The Palazzo Menu Project : Chapter 2

CUTS, CONSTRAINTS, AND CREATIVE DISCIPLINE: THE SECOND COURSE

A Case Study Series on Creative Direction, Culinary Identity & Hospitality Branding

A graphic representation of the hardcover version of the Palazzo menu

If Chapter 1 was about possibility, this chapter is about selection. Once ideas multiply, discipline becomes the real skill. By the time the initial excitement settled, we found ourselves with a menu that was far too large, far too ambitious, and far too unfocused to survive real service. The question shifted from what could we serve to what should we serve—consistently, profitably, and memorably. This is where menu development transitions from creativity to deliberation.

The First Real Filter: Feasibility

Every dish underwent quiet but ruthless scrutiny. We approached this not emotionally or sentimentally, but practically. Here are the questions we asked:

• Can the ingredients be sourced reliably?

• Can the dish be reproduced the same way every time?

• Does it survive peak service hours?

• Does it justify its cost on the plate?

• Does it fit and satisfy the type of guests we are attracting?

  
  

Good food failed this test daily. Some dishes were impressive but fragile. Others were loved but operationally inconvenient. Sustainability became our overall benchmark. This phase taught us an important truth:

Not every bright idea deserves to live.

The Second Filter: Audience Response

Before any public event, we conducted controlled tastings with very small groups, typically 2 to 5 people at a time. This wasn’t about validation; it was about pattern recognition. We observed:

• What people finished

• What they ignored

• What they asked questions about

• What they reordered instinctively

• What paired naturally with drinks

  
  

Certain categories emerged clearly:

• Seafood dishes consistently outperformed expectations.

• Traditional Nigerian meals carried emotional weight.

• Appetizers that paired easily with alcohol quietly boosted bar sales.

  
  

This wasn’t mere opinion; it was behavior. And behavior is the most honest form of feedback.

Reducing to Strength

As data replaced instinct, the menu began to shrink—not in variety, but in noise. We removed dishes that competed with each other. We simplified plates without flattening flavor. We focused on combinations that made sense together. This wasn’t a loss; it was clarity. The menu became easier to read, easier to order from, and easier to execute. That’s when something interesting happened: the food started to feel confident.

A picture of draft lists and rough sketches of the Palazzo menu during creation

Naming as Design

The appetizers followed a structured naming pattern, organized around Land, Water, and Sky. This framework helped guests navigate variety quickly and made sharing plates feel intuitive. It provided clarity and direction before the meal even began. You can call this optimized user experience through strategic user interface structuring.

For the rest of the menu, naming followed a different logic altogether—one rooted in cultural instinct rather than structure. These names weren’t meant to describe ingredients; they described familiarity, personality, and expectation.

For instance, Meat Manager isn’t just a platter; it signals abundance, authority, and control. Village Chief implies tradition, respect, and something slow, rich, and ceremonial. Proud Penny carries warmth, approachability, and a quiet confidence from foreign exposure.

These names resonated because they mirrored how Nigerians already talk about food: emotionally, socially, and with humor. Guests didn’t need explanations; they understood the promise immediately.

AI generated image of a scene depicting Nigerians happily dining at a restaurant

Looking back, this was less about cleverness and more about recognition. The menu spoke in a familiar language—one that felt lived-in, not manufactured. One thing I do reflect on, however, is visual control. While the menu design was strong and durable, I didn’t have full photographic direction. With more visual storytelling, textures, imagery, and atmospheric cues, each category could have been even more immersive.

It’s a lesson I’ve carried forward. In my current work, I now insist on tighter visual cohesion between naming, imagery, and spatial mood. This ensures that every section of a menu or product experience doesn’t just read well, but feels intentional. Because naming sets expectation, but design is what fulfills it.

What This Phase Really Was

This chapter wasn’t dramatic; it was decisive. It involved weeks of:

• Cutting without ego

• Simplifying without diluting

• Listening without defending

• Choosing coherence over cleverness

  
  

This is the part most people skip when they talk about menus. Yet, sometimes it’s the part that determines whether a kitchen survives.

Image of the newly completed indoor dining space at the Palazzo Hotel

The Shift

By the end of this phase, the menu no longer felt experimental. It felt ready. Ready to be printed. Ready to be tested publicly. Ready to carry the identity of the restaurant. But readiness is not proof.

That came next.

Chapter 3 is where the menu met the room, and where everything we believed was tried and tested in real time.

The Importance of Creative Discipline

Creative discipline is essential in any project. It’s the backbone that supports innovation. Without it, ideas can become chaotic. In the culinary world, this discipline ensures that every dish not only excites but also delivers consistently.

Balancing Creativity and Practicality

Finding the right balance between creativity and practicality is crucial. While we want to push boundaries, we must also consider feasibility. This means asking tough questions and sometimes making hard choices. It’s about knowing when to hold on to an idea and when to let it go.

The Role of Feedback in Refinement

Feedback is a powerful tool in the creative process. It helps us refine our ideas and improve our offerings. By listening to our audience, we can adapt and grow. This iterative process is vital for success.

Conclusion: Embracing the Journey

In the end, the journey of creative discipline is ongoing. It’s about embracing the challenges and learning from them. Each phase teaches us something new. As we move forward, we carry these lessons with us, shaping our future endeavors.

This chapter has been a testament to the power of discipline in creativity. It’s a reminder that while ideas are important, execution is everything.

Let’s continue this journey together, exploring the intersection of creativity and practicality.