2 Forks

2Forks offers copywriting, content strategy and consultancy services. We help restaurants and brands connect with hungry consumers through engaging food & drink content.

Co-Founder

Pizza Pilgrims

NED advising on menus, marketing and customer experience for the best pizza business in town 🍕

Non Executive Director

Gåva

Gåva sources mindful gifts based on sustainable Scandinavian design. Treat clients, colleagues, family and friends to eco-friendly Easter Äggs that can be refilled year after year.

Rakuten Viber

I helped build communities on Viber Public Chats, attracting 1,9 million global followers to the 2Forks Food & Restaurants channel.

Public chat manager

Square Meal

Restaurant reviewer and editor of Square Meal's Venues & Events titles (annual guide, quarterly magazines & website), Square Meal Weddings (magazine) and Square Meal Christmas (magazine).

Editor

The Resident

I wrote the Table Talk (food & drink news) and Restaurant Review pages for The Resident (the glossy monthly property magazine for Chelsea, Kensington, Mayfair, Knightsbridge & Notting Hill) on a freelance basis for five years.

Food writer

ATS Travel Consultants

London DMC specialising in hotel, event and restaurant bookings + hospitality tickets for Scandinavian corporate groups

Incoming tour operator

2Forks can feed your business. Join The Food Marketing Club on Facebook (it’s free!) and talk to me about menu optimisation, POS materials, staff comms, web copy, email marketing & content strategy.

Hello, everyone - I'm back!! Not just from camping in my evening gown (that was just this past weekend 😜) but from a couple of months off LinkedIn.

To celebrate my return, as well as back-to-school season and my 49th birthday this Friday (🥳) I'm gonna kick things off by offering a 49% discount on my menu engineering course. 

👇 Drop a note in the comments and I'll DM you the discount code.

More details on the course and why you want it here: http://bit.ly/2Fmenucourse

#menuengineering #hospitality #restaurants #menus

Annica Wainwright

Today, I'm working on my slides for the Event of the Year! 🥳

During our 30-minute speaking slot, the inimitable Laura Mimoun and I will attempt to take you through the entire 18-month menu journey we've been on with The Real Greek, sharing the highs and lows, the awesome trips to Greece and the long hours back at HQ, our relentless search for the perfect Greek salad, the many test menus that got us to the one we use today and, most importantly, what worked and what didn't. 

I can't wait to share our own story and hear from the rest of the incredible lineup of speakers, including Dan Brookman, Jenny McPhee, Mark McCulloch, Jack Edge, Kate Lister-Clancy, Natalie Brereton, Luci Cunningham, Laura Lewis, Will Kenney, Zoe Anderson, Nick Jones MCIOB, Vic Gottschalk and Joshua Cole.

But the best bit will be to hang out with the awesome group of people I've  been chatting to online for years. Kudos to Victoria Searl for creating a space for us all in the first place and to the one and only Glenda Barber for finally bringing the gang together in real life. You both ROCK! 🤘

As can only be expected when an incredible online community gets the opportunity to spend a day - and night! - together in person for the first time, tickets to Team Marketing IRL are already sold out. 

But it's never too late to join the best WhatsApp group in hospitality: https://lnkd.in/ef6XF-Qc

And there is (a very looooooong) waitlist operating for the event itself: https://lnkd.in/ez-yNcDU

🎟️ Who managed to get their ticket?

Top tip for visitors to Excel: show your visitor badge or event ticket for half-price tickets to the cable car 🚠 

Who’s at The National Restaurant, Pub & Bar Show - the new name for Casual Dining today? 

I’m in yellow so I’m easy to spot. Come say hi! 👋

100% positive feedback. One of the many reasons you should consider snapping up my menu engineering course before the Nearly-Half-Price Birthday Offer runs out at the end of this week. 

All of the content that the brands pictured here raved about after attending one of my menu workshops is all covered in the course. But here, I break it  down into easy steps, with in-depth video tutorials, checklists and practical examples for each part of the process. 

💪 Plus, you get to keep it all and keep smashing your menu with every update. 

I know it's an investment, but the ROI (for anyone willing to put the work in) is off the charts and the one-off discount I'm offering this week - and this week only - is HUGE. 

DM me for the discount code today. 

More details about the course here: http://bit.ly/2Fmenucourse

In case you need some extra ammo to get the expense signed off quickly, I'm also dropping in some bullet points for your CFO. 

❤️ Indie operators: tap me up for "pay what you can" seats. 

#menuengineering #menudevelopment #menuoptimisation #menus #hospitality #restaurants

Who got me this fab birthday present? I’ve asked family & friends and nobody’s claiming it so I’m guessing it’s from a very generous client or colleague..? Make yourself known, please! There was no note in the parcel and I’d very much like to know who to think of every time I cook something delicious in this pan. Thank you, mystery giver of gifts. I love it! ❤️

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Surround yourself with people who keep smiling through, no matter what.

Last year, our team won GOLD at the East Kent Pickleball League.

🥇🥇🥇🥇

This year, we moved up two categories and lost every single match. 🤣

But we fought every point hard and we had an absolute laugh through all 12 games.

There are people who are only happy when they win and then there are people who are genuinely HAPPY, regardless of whether they win or lose. 

I count myself lucky to know more of the latter than the former. 

Happiness for the win! 🏆

My new course, Menu Engineering by 2Forks, is the result of 25 years of obsessing over what makes menus work, from sales data to customer behaviour to design psychology.

This isn’t just a bunch of tips and tricks. It’s a full framework for building a smarter, more strategic menu that works for your guests, your team and your bottom line.

If you’re curious about what’s inside, I’ve popped the module breakdown in the PDF below 👇

This course is for anyone who wants to:
✔️ Improve margins without scaring off regulars
✔️ Rebalance a bloated or underperforming menu
✔️ Understand why certain dishes succeed and others don’t
✔️ Build a menu that reflects your brand and drives your goals

Whether you’re running one site or twenty, my 10-step framework will help you look at your menu in a completely new way.

More details at http://bit.ly/2Fmenucourse

#MenuEngineering #MenuDevelopment #MenuDesign #HospitalityTraining #Restaurants #Hospitality

What's inside the 2Forks Menu Engineering course?

📚 FROM THE MENU ARCHIVES 📚

10 Greek Street - April 2015

I've always been a big fan of the blackboard menu. 

Wish I had a snap from the early days of The Eagle in Farringdon, but I never did make a habit of bringing my Canon IXUS to dinner 📸

What I like most about blackboards is that they force constraint. Just three starters, six mains, two inbetweeners that could serve as one or the other, plus three very seasonal sides. Boom. 💥

What menus do you still remember from ten or more years ago?

#menugeek #menus #restaurants #hospitality

SPOTTED: a little nugget of ✨gold✨on the Ambiente Tapas menu.

Can you believe I nearly missed this?!  

We were coming to the end of Sophie Thorpe’s first feedback session in the Live Lounge when I noticed something on her menu wasn’t quite what I’d expected. 

See the little QR code just above Sophie's head? That’s not a link to an allergen menu. The copy next to it actually says "View our menu in Chinese”.  

If you scan the code, you land on a simple google site, where a Chinese intern has helped the Ambiente team bring both their menu and wider restaurant experience to life for a brand new audience.

An audience that’s very comfortable with the sharing food concept, that favours late afternoon / early evening dining (helping to grow an otherwise slow day part) and that just needed a little encouragement, with picture-led content and familiar script, to get stuck in. 

💡How clever is that?!

On the Menu Engineering with 2Forks course, we don’t just learn from the course content itself. We also learn from each other.

Access to the Live Lounge, where we host calls like these every month, is currently FREE for six months.

Just make sure you tick the box to add a free Backstage Pass to your cart at checkout: http://bit.ly/2Fmenucourse

The next call is on Tuesday and there’s currently space in the hot seat if you’d like my eyeballs on your menu. 👀

#menugeek #menuengineering #menudevelopment #restaurants #restaurantmarketing #hospitality

🌏 Menus of the World 🌏

I loved ordering from this comic book-themed menu at Samurai Kitchen in Chiang Mai, Thailand.

What are some of the more unusual menus you’ve spotted on your travels?

#menus #menudesign #menuengineering #menudevelopment #restaurants #menugeek

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