Menu Development: Toby’s Estate

by

Editorial Policy

Published on

Last updated on

This post is part of a series on menu development, which examines strategies for building a menu that reflects your brand and engages customers. (Photo: courtesy of Toby’s Estate.)

[A]t Toby’s Estate, the menu is a strong design element reflecting the unique personality of each of their four New York cafés. While each menu follows a basic template—standard espresso offerings, single-origin selections, seasonal drinks, teas—customers will have a slightly different experience at each location. “Single-origins vary by location just depending on what’s available and what’s exciting. It’s going to come down to the preferences of guests—we want to have something for everybody,” says Allie Caran, a coffee educator at Toby’s Estate.

Caran explains that the menu is merely a tool to present what’s available, but it’s the staff they really depend on to engage the customer and provide education about the coffee. “Our menu’s great, but it wouldn’t be anything without our staff,” she says. Caran describes the menu at Toby’s Estate as a living document, something they view as ever-changing. The staff at Toby’s participate in trainings at least two times a month, and the menu lays a foundation for what’s covered. She says, “The way we explain coffee, the way we talk about it—for us [the menu has] become its own catalyst for brewing better coffee and creating better specs.”

At their Flatiron location, white marble and a menu written on a mirror reflect the grandiose designs of Fifth Avenue. It’s elegant, but the enamel-painted menu requires any changes be made overnight. “We’ve gotten a lot better with our ability to change a board,” she says of their West Village and Vanderbilt locations. The Vanderbilt store features a long, narrow menu composed of panels, each of which can be removed individually when updates are required.

Ellie Bradley is Fresh Cup’s associate editor.

tobys_williamburg
Toby’s Estate Williamsburg.

More in this series:

Tea Bar

The Wormhole Coffee

Revolution Roasters

Coava Coffee

Share This Article

Ellie Bradley

Join 7,000+ coffee pros and get top stories, deals, and other industry goodies in your inbox each week.

This field is for validation purposes and should be left unchanged.


Other Articles You May Like

What’s the Deal with Mushroom Coffee?

Many brands are launching new products pairing mushrooms and coffee. A look at science and history reveals what’s driving this pairing.
by Leah Bowman | September 20, 2023

What You Need to Know About Barista Certification Programs 

Barista certification programs promise to teach learners new skills and can help with career advancement. But do they fulfill that promise? 
by Valorie Clark | July 21, 2023

The Cup In Hand: How Shape and Design Affect Coffee Drinking

The shape, weight, and feel of a cup can have a significant impact on the way you experience the flavor of coffee.
by Mikey Rinaldo | March 22, 2023

The Challenges of Coffee Certifications Go Beyond The Retail Shelf

Coffee certifications can be a valuable tool for farmers and roasters—but can be cost-prohibitive and difficult to navigate. We explore the benefits and challenges of certification programs before a coffee ever reaches the shelf.
by Anne Mercer | February 24, 2023