BJ's Beer Menu Re-engineering

The world of craft beer can be very intimidating for newcomers visiting a concept as beer-centric as BJ's Restaurant & Brewhouse.  As part of a complete beverage re-engineering strategy for BJ's, we helped calm those consumer fears by promoting the discovery of new flavors with a redesigned BJ's beer list. It took a classic text-based list and turned it into a more graphic-based one that delivered three key objectives: 

1. Tell the story of the BJ's Brewing Team

2. Deliver an easy-to-understand craft beer guide

3. Help the guest pair the beer with their food

Results drove increased incidence, and trial, of BJ's craft beers.  Since proprietary craft beers are more profitable than selling other branded guest beers, the strategy also drove more profit to the bottom line.  Finally, since these are proprietary products you can't get anywhere else, the strategy also increased overall frequency with repeat visitation.