Sean Willard from The Menu Engineers joins communications specialist Sue Keogh to talk about menu design. What big shifts are we seeing in this post-pandemic era? How do the fonts, colours and material they’re printed on affect our choices? And why should every restaurant offer something that lets you blow the budget?

Plus! How does Netflix use idleness aversion in their menu to keep us endlessly scrolling through?

No one understands more about the psychology of designing a menu than Sean Willard from The Menu Engineers.

He’s got over two decades in the restaurant trade. Starting out in a steakhouse at 18, he went on to study at Cornell’s prestigious Hotel School under the tutelage of Gregg Rapp, who laid the foundations for the techniques The Menu Engineers use today to optimise menus.

We talk about the huge shifts in menu design in this post-pandemic era. How the fonts, colours and material they’re printed on affect our choices. And why every restaurant should have an item on the menu that lets you really blow the budget.

Along the way, we’ll look at how entertainment giant Netflix uses idleness aversion tactics in its menu design to help us pick what we want to watch out of thousands of titles.

About Sean Willard

Sean Willard is a seasoned Menu Engineer dedicated to assisting restaurateurs and hospitality operators worldwide in the creation of optimised menus. His approach melds the precision of science, the finesse of art, the insights of data, and a wealth of industry experience to empower restaurateurs in crafting menus that not only bolster profitability but also elevate the overall guest dining experience.

With a distinguished academic background from Cornell’s prestigious Hotel School and an extensive tenure within the restaurant industry spanning over two decades, Sean brings a wealth of knowledge and practical expertise to the realm of Menu Engineering.

His journey into this specialised field was cultivated under the mentorship of the late Gregg Rapp, a luminary in the discipline who laid the foundations for many of the methodologies and principles still revered today.

Get in touch with Sean via menuEngineers.com, on Instagram or LinkedIn.

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