Author
Taylor Brewser
They tell you to categorize your dishes as "Stars" or "Dogs." We say your food deserves better than a matrix.
Traditional Menu Engineering is a cold calculation. You categorize items based on profitability and popularity into a matrix of Stars, Plow Horses, Puzzles, and Dogs. If a high-margin item isn't selling (a "Puzzle"), the standard advice is to just rename it or move it to a better spot on the page.
This ignores the most powerful sales tool in history: Narrative.
From Engineering to Curation
At Town, we don't just look at the math; we look at the meaning. Your customers are not just consuming calories; they are consuming stories.
Rich Media Product Pages: Don't just list ingredients. Town lets you embed a 15-second video of your chef plating the dish.
Producer Profiles: Tell the story of the farmer who grew the heirloom tomatoes.
The "Why" Behind the Buy: We’ve found that when you tell the story of a "Puzzle" dish—why you love it and how it's made—conversion rates skyrocket without you having to lower the price or manipulate the font size.
Data tells you what sells. Town tells your customers why it matters.
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