Menu Redesign — Case Study | Main Street Menu Club

Toast Coffee + Kitchen  ·  Menu Engineering Case Study

How Toast Coffee + Kitchen made every guest spend more

Toast Coffee + Kitchen relaunched their menu across all operating locations and saw an immediate lift in in-store spend per guest. The numbers below compare the 90 days before vs. the 90 days after the menu launch — in-store sales only.

90-Day Before & After  ·  In-Store Only

The impact at a glance

Spend Per Guest — Before & After

Spend per guest before
$22.44
90 days pre-launch
Spend per guest after
$23.58
90 days post-launch
Increase per guest
+$1.14
+5.1% in-store
Total revenue lift
+$127.7K
across 4 locations

Location breakdown

Every Location Saw the Lift

Bay Shore
Before
$23.32
After
$24.74
+$1.42 / guest
+6.1%  ·  +$39,151 total
Long Beach
Before
$22.13
After
$23.49
+$1.36 / guest
+6.1%  ·  +$30,940 total
Patchogue
Before
$22.29
After
$23.14
+$0.85 / guest
+3.8%  ·  +$23,392 total
Port Jefferson Station
Before
$22.08
After
$23.07
+$0.99 / guest
+4.5%  ·  +$34,193 total

The lift was consistent across every Toast location. Not one outlier pulling the average up — all four operating locations saw higher in-store spend per guest in the 90 days after launch. That consistency points to menu design as the driver, not local factors or seasonality.

Revenue impact

$127.7K Generated by Higher Spend Per Guest

Post-launch guest count × increase in spend per guest, by location.

Bay Shore $39,151; Long Beach $30,940; Patchogue $23,392; Port Jefferson Station $34,193.

Calculated as: (post-launch spend per guest − pre-launch spend per guest) × post-launch in-store guest count. Does not account for changes in guest traffic volume.

What the redesign delivered

Results Across the Board

01
Spend per guest up at all 4 locations Every operating location improved in-store spend per guest over the 90-day window after launch.
02
$127.7K revenue lift from higher spend Driven entirely by guests spending more per visit — not by raising prices.
03
Average order value up 2.5% overall Guests ordered more per transaction across in-store and all channels combined.
04
+3.8% to +6.1% lift across locations A consistent, system-wide result — not a one-location outlier pulling the average up.