From conception to
completion, each spa
has a different way
of designing service
menus. SALON
TODAY invited four
salons to share their
development process.


How often do you
add new salon and
spa services to your
menu?


TONY: Not as frequently as you
would think because we
have to research everything
we do to make sure all of
our treatments will provide
110 percent great customer
service. All of our services
reflect our model and
culture—we look for anything
that will bring the highest
level of satisfaction to our
clients.


JODY: As a hair-only salon, Elle
Marie Hair Studio is solely
focused on hair design and
technical services along with
re-texturizing and extensions.
So for the most part, menu
additions are driven by trends
in the hair industry. They tend
to occur once or twice a year.

ROBIN: We carry all of the basic
treatments and services but
we revisit our menu online and
in print about once a year. We
like to make sure the services
listed in print and online are
cohesive. Branding is the really
important thing to our salon,
and we work on that aspect
a lot. We make sure when
people look at our menu the
website has the same feel.

SUE: We created a new menu last
April and we just updated
our menu this past April.

Who designs the
services?



TONY: The stylists are the ones who
know what’s cutting edge
and what the new trends are
in the beauty industry. They
tell us their ideas and then
the salon’s leadership team
gets together, does some
research, speaks to vendors
and then we go through long
processes of trial and error
on ourselves so we can bring
a greater level of customer
service to our clients.

JODY: We encourage our team to
keep an eye on trends as they
emerge and take the initiative
to research them. Our
management team values
their recommendations and
ultimately decides which
services to seek further
education in and ultimately
add to our menu.

ROBIN: Meghanne Haran, she is our
in-house director of salon
operations who designs all of
the services on our menu.

SUE: Our entire spa team
contributes. We have spa
department meetings where
we talk about what we need
to change in our services.
Each of our technicians
writes their own descriptions
of the services they do, and I
approve their final pieces.

How often do you
reprint your menu?



TONY: Once a year—for editing
purposes and price changes.

JODY: Given that product lines and
service details may change,
we find that an agile approach
to printing (directing guests to
our website for more specific
details) allows us to extend
the lifetime of our printed
menus. This allows us to make
use of our menu brochures for
about a year and a half.

ROBIN: About three times per year.
However, we have noticed
that most of our clients use
the online menu rather than
the print. Since this is the
case, we find that reprinting
our menu is not necessary
all of the time. We usually
reprint whenever we run out.

SUE: Yearly.

How many do you
print at a time?



TONY: Multiple thousands. We print
in bulk.

JODY: 2,500

ROBIN: 500

SUE: Usually, we print 10,000 at a
time. However, because of the
economy, we only do about
1,000 per year or as needed.

Do you use a
professional
designer?



TONY: We designed the logo and
created the visual aspects of
the menu. Then we sent it to a
layout company and they gave
us the last copy of the proof to
sign off on. We have a hand
in the design because it is
our brand and we try to do as
much as we can in-house.

JODY: Yes, my other company,
Glitz Marketing, which
is the company through
which I offer small business
marketing consulting.

ROBIN: Haran is the illustrator. She
designs everything for our
menu because she has all of
the skills. It’s not necessary
for us to use an outside
professional design service.
However, we do have a
printing company that prints
the menus.

SUE: No, I do all of the designing
myself. However, I do have
a special printing company
that helps.

Est. cost per service
menu?



TONY: Our menu is quite an
investment. Our logo is a
type of foil, so it’s expensive
to print. However, we think
it is important to show our
quality and detail in our
marketing items, so it’s worth
the additional expense.


JODY: Each brochure menu
costs approximately 18
cents. That’s simply the cost
of printing since I am able to
design the menu brochure
for free. 


ROBIN: I have a certain budget
for marketing costs during
the year, which is about 3
percent. Since our menus are
high quality, glossy and have
a very nice presentation, they
cost more. The cost is $1.39
per menu. 


SUE: The insert of our menu costs
28 cents if I order 1,000
copies. The outside of our
menu is $1.25 per page
and our menu is made up
of four pages total. We use
really nice stock paper and
everything’s stapled together.


How salons create service menus
TONY LUPO

DIRECTOR OF SALES AND
MARKETING OF SALON VOX
(salonvox.com) in
Ann Arbor, Michigan



How salons create service menus

JODY BOSSERT
CO-OWNER/MARKETING MANAGER
OF ELLE MARIE HAIR STUDIO
(ellemariehairstudio.com) in
Bothell, Washington





ROBIN GRIBBIN

OWNER OF YOU SALON
(yousalon.com) in
Ellicott City, Maryland





SUE BURKHOLDER
OWNER OF SALON ART-TIFF,
Ephrata, Pennsylvania