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October 28, 2008

Whet Your Appetite with Signs

News stories about our eating habits are very common these days.

CARROLLTON, TX - News stories about our eating habits are very common these days. Meals are getting bigger, and so are our waistlines. On the flip side, belts are tightening when it comes to spending, affecting the number of people who frequent restaurants or fast-food establishments, or have events catered.

Now more than ever before, it is important to show potential and current patrons what differentiates one restaurant from another—and signs and graphics are the medium to get the point across.

“While most forms of mass awareness media appeal to many restaurant owners, more restaurateurs are moving towards signs and graphics because of their cost effective price tag, flexibility and eye-catching options,” said Drue Townsend, senior vice president of marketing for FASTSIGNS International, Inc.Signs have three general purposes: to inform, direct and sell. Signs inform patrons what type of establishment they’re entering or the culinary specialties. Signs direct customers to a restaurant through innovative way-finding displays. Selling the product is the end goal for restaurateurs. Whether promoting daily specials, “kids eat free” or unique dining experiences, such as wine pairing dinners, in today’s uncertain economy, signs have the power to sell a business and bring the customers inside.

In order to enable customers to identify with a restaurant, consider the following signage suggestions:

  • Ask “Who are we as a restaurant” and does that come across in the signage?
  • What do you want to promote? Specials or our most profitable items?
  • Are we maximizing our use of photos and images in our signs and graphics?
  • What image do we want to project—an upscale, elegant feel or a more casual, down-home atmosphere?
  • What is the viewing distance for each sign and how much time does a viewer have to read each sign?
  • What is the viewing environment? Does the restaurant have prominent street frontage or is it hidden behind another establishment? Inside, how could signs be used to communicate features, promote catering or direct traffic around the location?
  • Are there local sign ordinances or restrictions that would prevent you from displaying certain types of signs?
  • What is your budget?

FASTSIGNS® sign and graphics centers use innovation and technology to make the sign buying process simple by offering consulting, design, production, file transfer, delivery and installation for a full range of custom sign and graphic products.

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