It seems remarkable that rethinking a menu could increase an operator’s net profits by $68,000 per year, but that’s exactly what happened to Michael Lewis, owner of Seafood Sam’s in Falmouth, MA.

“I consider the Fried Lobster and Shrimp Combo to be our best dish—the seafood is fresh and it’s just a delicious meal—but before the menu redesign, I couldn’t give it away,” says Michael. “Now I’ve gone from selling 10 a week to selling probably 30 or 40 per day!”

Michael first heard about Focus Marketing’s menu redesign services from his brother, Jeffrey, who runs the Seafood Sam’s in Sandwich, MA, and who has also experienced bottom-line success with Focus. “We’d had the same menu type for the past 30 years,” says Jeffrey. “When the opportunity came along to explore the possibilities of a menu redesign, we were interested. It didn’t cost anything to sit and talk with SYSCO’s Business Development Manager, who was representing Focus. After the initial meeting, we sent in the necessary figures and usage information, and they came up with a whole new menu concept.”

The brothers took that concept and applied it to the menu boards at their counter-service operations—and the rest, as they say, is history.