Rabbit Food Revolution, a beloved local vegan food trailer, faced closure when the owner decided to relocate. A friend and I purchased the food trailer and I assumed all operational responsibilities.

The existing brand for RFR had been used inconsistently and the food trailer had almost no social media presence, meaning there was significant work ahead. To streamline the workload, we hired an external company to handle the website redesign. With that task delegated, I concentrated my efforts on first designing the menu.

WINDOW MENU
The food trailer’s previous owner used a hard-to-read chalkboard menu in the window for regular service, which wasn’t updated often. This method was insufficient, particularly because the common misconception of what vegan food looks and tastes like means that a lack of visuals may contribute to lower sales. Consequently, I prioritized redesigning and improving the menu display.

I recognized that the regular menu would frequently change based on location and ingredient availability. As a food trailer customer myself, I also knew the menu needed to be easily visible from a distance. To address these requirements, I implemented a system where each menu item received its own 8.5×11 page displayed on the inside of the service window. This approach offered several key benefits:

Flexibility: Employees can effortlessly add or remove items as needed.

Visibility: Each page is large enough for customers to see clearly while walking by or standing in line.

Clarity: It allowed for the inclusion of food photos and ingredient lists, both crucial for customers to understand their order.

For the design, I incorporated the starburst pattern from the logo as a background element and utilized the logo font for headings, food names, and prices. To make the food photos the central focus, the overall design uses a high-contrast black and white aesthetic. Once the design was finalized, I personally handled the production by utilizing a local self-printer and performing the lamination myself.

RETRACTABLE BANNER MENUS FOR LARGE EVENTS

Retractable banners were utilized at several large events to display the menu, allowing attendees to view offerings from a distance.

I took the existing retractable banner menus, which were simple white designs with food photos and descriptions, and redesigned them to match the menu pages displayed in the service window. Given that the menu was adjusted based on event size—offering fewer items for larger crowds to reduce wait times—I printed several variations. Additionally, I included prices in white boxes for easy updates, as pricing sometimes needed to change depending on the event.

Once the design was complete, I collaborated with a local printer to procure the necessary stand and manufacture the banners in line with their specifications.

A-FRAME AND DIRECTIONAL SIGNS

While suitable for certain events, retractable banners lacked the durability and weather resistance needed for daily operations. To address our concerns, we consulted with our printer and subsequently switched to heavy-duty A-frames. These were recommended for most services due to their durability in hot and rainy conditions over extended periods.

We primarily used double-sided A-frames for maximum versatility in our messaging and placement. Usually, one side displayed the menu and the other featured a directional arrow paired with the phrase “this way to revolutionary plant-based eats.” This specific wording was crucial because while our business name hinted at a vegan/vegetarian menu, our food’s appearance didn’t and we needed to clearly communicate our identity to our target audience.

Our placement strategy varied by venue:
Small Businesses (e.g., Breweries): We positioned one A-frame on the nearby road, showing the menu on one side and a directional arrow on the other to guide passersby to the location. A second A-frame was placed inside the business to display the menu, featuring enticing food photos. This approach gave internal customers the convenience of deciding their order before approaching the service window.

Large Events: We set up an A-frame at both ends of the trailer. This ensured that attendees, regardless of their approach, would see both our full menu and directional signage, maximizing visibility and engagement.

Over the first few months, we systematically tested various menu display layouts and formats for both regular services and special events. This extensive, iterative process provided valuable data on user interaction, staff efficiency, and aesthetics. Ultimately, this led to the successful implementation of distinct, optimal menu display strategies tailored to the unique requirements of each service and event, a significant operational improvement.