1. Menu Engineering
Oğuz Benice Bilkent University School of Tourism & Hotel Management

2. $ / 5100 guests

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10. popularity Milano ? profit RUNNERS OR PLOWHORSES WINNERS OR STARS
% 8.33
profit
$ 3.69
$ / 5100 guests
LOSERS OR DOGS
SLEEPERS OR PUZZLES

11. popularity Milano Vegeterian ? profit RUNNERS OR PLOWHORSES
WINNERS OR STARS
% 10.17
Milano
Vegeterian ?
% 8.33
profit
$ 3.69
$ / 5100 guests
$ 4.50
LOSERS OR DOGS
SLEEPERS OR PUZZLES

12. popularity Vegeterian Milano profit Roma ? RUNNERS OR PLOWHORSES
% 12.43
RUNNERS OR PLOWHORSES
WINNERS OR STARS
% 10.17
Milano
% 8.33
profit
$ 3.69
$ / 5100 guests
$ 2.40
$ 4.50
Roma ?
LOSERS OR DOGS
SLEEPERS OR PUZZLES

13. popularity Vegeterian Milano profit Firenze ? Roma
% 12.43
RUNNERS OR PLOWHORSES
WINNERS OR STARS
% 10.17
Milano
% 8.33
profit
$ 3.69
$ / 5100 guests
$ 2.40
$ 4.50
$ 6.00
% 6.21
Firenze ?
Roma
LOSERS OR DOGS
SLEEPERS OR PUZZLES

14. popularity Vegeterian Milano profit Firenze Roma WINNERS OR STARS
% 12.43
RUNNERS OR PLOWHORSES
WINNERS OR STARS
% 10.17
Milano
% 8.33
profit
$ 3.69
$ / 5100 guests
$ 2.40
$ 2.80
$ 4.50
$ 6.00
Firenze
% 4.24
% 6.21
Roma
LOSERS OR DOGS
SLEEPERS OR PUZZLES

15. Action Plan MENU ANALYSIS
Winners or Stars (high profit and high popularity): don't touch this item or increase a little bit the price.
Runners or Plowhorses (low profit and high popularity): increase the price or decrease cost (reduce portion size, decrease food quality) except for signature items.
Sleepers or Puzzles (high profit and low popularity): decrease the price, change the name for attractiveness, change the recipe, relocate on the menu or promote this item.
Losers or Dogs (low profit and low popularity): abandon this item, increase the price to make it a sleeper, or reduce the price to make it a runner.

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28. Menu Engineering (20 pts) Graph (10 pts) Action Plan (20 pts)
$ / 5100 guests
Menu Engineering (20 pts)
Graph (10 pts)
Action Plan (20 pts)

29. Menu Engineering (20 pts) Graph (10 pts) Action Plan (20 pts)
$ / 5100 guests
Menu Engineering (20 pts)
Graph (10 pts)
Action Plan (20 pts)