Analysis of the decisions behind restaurants, brands and customer experiences. Written to be used on Monday morning, not admired in a deck.
Marketing & Culture
The cheese pull, the tableside pour, the dessert made to stop a scroll. None of it is accidental anymore. Instagram is starting to shape what gets created, plated and pushed hardest on the menu. We break down what actually earns attention, what turns that attention into demand, and how restaurants can build for the feed without letting the feed run the kitchen.
17 August 20268 min read
Showing 11 of 11 pieces
Menu Psychology
Everyone orders it. Great. Now look at contribution margin, prep complexity, waste and what customers are not ordering because of it.
Read the analysis
Brand Strategy
A £5 matcha or ₹300 dessert looks small on the P&L. A product people can justify buying three times a week starts looking much more interesting.
Read the trend
Hospitality Marketing
Automate the repetitive work. Be much more careful with the moments customers actually came for.
Explore AI in restaurants
Guest Experience
Scarcity can signal desirability. It can also signal that you have no idea what you are doing.
Read the psychology
Culture & Trends
Cafés sell seats as much as coffee. What happens to the margin when the room becomes the product, and how the best operators price for dwell time.
7 February 20268 min read
Restaurant Branding
Most restaurant names fail the phone test. A working method for names that survive a recommendation, a sign and a search bar.
31 January 20266 min read
Customer Loyalty
Acquisition gets the budget, but the return visit sets the business. What operators can measure — and change — between visit one and two.
24 January 20267 min read
Marketing & Content
The plate photograph is saturated. The pictures that convert now show the light, the table and the company you would be in.
17 January 20265 min read
Consumer Psychology
Price is the fastest brand signal you own. How rounding, currency symbols and menu placement shift perceived quality.
10 January 20266 min read
Restaurant Launches
Soft launches, invite lists and capacity choices shape the first hundred reviews. A framework for sequencing the first fourteen days.
3 January 20269 min read
Guest Experience
Tone-of-voice documents rarely reach the floor. How to translate a written brand voice into three sentences a team will actually use.
20 December 20255 min read
Curated runs of pieces that build on each other — read in order, or dip in.