Real-world Menu Tips from Chef Brian Duffy
by David Klemt
I wonder what Chef Duffy would say about these menus.
Call it an education session, call it a workshop, one of the best features of the Bar & Restaurant Expo is live menu feedback from Chef Brian Duffy.
This is certainly true of the 2023 Bar & Restaurant Expo. During this year’s BRE (formerly Nightclub & Bar Show, or NCB), Chef Duffy delivered well over two hours of real-world menu feedback.
To be sure, BRE educational programming is always beneficial. Attendees who take the time to plan their schedules to include education sessions will take invaluable tips back to their businesses.
However, watching in real time as Chef Duffy critiques real menus submitted by BRE attendees provides insight that will impact the guest experience and success of a restaurant or bar immediately.
When delivering his feedback, Chef Duffy is unacquainted with the menus. He’s also unfiltered. So, attendees of these sessions are provided a window to Chef Duffy’s professional opinions, on the fly, in real time.
Take, for example, this blunt statement: “If you serve tilapia in your restaurant, you suck.” Before anyone has a conniption, Chef Duffy is referring to unethically farm-raised tilapia that’s often exposed to waste.
Technical Difficulties
Due to unforeseen AV issues, Chef Duffy was unable to use the large screens in the room to review menus for 30 to 40 minutes.
Now, some speakers may be shaken when encountering such a technical difficulty. This isn’t the case for Chef Duffy. In fact, all in attendance from the start of his session were lucky enough to gain insights beyond menu design because of the AV issues.
First, we all gained some insight into Chef Duffy’s consulting process. When engaged for restaurant consultation, he watches an evening service. Next day, he’s in your kitchen at 10:00 AM. What he sees in your kitchen tells him what’s happening throughout your restaurant. By the way, if he encounters just two spelling errors on your menu, he’s done reviewing it—you need a fresh start.
Second, inventory. Chef Duffy assumes you keep eleven percent of your overall revenue on your shelves. So, if you’re generating $100,000 each month, your shelves hold $11,000 of product. When reviewing your financial situation, take a look at that number for your own restaurant or bar.
Third, executive chefs versus head chefs. Chef Duffy has been on the ground for more than 100 restaurant openings. He has interviewed countless chefs. Have you ever wondered about the difference between an executive chef and a head chef? Knowledge of the financial aspects of running a kitchen. Without it, someone’s not an executive chef—they’re a head chef. Executive chefs know (and in theory can be trusted with) finances; head chefs make sure the brigade comes to work on time.
Finally, a cost-reduction tip. When you speak with your food reps, ask about DWO items: “Discontinued When Out.” You may be able to get your hands on some great items for a fraction of the cost.
Pricing Tips
Since we’ve looked at costs, let’s take a look at pricing.
Determining pricing effectively involves more than just gathering intel about your competitors. Chef Duffy suggests looking over your entire menu and committing to a pricing hard deck.
For example, “I’ll never sell a starter for less than X dollars.” You commit to never selling a entree for lower than a certain dollar amount. If you breach that promise, you may damage your brand.
Staying on the topic of pricing, don’t take advantage of your guests. Chef Duffy absolutely believes you can charge premium prices—but only for innovation. How do you know if a menu item is innovative? If it has made its way to major chain restaurants and you’re not doing anything unique to your version, it’s not innovative.
In terms of layout and design, don’t “lead” guests to prices with dots, dashes, or solid lines. Just place the price next to the item and move on.
Menu Tips
Another crucial tip that really should go without saying but, well, here we are, is proofreading. Want to make sure your menu is correct in a fun way? Throw a proofreading party. Invite ten of your VIP guests, gather your staff, invite some friends and family if you won’t be distracted, and ask for honest feedback.
Of course, you can elevate this event by serving new menu items tapas or family style to your VIPs. Brand-new restaurant yet to open? I suggest having the proofreading party with staff, friends, and family.
Keep in mind that menu real estate is valuable. Does a section of your menu come with identical accompaniments? Explain that at the top of section rather than including them in every. single. item. separately. Yes, this happened during the live 2023 BRE reads.
Chef Duffy would like you to stop putting specials on your menu. Again, menu real estate is valuable. If you can spare the room for specials, are they really special? Instead, your servers should know the day’s specials and share them with your guests from memory. And speaking of memory, upselling really only works if your staff knows the menu backward and forward.
Oh, and Chef Duffy would love it if you’d stop doing truffle fries if you’re not going to use premium products.
Your Menu Isn’t “Just” a Menu
Obviously, I haven’t shared every one of Chef Duffy’s menu tips. However, the above should serve as more than enough to motivate you to review your own menu with a critical eye.
In fact, you should be inspired to have your leadership, BoH, and FoH teams review the menu as well.
Yes, spelling matters. Yes, grammar matters. And yes, every detail and bit of menu real estate matters. This is because, simply put, your menu is more than a list of items for sale.
As Chef Duffy says, “Your menu is your calling card, it’s just that simple.” He would also tell you that the first place people encounter your business is online after a search. So, your website is your showcase. But your menu? That’s your billboard on the freeway, as he says.
QR codes may have been the standard from 2020 to 2022. We all know why. But for the most part, with the exception of QSRs and LSRs, people want to hold your menu. It’s a tactile experience and true engagement.
Menu design, like your website’s design, matters. Don’t believe me? I have two framed menus on my office wall, and they’re not from client concepts.
To learn more about Chef Brian Duffy, visit his website here. And, of course, make sure to follow him on Instagram. To listen to his Bar Hacks podcast episodes, click here for episode 33 and here for episode 53.
Image: Catherine Heath on Unsplash
