Tom's Urban menu communicates the concept of an upbeat, casual, social venue with an urban flair. The language is informal and trendy. The word "urban" appears more than once.

About a hundred different items are on the menu.

The menu is extensive, focused on pub grub, with a tremendous amount of variety including pizza, burgers, and "urban street tacos." Influences are from different cuisines of the world. Both lunch and dinner offer small plates for sharing, to emphasize the social concept of the restaurant.

There are several sections including sliders, sandwiches, grilled meats, full plate entrees, salads, and the tacos.

Prices range from $6 to $26 depending on the item.

f. The graphics and font that are used signal upbeat, trendy, and casual ambiance.

g. The menu is a digital copy.

I would expect the concept of this food service operation to be pub grub with a focus on social eating.

The target market is adults of drinking age but in a younger bracket, most likely under 35 years of age. Both men and women are target market.

4. The physical design of the menu is effective, as the sections are separated and draw the eye to them. Drinks are in a separate section at the end.

5. There is special information related to allergies and vegetarian selections, but nothing related to gratuities or daily specials. More information would be helpful, but not necessary.

6. The menu is for lunch and dinner.

7. The style of service will be casual and perky.

8. Based on the appearance of the menu, I would expect a large, urban industrial style boisterous restaurant that has a bar area too.

9. I believe this menu succeeds at communicating the unique personality of the establishment because of the menu items themselves, the presence of craft beer on the menu, and the happy hours.

10. This is an extensive menu, with an aim to please many different types of customer because of the wide range of food options and styles.

11. The menu sections with an orange header (eg. "Urban Street Tacos," breakfast cocktails,...

I do believe this was intentional.
12. There are 9 food sections including Small plates, Roadtrip sandwiches, Sliders, From the Grill, Entrees, Urban Street Tacos, Big Salads, Urban Pizza, and Tom's Sides.

13. Yes, I believe that because the menu includes small sharing plates especially, people will want to make choices from different areas of the menu. A group of people might share several items such as a pizza and grilled meats.

14. In a sense, there is no "typical" meal because it depends on the size of the party and the time of day. A typical happy hour/after work meal or late night meal might be sharing multiple small plates. On the other hand, a lunch meeting or dinner with only a few others might mean having each person order her or his own entree.

15. There is no formal "course" progression at this restaurant.

16. Condiments like the Caribbean ketchup appear on more than one item, but generally each menu item contains a unique set of sauces and seasonings. Therefore, there is no problem with duplication.

17. The mustard slaw appears on several of the sliders, and comes with the honey BBQ wings, too. This creates continuity between these menu items.

18. There are no nutritional claims on the menu. Providing nutritional claims would not necessarily improve the menu, but special sections for vegetarian/vegan and gluten free might be helpful.

19. Although the menu does not contain specifically raw items like sashimi, the burgers can be cooked rare and there is an advisory placed in a separate area on the menu.

20. Without actually ordering the food, it is impossible to know whether items are misidentified or described incorrectly. Generally, the language appears accurate.

21. There are many merchandising terms used, from the Angus Beef registered name to the proprietary "Nashville Hot" terminology used to describe the wings or frog legs.

22. This restaurant will have numerable stations including grill, fryer, salad and taco assembly, saute, pizza, and dessert.

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