The 18 terms of menu engineering and menu design: menu engineering, contribution margin, psychological pricing, signature dishes and more.
A restaurant menu is not a list of dishes — it is a sales and profitability tool that is designed and continuously optimized. Menu engineering is the discipline that converts every menu decision into profit.
Methodology that analyzes each dish by profitability and popularity. Classifies into Stars, Workhorses, Puzzles and Dogs.
Practical application of menu engineering to dish design and positioning on physical or digital menus.
Difference between selling price and ingredient cost. What each dish contributes to cover fixed costs and generate profit.
Menu that rotates according to the season. Reduces food cost (seasonal produce is cheaper), generates novelty and builds loyalty.
Complete set menu offering at a fixed price, typical for the lunch segment. Tight margins that require maximum cost control.
High popularity + high profitability. The best dishes on the menu. Maximize their placement and communication.
High popularity + low profitability. They sell a lot but leave little margin. Keep them but optimize their cost.
Low popularity + high profitability. They leave good margin but sell poorly. Improve their menu positioning.
Low popularity + low profitability. Neither sell well nor leave margin. Candidates for elimination or complete reformulation.
Study of the sales frequency of each dish relative to the total. Foundation of menu engineering along with contribution margin.
Public Selling Price, VAT included. In hospitality: food at 10%, alcohol at 21%.
Price setting technique based on perception. 14.90 EUR is perceived as lower than 15 EUR. Round prices in fine dining.
Fixed offering of several dishes in reduced format. Allows showcasing the kitchen and controlling food cost with precision.
Wine selection organized by type, region or price. Beverage cost on wines is low (15-25%), making it a profitability lever.
Harmonious combination of wine (or beverage) with a dish. Sophisticated upselling tool that elevates the experience and the check average.
Text accompanying each dish on the menu. A good description sells; a bad one creates doubt and slows down ordering.
Application of behavioral principles to menu design: dish placement, absence of € symbol, use of anchors.
Visual distribution of elements in the menu: where the eye looks first, how to group dishes, where to place the most profitable ones.
Plantilla Excel profesional para calcular costes y margenes de tus platos.
Every concept in this glossary is a lever for improvement in your restaurant. The first step is a professional diagnosis.
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