Wild Rice

GCQ Consultancy
Menu Design


The menu  defines the experience of your guests and is one of the most important marketing tools your business will have.

At GCQ, When writing menus we look at content, balance, seasonality & price. 


What is Menu Design?

Menu development is a critical component of a brand’s competitive advantage, growth positioning, and long term financial health.

We carefully develop menu selections to create “WOW” flavors and visual appeal, balanced with targeted food cost, profit contribution and an eye for consistent execution.
With rising cost of goods threatening operator’s margins, streamlining and evolving the menu is the best way to mitigate the impact of these outside forces. However, as restaurant menus have become complex, there is an opportunity to make menu development more science and less shooting from the hip. GCQ has developed an integrated solution to menu development that will deliver significant impact on both profits and guest loyalty.
The objective with menu engineering is to maximize a concept’s profitability.
Menu Engineering is comprised of five key areas:
* Psychology (perception, attention, emotion/effect)
* Recipe construction and the best balance between quality and cost
* Managerial Accounting (contribution margin and unit cost analysis)
* Marketing & Strategy (pricing, promotion)
* Graphic Design (layout, typography)



Restaurant Signboard

The Importance of Menu Engineering


Boeing builds and sells jets. Samsung makes and sells TVs, appliances and processing chips. Each of them invests a large fortune to ensure they sell the best stuff in their respective markets.
All of the design, management and site selection expertise in the world will not help you if you don’t put food and drinks on your menu that people prefer…and are willing to pay for.

Sure, sometimes a great location can offer you some cushion but that won’t stop the complaints from rifling through online review sites, limiting your profit potential and expansion possibilities.

Design, management and a good location are indeed critical, but the most important thing you can do for your business is create menus and assortments that people want to shop.

Our chefs, mixologists and gourmet retail experts are ready to help you launch menus that get noticed, win new customers…and keep them.

Price List


Waitress Portrait

Reasons to consider a Menu Developer

While a chef may find it difficult to share the creative process with a menu development consultant, here are four reasons to turn the solo endeavor into a team effort:

* An “outsider” with no prejudice: With no loyalties to any side, no “playing politics” or emotional attachment to the restaurant or the staff, a menu development chef offers a clear and honest viewpoint, unrestrained by friends or coworkers on the staff, because the consultant has neither. Their job is to put personalities aside and do the job.
* Let’s the chef be a chef: With a knowledgeable food menu developer, trained in food science and all aspects of restaurant operations, from costing and design to recipes and equipment technology, a chef returns to kitchen duties confident in having a partner they can work with and depend on for opinions and advice without judgment.
* Brings years of experience and success to the table: Successful food menu developers keep notes, photographs and spreadsheets of every project. They learn from projects that run smoothly and result in high profits and customer satisfaction for the restaurant, as well as those projects that end with less-than-satisfactory results. They gather recipes and consumer consumption statistics and get to know your restaurant’s local demographics well before the project begins.
* S/he knows there’s middle ground between what customers eat and what the chef wants to cook: A chef thinks there’s genius in refusing to serve classic dishes, such as burgers, chili, pizza and stew, unless there’s sous vide, transglutaminase or liquid nitrogen involved. But most customers want food they recognize and understand; only a small portion of diners are willing to pay the high price of food technology, even if the results actually taste good. A menu development consultant sees compromise between the chef’s vision and the public’s wallet, and finds ways to work both into the final menu.


Lunch in a Restaurant