What This Workshop Is About
The restaurant industry has changed—but your pricing strategy probably hasn’t. What worked 20 years ago is quietly killing your profitability today as food, labor, and fixed costs continue to rise. Most operators are still using outdated formulas that don’t fit this environment.
This workshop fixes that—fast.
It’s not about lowering food cost; it’s about making more money with the menu you already have. You’ll learn why food cost percentages can mislead you, why high-cost items can actually be your most valuable, and why dollars—not percentages—are what truly matter. Because the most expensive seat in your restaurant is an empty one and the second most expensive is the guest ordering the cheapest item.
Join the WorkshopThis is for:
Restaurant owners & operators, restaurant groups, chefs, and anyone struggling with food cost, profitability, or cash flow.
What You’ll Learn
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Fixed Cost Per Customer
(FCPC)
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Contribution Margin
(Plate Profit)
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Menu Pricing for Today’s Economy
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Revenue & Velocity Strategy
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Menu Engineering That Actually Works
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What Other Chefs are Saying
What You’ll Walk Away With
You’ll walk away with a clear, practical pricing framework you can apply immediately, along with the ability to quickly spot which menu items are driving profit and which are holding you back. You’ll also gain a strategy to increase profitability without sacrificing quality or guest experience, and a completely new way to view your menu—as a direct reflection of your business model.
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1st Live Call on April 27, 2026 at 1:00 PM EST
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2nd Live Call on May 4, 2026 at 1:00 PM EST
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 Lifetime Access to Recordings of Live Calls
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Menu Money Machine Worksheet
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 Menu Money Machine System Tool
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 Live Q&As with Chef James Avery
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Peer InteractionÂ
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Join the Workshop
Chef James Avery is one of the most talented and inspiring chefs I’ve ever had the privilege to learn from. I truly couldn’t have done it without him. What started as mentorship has turned into a genuine friendship, and I’m grateful to have someone like Chef Avery in my corner.
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Kyle Timpson
Executive Chef,
Hell’s Kitchen Foxwoods
Winner, Hell’s Kitchen Season 24
Join the Workshop
Meet Chef James Avery
Chef James Avery’s culinary journey began at a young age, delivering pizzas at a local pizzeria on the Jersey Shore. His passion for hospitality took root while working in a variety of restaurant roles during his college years in Florida. He later pursued formal culinary training at The Art Institute of Ft. Lauderdale before returning to New Jersey, where he continued developing his craft in some of Atlantic City’s most respected kitchens. Over the years, James honed his craft working in kitchens of the some of the most renowned chefs in the industry, including David Burke, Michael Mina, and Gordon Ramsay. His work with Ramsay led to multiple seasons as the on-camera sous chef on FOX’s hit series Hell’s Kitchen, along with appearances on Kitchen Nightmares and 24 Hours to Hell and Back.
Beyond television, James has owned and operated several acclaimed restaurants, most notably The Bonney Read and The Black Swan in Asbury Park, New Jersey. His dedication extends beyond the kitchen—he’s passionate about fitness, family, and food. James believes that living a meaningful life as a chef life starts with what you create in the kitchen and how you nourish both body and soul. His mission is to share both his recipes and living a successful and balanced life.Â
