Select Works
BAR BELLY X CARLOTA
Role
Copywriter & Creative consultant
The Ask
Tom Mendes manages two venues in Lower Manhattan, Bar Belly and Carlota. I help sharpen each venue’s point of view, strengthen the story guests buy into, and translate great drinks and service into language that drives ordering across menus, wine and cocktail lists, and marketing.
Strategic Insight
Taste moves with culture.
In Lower Manhattan, where trends and popular references shift fast, a venue needs a clear voice and a compelling story to stay top of mind. The menu is the most-used brand asset in the room, so the copy has to sell the experience while making decisions effortless.
The Approach
First, I built an ownable narrative for each venue and translated that into tight, scan-friendly menu copy. Dish names, descriptions, wine notes, and cocktail language are written to be sensory, current, and instantly legible to guide ordering without over-explaining.
Beyond keeping copy up-to-date, I recommended on-trend menu additions and pairing-led “order paths” that make it easy to share with friends, settle in, and enjoy the full Bar Belly/Carlota experience while supporting steady sales.
Result
A more ownable menu and brand system across two high-traffic venues that noticeably spiked sales by making ordering decisions faster and more compelling.