Applebee’s Breakfast Menu

From original layout to photoshoots to press checks, this project ran the full scope.

This project began with a simple brief: create a breakfast menu that felt fresh, engaging, and completely unique within the restaurant space, it needed to completely stand out from the other menus. The simple solution was to turn it on it’s side and make an 11” x 8.5” size breakfast menu, it still fit in the hottest stand holder and it used full-color, bold realistic photographs, which offered a more dynamic and engaging experience for guests.

From organizing an in-house photographer, to managing the shot list, the lighting, the props and the set space high atop of Times Square, I oversaw every detail on the day of shot to ensure the visuals supported the design and felt cohesive with the brand. Using Adobe InDesign, I built out the layout with careful attention to balance, hierarchy, and flow. To finalize the imagery, I used Photoshop to edit and refine each asset before placing them into the final layout. I prepared the files for print and going on press checks to maintain quality and accuracy through the production process to ensure the eggs were not green.

The finished menu was not only visually impactful — it was also the on ly one of its kind across all restaurants local and national, setting a new standard for presentation and guest engagement.