Menu Consultant

Providing big picture vision to achieving longevity, often clouded by entrepreneurial explosions and inexperience.


Working closely with all my clients at Copper Pantry, my goal is to bring awareness and vision to all aspects of opening and running a sustainable Restaurant or Cafe. And of course, this can only be achieved successfully if the “Pantry” or “good food supply” can be maintained.

Please note! Two different chefs using the same ingredients can vary greatly, so my approach is one of practicality on accessing your abilities and the control you have over them, long-term. Therefore, ensuring standards are firstly reached and then more importantly maintained, especially ‘WHEN’ a change of staff occurs in this high turnover industry.

Your truest accolade will be repeat customers and word-of-mouth advertising, even more so in this spontaneous digital age, so getting your “Pantry” sorted is pivotal and will require careful planning while designing your recipes/menus and manuals.

My aim at Copper Pantry is to create practical recipes/menus and manuals, reflecting the realistic skill level of your kitchen. This is paramount to consistency. Spending time on your menus and manuals is best practice, so before elaborately laminated folders are assembled, do not “assume, fine tune”.

Menu design/Price point

How does menu design, presentation and price affect your Restaurant or Café’s image?

Working closely my aim is to determine your target demographic and price point. Then relay this information in a practical, aesthetically pleasing and concise format. You’re clientele will be determined by your price point and image. For instance,

A) Are we targeting a high end Spender, dining out occasionally with high expectations?

Enticing them to choose by description rather than cost. With carefully designed Menus with no grid, where price is strategically placed near the end of the dishes over elaborate description, with a single gap and no dollar sign? As studies have shown can increase spend. As opposed to the standard grid format i.e. Lobster Mornay…$22.00

B) Is your customer the more middle-class regular spender? Guided by using the basic psychology of $4.95 instead of $5. There is even a science in colour choice and its associated response, such as the use of orange to stimulate the appetite, with red encouraging action.


C) Is it fast food, serving primarily a takeaway offer to a low income or captured audience? i.e. Office/Factory worker. Working off a five-day necessity budget.

Using carefully designed fast food takeaway menu boards, thoroughly planned, possibly reversible for multiple usage, clear to decipher and easily modified to cater for price changes, specials promotion or slow-moving items, promptly placed for clearance.

No stone is left unturned in my goal to work with you and my design team to capture the confidence you have in your food and represent that through appropriate imagery and where necessary enhanced with “Buzzwords” and “On Trend Terminology” to maximum affect.

Cost control

Having looked in debt at the “Pantry” we must now focus on the “Copper” the cash flow/management. I have seen many top chefs too busy pursuing their craft and being artists mostly while neglecting to focus on the actual costing of their masterpieces, with dire consequences.

Providing proven formulas and systems to cover essential business management, Copper Pantry also insures my clients understand regularly neglected and basic menu/recipe calculation’s. Guiding you with practical techniques to achieve a 300% markup on standard items and as much as 500% on indulgence items such as wine, coffee, spirits, cocktails and desserts.

Knowing the cost from Raw ingredients. Allowing for shrinkage and waste. To Packaging or Plate. Obtaining an accurate gross percentages is a must.

Once your target percentages from, cost of goods (COGS) to fixed expenses i.e. labour, (including hidden expenses like PAYG/Super/Workers compensation) are realised you can then use your base costs to adjust your price to be in line with your competitors rather than copying them and assuming they have done their costings.

Knowing your percentages is a very wise exercise however time consuming and gives you a plan. And a failure to plan is a sure plan to fail.

Key points

  • Practical manuals and recipe design.
  • Knowing your target demographic.
  • Working within your abilities (long term vision).
  • Image awareness/design.
  • Cost control, menu pricing.
  • Fixed versus variable expenses.
  • Concise planning.

Intimate guidance and vision enabling clarity to grow.