Kate’s edited essay by Isabella De La O 1

Kate De La O

Instructor McCann

English 1301.127

8 October 2021

Menu Masters

Restaurants are everywhere, cities, small towns, schools, and so on. With today’s ever-

changing world our way of living has dramatically changed, including the consumption of our

favorite foods. Restaurants have found a way to still connect with their consumers, by turning

their hard copy menus into digital menus. According to the U.S Bureau of Labor Statistics, in

2018, 44% of American money used to purchase food was spent on restaurants. Restaurants such

as Chick-fil-A, Johnny Carino’s, and Sushi Madre all use their menu to achieve their goal, using

differing formats, prices, and by considering their targeted market.

        With 97% of the U.S population owning cell phones, it is crucial for a restaurant’s menu

to be mobile-friendly. No one likes to be waging war against a website while scouring the web to

satisfy your grumbling stomach. When opening up the Chick-fil-A, Johnny Carino’s, and Sushi

Madre menu on a mobile or a computing device the first prominent feature, consistent

throughout the varying menus, is the easy accessibility of ordering a pickup, delivery, and/or

catering. The restaurants Chick-fil-A and Johnny Carino’s “Order Now” button is distinct, both

being red and having a bold font. Whereas the Sushi Madre “Order Online” button is orange with

a slim font but is complementary against a dark background. Both use differentiating tactics that

are still effective, easily allowing customers to place an order. Scrolling through the menus, the

restaurants have a pre-set home page distinctively to appeal to their consumers. For example,

Chick-fil-A automatically opens to reveal the basics and most commonly sold foods. Johnny
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Carino’s exhibits their dinner menu, catering to those who prefer a prestigious dine-in restaurant

for dinner. Sushi Madre presents their appetizers, as it is the first order placed in a dine-in

restaurant. Since the creation of menus, there has always been a categorization placed to assist

the consumer in finding exactly what they are looking for. Just like in the classic hard copy

menu, online menus are categorized but have the advantage of using tabs. Chick-fil-A reveals

tabs in order of timely meal intake: breakfast, entrées, salads, sides, kid’s meals, treats, etc.

While Sushi Madre and Johnny Carino’s reveals its contents in order of meal preparation:

appetizers, main course, salads, kids’ menu, dessert, etc. However, Sushi Madre’s tabs are not

presented until the very end of the page, as opposed to Chick-fil-A and Johnny Carino’s where

they are presented on top. Forcing the viewer to scroll through the entire menu is a seller’s

technique used to show customers more options, in hopes of persuading them to make further

purchases. A feature used by Sushi Madre, not used by Chick-fil-A nor Johnny Carino’s, is the

addition of a virtual assistant, through Messenger. Always at the ready with instant replies to any

questions increases the chances of a customer making a purchase, as any questions and concerns

are immediately answered. Thus, creating a sense of customer security before making a

purchase, as the customer knows exactly what they are paying for and receiving. Taking

advantage of technologies ability to upload and share high-resolution photos, all of these

restaurants know that people eat with their eyes. With appealing photographs, hungry customers

search the menu and find their crave expanding to various meals, consequently increasing

customer investment. Johnny Carino’s and Sushi Madre’s pictures include garnishes, as they are

more of a sit-in and dine restaurant, as opposed to Chick-fil-A’s advertising photographs, which

consist of simpler fast and ready food.

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        Each restaurant supplies its customers with preferred services, by taking into

consideration their targeted market. Having a wide range of food options, there is something for

every member of the family, despite age, diet, and personal preference. Johnny Carino’s and

Chick-fil-A are more family-oriented restaurants. With gluten-free, low-calorie, and vegetarian

menu options, everyone gets to enjoy a delicious meal with the people they love. Sushi Madre

too has gluten-free, low-calorie, and vegetarian meal, but exclude a kid’s menu, meaning their

targeted audience are older. Including a plethora of meal options allows everyone to be part of

the joyous moment of breaking bread and spending time with their family. Not being satisfied

with a meal not only ruins the person’s experience but also as a parent leaves a burden of

unfulfillment, as they are not able to provide their loved ones with food. As previously

mentioned, Johnny Carino’s and Sushi Madre both specialize in sit-in restaurant dining, while

Chick-fil-A is fast food, drive-thru, restaurant. Meaning the turnaround time of a meal

preparation varies. When ordering online, all three restaurants provide an approximate

preparation time, in which it can the food can be picked up and/or dine in. Johnny Cariono’s

taking the longest as they specialize in intricate Italian food, giving opportunity for customers to

personalize meals. Followed by Sushi Madre who particularize in fresh seafood, thus cutting

down a bit of time from the preparation of the meal, and to allows the personalization of meals.

Lastly, Chick-fil-A has the shortest turnaround time, as their basic meal design is made to appeal

to the customers as a whole rather than as an individual.

        Catering different foods to different customers, all three restaurants fluctuate in prices. To

feed a family of three, at Johnny Carino’s, with one Classic Fettuccine Alfredo family platter,

Breaded Calamari for an appetizer, and three iced teas, totals to $71.43. Taking into

consideration the price, Johnny Carino’s includes any cake of your choice for dessert, all-you-
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can-eat bread loaves, and family-size salads of your choice, as incentives. Feeding the same

family of three at Sushi Madre, assuming everyone gets the go-to California Roll, with one order

of Crunchy Calamari as an appetizer, and three ice teas, totals to $47.25, with no incentives. At

Chick-fil-A ordering three simple Chick-fil-A Sandwich Meal, includes a side of medium fries

for every burger, iced tea, and unlimited sauces, totals to $22.25. It only makes sense that the

most luxurious restaurants charge the highest prices, as you receive the quality of what you pay

for, thus paying for lavish dine-in food. Whereas fast-food restaurants charge cheaper, appealing

to customers looking for a quick simple lunch break meal.

Conclusion Sentences:

The only constant is change, if a business does not evolve with the times, it falls behind and gets

eliminated.
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Works Cited

Chick-fil-A. “Menu.” Chick-Fil-A, www.chick-fil-a.com/menu.

Johnny Carino's. “Johnny Carino’s: Your Local Italian Restaurant.” Www.carinos.com,

www.carinos.com/locations/laredo/menu#/. Accessed 8 Oct. 2021.

Paulin, Geoffrey D., and U.S Bure of Labor Statistics. “Meal Appeal: Patterns of Expenditures

on Food Away from Home : Spotlight on Statistics: U.S. Bureau of Labor Statistics.”

Www.bls.gov, Apr. 2020, www.bls.gov/spotlight/2020/food-away-from-home/home.htm.

Pew Research Center. “Mobile Fact Sheet.” Pew Research Center: Internet, Science & Tech,

Pew Research Center: Internet, Science & Tech, 7 Apr. 2021,

www.pewresearch.org/internet/fact-sheet/mobile/.

Sushi Madre. “Menu – Sushi Madre Laredo.” Sushi Madre Mucho Roll,

sushimadre.com/menuonline/. Accessed 7 Oct. 2021.