Melbourne Seafood Station

A small old gas station selling seafood out of an ice case, with a one-sided black-and-white flyer for a menu. People loved the food, but it took a long time for them to understand how to order and how much they could order. Most owners assume customers will eventually figure it out. Maybe they will — but it takes an incredible amount of time, and time is money.

Instead of waiting for customers to sort it out at the register, the menu, windows, walls and screens show them exactly what to order. Food photography, menu design, digital menu screens, see-through window vinyl and wall wraps — one system, everywhere the customer looks.

Sales were $25–35k a month and the owners hoped to reach $45–60k. They went to $80–120k.

Visually educating people made ordering faster — and the more customers know, the more they can tell someone else. That’s word of mouth with something specific to say.

An investor wanted a location of their own and brought Frank in to design a repeatable build process. He designed, sourced and built the Indialantic interior from scratch: custom resin-topped counters and tables wrapped in brand vinyl, an underwater focus-wall mural painted with muralist Christopher Maslow, signage and print — all specced so future locations stay consistent.