Menus That Move
Minds and Margins
We engineer menus that delight guests and drive profits
Menus we build are:
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Designed for effortless guest navigation and discovery
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Engineered to maximize profitability and efficiency
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Crafted as strategic tools for growth and retention
We transform menus into powerful tools for success.
From global brands to cherished mom-and-pop eateries, we craft menus that delight guests and drive profitability. Our collaborative and tailored approach ensures your unique needs and aspirations are always at the heart of the process.
Our mission is simple: to increase your profitability by $0.50 to $1 or more per guest, every visit. Over a year, this strategy delivers measurable, bottom-line impact for you and your stakeholders.
We’re here for you when you’re ready to take your menus—and profitability—to the next level.
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 types of businesses.
Who are the Menu Engineers?
We are a specialized consulting group, led by Sean Willard, with over two decades of hospitality experience. We collaborate with restaurateurs and operators globally to transform menus into tools that delight guests and drive profitability.
Our approach blends creativity with data-driven insights, using time-tested strategies to help businesses of all sizes—from global brands to cherished local establishments—achieve their vision and boost their bottom line.
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 that “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 memorable reasons to return. This means happier diners, stronger guest loyalty, and a dining experience they’ll want to share. And if that magic isn’t there yet, we’re here to help 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 work with teams of all sizes to create menus that connect with their audience and achieve measurable results.
While our focus is primarily on hospitality—restaurants, cafes, bars, and hotels—our principles 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.