MENU INSERT

To drive trial of new pasta offerings, I created a narrative that put the guest into comfort food’s finest neighborhoods. With strategic copy and design, we were able to:

1. Gain credibility in the pasta category by associating these dishes with regions known for great noodles.

2. Expand the story of Applebee’s’ reclaimed tagline, “Eatin’ Good in the Neighborhood.”

3. Get a lot of people to eat pasta.

MY ROLE:

Lead Copywriter

-Developed menu messaging strategy

-Created platform concept and name

-Mapped out guest journey

-Created insert to work well with accompanying in-store elements

-Named all dishes and wrote all product descriptions

-Crafted all headlines, callouts and supporting copy

-Tested insert in live markets and used the results to improve the guest ordering and dinning experience