About
The people behind Smart Menu Design.
A small team using behavioural science, menu design and sales data to help foodservice earn more margin with the same kitchen. And because the highest-margin dishes are often plant-based, that also moves the protein transition forward.
The team
Rosanne Hakfoort
Founder
Jonathan Sander
Sales & Partnerships
Three principles
Things we don't budge on.
Principle 01
Margin is the reason.
A menu has to make money. We steer toward the highest-margin dishes, without raising prices or changing recipes.
Principle 02
Plant-based is often the route.
The highest-margin dishes are often plant-based. So more margin goes hand in hand with a menu that's better for people and planet.
Principle 03
Behaviour, measured.
No gut feel and no stated intentions: we measure what guests actually choose, in your POS data, with a control site where possible.