The Secret to Higher Profits in Food & Beverage.
By GoAudits Limited | www.goaudits.co.ke | info@goaudits.co.ke | 0720981198
When it comes to driving profits in the food and beverage (F&B) industry, few tools are as powerful — yet underutilized — as menu engineering. Beyond just listing items and prices, your menu is a strategic asset that can guide guest choices, promote high-margin dishes, and boost your bottom line.
If you're still designing menus based on guesswork or tradition, it's time to change that. Let’s explore how menu engineering can unlock greater profitability for your hotel, restaurant, or catering business.
What Is Menu Engineering?
Menu engineering is the process of analyzing the profitability and popularity of your menu items — and then redesigning your menu layout and pricing to promote the most valuable ones.
It’s about understanding which dishes drive revenue, which ones drain your profits, and how to present your offerings in a way that nudges customers toward your most profitable choices.
The Four Types of Menu Items
Using the menu engineering matrix, items are typically categorized into four groups:
-
Stars – High popularity, high profit
✅ Best-sellers and high-margin items
👉 Promote and highlight these prominently -
Plow Horses – High popularity, low profit
✅ Crowd favorites but not very profitable
👉 Control portions or negotiate supplier costs -
Puzzles – Low popularity, high profit
✅ Profitable but under-ordered
👉 Rebrand, reposition, or train staff to recommend -
Dogs – Low popularity, low profit
❌ Underperforming all around
👉 Consider removing or replacing these items
How to Engineer Your Menu for Maximum Impact
1. Analyze Sales Data
Use your POS system to identify which items are ordered most frequently and how much profit each one generates. This data is the foundation of menu engineering.
2. Evaluate Food Cost and Contribution Margin
Understand how much each item costs to produce. Calculate the contribution margin (selling price – cost of ingredients) to find your highest earners.
3. Redesign the Menu Layout
Menu psychology plays a huge role in guest choices. Place high-margin items in “golden zones” — top-right corners, boxed sections, or chef’s recommendations. Use visuals and descriptions wisely.
4. Use Descriptive Language
Mouth-watering descriptions can boost sales. Instead of listing “Beef Burger,” try “Signature Angus Beef Burger with Caramelized Onions & Aged Cheddar.”
5. Limit Options Strategically
Too many choices overwhelm guests. Simplify your menu by focusing on high-margin, high-quality items that are aligned with your brand and kitchen capabilities.
6. Train Your Staff
Equip your waitstaff to upsell star and puzzle items. The right suggestion at the right time can significantly increase average check value.
7. Review Regularly
Menu engineering isn’t a one-time project. Analyze performance quarterly and adjust your offerings, prices, and layout as needed.
The Profit-Boosting Power of Menu Engineering
A well-engineered menu does more than improve aesthetics — it drives guest behavior, optimizes kitchen efficiency, and most importantly, increases profitability. When you guide customers toward the right choices, everyone wins.
Ready to turn your menu into a money-making machine?
At GoAudits Limited, we help hotels and restaurants audit, analyze, and re-engineer their menus to align with business goals and financial performance.
📞 0720981198
📧 info@goaudits.co.ke
🌐 www.goaudits.co.ke
Let us help you uncover the hidden revenue on your menu
