Our Menu Engineering Team 

Gregg Rapp, Menu Engineer
1958 - 2020

The restaurant industry's "Original" Menu Engineer--Gregg Rapp, Menu Engineer-- is and will long be remembered as the world’s leading expert on Menu Engineering. Rapp, who for 38 years dedicated himself to revolutionizing menu design and technology worldwide, sadly passed away in late 2020, after a courageous battle with cancer for more than two years.

As a lauded maverick in his field of menu design and technology, Rapp was often featured nationally at conferences, symposiums, and seminars, speaking on menu psychology, sustainability practices in food service, hospitality, culinary arts, business innovation, and public health. He spoke regularly to graduate students at Cornell University, Duke University and Culinary Institute of America. The foremost expert in his industry, he appeared on ABC, CBS and NBC as well as in Time and INC. magazines, The New York Times, Business Insider, Los Angeles Times, and The Wall Street Journal.

The list of Rapp’s clients who called on him to revamp their menus included restaurants and hotels worldwide, from small bowling alleys and diners to premium destinations - Walt Disney resorts, Spago, Caesar’s Palace, Commander’s Palace in New Orleans, Peninsula, Four Seasons and Marriott Hotels, Princess Cruises and Holland America. His thousands of clients also included numerous well-known chains, such as Subway, Olive Garden, Arby’s, Chili’s, Taco Bell, California Pizza Kitchen, TGI Friday’s, and Dave and Buster’s.  A committed volunteer, Rapp also worked with the Los Angeles school district, searching for ways to make healthy lunch choices appeal to students’ appetites.

Rapp has been honored with a scholarship established at his alma mater, Washington State University, which will help fund students at WSU who are studying menu engineering and design as a career. Donations may be made at GreggRappScholarship.com or through the Washington State University Foundation for the "Gregg Rapp Menu Engineering Scholarship." Donors may also contact WSU Foundation's Gift Accounting Office at 509-335-1686 or by email at gaog@wsu.edu

Sean Willard
Menu Engineer

To all menu projects, Sean brings unbounded enthusiasm and a diverse skill set honed over a 17-year career across the hospitality industry, working with teams around the US and world on menus & hospitality projects. 

Sean started in hospitality at a golf course picking up driving range balls, then an independent steakhouse starting as a host and onto accounts payable, when he built his first Menu Analysis Excel model back in 2006 prior to co-founding a successful chef-owned restaurant in Hightstown, New Jersey. He completed his A.S. at Mercer County Community College while operating the restaurant, prior to attending The School of Hotel Administration at Cornell University for a B.S. While there, he was named one of Business Insiders “19 Incredibly Impressive Students at Cornell” and worked across departments at the University’s Statler Hotel on-campus in the Hotel Leadership Development Program. In his final year in school he studied winemaking as an apprentice at  Frontenac Point Estate Winery & Vineyard, on nearby Cayuga Lake. 

Gregg and Sean teamed up on menus in 2015 and for five years they worked together with teams around the world. To Sean, Gregg was a mentor, business partner and close friend and it is with a sometimes heavy-heart that he continues to build and expand on Gregg's 38 years of Menu Engineering. It is now his mission to share Menu Engineering with as many restaurateurs & operators as possible and continue Gregg's work to, "change the world one menu at a time". 


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Tom Frank
Culture Engineer

Tom’s passion for culture and leadership development began well before he was recruited by Paul Fleming to be on the original team that created P.F.Chang’s China Bistro. After opening the flagship restaurant in Scottsdale Arizona, Tom became the Director of Training and New Restaurant Development and an equity partner, creating the culture, leadership development and training programs that continue to drive the corporate and service culture today. After departing in 2006 to form Round World Management, a consulting company focused on culture and leadership development, Tom was brought back to P.F.Chang’s headquarter to help in the development of a new startup concept for the Chang’s group, and worked with the new leadership in 2013 on their Culture Refresh Project and the International team in 2016.

Having worked on the development of over 14 unique restaurant concept startups and the opening of over 70 restaurants, Tom is now sharing his cutting edge ideas on Culture, Leadership and Profitability with clients in and out of the restaurant world. Today, Tom works in the technology sector with HotSchedules as well as some of the leading startup restaurants who are focused on culture and quality.

Tom delivers his ‘Culture Alignment Workshops’ and builds dynamic Culture Alignment Platforms for his clients around the country and speaks at conferences and conventions on the topic of “Building a Bridge Between Culture and Technology”, ““Managing Through Your Values and Beliefs”,

Specialties: Strategic, uniquely creative, results-driven leader with over 30 years of extensive experience in ownership and key leadership roles for independent and national restaurants. A strong leader and powerful motivator with excellent interpersonal, planning, analytical, organizational and communication skills. 


Gregg Rapp, Menu Engineer

in the field


Free 15-min. Menu Checkup

When was the last time you took a few moments to think-aloud through your menus? Let's take a look together at your menus and discuss your goals & plans and of course, about your food. A quick, 7 Questions About Your Menus enables our team to get up to speed quickly on your restaurant to make the most of our discussion.

BOOK: Yes! Let's take a closer look at my menus.
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