BJ's Restaurant & Brewhouse
Menu Engineering
A menu is the highest-traffic piece of brand communication a restaurant owns. We engineered BJ's cocktails for clarity, appeal and profit.
- Menu system redesign
- Signature drink photography
- Sip & Share shareable feature
The challenge
BJ's signature cocktails and margaritas were competing with themselves — a long list that made ordering harder and made the most profitable drinks no easier to find.
What we did
We redesigned and engineered the cocktail and margarita menu around how guests actually order: signature margaritas and Brewhouse classics given their own territory, seasonal, non-alcoholic, BYO and happy hour clearly structured, and photography used to sell the drinks that deserve the sale. The Sip & Share feature — a Don Julio Margarita Tree platter — gave tables a reason to order for the group instead of the person.
The consequence
A menu system that reads faster, sells the signature drinks harder and gives every table a shareable upsell.
Scored on the
consequential triangle.
- Talkability
- A margarita tree arriving at a table is a photograph.
- Defensibility
- Signature serves are named, owned and hard to copy credibly.
- Indispensability
- The drink people come back for is a habit, not a menu item.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.