Menus That Move
Minds and Margins
We engineer menus that delight guests and drive profits
Menus we build are:
-
Designed for effortless guest navigation and discovery
-
Engineered to maximize profitability and efficiency
-
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.
When do people engineer menus?
Menus are engineered whenever there’s a need to communicate offerings effectively and profitably. This might happen seasonally, during new launches, in response to changing trends, or simply when it’s time for a refresh.
Our clients revisit their menus in good times and challenging times, in busy seasons and slow ones. Whether it’s tweaking a single item 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 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?
Our clients work with us because they want menus that do more—more for their guests and more for their bottom line. With a proven track record of success, we’ve helped teams globally create menus that drive profitability, enhance guest satisfaction, and elevate the dining experience.
We’re known for our collaborative approach, blending creativity and data-driven insights to craft tailored solutions that deliver measurable results. Whether it’s a menu refresh, a complete redesign, or fine-tuning an existing offering, we partner with clients to make their menus a powerful tool for growth.
Will QR Codes Kill the Menu?
How much does Menu Engineering cost?
Our pricing is flexible and tailored to fit the unique needs of each client. From independent restaurants to international chains, we structure our services based on the size, scope, and goals of your project, ensuring actionable insights and measurable results.
Whether you’re refreshing a single menu or optimizing multiple locations, we work with you to create a plan that aligns with your business and budget—because every menu deserves thoughtful attention and a clear path to profitability.
Let's build better menus together!
