Menu Engineering

How Menu Engineering Works

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Step One: Strategic Menu Analysis
At the core of menu engineering lies the classification of menu items—a process that blends data with strategy. Each dish and beverage is evaluated for both profitability and popularity, then categorized as Stars, Plow-Horses, Dogs, or Cash Cows. This isn’t just an academic exercise; it’s a powerful decision-making tool.

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• Stars (high profit, high popularity) should be spotlighted in promotions and highlighted on the menu.

• Work-Horses (low profit, high popularity) may call for recipe adjustments, portion control, or a modest price increase.

• Dogs (low profit, low popularity) might be retired or repurposed.

• Cash Cows (high profit, low popularity) could benefit from strategic placement or rebranding.

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Whether you’re optimizing a brewpub menu, enhancing your happy hour offerings, or refining an established menu, my analysis provides a clear roadmap for elevating both guest appeal and financial performance.

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Step Two: Menu Design and Psychological Crafting
How a menu looks and feels is just as important as what it offers. Through a balance of design principles and menu psychology, we craft menus that subtly guide guest decision-making.

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• Strategic Layout & Hotspots: Items placed in visual “sweet spots” naturally draw more attention.

• Typography & Color Theory: Fonts, colors, and spacing can influence how dishes are perceived in terms of value and appeal.

• Narrative Flow: A well-structured menu tells a story, making it easier for guests to choose—and to choose profitably.

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By marrying psychology with presentation, we transform your menu into a persuasive tool that enhances the dining experience, strengthens brand identity, and drives profitability.