Sean Willard
Menu Engineer
Sean Willard is a dedicated Menu Engineer with over two decades of experience in the hospitality industry, working with restaurateurs and operators across the globe. His approach blends the precision of data, the creativity of design, and practical industry insight, empowering businesses to craft menus that drive profitability and enhance the guest experience.
Sean honed his skills through years of hands-on work in the restaurant industry and a solid academic foundation from Cornell University’s School of Hotel Administration. He brings a unique perspective to menu engineering, with his path shaped under the guidance of the late Gregg Rapp, whose influence continues to inform Sean’s process and philosophy.
Today, Sean is committed to helping restaurants of all sizes—from local gems to global brands—optimize their menus, driving both operational success and lasting guest relationships.
Gregg Rapp, Menu Engineer
in the field
Gregg Rapp, Menu Engineer
1958 - 2020
Gregg Rapp – The Original Menu Engineer
Gregg Rapp, known as the world’s leading expert on Menu Engineering, dedicated 38 years of his life to revolutionizing menu design and technology across the globe. He passed away in late 2020 after a courageous two-year battle with cancer, leaving a lasting impact on the industry.
As a pioneer in the field, Gregg was frequently featured at national conferences, symposiums, and seminars, where he spoke on topics such as menu psychology, sustainability, business innovation, and public health. He also shared his expertise with graduate students at institutions like Cornell University, Duke University, and the Culinary Institute of America. His work earned him appearances on ABC, CBS, NBC, and in publications such as Time, INC. Magazine, The New York Times, and The Wall Street Journal.
Gregg’s client roster spanned from small diners and bowling alleys to some of the world’s most renowned hospitality brands, including Walt Disney Resorts, Spago, Caesar’s Palace, and Four Seasons Hotels. He also worked with major restaurant chains like Subway, Olive Garden, and Taco Bell, helping them optimize their menu strategies for greater profitability and guest engagement.
A committed volunteer, Gregg worked with the Los Angeles school district to make healthy lunch choices more appealing to students. In recognition of his work, a scholarship was established at his alma mater, Washington State University, to support future generations of menu engineers. Donations can be made to the Gregg Rapp Menu Engineering Scholarship at GreggRappScholarship.com or through the WSU Foundation.
