Brett Spiegel, Vice President of Direct Ordering at Checkmate, breaks down why the menu has become one of the most powerful and overlooked tools in modern restaurants. From managing constant menu changes across multiple channels to turning digital screens into revenue drivers, he explains how leading brands are using data, testing, and technology to increase average order size and improve the guest experience. This episode explores how Checkmate helps operators simplify complexity and scale smarter.

• Menu Is No Longer Static – What used to be a fixed board is now a dynamic system changing multiple times a day. From pricing to availability to promotions, managing menus across every channel has become one of the most complex operational challenges in restaurants.
• Treat Menus Like E-Commerce – The most advanced brands are testing menus the same way they test websites. Rotating images, adjusting layouts, and analyzing performance by daypart allows operators to influence behavior and increase average order size.
• Data Over Instinct Wins – The best operators are no longer guessing what works. By testing everything and letting performance data guide decisions, restaurants can continuously optimize menus to drive both revenue and a better guest experience.

Episode Links

Brett Spiegel LinkedIn: https://www.linkedin.com/in/spieglbret/

Checkmate Online: https://www.itsacheckmate.com/

Checkmate LinkedIn: https://www.linkedin.com/company/itsacheckmate/

Checkmate YouTube: https://www.youtube.com/channel/UCKDPX--cVJ2uPtnS_6sC1hA

Checkmate Instagram: https://www.instagram.com/itsacheckmate

Checkmate Facebook: https://www.facebook.com/itsacheckmate/

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