As the creative principle for FOODTHINgk, an F&B consulting practice, Marion Edwards has helped brands including Disney and Starbucks maximize profits using a number of tools, including menu engineering. We chatted with Edwards to get the lowdown on this essential but often overlooked strategy.

Hotel F&B gives the floor to your beleaguered garbage can. He's tired of being misused in ways that contaminate food and has plenty to say about it. "I have heard that some operations see me as a platform for food preparation," he says. "They place a cutting board on top of me and process food. Why, dear readers, use me in this way? I am here to serve as the collection point for your waste—waste that is contaminated." Eeeew!