Too often, menu ownership gets lost in the shuffle. Initial development sits with the food team, and it’s then rushed over to marketing for a quick tidy-up before print. This common workflow means you’re missing out on the profit engine it was born to be.

Meet the ‘Menu Geek’

That’s where Annica Wainwright, co-founder of 2Forks, comes in. Known across the industry as the ‘Menu Geek‘, Annica has turned menu engineering into both a science and an art.

She blends creativity with calculation, advocating a data-driven approach that proves high-performing menus are the result of a clear process, solid data, and cross-team collaboration, rather than just instinct.

The Secret to Driving Restaurant Profitability

As the marketing lead, you’re in the perfect position to step up, take charge of the process, and claim credit for game-changing results. Annica has seen the power of a strategic approach firsthand:

  • Tonkotsu strategically used photos of high-satisfaction dishes to drive both spend per head and a better guest experience
  • Strategic research helped Pizza Pilgrims increase iced tea sales
  • It drove sales of Rosa’s Thai’s tom yum noodle soup by over 200%

Ready to Turn Your Menu Page into Profit?

We’ve distilled Annica’s data-driven methodology into five clear steps that empower you to take charge of your menu design process and demonstrate real value in the boardroom.

Download the FREE Cheat Sheet: Annica Wainwright’s 5 Steps to Owning the Menu Process and Boosting Profitability

  1. Establishing a Menu Development Process (allowing at least 16 weeks for a major overhaul)
  2. Assembling Your Cross-Functional Team (ensuring buy-in from food, finance, and senior leadership)
  3. Doing Your Research (including essential customer, team, and “Menu Matrix” sales analysis)
  4. Choosing Your Tools Strategically (selecting tools that specifically support your profit goals)
  5. Testing, Iterating, & Reporting (collecting baseline data and proving your ROI in the boardroom)

Stop letting your menu be an underused strategic asset. Grab your FREE, step-by-step guide and start building the menu that transforms your restaurant’s bottom line and increases spend per head.

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