1. Menu Analysis & Engineering
HRT383
Lunch Winter 09

2. References
Mill, Robert Christie (1998) Restaurant Management: Customers, operations, and employees / Menu Scoring & Menu Engineering, pp Upper Saddle River, N.J. : Prentice Hall.
Drysdale, John A. & Jennifer Adams Aldrich (2002). Profitable menu planning / Chapter 5: Menu Analysis, pp rd ed. Upper Saddle River, N.J. : Prentice Hall, TX911.3.M45 D  
CD-ROM TX911.3.M45 D  
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3. Objectives
By the completion of this presentation you should be able to:
Analyze a menu for profitability
Apply menu engineering to menu analysis
Price menu items
Locate menu items on a menu.
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4. Important Terms Menu engineering Menu Plowhorses Puzzles Stars Dogs
Placement
Pricing
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5. Introduction This presentation explains how to evaluate a menu
When measuring a menu to see if it is successful 2 criteria must be met to declare it a winner:
Must be profitable in terms of individual item profitability
Most profitable item must be selling the best.
For evaluating menus, several systems are available. Two of the most widely used methods will be presented here.
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6. Stars, Plowhorses, Puzzles, & Dogs
Method, called menu engineering, developed by Donald Smith Ph.D., Westin Hotels Distinguished Professor at Washington State University
This method rates the menu by measuring each entrée as to its profitability (gross profit) and its sales. It then combines these measurements and places each menu item into one of four classifications.
Puzzle
Plow
Horse
Star
Dog
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7. Selling Price – Food Cost = Contributing Margin
Determine the contributing margin (CM) of each item
CM same as item’s Gross Profit
Use total food cost (include garnish, accompaniments served with entrée such as salad, potatoes, rolls, butter etc.).
Selling Price – Food Cost = Contributing Margin
One point to understand before delving into menu engineering is the theory of contributing margins.
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8. Contribution Margin Dollars vs. Food Cost Percentage
Sirloin
Pasta
Coffee
Selling Price
$22.00
$18.00
$2.00
Cost
$10.36
$4.54
$0.19
Food Cost %
47.09%
25.22%
9.5%
Cont. Margin $
$11.64
$13.46
$1.81
Note:
Relationship between food cost % and contribution margin in $ is not consistent.
An item that has a high contribution margin in $ does not necessarily have a low food cost %.
Too often, management is led to believe that low food cost % are the primary objective.
Not so, you can’t take % to the bank, you take money.
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9. Contribution Margin Dollars vs. Food Cost Percentage
Sirloin
Pasta
Coffee
Selling Price
$22.00
$18.00
$2.00
Cost
$10.36
$4.54
$0.19
Food Cost %
47.09%
25.22%
9.5%
Cont. Margin $
$11.64
$13.46
$1.81
Note:
Relationship between food cost % and contribution margin in $ is not consistent.
An item that has a high contribution margin in $ does not necessarily have a low food cost %.
Too often, management is led to believe that low food cost % are the primary objective.
Not so, you can’t take % to the bank, you take money.
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10. Data Trap Winter ‘09
See Lunch Hand Out
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11. Desserts RKR Apple Crisp 5.00 1.35 27.00% 3.65 62 310.00 83.70 47.69%
Menu
Plate
F/C 
Contri-
bution
Quan-
tity
Net
Total
Popu-
larity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
RKR Apple Crisp
5.00
1.35
27.00%
3.65 62
310.00
83.70
47.69%
Sampler
0.94
18.80%
4.06 27
135.00
25.38
20.77%
Cheesecake
1.50
30.00%
3.50
40.50
Mngr Special
1.12
22.40%
3.88 14
70.00
15.68
10.77%
TOTAL DESSERTS
25.42%
3.73
130
650.00
165.26
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12. Popularity Average Popularity
80% of the average item sales per Dessert:
100 / 4 X 80% = 20%
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13. Desserts 20% RKR Apple Crisp 5.00 1.35 27.00% 3.65 62 310.00 83.70
Menu
Plate
F/C 
Contri-
bution
Quan-
tity
Net
Total
Popu-
larity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
RKR Apple Crisp
5.00
1.35
27.00%
3.65 62
310.00
83.70
47.69%
Sampler
0.94
18.80%
4.06 27
135.00
25.38
20.77%
Cheesecake
1.50
30.00%
3.50
40.50
Mngr Special
1.12
22.40%
3.88 14
70.00
15.68
10.77%
TOTAL DESSERTS
25.42%
3.73
130
650.00
165.26
20%
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14. HRT383 Lunch Desserts 100% Plowhorse Star Dog Puzzle Popularity 20%
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
20%
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Contribution Margin $3.73
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15. HRT383 Lunch Desserts 100% Plowhorse * Apple Crisp $3.65/47.69%
* Cheesecake
$3.50/20.77%
Star
* Sampler $4.06/20.77%
Dog
* Mngr Special $3.88/10.77%
Puzzle
Popularity
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
20%
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Contribution Margin $3.73
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16. Desserts Star Puzzle 20% 3.73 Plow Horse RKR Apple Crisp 5.00 1.35
Menu
Plate
F/C 
Contri-
bution
Quan-
tity
Net
Total
Popu-
larity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
RKR Apple Crisp
5.00
1.35
27.00%
3.65 62
310.00
83.70
47.69%
Plow
Horse
Sampler
0.94
18.80%
4.06 27
135.00
25.38
20.77%
Star
Cheesecake
1.50
30.00%
3.50
40.50
Mngr Special
1.12
22.40%
3.88 14
70.00
15.68
10.77%
Puzzle
TOTAL DESSERTS
25.42%
3.73
130
650.00
165.26
20%
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17. The Four Key Menu Categories
Plowhorses are items that are relatively popular but have a high contribution margin. Items in this category can have their menu prices increased or the portion size cut in a attempt to increase CM. If market is price resistant
Stars have both high popularity and high CM
Puzzles have relatively low popularity and high margins; lower price.
Dogs are both low in popularity and CM; eliminate
Plowhorses
If the market does not resist the price increase, this action will move a plowhorse into the star category.
If market is price resistant, the item can be buried in a inconspicuous place on the menu in the knowledge that people will find these relative bargains anyway.
Stars
It may be possible to increase menu price and/or cut portion size to increase profits while maintaining volume
Puzzles
They need to be promoted more to stimulate sales.
Dogs
Prime candidates to be dropped from the menu.
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
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18. HRT383 Lunch Desserts Increase $ Cut Portion ? 100% Plowhorse
* Apple Crisp $3.65/47.69%
* Cheesecake
$3.50/20.77%
Star
* Sampler $4.06/20.77%
Dog
* Mngr Special $3.88/10.77%
Puzzle
Popularity
Increase $
Cut Portion ?
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
20%
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Contribution Margin $3.73
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19. Lunch Main Courses 6.71 Horsehill Salad w/ Chix 10.00 3.45 34.50% 6.55
Menu
Plate
Contribution
Quantity
Net
Total
Popularity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
Horsehill Salad w/ Chix
10.00
3.45
34.50%
6.55 9
90.00
31.05
2.05%
4.79%
Horsehill Salad
8.00
2.85
35.63%
5.15 12
96.00
34.20
2.74%
SouthWestern Salad
3.09
30.90%
6.91 42
420.00
129.78
9.59%
Cobb Salad
2.05
20.50%
7.95 34
340.00
69.70
7.76%
Caesar Salad
0.67
8.38%
7.33 7
56.00
4.69
1.60%
Caesar Salad with Chicken
1.46
14.60%
8.54
13.14
Caesar Salad with Shrimp
3.89
38.90%
6.11 5
50.00
19.45
1.14%
Cheese Quesadilla
3.25
40.63%
4.75 15
120.00
48.75
3.42%
9.36%
Quesadilla with Chicken 18
180.00
62.10
4.11%
Quesadilla with Shrimp
3.95
39.50%
6.05 8
80.00
31.60
1.83%
Reuben Sandwich
1.95
24.38% 21
168.00
40.95
Burger
9.00
2.59
28.78%
6.41 24
216.00
62.16
5.48%
15.98%
Burger - Cheese
3.05
30.50%
6.95 22
220.00
67.10
5.02%
Burger - Bacon
2.25
22.50%
7.75
20.25
Burger - Cheese & Bacon
11.00
3.39
30.82%
7.61
165.00
50.85
Turkado
2.81
35.13%
5.19 49
392.00
137.69
11.19%
Lasagna
3.17
31.70%
6.83
240.00
76.08
Fish n Chips
3.32
33.20%
6.68 51
510.00
169.32
11.64%
Meatloaf
2.19
21.90%
7.81 36
360.00
78.84
8.22%
Duck Enchiladas
2.89
26.27%
8.11
242.00
63.58
Chili Entrée
6.00
1.50
25.00%
4.50 6
36.00
1.37%
SUBTOTAL MAIN DISHES
29.33%
6.71
438

20. Popularity Average Popularity
80% of the average item sales per Main Dishes:
100 / 13 X 80% = 6.15%
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21. Lunch Main Courses 6.71 6.15% Horsehill Salad w/ Chix 10.00 3.45
Menu
Plate
Contribution
Quantity
Net
Total
Popularity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
Horsehill Salad w/ Chix
10.00
3.45
34.50%
6.55 9
90.00
31.05
2.05%
4.79%
Horsehill Salad
8.00
2.85
35.63%
5.15 12
96.00
34.20
2.74%
SouthWestern Salad
3.09
30.90%
6.91 42
420.00
129.78
9.59%
Cobb Salad
2.05
20.50%
7.95 34
340.00
69.70
7.76%
Caesar Salad
0.67
8.38%
7.33 7
56.00
4.69
1.60%
Caesar Salad with Chicken
1.46
14.60%
8.54
13.14
Caesar Salad with Shrimp
3.89
38.90%
6.11 5
50.00
19.45
1.14%
Cheese Quesadilla
3.25
40.63%
4.75 15
120.00
48.75
3.42%
9.36%
Quesadilla with Chicken 18
180.00
62.10
4.11%
Quesadilla with Shrimp
3.95
39.50%
6.05 8
80.00
31.60
1.83%
Reuben Sandwich
1.95
24.38% 21
168.00
40.95
Burger
9.00
2.59
28.78%
6.41 24
216.00
62.16
5.48%
15.98%
Burger - Cheese
3.05
30.50%
6.95 22
220.00
67.10
5.02%
Burger - Bacon
2.25
22.50%
7.75
20.25
Burger - Cheese & Bacon
11.00
3.39
30.82%
7.61
165.00
50.85
Turkado
2.81
35.13%
5.19 49
392.00
137.69
11.19%
Lasagna
3.17
31.70%
6.83
240.00
76.08
Fish n Chips
3.32
33.20%
6.68 51
510.00
169.32
11.64%
Meatloaf
2.19
21.90%
7.81 36
360.00
78.84
8.22%
Duck Enchiladas
2.89
26.27%
8.11
242.00
63.58
Chili Entrée
6.00
1.50
25.00%
4.50 6
36.00
1.37%
SUBTOTAL MAIN DISHES
29.33%
6.71
438
6.15%

22. Exercise
Please work with your fellow students and come up with suggestions/decisions.
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23. HRT383 Lunch Main Courses 100% Plowhorse Star Dog Puzzle Popularity
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
6.15%
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Contribution Margin $6.71
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24. Lunch Main Courses 6.71 6.15% Horsehill Salad w/ Chix 10.00 3.45
Menu
Plate
Contribution
Quantity
Net
Total
Popularity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
Horsehill Salad w/ Chix
10.00
3.45
34.50%
6.55 9
90.00
31.05
2.05%
4.79%
Horsehill Salad
8.00
2.85
35.63%
5.15 12
96.00
34.20
2.74%
SouthWestern Salad
3.09
30.90%
6.91 42
420.00
129.78
9.59%
Cobb Salad
2.05
20.50%
7.95 34
340.00
69.70
7.76%
Caesar Salad
0.67
8.38%
7.33 7
56.00
4.69
1.60%
Caesar Salad with Chicken
1.46
14.60%
8.54
13.14
Caesar Salad with Shrimp
3.89
38.90%
6.11 5
50.00
19.45
1.14%
Cheese Quesadilla
3.25
40.63%
4.75 15
120.00
48.75
3.42%
9.36%
Quesadilla with Chicken 18
180.00
62.10
4.11%
Quesadilla with Shrimp
3.95
39.50%
6.05 8
80.00
31.60
1.83%
Reuben Sandwich
1.95
24.38% 21
168.00
40.95
Burger
9.00
2.59
28.78%
6.41 24
216.00
62.16
5.48%
15.98%
Burger - Cheese
3.05
30.50%
6.95 22
220.00
67.10
5.02%
Burger - Bacon
2.25
22.50%
7.75
20.25
Burger - Cheese & Bacon
11.00
3.39
30.82%
7.61
165.00
50.85
Turkado
2.81
35.13%
5.19 49
392.00
137.69
11.19%
Lasagna
3.17
31.70%
6.83
240.00
76.08
Fish n Chips
3.32
33.20%
6.68 51
510.00
169.32
11.64%
Meatloaf
2.19
21.90%
7.81 36
360.00
78.84
8.22%
Duck Enchiladas
2.89
26.27%
8.11
242.00
63.58
Chili Entrée
6.00
1.50
25.00%
4.50 6
36.00
1.37%
SUBTOTAL MAIN DISHES
29.33%
6.71
438
6.15%

25. Lunch Main Courses 6.71 6.15% DOG STAR STAR PUZZLE PLOW HORSE PUZZLE
Menu
Plate
Contribution
Quantity
Net
Total
Popularity
MENU ITEM
Price
Cost %
Margin
Sold
Income
Engineering
Horsehill Salad w/ Chix
10.00
3.45
34.50%
6.55 9
90.00
31.05
2.05%
4.79%
Horsehill Salad
8.00
2.85
35.63%
5.15 12
96.00
34.20
2.74%
DOG 
SouthWestern Salad
3.09
30.90%
6.91 42
420.00
129.78
9.59%
STAR 
Cobb Salad
2.05
20.50%
7.95 34
340.00
69.70
7.76%
 STAR
Caesar Salad
0.67
8.38%
7.33 7
56.00
4.69
1.60%
Caesar Salad with Chicken
1.46
14.60%
8.54
13.14
 PUZZLE
Caesar Salad with Shrimp
3.89
38.90%
6.11 5
50.00
19.45
1.14%
Cheese Quesadilla
3.25
40.63%
4.75 15
120.00
48.75
3.42%
9.36%
Quesadilla with Chicken 18
180.00
62.10
4.11%
 PLOW
Quesadilla with Shrimp
3.95
39.50%
6.05 8
80.00
31.60
1.83%
 HORSE
Reuben Sandwich
1.95
24.38% 21
168.00
40.95
Burger
9.00
2.59
28.78%
6.41 24
216.00
62.16
5.48%
15.98%
Burger - Cheese
3.05
30.50%
6.95 22
220.00
67.10
5.02%
Burger - Bacon
2.25
22.50%
7.75
20.25
Burger - Cheese & Bacon
11.00
3.39
30.82%
7.61
165.00
50.85
Turkado
2.81
35.13%
5.19 49
392.00
137.69
11.19%
PLOW HORSE 
Lasagna
3.17
31.70%
6.83
240.00
76.08
 PUZZLE 
Fish n Chips
3.32
33.20%
6.68 51
510.00
169.32
11.64%
Meatloaf
2.19
21.90%
7.81 36
360.00
78.84
8.22%
Duck Enchiladas
2.89
26.27%
8.11
242.00
63.58
Chili Entrée
6.00
1.50
25.00%
4.50 6
36.00
1.37%
SUBTOTAL MAIN DISHES
29.33%
6.71
438
6.15%

26. The Four Key Menu Categories
Plowhorses are items that are relatively popular but have a high contribution margin. Items in this category can have their menu prices increased or the portion size cut in a attempt to increase CM. If market is price resistant
Stars have both high popularity and high CM
Puzzles have relatively low popularity and high margins; lower price.
Dogs are both low in popularity and CM; eliminate
Plowhorses
If the market does not resist the price increase, this action will move a plowhorse into the star category.
If market is price resistant, the item can be buried in a inconspicuous place on the menu in the knowledge that people will find these relative bargains anyway.
Stars
It may be possible to increase menu price and/or cut portion size to increase profits while maintaining volume
Puzzles
They need to be promoted more to stimulate sales.
Dogs
Prime candidates to be dropped from the menu.
In the example; CHICKEN would be dropped from the menu, while the FILET would be promoted more heavily. The prices on the BEEF and the TURKEY might be raised a little and featured more visibly on the menu.
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27. Horsehill Salad w/ Chix
MENU ITEM
Menu Engineering
Recommendation
Horsehill Salad w/ Chix
DOG
Eliminate?
SouthWestern Salad
STAR
Cobb Salad
Caesar Salad
PUZZLE
Lower $?
Quesadilla
(Chix & Schrimp)
PLOW HORSE
Increase Menu $ or
Reduce Portion?
Reuben Sandwich
Burger
(Cheese & Bacon)
Turkado
Reduce Portion
Lasagna
Fish & Chips
Meatloaf
Duck Enchiladas
Chili Entree
Main Courses
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28. Up Selling
Manager’s Special
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29. Placement Two Schools of thought Menu Sequence Focal Points
Menu should follow progression of meal
Focal Points
Use focal points on the menu to push certain menu items
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30. Focal Points Focal Point Single Sheet Menu Twofold Menu 4/16/2017
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31. Focal Points 2 3 4 5
Focal Point
Threefold Menu
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32. Specials Larger Bolder type than the rest of menu Longer description
Concept of Closure
people’s eyes are drawn to what ever is enclosed by a box
Color, illustration, and/or pictures, bullets can be used to draw attention to signature items.
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33. Branding
Fast food
Coke / Pepsi
TGIF
Jack Daniels
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34. Menu Pricing Odd-Cents pricing Price rounding. Placement
Majority of prices end in either a “5” or a “9”
Price rounding.
Within certain price bands, price increases have little negative impact on customers
Placement
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35. Price Placement BAKED CHICKEN Tender pieces of chicken breast $8.99
LEMON SOLE
Fresh filets sautéed with lemon caper sauce
$11.99
LAMB STEAK
Center cut of lamb served on a bed of rice
$12.99
SWORDFISH STEAK
Charcoal grilled served with beurre blanc $14.99
Baked Chicken……….$8.99
Lemon Sole………….$11.99
Lamb Steak………….$12.99
Swordfish Steak…..…$14.99
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36. Price Placement BAKED CHICKEN Tender pieces of chicken breast
Eight dollars and ninety nine cents
LEMON SOLE
Fresh filets sautéed with lemon caper sauce
Eleven dollars and ninety nine cents
LAMB STEAK
Center cut of lamb served on a bed of rice
Twelve dollars and ninety nine cents
SWORDFISH STEAK
Charcoal grilled served with beurre blanc Fourteen dollars and ninety nine cents
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37. Conclusion Menu analysis is important
If demographic studies, internal capacities, cost cards, and markups have been executed correctly, the score should be a good one
Analysis should be done using either the Smith or the Hurst methods to ascertain the profitability of the menu
If the analysis shows a poor menu, make improvements
Good menu: first step has been taken toward running a profitable operation.
It’s just that simple
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38. Where to Get More Information
Mill, Robert Christie (1998) Restaurant Management: Customers, operations, and employees / Menu Scoring & Menu Engineering, pp Upper Saddle River, N.J. : Prentice Hall.
Drysdale, John A. & Jennifer Adams Aldrich (2002). Profitable menu planning / Chapter 5: Menu Analysis, pp rd ed. Upper Saddle River, N.J. : Prentice Hall, TX911.3.M45 D  
CD-ROM TX911.3.M45 D  
Most Menu & F&B Management Books
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