Donald Burns delivers a confrontational YouTube monologue arguing oversized and poorly designed menus destroy restaurant profitability. He uses an anecdote ("Jane") to show guest overwhelm and kitchen inefficiency, lists three core mistakes—(1) menu too large, (2) ignoring menu psychology, (3) poor pricing strategy—and ends with a promotional call-to-action for a free 90-minute TRC method masterclass at restaurantcoachmasterclass.com. He claims to have coached over 2,900 independent restaurants in 23 countries for 14 years.
Chapters
Hey, your menu is killing your profits. Here are three reasons why you suck at menu design. Let me tell you a story about Jane. Jane's restaurant had a menu that looked more like a novel. Guests were overwhelmed, the kitchen was a disaster, and profits were in the toilet. I took one look at her menu and I nearly laughed out loud. It was like she was trying to be everything to everyone and failing miserably. No wonder her bottom line was a joke. You ever been to a diner with a menu that looks like a copy of War and Peace? I mean, you can't decide what to order. That was Jane's restaurant. Here's the thing. Guests get a panic attack from too many options. The kitchen will be losing their shit from the variety of food they have to prep just to stay open. And not to mention, your accountant is going to be calling you every single day on the phone because your bank account is is overdrawn once again. Does this sound familiar? Here's the thing I want you to remember. If your menu is a mess, your profits are too. There's this dumb, stupid, stupid belief that says the bigger the menu, the better. Wake the up. An oversized menu will overwhelm your guest every single time, and it leads to chaos in the kitchen. Here's the thing I want you to remember. You're not a food court. You're a restaurant. You must simplify or you're going to die. So here are three. Three of my favorite menu mistakes that most restaurants make and how you can fix them as well. Number one. And you know where I'm going with this menu is way too big. If you think a massive menu is a good idea, Wrong. A huge menu leads to confusion and also leads to inefficiency. You have to cut it down. Focus on a few killer dishes that your team can execute perfectly every single time. Less is more when it comes to menu design. Number two, not using menu psychology tactics. Ignoring menu psychology. Stupid move. Use design tactics to guide your guests to the most profitable items. Highlight your specials, your features, your signature dishes. Use eye magnets and avoid using dollar signs. Manipulate the menu like a pro. And then number three, not pricing your menu right. If you're pricing by guesswork, that is so pathetic. You need a price strategy. You need a strategy to maximize profits. Factor in your food cost, your labor and overhead. If you're not making money on every single dish, you are doing it wrong. If your menu isn't making money, it's because you're not designing it right. A lean, strategically designed and properly priced menu is the key to profitability. Stop being lazy and start making smart choices. Now here's the thing. If you're ready to break free from your restaurant running, you then grab a seat at my free 90 minute TRC method masterclass where I'm going to show you the three step process that is going to help you get the restaurant and the life you desire. This is the same system that I have coached over 2900 independent restaurants in 23 countries for the last 14 years. I mean this shit works. Sign up now before your competition does. All you have to do is head over to restaurantcoachmasterclass.com.
