In a nutshell, using research insights and behavioural science strategies to make a menu work towards desired outcomes, like increasing spend per head, driving sales of a particular category, tackling operational challenges, or improving the customer experience. 

By helping you understand your customers and sales data, so you can apply science-backed techniques to drive desired ordering behaviour.

The course content is broken down into videos that are only a few minutes long, so you can fit them in around your busy schedule. 

Completing the full 360 process usually takes about 16 weeks. Try to set aside 3-4 hours a week during this time if you can.

Once all the modules are live, you'll be able to binge the whole course in a day, but we guarantee you'll get better results if you work on your next menu update alongside the course. 

The course consists of ten main modules (with a short informational module either side):

• Goal setting
• Customer research
• Team research
• Market research
• Sales analysis
• 360 strategy
• Applying the science
• Tool selection
• Briefs and sketches
• Menu Geekery

Within each module are a series of short videos that you'll watch to complete each section. You can watch as many lessons per module as you like before pausing and coming back to the course whenever you have time. 

If you've a backstage pass (free with the first 100 courses sold), you will also have access to the Live Lounge, where you can ask questions, make friends online, get menu feedback directly from Annica and generally have a space to go for additional resources.

Not necessarily, but we recommend you have a real menu to work on as you go through the course, so if you haven't got your own, ask a client or friend if you can engineer theirs. 

Only those who have attended a 2Forks menu workshop or completed this course can join the Menu Geeks community. 

So it's full of people, just like you, who are actively working to improve their menus and learn more about consumer behaviour. 

It's a great place to make friends, ask questions, share your menu iterations and feel part of a peer group that has your back.

Even though this course is new, the Menu Geeks community is already active with workshop alumni, so you can look forward to hanging out with people from the brands featured on this page.

Yes! Once every month, in The Live Lounge, there'll be a group call with Annica, where anyone can submit their menu for personalised feedback on a first come first served basis.

You'll need a backstage pass to access these sessions. 

Backstage passes come free with the first 100 courses sold, so get in quick!

Absolutely. Any operator who puts in the work alongside this course has the potential to make their investment back many times over. 

We're proud to have hosted a number of independent restaurant businesses at our workshops and, as owner-operators tend to have the least support from others with their menus, they're often the ones who've got the most out of the day. 

We obviously don't want you to part with money you don't have, so take a look at our 'pay what you can' scheme for independents if you're struggling to come up with the course fee. 

There are benefits to having multiple team members complete the course, as you can then collaborate on your next menu update as you work through the course.

Most operators choose to send someone from the marketing, food or leadership team.  

So far, we've had great feedback from:

- Owners, CEOs, MDs
- Marketing Directors, Heads of Marketing/Brand, Marketing Managers
- Designers, Creative Directors
- Heads of Menu / Food Development, F&B Managers
- Head Chefs, Development Chefs
- Ops Directors, Regional Managers, GMs
- Finance Directors, Data Analysts 

For every course you buy, you will receive one unique login for the course platform. 

In order to get full access to the course (and a Menu Geeks invitation on completion) each team member would need to make their own purchase. 

We will not stop you from watching the course content with a colleague, but you cannot share your login and password with anyone else, or make copies of the course material (this would be copyright theft). 

In order to take part in the Live Lounge and Menu Geek communities, you also need your own login.

Menu Geek memberships are personal and cannot be transferred.

Access to the Live Lounge will give you a community that is much like a Facebook Group.

You can post in there asking for help or to make new connections with hospitality professionals just like you.

The weekly Q&A sessions allow you to get any queries about Menu Engineering answered by the 2Forks team. You might find that someone else who has completed the course has previously asked the same question so it's also a great resource for learning.

Annica's Live Lounge sessions give you direct access to the biggest Menu Geek in the world. They'll offer you the chance to submit your menu for personalised feedback (first come, first served, with new spaces available each month) and learn from the advice shared about other people's menus.

The sessions are recorded so you can watch them back if you're unable to attend. 

You will need access to the following data for each menu item:

• Sales volume
• Price 
• Cash made per sale (or GP% so you can work this out)

We recommend having at least one current month's worth of sales data. Three would be even better. 

Your menu is the single biggest sales tool you have.

If it's fully optimised and working as hard as it possibly can, you maximise its profitability potential.

As part of this course, you will learn techniques for improving spend per head and how to drive sales of particular menu items or categories. 

You will also be taught how to improve your customer experience and maximise the operational benefits of menu engineering, which can also contribute positively to your bottom line.

As every business is different, we can't guarantee an exact ROI on your investment, but we've had nothing but positive feedback from operators who have attended the workshops and trial courses that preceded this release.

The course takes you through the entire 360 Menu Optimisation process, which currently costs over £20,000 to go through on a project basis with 2Forks. 

In short, there is HUGE value in this course.