To understand how best to use menu engineering theory to increase the proportion of Plant-based
dishes you sell, join this webinar for FREE at 2pm on the 24th of July.


Who is this for?

Retail or Catering Managers who design menus and would like to direct customers to more Plant-based options.

Why should I take part?

Menu engineering is the process of evaluating menu pricing and item placement to increase profitability per guest, it will help you to determine which dishes to feature and guide your customers to purchase what you want them to buy.

How will it help me?

During the session, you will…

  • Learn how to analyse their menu and to identify the strengths and weaknesses of their product range, with a focus on Plant-based dishes, driven by a desire to influence the proportion they sell. 
  • Look at the psychology of people as customers and how we make decisions. 
  • Use that knowledge to build menus that encourage customers to choose the plant-based options over the more traditional meat-based offer, while considering ingredients, labour input, portion size and customer profile. 
  • Design new layout of menus and counter space – tailored to table or counter service restaurant operations – to maximise the sale of plant-based dishes. 
  • Examine live examples from delegates’ own restaurants, applying the learning to show tangible and practical changes that can be made, and empowering the decision-making process for managers as they return to their roles

About the Trainer:

Judy Roberts;



Judy Roberts has spent her career in food and catering businesses, working over the past 12 years in merchandising and product sourcing. 

After gaining her degree in Hotel, Catering and Institutional Management from Manchester Metropolitan University, she entered a post-graduate management development scheme with the Royal Mail Catering Service.  This solid foundation gave her the ability to fast-track into catering management within contract catering business environments. The move across to business development in contract catering was a natural progression for her skills and passion for delivering a great service, and she was instrumental in the growth of a smaller contractor from £5m turnover to £60m over 10 years.

Latterly she worked within a large contractor providing advice, workshops and physical makeovers of many catering outlets in order to create the best possible front-of-house experience for customers and the best return for the caterer.

She started her own consultancy in 2019, having seen the requirement generally across the catering industry for a more ‘retail’ and strategic approach to product layout and display. Her approach is to help the caterer to analyse their menu and food offer to create the most profitable layout, be that on actual counter display or on menus and point of sale.


All Members


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