marketing

The menu at Wave, in the W Chicago Hotel, has been a work in progress. Arriving early to the “sharing plates” party, Wave’s basic concept hasn’t changed, but the way it’s presented to customers via the menu has undergone a series of subtle shifts.

The troubled chain is putting more emphasis on technology, menu changes and marketing, along with rolling out a new store design.

Asian, Latin and Mediterranean have been the big three global influencers on American menus, but now chefs and operators are digging deeper.