headers also aids in navigation. A more balanced approach in terms of space allocated per section would greatly aid the layouts and value of these menus.
Clarity – The varying font sizes and styles contribute to reduced readability, especially for customers viewing the menu from a distance. Use of “fancy” typefaces can sometimes make the menus less readable. It is definitely the case in these digital menu boards. As mentioned earlier, more space could have been allocated for the Cheesesteak sandwiches so that the descriptions could be larger and help customers understand the value of each product.
While these digital menu boards organize items into logical sections and provide essential information, there’s room for improvement in terms of layout, readability, information design, and prioritization. By addressing these issues and creating a more user-friendly layout with clear visual hierarchy and concise information presentation, the menu board could enhance the customer experience and streamline the ordering process.
Physical Setup (8/10)
Displays – One very positive for this implementation is the physical setup. The digital screens appear to be securely mounted and properly aligned with each other. There are no noticeable gaps or misalignments between the screens, creating a seamless display. The screens seem to be installed at a suitable height for most customers to easily view the menu options. The left screen is slightly misaligned but barely noticeable.
The installation and screen size are very nicely done and there are no hanging wires or odd physical distractions that you can sometimes find. The bezel (the frame around the screens) is small and does not create a break in the visual flow Overall the implementation of these is quite nice.
In summary, Charley’s Philly Steaks digital menu boards are functional and employ brand elements effectively, but could benefit from streamlining the layout, allowing more negative space, and optimizing information hierarchy. With some refinements to reduce clutter and improve readability, the overall design could be elevated. The physical installation appears neat and professional so we give high marks for this.
