The Menu Engineering Masterclass - Ownership, Behavioural Psychology, Digital Ordering and Real Life Menu Reviews ✨
A half-day with Ops Club, Team Marketing, 2Forks and me&u. We will explore how menus are designed, launched and optimised for commercial success.
Menus sit at the intersection of brand, operations and revenue. Yet the teams responsible for them often approach them from completely different perspectives - and that's where the friction (and the opportunity) lives.
Team Marketing, Ops Club, 2 Forks, and me&u bring together marketing, operations, food and finance leaders to debate, dissect, and rebuild the way menus are made. Featuring Menu Geek Annica Wainwright and supported by me&u, the session also explores the growing role of digital menus and guest-ordering technology.
This is an interactive morning, combining live debate, expert insight and practical operator case studies.
Who it's for
Hospitality operators - independents, multi-site groups and emerging brands
HQ teams - marketing, commercial, food development, ops and finance leaders
Chefs and food development teams responsible for menu design and launches
Commercial directors looking to sharpen menu performance and margin
What you'll learn
How leading operators decide who actually owns the menu - and why it matters
The trade-offs between creativity, simplicity and margin - and how to balance them
How digital menus and guest-ordering platforms are reshaping menu strategy
A practical menu engineering framework you can apply on Monday morning
How top brands launch, test and optimise menus across multiple sites
What to do when marketing, ops and finance disagree on menu direction
What you get
Half a day of insight from some of the sharpest minds in UK hospitality
A live Menu Clinic with the chance to have your own menu reviewed by Annica
Hot drinks and fresh pastries on arrival
Lunch (included) & networking to finish the morning
Direct access to speakers, peers and the me&u team
The Ops Club community feel - operators talking openly, no fluff and platitudes
Format
Half-day event, 09:00 - 13:30. Interactive: panels, masterclass, Menu Clinic and networking.
Agenda
09:00 - Arrival & Networking Hot drinks, pastries, informal networking and digital menu demos.
09:40 - Opening: Welcome & Agenda
09:45 - me&u: The State of the Nation Report on Digital Menus A report presentation on digital menus, dynamic digital experiences and the role of guest ordering platforms.
10:15 - Conversation Series: Digging into Menus and Menu Ownership Hosted by Glenda Barber.
Who should own the menu?
Should menus prioritise creativity, simplicity or margin - and how do you balance those things?
What happens when departments disagree?
How do different operators really handle it?
Who's speaking:
James Elliott - Co-founder of Pizza Pilgrims 🍕
Jono Jenkins - Commercial Director, Loungers Plc 🥓
Paul Beiboer - Head of Marketing at Wahaca 🌮
Eran Tibi - Executive Chef & Founder, Bala Baya & Kapara Restaurants (Ex. Great British Menu chef) 👩🍳
11:15 - Break
11:40 - Menu Engineering Masterclass with Annica Wainwright The world's biggest Menu Geek will share the research framework that makes your menu work harder for your brand, your team, your customers and your bottom line.
This session will include a quick-fire Menu Clinic, where Annica shares ideas for the operators in the room.
[Don't forget to share a PDF of your menu (follow the upload link on the event registration confirmation email!) for a chance to walk away with actionable advice on how to improve your own menu.]
12:30 - Networking Lunch Opportunity for attendees to connect and continue the conversation.
13:30 - Close
🙏 Please note we would request no more than 3 people from each business grab tickets just so we can give enough places to enough businesses, this event WILL sell out 🙏