"What you want to offer and what they want to receive are rarely the same thing"


'The Food Profit Formula for Pubs' consists of 7 chapters. Specifically designed this way, it allows you to choose whether to cover all 7 chapters, or pick individual ones that you feel to be the most important right now and move on to another chapter later.

As a reminder, the 7 chapters are listed below:

Course Chapters:

Chapter 1 [Food Proposition] – Shows you how to build a compelling and profitable food proposition

Chapter 2 [Commercials] – Shows you how to effectively control food costs and optimise menu prices for maximum gross profit

Chapter 3 [Quality] – Shows you how to deliver quality food presentation to a standard that will exceed expectation

Chapter 4 [Menu] – Shows you how to design a profitable menu that appeals to your specific customer audience

Chapter 5 [Pub Standards] – Shows you how to set appropriate pub standards that will exceed customer expectations

Chapter 6 [Teamwork] – Shows you how to develop highly productive employees who will deliver your goals

Chapter 7 [Marketing & Sales] – Shows you how to effectively market your pub at low cost to drive more sales

Which chapters are best for me?

Here's what we recommend...

New publican (you're taking on your first pub) - Completing all 7 chapters provides you with the full suite of what we call 'Pre-entry food training' to ensure that you have your compelling and profitable food offer up and running correctly and in the fastest possible time. You can work through the chapters at your own pace and at times that are most convenient for you. This training has been proven to help new publicans avoid making mistakes that lead to many pubs struggling to survive. This course guides you through the whole process and makes your future success much more certain.

Experienced Publican (you have experience of running your own pub but there are problems that need fixing) - Choose a single chapter that will help you deal with the problem of most concern to you.

NOTE: You have arrived on this page because you've clicked on Chapter 4 - Menu, so below we have provided some more detail to help you decide if this Chapter is what you need. If you wish to go back and look at ALL chapters (1 to 7) CLICK HERE

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Chapter 4 - Menu

This chapter deals with how to design, lay out, write the copy and produce a menu that will effectively target and wow your identified customers groups

So in this chapter we talk you through:

  • How to inform and educate customers about your food credentials
  • How to tell the story and amplify the message about your food, and highlight your menu and dish USP’s
  • How to differentiate your menu from your competition
  • How reducing menu range and copy and focusing on key words can influence customers choice of menu selection
  • How to best sell your food proposition through effective menu copy
  • How to decide on the look and feel of your menu to best convey your offer
  • How and when to use chalkboards and how to ensure they look great and are kept ‘fresh’
  • How to use your menu as a marketing tool
  • How to brand your menu so it looks joined up with your existing pub imagery
  • The importance of allergen information on your menu

In this chapter in a very practical way we use video and some back up notes to make it easy for you to understand, what needs to be done and how to do it. We remove the mystique and marketing spiel that surrounds menu design and simplify the menu production process, so you can quickly produce the menu that is perfect for your pub.

So why is it so critical to get your menu right?

Your menu showcases your food offer, get it wrong and customers may not even progress to trying your food offer! Get it right and customers will be keen to sample your food proposition. As an example, when customers read your menu online, within 60 seconds they will decide whether to visit you or not!

By using the guidance and tools we provide you are far less likely to disappoint your customers and more likely to build repeat visits,

If not Now, when?

Avoid leaving it to chance, avoid getting it wrong.

Learning by "trial and error" is by far, much more expensive in terms of your time, money and sleepless nights than the small investment in this course.

Ever heard the saying..."It's our decisions, good or bad that determines our future"? When you invest in yourself, you invest in your future.

Join us today and get everything you need to follow in the steps of the industry's most highly profitable pubs and make the future bright, profitable and enjoyable for both yourself, and your family.

CLICK the button below where you see 'Enrol in course' and get immediate access to all of the know-how, tools and resources listed in the curriculum below. We look forward to welcoming you inside the course...

The Food Profit Formula for Pubs

Your Tutors:

Tony Aram - Independent Pub Food Development Trainer & Adviser. (former: Catering Director for Hungry Horse, Catering Strategy Manager for Whitbread, Food Strategy Manager for Ei Group, and Food Operations Manager for Tom Cobleigh)

Marcus Kilvington - Food Profitability, Sales & Marketing Specialist. (former: National Account Manager, Senior Sales trainer & Trade Sector Manager for Global & British brands; Knorr, Hellmann’s, Tetley, Twinings, Hall & Woodhouse, Rubicon Drinks)

We're gifting you £50 towards this course...

The normal price for this course is £147.00 + Vat.

However, from over 30 years of experience each in the food and beverage industry, we know how important this training can be to the success, profitability and the sustainability of a pub. We don't want price to be a concern to you.

Publicans who've used the know-how, tools and resources provided here have saved themselves... time, money, unnecessary stress, sleepless nights and even marriages!

So as our gift to you, we're giving you £50 towards this course. *Please note that this is a limited time offer

The investment when you buy today, is just £97 + vat

Don't delay - CLICK where you see 'enrol in course' to join us and get immediate access today.

Enrol in this course and get started TODAY (before your competitors do!)



Chapter 4 (of 7) - Menu

Chapter 4 [Menu] – Shows you how to design a profitable menu that appeals to your specific customer audience

How different style menus give different messages to your customer


How different style menus give different messages to your customer

key things you need to consider when producing menus


The key things you need to consider when producing menus

Insights from successful pub operators


Insights from successful pub operators