by Aaron Allen
Restaurant Consultant, Speaker & Industry Analyst
Aaron Allen & Associates
In the dynamic landscape of the restaurant industry, one of the most critical challenges is striking a balance between offering innovative menu items and maintaining a simplified, navigable menu. This balance is not just about meeting consumer expectations but also about driving profitability and operational efficiency. This is what menu engineering is about.
2024 will be a great year for menu overhauls, not just LTOs. Many restaurants had to trim their menus during COVID and haven’t had a chance yet to make updates or innovate on menu items.
Optimizing the menu can deliver great returns. When was the last time your brand undertook a menu engineering initiative?
About Aaron Allen & Associates
Aaron Allen & Associates works alongside senior executives of the world’s leading foodservice and hospitality companies to help them solve their most complex challenges and achieve their most ambitious aims, specializing in brand strategy, turnarounds, commercial due diligence and value enhancement for leading hospitality companies and private equity firms.
Clients span six continents and 100+ countries, collectively posting more than $300b in revenue. Across 2,000+ engagements, the leading consulting firm has worked in nearly every geography, category, cuisine, segment, operating model, ownership type, and phase of the business life cycle.
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