Crafted Choice is a specialist hospitality consultancy focused on one thing: increasing profit per customer in independent restaurants.

We work with owner operated venues that are busy, well-liked, and operationally sound, yet feel underwhelmed when it comes to margins. In most cases, the issue isn’t demand, pricing, or marketing. It’s how choices are structured inside the restaurant.

Menus grow organically. Service prompts fade or become inconsistent. Over time, small decision frictions build up and quietly suppress average spend per guest. These losses are rarely obvious, but they compound every day.

Crafted Choice exists to identify and correct those invisible profit leaks using principles from behavioural economics and choice architecture.

Our work doesn’t rely on discounts, promotions, or asking staff to “sell harder.” Instead, we redesign menus and service structures so that higher value choices feel natural, intuitive, and easy for guests to make.

We operate through a structured, data led optimisation programme and work directly with owners who are open to reviewing how their menu and service design influence commercial outcomes.