Crafting Menus That Move Minds and Margins
We engineer menus that captivate guests and drive measurable profitability
Menus we build are:
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Intuitively designed to guide guests to new favorite items
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Engineered to optimize profitability and operational efficiency
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Developed as actionable tools to drive growth and guest loyalty
We transform menus into powerful tools for success. From global brands to beloved mom-and-pop eateries, we create menus that elevate guest experiences and drive profitability. Each menu we design is tailored to your goals, showcasing your team’s strengths and embodying your brand’s essence.
Our mission is clear: to boost your profitability by $0.50 to $1—or more—per guest, every visit. Over time, this strategy drives measurable impact for your bottom line and all stakeholders.
When you're ready to elevate your menus—and your profitability—we're here to help.
What is Menu Engineering?
We define Menu Engineering as the process of using data and insights to make impactful, strategic decisions about menus, producing specific and measurable results.
Our approach is timeless, field-tested, and data-driven—proven to deliver success across all areas of hospitality and any industry that sells a product or service.
START HERE:
FREE 15-min. Menu Checkup
Gain valuable insights into your current menu with a free 15-minute checkup with Sean Willard, Menu Engineer. Together, we’ll explore your menu goals and uncover opportunities for immediate growth and future collaboration.
Here’s What We’ll Cover:
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Initial discovery of what’s worked well and your goals for future menus
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Introduction to our Menu Engineering approach and process
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Discussion of a roadmap for future engagement and collaboration
When do teams engineer menus?
Menus are engineered whenever there’s a need to communicate offerings effectively and profitably. This may occur seasonally, bi-annually, during a new concept launch, in response to changing trends, or simply when it’s time for a menu refresh.
Our clients revisit their menus in good times and challenging times, in busy seasons and off-season. Whether it’s tweaking a few items or overhauling an entire menu, the right moment to engineer a menu is whenever it can better serve guests and drive profitability.
MEDIA SPOTLIGHT
Sean Featured on BBC News World Service Podcast: The Food Chain
In this episode, Ruth Alexander finds out how restaurants use language, psychology and behavioural economics to whet your appetite and increase their profits. "Sean Willard of Menu Engineers gives us an insight into the power of using a box on the menu. And thanks to listener Simon in London who emailed The Food Chain with the idea for the programme. Neither he nor we will look at a menu in the same way again." - Ruth Alexander, BBC News
Presented by Ruth Alexander. Produced by Beatrice Pickup. Enjoy the full episode on Apple Podcasts or Spotify:
Is Menu Engineering good for guests?
Yes! We design menus to be intuitive, inviting, and easy to navigate—helping guests feel excited and confident in their choices. A well-crafted menu creates an “oh-wow” moment where guests think, “I want to try everything on this menu!” or feel like they’ve found “the best spot in town.”
Through thoughtful design and strategy, we guide guests to discover new favorite dishes and create compelling reasons to return. And if that magic isn’t there yet, we’re here to make it happen.
Menu Design: Find Food You Love
Who utilizes Menu Engineering?
Menu Engineering is for any business that sells products or services and wants to communicate them effectively while driving profitability. From independent restaurants to global brands, we collaborate with teams of all sizes to create menus that connect with their guests and deliver measurable results.
While our expertise is rooted in hospitality—restaurants, cafes, bars, and hotels—the principles of Menu Engineering apply to any business where thoughtful presentation and profitability are key. Wherever there’s a menu—visual, verbal, or digital—we’re here to make it better.
MEDIA SPOTLIGHT
Sean featured on National Public Radio's Marketplace
Presented by: Kai Ryssdal and Maria Hollenhorst
In this interview by Kai Ryssdal, Sean Willard, Menu Engineer, delves into the profound effects of the pandemic on the menu landscape. The discussion centers on digital menus, notably the persistent use of QR codes. Willard illuminates the art and science of menu engineering, drawing from behavioral economics, pricing strategy, and design. Stressing the importance of mobile-friendly formatting and visual elements like pictures, the conversation also explores the prospect of dynamic pricing. Link.
The interview with Sean offers a compelling and informative outlook on the dynamic changes in menu design, shaped by shifting consumer behaviors and technological progress.
Why do teams choose us?
Teams choose us for our time-tested Menu Engineering process—a proven method with a decades-long track record of success that transforms menus into powerful tools for delighting guests and driving profitability. From menu refreshes to complete redesigns, we collaborate with clients to craft tailored solutions that deliver measurable results.
Blending creativity with data-driven insights, we ensure every menu we touch becomes a strategic asset, helping businesses grow while creating memorable moments for their guests. Whether you’re fine-tuning an existing menu or starting from scratch, we’re here to make your menu work harder for you.
Will QR Codes Kill the Menu?
How much does Menu Engineering cost?
Our pricing is tailored to the unique needs of every client, whether you’re an independent restaurant looking to stand out or a global chain striving to drive year-over-year sales and profitability. We design our services to align with your goals, ensuring actionable insights and measurable results that impact your bottom line.
From refreshing a single menu to optimizing strategies across multiple locations, we partner with you to create a plan that fits your business and budget. No matter the scale, our focus is on making every menu a tool for growth, helping you meet today’s challenges and position yourself for long-term success.
BOOK:
FREE 15-min. Menu Checkup
Gain valuable insights into your current menu with a free 15-minute checkup with Sean Willard, Menu Engineer. Together, we’ll explore your menu goals and uncover opportunities for immediate growth and future collaboration.
Here’s What We’ll Cover:
-
Initial discovery of what’s worked well and your goals for future menus
-
Introduction to our Menu Engineering approach and process
-
Discussion of a roadmap for future engagement and collaboration
