Our Mission
We are collaborators, not consultants. We work with you and alongside you to help bring your passion to life in a product.
Expanding Our Collaborative DNA
As a team of food and beverage consultants, we don’t simply advise—we immerse ourselves in each client’s world. Our approach is rooted in real partnership, where creative exploration meets commercially responsible execution. That combination has guided Menu Collective across years of industry evolution, empowering brands to build meaningful products that stand out in crowded categories. If you’d like to discuss a potential project, feel free to contact us today.
Elevating Innovation Through Real-World Understanding
Innovation is never just an idea—it’s a process. Our work reflects hands-on experience developing beverages behind the bar and shepherding products through commercialization. That blend of artistry and industry awareness gives our team the ability to spot emerging opportunities early while also navigating the practical realities of formulation, operations, and market delivery. When clients ask how to transform inspiration into something scalable, we guide them step-by-step.
Strengthening Brands at Every Stage of Growth
Some clients arrive with an established legacy, and others are taking their first steps toward a new idea. Regardless of scale, we remain focused on shaping commercially viable outcomes. Our team thrives in collaborative ideation sessions, digital formulation development, and the ongoing refinement that leads to a Gold Standard concept. Along the way, we build strategies that not only express brand personality but also respond to real consumer expectations.
Refining Menus With Purpose and Precision
Whether our projects involve refreshing a beverage portfolio, designing a category-defining menu, or supporting a retail expansion, every decision is grounded in purpose. We believe creative energy is most successful when directed by clear intent. That’s why the Menu Collective mission always circles back to understanding our clients’ goals, passions, and long-term commercial needs. If you’re exploring new ideas, reach out—let’s create something remarkable together.
Empowering Industry Leaders and Emerging Innovators
We’ve had the privilege of collaborating with iconic brands as well as independent creators just entering the market. This mix keeps our creativity sharp and reminds us that every innovation begins with a question. As a collaborative beverage development company, our role is to provide solutions backed by thoughtful design principles, rigorous testing, and a trusted network of specialists. Together, we design paths that clients can confidently deliver to market
FAQs
What types of clients do you work with?
We collaborate with established beverage brands, fast-casual and retail operators, start-ups, and entrepreneurs looking to create or expand beverage offerings.
Do you only focus on beverage projects?
While beverage development is our specialty, we also support menu strategy and related food applications when they strengthen the overall program.
How early in the process should we contact you?
We can support you from the initial concept phase, during formulation development, or closer to commercialization—it depends on your needs.
Can you help refine an existing beverage menu?
Yes. We regularly optimize existing menus by modernizing flavor direction, improving commercial efficiency, and aligning selections with current trends.
Do you provide guidance after a product launches?
Absolutely. We help clients navigate distribution, category strategy, and ongoing refinement to ensure continued market relevance.
How soon can a project get started?
Once we understand your objectives, we assemble the right team of specialists and begin planning a project timeline based on scope and priorities.
Our Story
At Menu Collective, experience is our most important asset. We have a combined 45+ years in the food and beverage industry.
The company was founded by Stuart McCarroll in 2016 after leaving his corporate Vice President role at a large food & beverage company. Knowing the struggles those in the industry face when it comes to “what to do next”, Menu Collective offers beverage consulting style services dealing with almost anything beverage-related.
Because we have been either behind the bar ourselves or commercializing our own line of beverages, we are both creative and commercially astute. Our real-world in-depth knowledge and experience mean every team member is a high-quality A-team player. And they are specifically curated for their relevance to each project. Check out our team bios below to learn more about everyone’s unique expertise.
Our services include strategic counsel, ideation sessions, menu creation, beverage formulation, product development, bar design and layout, staff training, formulation evaluation (ingredient review) and product evaluation (sensory review) for both foodservice and retail clients.
Working with both established beverage companies and individuals wanting to learn how to start a beverage company, Menu Collective enlists classic design principles— executed with creative passion, practical experience and new technologies. The ‘design, develop, deliver’ method informs all that we do, guaranteeing that we design the path to success before jumping into action.
MEET OUR TEAM
Stuart McCarroll
FOUNDER & CEO
Harnessing the knowledge and experience of a CEO combined with the true heart of a genuine salesman, Stuart knows the F&B business from all angles. He’s also a whisky connoisseur.
Lani Peterson
GENERAL MANAGER
With a unique background in pastry, beverage and design, Lani’s skills combine to push the limits of what’s expected. She loves Malbec.
Happy Clients
testimonials
Working with Menu Collective helps transform our business by giving us industry insight beyond our knowledge. Together, they helped develop the formula for our line of Sparkling Coffee Shandy products, a truly unique product on the coffee market. Ultimately, our partnership helped grow our revenue exponentially.”
– James Parrelly, Founder/CEO, Amani Coffee
Menu Collective has an unparalleled ability to take a brief and a conceptual desired customer experience and apply their mixology wizardry to create a truly magical cocktail program. It’s been a blast building our Starbucks Reserve bar experience and signature coffee cocktail portfolio with MC!”
– Keith Jacobsen, Brand Manager, Roastery and Reserve at Starbucks
When I was introduced to Menu Collective, they took the time to understand my needs and what I was trying to create. They demonstrated a ton of passion and empathy which confirmed I had found the right partners. It’s been a pleasure working with Menu Collective and I’d recommend them to anyone who has a ‘dream’ they want to commercialize.”
– Hershel Perera, Saturday Beverage Company Inc.