“Evaluate your menu and ask: What are the weakest items? Use ingredients that can be applied to multiple menu items, such as tomatoes for sauces/salsa, burgers and sausage. Our chili is homemade, and some customers might think it’s too spicy or made with too much meat. As much as we listen, if you alter the recipe, the next thing you know you’re offering ‘elevator-style’ chili.”

michael lawson
Photograph courtesy of The Thumb