Graphic materials for restaurants: what can you offer?

Having a business is not a simple task – especially when you deal with food and drinks. This segment is very disputed and the mission of winning over consumers is not easy. Many channels and devices can be used in this mission, including graphic materials for restaurants.

Contrary to what many people think, graphic materials are not just to inform consumers, they can be used strategically to attract new customers and encourage increased sales. For this, it is necessary to understand what types of materials are indicated for each business and how to use them correctly.

With that in mind, we have listed 8 graphic materials for restaurants that you can use in your strategy. Check out!

1. Menus

Menus are used as a source of information for customers about the options available to customers. Its construction seems simple, but it is important to pay attention to some main points to provide the best customer experience and take advantage of this material.

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Cover and back cover

The most recommended is that your menu contains a cover, a back cover and enough space to put the name of the dishes and drinks offered – as well as what is contained in each option and their respective value. This information is essential so that the customer has no doubts about his choice and makes it simple.

In addition, the cover and back cover can be used to present the local experience to the customer, showing images of the main dishes, for example. The use of images on the menu is smart, as it instigates the customer through the visual aspect.

Categorization of dishes

For restaurants, it is common for dishes to be presented in chronological order – starting with starters or appetizers, main courses and ending with desserts. In addition, drinks are usually presented at the end, categorized by alcoholic drinks, soft drinks and juices.

This categorization helps the customer to find their order more easily. In addition, when the restaurant has many options, it is recommended to create subclassifications, such as separating the main dishes by type of protein and pasta.


The images used must also be designed according to their visual appeal. The first step is to put quality images that convey the right message and really draw consumers’ attention.

For this, it is recommended to use a qualified professional, with a good camera and adequate lighting equipment. The choice of images on the menu must also be done correctly – you can highlight the best dishes, the variety available and the news.


The colors you choose also impact the quality of your menu. The indicated is the use of colors related to the visual identity of the brand – in addition, they should facilitate reading. Therefore, the use of very strong and vibrant colors is not recommended, as they can impair legibility.

Another important tip is to use the CMYK scale, recommended for printing both images and texts. Do not forget to test the final result to make sure that the menu meets the needs of the business and does not contain  printing errors .

The tips related to the colors, images and  visual identity of the company are valid for all graphic materials for restaurants mentioned below!

2. Commands

Commands are graphic materials for restaurants normally used in self-service or casters to control customer expenses. Its format is usually simple: it usually consists of a notepad sheet and does not offer much information – just the list of options to be checked.

However, its use can be made more strategically by personalizing the material. There are other control options on the market – such as digital cards or PVC controls. They can be personalized with the company’s logo and visual identity and convey a superior image to the customer.

3. Folders

The brochures are printed graphic materials that have folds. They serve to disseminate advertising or informational content about the restaurant. They can be used to serve as a delivery menu, for example.

In addition, they can offer more information about the restaurant, its units and its main offers, with a more complete description and images that help the consumer to understand the benefits of the place.

4. Flyers

This is considered a simplified, fold-free version of a folder. It is indicated to pass little information, due to the reduced space – normally, its size varies between 10 × 15 cm and 15x20cm.

For restaurants, this is a smart option to advertise news inside the establishment and at the tables – or to leave it as disclosure in partners, attracting new customers with their best dishes.

5. Flyers

This is the simplest version of flyers and folders, as it represents a low cost for advertising the company. Usually, due to the reduced price, the quality and customization of this material are also lower. Pamphlets are graphic materials for restaurants that can be used at times when the company has a small budget.

Our only indication is to use it carefully, since the graphic material used passes different ideas to the consumer. Restaurants focused on more sophisticated segments can give a bad image when using inferior material.

6. Placemat

A widely used item in restaurants is the placemat of paper or fabric, used to line the tables. This item maintains the visual identity of the place, creating a good environment for the customer. Its manufacture can also be done in a personalized way and used as a means of communication with customers.

Many restaurants, like fast foods, use disposable and personalized placemats, placing different content in each one. Thus, the American game becomes a communication channel for the company. Putting news, pictures of dishes or curiosities in general can be good strategies.

7. Posters and posters

Another type of graphic material used in restaurants are posters and posters. Great to draw attention to the store and win new customers, they must be made with quality images, attractive and with interesting messages, such as promotions and dish of the day.

8. Business card

Finally, don’t forget to always have business cards at the reception and entrance of your establishment – even if you imagine that they are used only in corporate meetings .

Customers may be interested in the restaurant’s services or want to do business with the company – through it you can receive, for example, offers from suppliers and partnerships. For this type of relationship, it is best to have a business card with management contacts.

These graphic materials will help in your communication, promotion and purchase incentive strategy. Remember that the ideal is to always think about the company’s visual identity.

Therefore, customization should be done following the same pattern. Also, be careful with excess material in the restaurant as, instead of helping, it can disrupt the customers’ experience.

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