About Us

Bill Paul loves restaurants with a passion! So that's why it was no surprise that his business, The Menu Advantage® involves the restaurant business.When Bill got the idea for the Menu Advantage®, he was the corporate food service director for the largest department store in the country. There, he was able to experiment with lots of new ideas quite easily, including menu engineering.

It took several years of extensive research and development to refine the numerous unique analytical tools and techniques used in the Menu Advantage® before it was launched in 1985.

The Menu Advantage® has developed a reputation for its unique assessment process, which can be described as the "psychology of menus". By using the years of experience in menu engineering and menu marketing, Bill has developed the Classic Five Point Plan, which analyzes your menu and maximizes your restaurant's profitability.

Also be sure to check out our Partners Page for additional resources for your business.