Global Leaders in Menu Strategy
Creating Happy Guests & Driving Profitable Operations
Menus we build are:
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easier for guests to navigate and find new favorite items
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more profitable for restaurateurs and operators
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powerful marketing tools that drive growth and guest retention
We specialize in transforming menus into powerful tools for success. We're passionate about helping all operators, from global brands, to cherished local mom-and-pop eateries, and everyone in-between, craft menus that delight guests and drive profitability. Our approach is collaborative, tailored, and always centered on your unique needs, menu goals, and aspirations.
Our mission is straightforward yet impactful: to increase your profitability by $.50 to $1 or more for each guest, every visit. This focused strategy, when annualized over a year's worth of guests, will have a significant impact to your bottom line, benefiting you and all your stakeholders. I'm glad you found us today and when you're ready, let's collaborate on menus.
Cheers and Welcome!
-Sean Willard, Menu Engineer
What is Menu Engineering?
We define Menu Engineering as how restaurateurs and hospitality operators utilize data and knowledge to make impactful decisions about their menus, to produce specific and measurable results.
Our approach is built on a timeless, field-tested, and data-driven process, applicable to all businesses.
Who are the Menu Engineers?
Led by Sean Willard, our team honors the memory and teachings of Gregg Rapp, a pioneer in menu engineering whose legacy lives on in our work. Rapp's innovative techniques remain at the heart of our approach, guiding us today through the ever changing world of menus. Sean, a mentee of Rapp, brings a depth of dedication and a love for the craft, learned over two decades in hospitality; all enriched by a non-traditional Ivy League education from Cornell University's Hotel School.
Sean is an unparalleled resource with comprehensive hospitality expertise who innovatively serves the intricate and unique needs of a global clientele.
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 craft menus to be helpful and easy to navigate for all. In fact, guests' experience through the menu is paramount to our work, and is "one hill" we battle on, to continuously defend and protect. When we craft a menu, we aim for guests to say, "ohhh wow! I want to eat everything on THIS menu!", or to think or feel like "they found the best spot in town!"--- that's that magical menu moment that we work with teams to create.
We help guests find new favorite menu items + a reason to return that's unique and memorable
(and if operators or teams don't have that together yet, it's all good--we help with that stuff too).
Menu Design: Find Food You Love
Who utilizes Menu Engineering?
Everyone in business. All businesses that sell a good or service engineer some kind of menu, be it visual, verbal, or both. We work with teams of all sizes and across all industries, to build menus better together.
Primarily in hospitality and any business that must communicate a product or service & be profitable.
When do people engineer menus?
Our clients may engineer menus daily, monthly, quarterly, bi-annually, annually, or when they remember to...through good times and bad, in-season and off-season, in sunshine and snow.
Anytime a team needs to communicate their product or service offerings effectively & profitably.
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 clients select the Menu Engineers Team?
Most of our clients choose to work with us to increase profitability through their menus, others are seeking to deliver their guests "a little more, a little better service"
We have a long standing track-record of success creating profitable menus with teams globally.
Will QR Codes Kill the Menu?
How much does Menu Engineering cost?
Our menu engineering services are priced on a flexible scale, tailored to accommodate a wide range of clients, from independent establishments to international chains, with varying project sizes, scopes, teams, and timelines.
In keeping with Gregg's inclusive vision, a principle deeply ingrained in Sean's approach, we are committed to offering support to all, ensuring our fees are structured to be actionable and practical for every menu need and project goal.