We live in a fast-paced, competitive world of dining, where in the blink of an eye profits and losses are faced. In the past decade, there has been a shift in focus for the customers visiting the food and beverage industry. They see a restaurant’s menu as more than just a list of dishes, instead, it is a place whose aesthetics and service quality can be enjoyed. So, a simple item such as a menu becomes a tool which can influence the success of an establishment. Therefore, crafting a menu that appeals to customers
and at the same time maximizes revenue requires expertise and insight. This is where the expertise of a the role of a restaurant menu consultant becomes invaluable.
In order to enhance the customer’s satisfaction and optimisation of the business, take the advantage of the skillset of a restaurant menu consultant. They specialize in design, culinary trends, pricing strategies as well as understanding consumers’ psyche. On an average, menu
engineering can drive a restaurant’s profits by 5-15% by evaluating the popularity and profit margin of each item. Consultants can categorize dishes and implement strategies to promote high-margin items.
The process begins when consultants assess your current menu, analyse sales, food costs and customer feedback. The objective is to identify which dishes should be highlighted, modified or removed and this ensures that the menu aligns with both
customer preferences and financial goals. Guzman y Gomez, a Mexican-themed restaurant chain, attracted a broader customer base by offering popular breakfast burritos and competitively priced menu items. This approach resulted in a 26% rise in
global network sales, highlighting the impact of strategic menu offerings. Next comes pricing. Since it can make or break a customer’s decision, consultants employ psychological pricing techniques, such as setting prices just below whole numbers (e.g., $9.99 instead of $10), to make items appear more affordable. They also consider the perceived value of dishes, ensuring that prices reflect both the cost of ingredients and the dining experience. For example, Chili’s Grill & Bar introduced value meal options like the “3 for Me” deal, allowing customers to enjoy a starter, entrée, and drink at an affordable price. This strategy led to a nearly 15% increase in same-store
sales, demonstrating the effectiveness of thoughtful menu structuring.
Moreover, the visual presentation of a menu can impact purchasing decisions as well. Consultants create menus that guide the customers’ attention to high-margin items through strategic placement, descriptive language, and selective use of images. A study
published in the Journal of Vacation Marketing examined how different types of information presentation, both visual and verbal, affect consumers’ attitudes and behavioral outcomes. For instance, placing profitable dishes in the “golden triangle”
areas of a menu—where the eyes naturally gravitate towards, can boost sales of those items. In an attempt to revitalize the brand and enhance customer experience, Starbucks carried out a strategy that introduced digital displays for real-time updates
and dynamic content, making it easier to highlight promotions and new items. They also kept special items such as pumpkin spiced latte and matcha latte which ended up becoming big hits. A thoughtful menu design can lead to a higher customer satisfaction,
ultimately helping in driving profits.
Incorporating food trends also keeps the menu offerings fresh and can attract more customers. A Better Homes & Gardens reports highlights several trends for 2025 such as protein, global cuisines and sustainability. A restaurant menu consultant can help you stay up to date
with such preferences and recommend ingredients and packaging that fulfil these evolving criteria. Restaurants that have successfully integrated current trends into their menus include:
● Cocina Consuelo: This establishment introduced a masa pancake, an accidental creation for a gluten-free diner, which became its most popular breakfast item.
● Hen House: Known for its knafeh pancake, a fusion of the Middle Eastern pastry and traditional pancakes, this dish helped boost business after the chef-owner’s appeal for support.
Most importantly, a well-designed menu is only effective if the staff can communicate its value to customers. Consultants often provide training to front-of-house staff, educating them on the menu’s highlights and suggesting upselling techniques to promote high-margin items. For example, they might recommend having a special on the menu which can only be known if the staff is asked. Or describing a dish as “succulent grilled salmon with a zesty lemon butter sauce” can make it more enticing, thereby increasing sales.
Restaurant menu consultant can also help you avoid making small mistakes such as a cluttered menu or unreadable font. All of the tiny elements play a role in the customer’s experience and decision making. They can also help you navigate the complexities in
the industry and remain afloat among the competition.By leveraging a consultant’s skillset, you are making sure that your company stays relevant, appeals to your target audiences, and achieves the goal of profits.