Menu Engineering: Between Science and Art
Menu engineering is a systematic approach developed in 1982 by Kasavana and Smith at Michigan State University that analyzes each menu item's popularity and profitability.
The Menu Engineering Matrix
Every dish is evaluated on two axes: popularity (sales volume) and profitability (unit profit margin), creating four categories: Stars, Puzzles, Plowhorses, and Dogs.
Pricing Psychology
Avoid round numbers. Minimize currency symbols. Know the eye-movement map of your menu and place your most profitable items in prime positions.
Seasonal Menu Planning
Four seasonal updates per year are critical for ingredient freshness and guest interest. Each update should be supported by menu engineering data.
Presentation and Plate Design
Menu engineering isn't just about numbers. Visual aesthetics and Instagram-worthy presentation are integral to modern restaurant marketing.
My Approach
In every consulting project, I apply menu engineering as the first step — analyzing sales data, calculating food costs, and building the matrix before applying culinary creativity.
