Annica Wainwright - The Psychology of Menus, Messaging & Guest Experience

🎙️ Menus That Speak for Your Brand — with Annica Wainwright of 2Forks

In this episode of Captive Conversations, I’m joined by writer and strategist Annica Wainwright — co-founder of 2Forks — to explore the power of words in hospitality.

We break down:

• 🧠 Why most hospitality brands sound the same — and how to stand out
• 📝 The difference between clear copy and clever copy (and why it matters)
• 📋 How menu strategy shapes what people order — even what they drink
• 🎯 Why tone of voice isn’t fluff — it’s your frontline

Annica shares examples from real restaurant projects, how she uses brand research to shape storytelling, and why designing menus isn’t just about what’s on the plate — it’s about how you make people feel.

"You’re basically hypnotising people with your menu… and it works.”

If you’re working on menus, brand strategy, tone of voice, or storytelling in the hospitality space — this one’s packed with gems.

📺 Watch the episode: YouTube

#HospitalityStrategy #2Forks #CaptiveConversations #MenuDesign #ToneOfVoice #RestaurantBranding #HospitalityLeadership