Restaurant Menu Engineering: An Insight For the Foodie

by Administrator14. August 2013 02:18

Menu engineering is a topic that is close to restaurant managers. They are extremely keen on the science behind the positioning of various dishes on their menu. Belief is, that menu engineering has a direct impact on sale generation and restaurateurs have a slew of tricks up their sleeves to persuade diners into ordering high profit meals. Tactic numero uno, menu engineering!

So what is Menu Engineering? It can be defined as an interdisciplinary field of study devoted to the deliberate and strategic construction of menus. It is also commonly referred to as menu psychology.

Menu engineers work on an existing restaurant's menu and use various tactics including psychology, graphic design, marketing, and accounting to craft a menu that encourages the sale of some items. However, the key word in menu engineering is ‘relative’. Menu engineering compares each menu item against its peers on the menu. That is, desserts should be compared against other desserts and main courses should only be compared against main courses.

The psychology behind menu engineering has to do with visual perception. A menu engineer places items within certain sections of a menu called ‘sweet spots’. These menu items are often the ‘first’ and ‘last’ things that a customer views when looking at a menu. Thus, any item that a restaurant wants to sell more of will be placed towards the top and bottom of each page.

From a marketing perspective, four main categories for menus are considered.

 Menu Engineering

-Cash Cow – A popular menu item contributing a high cash percentage.

-Star – Menu items that are popular but contribute a low cash percentage.

-Puzzles – Dishes with low popularity but contribute a high cash percentage. 

-Dog – Menu items with a low popularity and a low cash percentage. 

 

So, the next time you walk into a restaurant, do notice the juxtaposition of items on your menu card. Chances are, they have been engineered. 

Have you experienced this on your recent restaurant visit? Do share, we’d love to hear. 

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Nilsa Dowling
Nilsa DowlingUnited States
6/5/2014 4:12:03 AM #

You have observed very interesting points! ps decent site.

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About the author

Yuna is an Old World Hospitality Pvt. Ltd. (O.W.H.) group company, based in New Delhi.

Old World Hospitality manages the hospitality and cultural facilities at Habitat World, India Habitat Centre, New Delhi as well as at Epicentre, Gurgaon. The company also operates 2 hotels (Hotel Broadway and The Manor), 21 award winning restaurants in Delhi /N.C.R. including Indian Accent, Chor Bizarre, The All American Diner, Drift, Oriental Octopus and Tikka Town and two outdoor catering units – Tamarai Catering and Events Etc.

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