May 2025

Menu engineering is a strategic approach to crafting restaurant menus that optimize both sales and profitability. This method goes beyond simply listing the items available; it involves analyzing each dish to understand its impact on the overall business. By categorizing menu items based on their popularity and profitability, restaurant operators can make informed decisions about which dishes to promote, modify, or remove.

At its core, menu engineering helps restaurants identify their most valuable items and leverage them to enhance guest satisfaction and financial performance. This process not only improves the dining experience but also streamlines kitchen operations and reduces waste.

What is a menu engineering matrix?

Understanding the key categories is essential for menu engineering. Each menu item can be categorized as a Star, Puzzle, Ploughhorses or Dog. These classifications help restaurant owners understand which items are popular and profitable, and which may need adjustments.

Stars are the shining gems of your menu—they are highly popular and bring in significant profits. These items should be prominently featured and possibly even marketed more aggressively to ensure they continue performing well.

Puzzles are less straightforward; they are highly profitable but not very popular. These dishes may require more promotion or an improvement in presentation to boost their appeal.

Ploughhorses are those workhorses that sell well but offer lower profit margins. While essential for keeping customers happy, finding ways to increase their profitability can be beneficial. This might involve tweaking the recipe or adjusting the pricing.

Dogs, unfortunately, are neither popular nor profitable. These items might be taking up valuable space on your menu and could be candidates for removal or complete overhaul.

Understanding these classifications allows you to strategically design your menu to highlight strengths and improve weaknesses. I’m happy to discuss and discover with you how menu engineering will transform your restaurant’s menu, sales and profitability by identifying your Stars, Puzzles, Ploughhorses, and Dogs! Contact me at [email protected] or 607-280-2340 call/text.