RESTAURANT NAME
Umaka Ramen
LOCATION
Fashion Outlets of Chicago | Rosemont, IL
6.00 |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
6.0 | Physical Setup – How good is the physical presentation
Umaka Ramen brings the rich, savory flavors of authentic Japanese ramen to Rosemont, IL. The passionate chefs craft each bowl with care, using high-quality ingredients and traditional techniques to create a truly memorable dining experience. Visit them and taste the difference that dedication and expertise can make in every comforting, satisfying slurp of our delicious ramen.
Creative Design (Score: 6/10)
Branding – The digital menu boards for Umaka Ramen sit directly below a large sign with the branding. This makes it unnecessary to incorporate the logo into the menu boards. However, the style of the menus don’t do a good job to carry the brand identity and integrate with the physical space. The green tile wall and the orange hanging lamps create a nice ambience but the aesthetic of the menus don’t blend well with this style. A more integrated design approach the carry through these types of visual elements may help the menus to support the brand better.
Visual Appeal – The use of photographs is nice but the inconsistency in photography style and angle makes the visuals feel a little disjointed. We would recommend using larger photographs with a consistent photographic style. Other than the photographs the digital menu boards have very little design and have little visual engagemenent.
Typography – Light text on a dark background can sometimes be difficult to read. Add to this some challenges associated with glare on the displays and the overall appeal can suffer. The type faces are clear and the use of Japanese next to the descriptions is helpful for native Japanese speakers and adds authenticity for non-Japanese customers. The size of the descriptions is quite small and the size of the “Side” items are even smaller. These size issues are a challenge from distance and for customers who have trouble seeing.
One of the biggest issues is the use of dollar signs on the menu. We always recommend against the use of dollar signs as studies have shown that this hurts overall sales. For more information about best practices and things to consider with digital menu boards, download our “Complete Guide To Digital Menu Boards”
Organization (Score: 6/10)
Information Layout – The menu is split into logical sections like appetizers, ramen, and drinks. Pricing is listed clearly. However, the busy layout makes it difficult to quickly scan and find desired information. Text sizing is inconsistent, with some items very small. The biggest challenge with the information layout is that the numbered items on the menu and the item names and descriptions are separated from each other. This forces the patron to try and match the numbers by scanning the menu. it would have been easier for customers if the photographs were more directly connected to the item name, description and price.
The logical flows of the menu seems a little off. From left to right the customer is asked to select a drink and side prior to selecting an entree. This kind of flow is likely hurting the natural flow of order creation in the consumer’s mind.
Clarity – Other than the readability issues outlined above, the menus are clear and the offering is easy to understand. It would be interesting to see these menus with a lighter background with elements that more effectively support the brand, and dark text.
Physical Setup (Score 6/10)
Displays – The digital screens are modern displays with a small bezel. However, the amount of glare on the displays can make it somewhat difficult to read some of the content. The screens are not exactly aligned and there are some visible wires and other parts of the mount that can be seen hanging below the frame of the displays.
The placement of the lamps may block some of the visibility of the menu content depending on where customers are standing. In addition to this there are black pieces of tape on the wall above the screen that detract from the overall presentation.
This implementation has a few areas of improvement that are easy to fix. With digital menu boards some of these details can have a dramatic impact on how customers order and in the end impact the bottom line of the restaurant. Attention to details matters more than people think.
