Food photography that actually sells the dish
Two bowls of the same soup arrived at the same table, photographed ten minutes apart, and only one of them made a customer order…
The DWF blog
Food, places
& what fills them.
Practical thinking for the people who serve, sell, make and move food — plus the dishes, products and details worth crossing town for.
Latest field notes
Menu pricing strategies that protect margin without losing guests
Menu pricing strategies that protect margin without losing guests A line cook at a packed neighborhood bistro noticed that the nightly specials were selling…
Restaurant branding: how to build an identity guests remember
Restaurant branding: how to build an identity guests actually remember A line cook in Austin spent six months perfecting a mole, only to print…
From Scratch: Why Specificity Wins Food Marketing
Specific details make restaurants, markets, producers and suppliers memorable. Here is how to turn real operational proof into useful food marketing.
Menu Engineering Without Killing the Soul of the Menu
A practical approach to menu engineering that combines contribution margin, popularity, operational reality and the dishes people remember.
How to Turn One Signature Product Into a Month of Content
A four-week content system for restaurants, markets and food brands built from one real dish, ingredient or product — not constant novelty.
The 15-Minute Food Business Website Audit
A practical 15-minute website audit for restaurants, markets, food brands and suppliers: find the friction that costs visits, orders and enquiries.