Menu Review & Food Strategy

Project Overview
QSR sushi roll brand SushiDog sought out Egg Soldiers for a review of its menu offering and pricing strategy, with a view to improving its food approach and implementation.

Improving the holistic offer was a focus point for the project, with protein/filling options, toppings, sauces, salad bowl bases, and offer sizes all covered as part of the brief.

We were also tasked with the development of new signature dishes to support SushiDog growth and expansion.
Egg Soldiers x SushiDog:
Our Approach
Immersion & Review
Egg Soldiers began with a full concept & brand immersion, reviewing the overall F&B offer and operations, and tasting the menu on-site.

This phase was all about understanding the brand DNA and identity, the menu proposition, the customer journeys, and the kitchen efficiencies, with the team following up with an immersive product planning workshop with the SushiDog founders to bring to life and co-create a new menu roadmap to elevate the offer.
Menu Strategy & Dish Improvements
Following the workshop, Egg Soldiers presented a food menu roadmap to the client, complete with:

· Core guiding principles
· Headline recommendations
· Dish upgrade details across the existing menu
· Dish breakdowns and costs per dish upgrade
· Menu 'gap' analysis and actionable opportunities
· New signature dish outlines
· Pricing strategies
· Packaging direction
· Proposed menu launch plans
New Signature Dish Development & Launch
Egg Soldiers' award-winning development team created a range of new signature recipes for SushiDog, led by the findings and outputs of the menu strategy phases.

We led SushiDog through each of our proposed new dishes, hosting tasting sessions while also drilling down into concepts and costings, emerging with standout new menu additions, complete with dish builds for the on-site teams, costings and supply chain breakdowns.
Client Feedback
  • Greg Ilsen, Co-founder
    "Working with Egg Soldiers was a game-changer for us.

    "We had quite specific requirements - not to revolutionise our food operation, but elevate certain areas to really push the holistic menu offer. We needed a confident yet considered hand to guide us here, and we chose our development partner with real care.

    "Our process clearly paid off, with Egg Soldiers creative, passionate and professional in equal measure. They had exactly the right approach, keeping us engaged during every stage and delivering perfectly to the brief."
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