I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.

In this episode, I dig into how smart menu design can completely transform your restaurant’s performance. I explain how structure, storytelling, and price positioning shape the guest experience and directly impact profitability. You’ll learn how to streamline decisions, highlight your most profitable items, and turn your menu into one of your most powerful marketing tools.
Takeaways

• Structure is key to a profitable menu.
• Cutting choices, not items, improves decision-making.
• Menus should guide the guest's journey logically.
• Price positioning enhances perceived value.
• Storytelling in menu descriptions increases sales.
• Emotional language resonates more than technical jargon.
• Observing guest behavior can identify menu choke points.
• Clear section headings improve menu navigation.
• Pricing anchors make items feel more affordable.
• Redesigning menus can reduce decision time.

Chapters

00:00 Introduction to Restaurant Marketing Masterclass

01:02 Understanding Menu Structure for Profitability

03:17 Designing Menus for Decision Efficiency

05:12 The Importance of Price Positioning

06:11 Crafting Emotional Menu Descriptions

07:38 Actionable Steps to Improve Your Menu

If you’ve got a marketing or profitability related question for me, email me directly at [email protected] and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.