Menuvation Center

The Menuvation Center is a collaborative test kitchen and think tank designed to help you, our customer, find the next big thing for your menu.

This is the spot where culinary creativity thrives. Where inspiration becomes innovation. Where industry professionals, like you, collaborate with our cutting-edge chefs to develop crave-worthy recipes, explore new flavors and so much more. This is Where Cravings are Made.

The place

Located in The Hatchery, the heart of culinary innovation in Chicago, our kitchen is an incubator for crave-worthy solutions

The process

Our insight-driven iCRAVE Process is designed to jumpstart innovation and guide the way to your next menu concept

The people

Work shoulder-to-shoulder with our distinguished chefs and foodservice experts to discover new cravings

The promise

We are dedicated to providing you with incomparable culinary creativity and finding groundbreaking solutions for your menu

The Place

Where cravings are made

The Menuvation Center is located inside The Hatchery—a food and beverage incubator in the epicenter of Chicago’s bustling food scene. You’ll be fully immersed in the creative process, the spirit of innovation, and the unmatched flavors of Chicago’s culinary culture.

Work with the Best

Partner with our team of experts to create the next big thing for your menu in our collaborative test kitchen.

Partner with our team of experts to create your next big menu item.

Put on a Show

Create crave-worthy content in a production kitchen equipped with professional video equipment.

Create crave-worthy content in a video production kitchen.

Inspire and Teach

Bring great minds together to share ideas in classrooms, conference areas, and event spaces.

Share ideas in classrooms, conference areas, and event spaces.

Immerse yourself in Chicago's culinary scene

Work alongside the city’s brightest food entrepreneurs, and feel the inspiring buzz of great minds bringing fresh ideas to the table.

The Process

A fluid combination of real-world insights, data-driven analysis and imaginative thinking is the key to Menuvation success.

Tap the plates to explore the process

I

INVESTIGATE

WHAT’S HAPPENING IN FOOD CULTURE?

We use proprietary and research partner data to identify trends and find opportunities for innovation.

C

CONSIDER

WHAT’S HAPPENING IN YOUR OPERATION?

We analyze your unique opportunities and constraints to identify ways to level up your menu.

R

REIMAGINE

HOW DO TRENDS TRANSLATE?

We develop concepts that suit your menu, operation and customers using our consumer-loved food and brands.

A

ANALYZE

WILL IT WORK?

We simulate a range of back-of-house conditions to identify successes and challenges. We will also work with you on sensory, consumer, and packaging testing.

V

VERIFY

WHAT DO YOUR CUSTOMERS WANT?

We partner to develop item names, descriptors and execute concept tests with consumers.

E

EXECUTE

WHAT’S THE MOST EFFECTIVE WAY TO LAUNCH?

We work through the execution criteria for your operation and help you ideate ways to market your new menu items.

The People

Our illustrious team of in-house chefs, The Crave Makers, are dedicated to finding the solutions your menu needs now. They’re Making The Crave with the help of The Culinary Insiders, our field team of restaurant chefs and industry experts.