Howard Moskowitz has consulted many companies in the food industry to help them discover profitability through offering variety. Clients include Pepsi, Prego, Ragu and many others.

I recommend watching this video of author and speaker Malcolm Gladwell as he details revelations of Howard’s research and life experiences.

Things to note:

• People don’t often know what they want
• There is a great variety in what people like to eat and drink
• Don’t search for the perfect recipe. Instead, seek the perfect recipes.
• Offering variety will increase your audience, and your profit margins.

There are many considerations when crafting a menu. Experts will say to keep the menu small and centralized. My recommendation is to find ways to offer variety around your primary dishes, whether that’s through toppings, sauces, rubs, etc. Offering samples of these might also be wise to ensure guests are satisfied with the full dish.

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