Menu engineering: What to push to earn more (with example)

If your menu sells but margins don’t follow, the issue is often “what sells”

Many restaurants work hard, fill seats, yet margins don’t improve. Often it’s not because “everything is expensive”, but because the menu unintentionally pushes a low-profit sales mix.

Menu engineering is exactly that: a method to decide which dishes:

• you should feature so they sell more,

• you should adjust so they make money,

• and which you should rethink or remove.

The powerful part: you don’t need to change the entire menu. A few well-chosen moves can make a noticeable difference.

1) What menu engineering is (and what it isn’t)

It is: a data-driven way to manage the menu using popularity and margin.

It isn’t: raising prices “just because” or designing dishes for a spreadsheet.

The goal is to balance two realities:

• guests choose what they love,

• and you earn money on what sells most.

2) The 2 numbers you need (and how to get them simply)

A) Popularity (sales)

Pick a representative period (4–8 weeks) and look at:

• units sold per dish

With a POS, it’s a quick report. Without one, start with your perceived top 10 and refine.

B) Margin per dish (using true costing)

We’re not talking “selling price minus the main ingredient”. We mean true dish cost:

• portion size,

• side,

• base/sauce,

• and if relevant, packaging/delivery.

Gross margin per dish = selling price – dish cost

(and if you like percentages: margin % = margin / selling price)

3) The simple matrix: popularity vs margin

With those two numbers, place each dish in one of four quadrants:

1. Star (high popularity, high margin)

2. Plowhorse (high popularity, low margin)

3. Puzzle (low popularity, high margin)

4. Dog (low popularity, low margin)

Don’t chase perfect statistics. The matrix is valuable because it forces clear decisions.

4) What to do with each dish type (practical actions)

1) STARS: protect and push

These pay the bills. Typical actions:

• keep quality and consistency (portion + mise en place)

• feature on the menu (placement, icon, staff recommendation)

• protect ticket time (don’t let it choke the line)

Goal: sell more without breaking operations.

2) PLOWHORSES: improve margin without killing demand

They sell a lot but earn little. Use subtle levers:

• adjust portion (without the guest noticing)

• optimize sides (visual volume at lower cost)

• review bases (the “free” sauce is often the leak)

• small price increase if the market allows

Goal: raise margin without losing volume.

3) PUZZLES: sell better what is already profitable

If margin is good but sales are low, don’t kill it yet. Try:

• rename (clearer, more appetizing)

• better description (sensory benefit: crispy, juicy, chargrilled…)

• move position (hot zone)

• staff recommendation (short, honest line)

• photo (only if it fits your concept)

Goal: increase popularity.

4) DOGS: simplify, redesign, or remove

No romance here. If it doesn’t sell and doesn’t earn:

• remove it,

• or redesign for margin (recipe/portion/price),

• or keep off-menu only if it has a clear strategic role.

Goal: reduce complexity and free mise en place.

5) A simple example (to see real decisions)

Imagine these 6 dishes in one month. (Rounded numbers to keep it simple.)

• Popularity: units sold

• Margin: selling price – cost

1. Chargrilled burger: 220 units / margin €6.10 → Star

2. Burrata salad: 180 units / margin €2.20 → Plowhorse

3. Croquettes (6 pcs): 160 units / margin €1.90 → Plowhorse

4. Rice of the day: 90 units / margin €5.80 → Puzzle

5. Tataki: 60 units / margin €6.40 → Puzzle

6. Truffle pasta: 40 units / margin €1.50 → Dog

Logical decisions:

• Burger (Star): feature it and protect ticket time.

• Burrata salad (Plowhorse): review burrata gram weight, side cost, and base cost; if possible, +€0.50–€1.00 price with a clear value cue.

• Croquettes (Plowhorse): control real portion size, oil/waste cost, standardize size; if “extra” is given away, margin disappears there.

• Rice of the day (Puzzle): give it visibility (hot zone), better naming, and staff suggestion (“today’s creamy rice with…”).

• Tataki (Puzzle): profitable but not ordered—improve description, placement, and suggestive selling.

• Truffle pasta (Dog): redesign for margin or remove.

That’s menu engineering: deciding with a rule, not by gut feel.

6) Menu psychology (no cheap tricks)

Three ideas that work without manipulation:

• Hot zones: eyes go first to certain areas (often top-right or first items).

• Price anchors: 1–2 higher-priced items make the rest feel more reasonable.

• Less is more: too many choices reduce conversion and increase kitchen chaos.

7) Common mistake: changing the whole menu at once

Change 20 things and you won’t know what worked.

Do this instead:

• pick 3 Stars to push,

• 3 Plowhorses to fix,

• 3 Puzzles to sell better,

• and decide what to do with 1–2 Dogs.
  
  

In 4 weeks, you’ll see a shift in your sales mix.