The four categories
| High popularity | Low popularity | |
|---|---|---|
| High margin | Stars — promote & protect | Puzzles — reposition/market |
| Low margin | Plough-horses — reprice/cost down | Dogs — rework or remove |
Contribution margin, not just food cost %
A dish with a high food cost % can still contribute more cash than a 'cheaper' one. Contribution margin = menu price − plate cost. Menu engineering optimises for total contribution, not just percentage.
Act on each category
- Stars: keep quality high, feature prominently, protect the recipe.
- Plough-horses: reduce plate cost or nudge price; they drive volume.
- Puzzles: reposition, rename, or promote to lift popularity.
- Dogs: rework the dish or remove it to simplify the kitchen.
Design steers choice
Menu design — placement, boxing, descriptions and anchoring — measurably shifts what guests order. Engineer the layout, not just the list.