Your menu isn't art. It's your sales engine. #menuengineering #restaurantprofit #restaurantstrategy

1 Jun 2025 · 0 min

Watch on YouTube

0:27

Short promotional video/transcript in which Donald Burns argues that restaurant menus should be designed as profit-driving sales machines rather than decorative art. He emphasizes menu engineering and tactical changes to increase margin, references his Amazon bestselling book Ingredients: Creating Total Restaurant Success in 90 Days, and includes a direct sales call-to-action (buy on Amazon in multiple formats).

Most restaurant owners treat their menu like a piece of art. But your menu isn't decoration. It is a sales machine. Every dish should drive margin, not just look good on Instagram. You don't need more guests. You need a menu that prints profit. This is the kind of tactical work that I unpack inside my Amazon best selling book Ingredients Creating Total restaurant success in 90 days. It's time to make your menu work just as hard as you do. Order it now on Amazon in paperback, Kindle, or hardcover.