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November 2006 - Strategy Magazine
What Next

Less is more: Tiny menus save space, postage costs and stick around

by Annette Bourdeau
page 35

What's three-and-a-half inches tall, two inches wide and glossy all over? It could be your menu, if you get it printed with Toronto-based High Visibility.

The company, which prints millions of pocket-sized brochures and menus yearly, is currently figuring out how to facilitate a multi-menu DM co-op for postal codes in the Toronto area.

"Because of their size, we can group mail the MiniMenus in a small envelope for certain postal codes," explains Emil Glassbourg, High Visibility's owner. "From six to 10 [restaurants per area] would make it viable. It could go out to 10,000 homes." He can offer cuisine category exclusivity, and expects to be able to start testing the program in the next year.

Glassbourg has recently started offering MiniMenus with magnets on the back, so consumers can keep them on their fridges for easy access.

"You don't even realize it's a menu until you open it up...for the people who see it for the first time, it's a novel thing," says client Vince Momoliti, GM at Toronto restaurant Terroni. "It does have that wow factor, but in the end, it works."

Restaurant owners are looking at about $1,500 per 10,000 Magnetic MiniMenus. For an extra $300 per month, Glassbourg offers shelf space in the mini-brochure displays he has at about 70 major hotels around Toronto.

Glassbourg is still looking for restaurants to sign on for the Toronto-area DM effort. Prices will vary depending on the number of participants.

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