To create a culturally intelligent, visually coherent, and strategically structured bilingual menu that drives sales and unifies all QJD Peking Duck (Canada) locations.
As the flagship branding effort for Quanjude’s Canadian expansion, CGICA was commissioned to design a standardized bilingual menu for all Quanjude locations across Canada. Featuring over 150 traditional Chinese dishes, the menu needed to embody the brand’s legacy while delivering clarity, accessibility, and sales momentum within a multicultural dining environment.
Rather than just listing items, we structured the menu to elevate hero products such as roast duck through typographic hierarchy, branded icons, and ritual storytelling. Key dishes are grouped and guided to naturally drive higher order volume and set meal selection.
Through modular layout blocks, icon tags (e.g., “Chef’s Pick”, “Must Try”), and visually tiered meal sets, the design encourages guests to build their dining experience with ease. Strategic CTAs like “Build Your Feast” prompt action rather than passive browsing.
Designed for both Chinese and English-speaking guests, the menu balances cultural richness with readability. Clear pinyin, intuitive category grouping, and familiar Western layout logic make traditional Chinese cuisine accessible and inviting.
