The crayon that arrives with a kids’ menu is used for one meal. Every good decision about it follows from admitting that.

Right-size the pack

Two crayons covers a colouring sheet; four feels generous and doubles the sleeve.

Most groups run two as standard and four in the holidays.

Spend on the sleeve

It is on the table for an hour in front of a paying family.

It is cheaper than almost anything else you print and gets looked at more.

Size the carton to the site

A small site should not receive a pallet.

Carton counts and split deliveries are the difference between a programme and a bulk order.

Hold the spec

Blend, colours, artwork and configuration on file.

Month six should be identical to month one across every site.

Do not gold-plate it

Tins and gift finishes belong on shop lines, not on placemats.

We will say so, even though the upgrade would be ours to sell.