RESTAURANT NAME
China Wok
LOCATION
Oak Brook Mall | Oak Brook, IL
9.00 |Overall Score
Digital Menu Boards are becoming more and more pervasive for restaurants of all types. As experts in the industry, we break down key details of specific implementations and provide a score based on three primary categories:
9.0 | Creative Design – How well is the overall design executed
9.0 | Organization – How well is the content laid out
9.0 | Physical Setup – How good is the physical presentation
China Wok is a Chinese restaurant situated in Oak Brook, Illinois, offering a wide array of traditional Chinese dishes for dine-in, takeout, and delivery. With its commitment to using fresh ingredients and authentic cooking techniques, China Wok brings the vibrant flavors of China to the local community, satisfying cravings for favorites like General Tso’s chicken, kung pao shrimp, and vegetable lo mein. The digital menu boards reviewed here are in the location in The District at the Oak Brook Mall, Oak Brook, IL.
Creative Design (Score: 9/10)
Branding – These digital menu boards are a welcome departure from the typical approach. Instead of using the menu boards to show a listing of all of the items, these are used to highlight the way in which you purchase your food through combos. The use of large imagery and large prices captures customers attention and creates a brand experience that is purely about the food and the offer. Given that this location is in a food court, this approach is likely reaping rewards as the larger food imagery can lure customers in as they are deciding between the variety of offerings in the location. The branding is large above the displays in channel letters so it is not necessary to repeat this in the menu designs.
Visual Appeal – The designs of the digital menu boards clean and very readable. The white background with large crisp images and text can be read from all throughout the location. The one thing that could have been better is to use motion graphics. This would have made the visual appeal a perfect score. Many people might look at these designs and think they are overly simple. I would argue that they are exactly what this location needs.
Typography – The typography on these menus is crisp and clear. Black and red large type on a white background is very legible and the amount of text used in both the titles and description are not minimalistic and exactly what was required to express the offering. The only thing I don’t like is the use of dollars signs on the menu. This typically is not a good thing and can deter consumption. To find out more on this topic and other best practices checkout our “Complete Guide To Digital Menu Boards“.
Organization (Score: 9/10)
Information Layout – The menus are well organized with the three primary offerings taking up the first three screens and the options list for what can be included on the fourth screen. The information is so clear and straight forward that it makes the ordering process simple and to the point. I have no criticisms of the information layout.
Clarity – The menus couldn’t be more clear. The layouts are organized and the information is presented in a consistent and organized manner. This makes the readability excellent and the ability for customers to navigate ordering as simple as can be.
Physical Setup (Score 9/10)
Displays – The digital screens are high quality and well mounted. The bezels (the frame around the screens) is small and not distracting in the overall presentation. There are no visible wires and the screens are mounted at an appropriate height. .
This implementation was simple and elegant and as I mentioned a very welcome departure from the typical approach. Aside from the lack of motion graphics or video, these menus are extremely well done. I am confident that the operator is seeing excellent results from their approach.
