Whether you know it or not, your menu is one of the hardest-working employees you have. Your menu is responsible for engaging every customer, showcasing your brand, and explaining the value of your product offerings to your customers. Since your menu is working so hard, you want to make sure that you have the best menu possible. We sat down with Zep Vehicle Care's expert graphic designer Erica Brown to pick her brain on effective car wash menu design.
How many menus do you design a month?
Erica: On average, I design between 50 and 75 menus a month. Our entire customer marketing team designs between 400-500 menus and other merchandising items a month.
What things should I always include in my car wash menu?
Erica: If your wash has a loyalty program, such as a monthly unlimited club, advertise it on your menu! Show the value of your program compared to purchasing single washes. If a single wash is $10, but you can get unlimited washes for $25 a month, it makes sense for anyone who feels they will wash their car more than twice a month to consider going with that option. If your wash is using recognized consumer brands for your products, make sure customers know it. Just like the majority of people will choose Kraft® mac and cheese over generic mac and cheese, your customers will see the value of going with a brand they trust when it comes to the care of their vehicle.
What things should I avoid on my car wash menu?
Erica: Simple is better. Avoid excess information that may not be relevant to your customers. For example, even if your wash uses a high pH and a low pH presoak (and it is an important detail to you since you are in the industry), that doesn't mean your customers will know or care about the difference. If you do want to list each product used in detail, try a "plus" style menu to minimize the amount of information on your sign. List the items in a basic wash, then in the next package, leave those items out and replace with "includes the basic wash". This style of menu helps to easily show what value you are getting with each package upgrade.Read More >>