Because menu engineering can influence how guests perceive restaurant offerings, Jon Doemel added a $50 all-meat “Meatpocalypse” pizza to his menu. He only
sells a few annually. But Jon believes that anchoring the high end of his menu with super-premium priced items (like “market price” lobster or a $150 bottle of champagne) subtly elevates guest perceptions of the rest of the menu.

Jon Doemel, Owner
ZaRonis Macaroni and Pizza Pub
Oshkosh, WI

Creative dough-work makes Jimmy Casapizziolo’s pizza offerings visually distinctive in person and on social media. Jimmy often forms his pies to include unexpected “extras” not available elsewhere. Sometimes, he forms crusts from cheese-stuffed, oil-brushed garlic knots. Or dough is partially folded back over
fillings to create a partial calzone. These unique flourishes cost nothing to execute. But they capture guest attention and generate valuable word of mouth!

Jimmy Casapizziolo, Owner
Casa Pizzeria
Ludlow, MA

Restaurateur Julia Hanna covered her dining room wall with framed photos of guests’ mothers and grandmothers. Her “Nonna Wall” is dedicated to “honoring the women in our lives who fed and nurtured us, putting their own wants and needs aside.” For every framed nonna photo guests donate, Julia’s teams donate a meal to a local family in need! Knowing that their nonna is part of the restaurant helps customers feel especially close to everyone at Ritorno!

Julia Hanna, Owner
Ritorno Ristorante
Oakville, ON