About Menu Collective

Our Mission

We are collaborators, not consultants. We work with you and alongside you to help bring your passion to life in a product. 

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.


Stuart McCarroll

Stuart McCarroll


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

Lani Peterson


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

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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

Keith Jacobsen

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.

Reach out to us today for a free consultation