Free menu review · no obligation
Send your menu — I'll show you what it's leaving on the table.
A free teardown, no strings attached
Where guests' eyes actually go, which of your best plates are hidden, how your prices read, and exactly what a redesign would change to sell more of what makes you money. You keep the teardown either way.
What you'll get back
three things, back in your inbox
The eye-path read
Where attention lands first — and which high-margin dishes are sitting where nobody looks.
The hidden money
Plates that are priced or placed wrong, and the small moves that change what sells.
Your menu, reimagined
A first look at your dishes in the living menu — engineered to steer guests to your best margins.
Tell me about your menu
three questions, and where to find it
The more honest you are on the three below, the sharper the teardown — this is exactly how I'd start if I were standing in your dining room.
What I look at
the same six things on every menu
Where eyes land
Guests scan a menu in a few seconds and mostly order from the first places they look: the top of each section, the first two lines, anything boxed or set apart. Is your best-margin plate sitting there, or is a cheap one?
How prices read
Prices lined up in a right-hand column get read like a price list, and guests shop down it for the cheapest thing. Dollar signs and trailing .00s do the same. Prices tucked after the description don't.
Plate cost against price
Your answers above tell me which plates earn and which don't. I look at whether the menu's layout is selling the ones that earn.
Descriptions
Which dishes get a sentence that makes someone hungry, and which get a list of ingredients. The plate you want to sell should get the best sentence on the page.
Too many choices
Past about seven items a section, guests slow down, play it safe and order what they know. Long sections are where good dishes get lost.
Anchors
One high-priced item near the top makes everything under it look reasonable. Most menus either don't have one or bury it at the bottom.
What a finding looks like
an example, not a real restaurant
A seafood gumbo at $14 costs $4.62 a bowl to make, so a third of the price goes to food. It's the second-best seller, and it sits first under Starters, where every eye lands. Nothing's wrong with selling it, but it's doing the job a better-margin plate should be doing. The fried green tomatoes ($12, $2.40 to make) are two spots down, with a one-line description. The finding: swap the two, give the tomatoes the good sentence, and look at the gumbo's price, since at $16 food would be 29% of the price instead of 33%.
Your teardown is a handful of findings like that, specific to your menu, in plain English.
Questions
the ones people ask first
Is it really free?
Yes. You get the teardown whether or not you ever hire me, and nothing in it is held back.
Who reads my menu?
Walker Brown. I manage a restaurant in New Orleans, so I read a menu the way a guest does on a busy Friday and the way an owner does at the end of the month.
What do I need to send?
The three answers above and your menu: a link, a PDF, or a phone photo of the printed one. Photos are fine.
And if I want the redesign?
Then we talk about it. You can see what that looks like on the before and after and portfolio pages, and how it works on menu redesign.