A restaurant’s menu is more than just a list of food items—it’s one of the most critical sales tools. Studies show that the average customer spends only 109 seconds glancing at a menu before deciding what to order. That’s less than two minutes for your menu to make an impact! During this brief moment, customers scan and compare prices and read descriptions.
To make the most of those 109 seconds, crafting a concise, well-organized, and profit-driven menu is essential. Every dish and drink should not only delight your guests but also contribute to your restaurant’s bottom line. This is where menu engineering comes into play—a strategic approach to designing menus that boost profitability while guiding customer choices.
In this blog, we’ll dive into practical tips and tricks for building a profitable menu that works for both sit-down dining and delivery, all while keeping your customers’ experience at the forefront.
Menu engineering is a strategic process used to evaluate and optimize a restaurant’s menu by analyzing food costs, sales data, and customer preferences. The goal is to categorize menu items based on their profitability and popularity, guiding restaurant owners to make informed decisions about which items to feature, reprice, or remove. This involves analyzing each dish’s food cost per serving, contribution margin, and sales volume, creating a balance between profit and customer satisfaction.
The main goal of menu engineering is to maximize profitability by using data to optimize the menu. Restaurateurs can strategically highlight high-margin and popular dishes, adjust pricing, and streamline offerings to influence customer decisions. With a firm grasp on food costs and customer behavior, menu engineering can boost revenue while improving the dining experience.
Menu engineering identifies high-margin items and promotes them through strategic placement and compelling descriptions. This increases the likelihood that customers will choose profitable dishes, maximizing revenue per transaction.
By understanding the cost of each dish, restaurants can pinpoint items with low profit margins and adjust pricing or recipes to improve profitability. This helps maintain a healthy gross profit margin even as food costs fluctuate.
Streamlining the menu helps customers make quicker, more satisfying decisions. By showcasing popular and well-liked dishes, restaurants can reduce menu confusion and increase customer satisfaction.
With a refined menu, restaurants can manage ingredients more efficiently, reducing the amount of unsold food. This not only cuts waste but also lowers food costs.
Menu engineering encourages regular updates to the menu based on performance data, which leads to more opportunities for experimentation. Restaurants can introduce seasonal or innovative dishes while keeping their offerings fresh and exciting.
Although menu engineering has many advantages, it’s not without challenges. Overemphasizing profitability can lead to reduced menu variety or compromise on quality, which could hurt customer satisfaction. Additionally, frequent menu changes may confuse regular diners. Striking the right balance between profitability and variety while maintaining customer trust is essential.
Here’s a step-by-step guide to engineering a menu effectively:
Menu psychology studies how customers interact with menus and how menu design can guide their choices. Elements such as layout, colors, pricing, and even the way items are described can influence a customer’s decision to order specific dishes, potentially increasing sales of high-profit items.
Menu layout plays a crucial role in guiding customer choices. A two-panel menu is often the most effective, giving customers a sense of choice without overwhelming them. For larger menus, a three-panel design may be necessary, but simplicity often leads to better results.
A well-written description can increase sales by up to 27%. Focus on vivid language, highlighting the origin, preparation, and texture of dishes without being verbose. A compelling story behind each dish enhances its appeal.
Use eye magnets—like bold fonts, icons, or splashes of color—sparingly to spotlight your most profitable menu items. Overuse can dilute the impact, but a single graphic element per page can boost sales by up to 30%. Keep it simple to make sure your stars and puzzles shine.
Customers tend to focus on specific areas of a menu. Placing high-profit items in those key areas, such as the top right corner, can drive higher sales.
Offering too many options can overwhelm customers. Keep your menu concise, and consider splitting large menus by meal type or daypart (breakfast, lunch, dinner) to streamline decision-making.
Train your staff to guide customers toward ordering high-profit items by making suggestions and highlighting daily specials. Servers are often the final influence on customer choices, so training them on your menu engineering goals is essential.
After a month of your new menu being live, dive into your sales data to gauge its impact. Check if sales of high-margin items like puzzles and stars increased and if profits improved. Evaluate if food costs decreased and identify any trends. Based on these insights, adjust and refine your menu further. Remember, menu optimization is an ongoing process—track results meticulously to understand what resonates with your customers and continue evolving for better performance.
Menu engineering is both an art and a science. By selecting a timeframe, calculating costs, categorizing dishes, redesigning the layout, and measuring impact, you can create a menu that not only satisfies customers but also boosts profitability.
With over 35 years of experience in food handling, safety, and management, AAA Food Handler is dedicated to supporting restaurants in creating successful, profitable menus. For expert advice and cutting-edge solutions, reach out to us and let’s transform your menu into a revenue-generating machine.
Ready to optimize your menu? Contact us at AAA Food Handler for expert guidance and solutions tailored to your restaurant’s needs.
FOOD
HANDLER
Food Handler Reviews
4.9
muy buena informacion
El curso es bueno he interesante ayuda mucho a tender conocimientos de la manipulscion de alimentos que una persona puede tender y para tener un mejor control en Las temperaturas es muy bueno ya que muchos pueden pensar que es muy facil pero aqui nos aclaran muchas dudas gracias en lo personal vi en El curso muchas cosas que no tenia en cuenta esto me hace mas conciente de como debo hacer las cosas para dar un mejor servicio a los consumidores de nuestros alimentos y muy bien explicados cortos y precisos
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Gracias
Muchas gracias por la información tan completa y accesible
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Es insteresante y mucha ayuda.
Este entrenamiento me resultó informativo e interesante.
Entertaining
I find it very entertaining and interesting
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5
Excelente
5
Excelente
food handler
ESTA muy interesante se aprenden cosas que una no sabe
Muy bueno
Muy bueno
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Exelente
El curso es excelente aprendizaje
Exelente
Excelente curso
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5
Un aprendizaje más
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No Title
5 estrellas
Genial
Bueno
Todo bien
Food Handler Reviews
4.9
muy buena informacion
El curso es bueno he interesante ayuda mucho a tender conocimientos de la manipulscion de alimentos que una persona puede tender y para tener un mejor control en Las temperaturas es muy bueno ya que muchos pueden pensar que es muy facil pero aqui nos aclaran muchas dudas gracias en lo personal vi en El curso muchas cosas que no tenia en cuenta esto me hace mas conciente de como debo hacer las cosas para dar un mejor servicio a los consumidores de nuestros alimentos y muy bien explicados cortos y precisos
No Title
Gracias
Muchas gracias por la información tan completa y accesible
No Title
Es insteresante y mucha ayuda.
Este entrenamiento me resultó informativo e interesante.
Entertaining
I find it very entertaining and interesting
No Title
5
Excelente
5
Excelente
food handler
ESTA muy interesante se aprenden cosas que una no sabe
Muy bueno
Muy bueno
No Title
Exelente
El curso es excelente aprendizaje
Exelente
Excelente curso
No Title
5
Un aprendizaje más
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No Title
5 estrellas
Genial
Bueno
Todo bien
Starting at $6.95
FOOD MANAGER
Food Manager Reviews
4.9
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Very easy to understand and folliw
This course was very easy to follow and understand each section. Everything was clear and precise. The flow of each section was smooth and kept my attention. Overall it was a great experience.
No Title
very informative. I learn a lot
Food Manager course
Informative and easy to follow. Well laid out.
Great
the information is great and easy to understand
No Title
No Title
The course was easy to go thru
Food manager training course.
I wasnt sure what expect, but I was very impressed and was able to understand all of the modules in training. I highly recommend this course. Thank you
No Title
Was very smooth and helpful also dinamic.
I encounter this training very friendly and well explain, i think every module has the perfect amount of information and time.
Perfect for busy people!
I’m constantly on the go and moving so typically can’t dedicate an entire day to take an in-person course. The modules are perfectly bite-sized so you can work when you have time and walk away when you don’t.
Additionally, the cost for the course and test is MUCH more economical than other big name certifications out there.
Servesafe
Easy learning.
No Title
Was great learning material. Easy to understand and learn.
Great course!
Easy course to follow along with.
As good as it can be!
This isn’t a course anyone wants to do lol But they made it the best they could while delivering the important stuff!
No Title
Very Detailed
I enjoyed the user friendly interface and how detailed the information was. The case studies also help complete the course
my first online course
I enjoyed this online course. I found it easy to follow and I liked that I was able to go at my own pace.
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Food Manager Reviews
4.9
No Title
Very easy to understand and folliw
This course was very easy to follow and understand each section. Everything was clear and precise. The flow of each section was smooth and kept my attention. Overall it was a great experience.
No Title
very informative. I learn a lot
Food Manager course
Informative and easy to follow. Well laid out.
Great
the information is great and easy to understand
No Title
No Title
The course was easy to go thru
Food manager training course.
I wasnt sure what expect, but I was very impressed and was able to understand all of the modules in training. I highly recommend this course. Thank you
No Title
Was very smooth and helpful also dinamic.
I encounter this training very friendly and well explain, i think every module has the perfect amount of information and time.
Perfect for busy people!
I’m constantly on the go and moving so typically can’t dedicate an entire day to take an in-person course. The modules are perfectly bite-sized so you can work when you have time and walk away when you don’t.
Additionally, the cost for the course and test is MUCH more economical than other big name certifications out there.
Servesafe
Easy learning.
No Title
Was great learning material. Easy to understand and learn.
Great course!
Easy course to follow along with.
As good as it can be!
This isn’t a course anyone wants to do lol But they made it the best they could while delivering the important stuff!
No Title
Very Detailed
I enjoyed the user friendly interface and how detailed the information was. The case studies also help complete the course
my first online course
I enjoyed this online course. I found it easy to follow and I liked that I was able to go at my own pace.
No Title
No Title
Starting at $49.95
Alcohol Training Reviews
4.8
Overly time consuming for amount of information
This course would be more effective if information & videos were streamlined into important bullet points of information. Videos are drawn out and overly time consuming
Pretty informative and easy to complete
There are practically no complaints from me. Definitely recommend 🙂
No Title
Great!
Very informative!
Good class
Solid class and learned a lot.
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AAA RBS Certificate Path
Interesting and a good experience to learn as I get older.
Easy study
Informative and easy
Simple Course
This review is simple with necessary information & offers mini quizzes in between courses to allow you to remember the information better.
Very time consuming
My review is for a working professional and full-time mother; student this was a very timely process,
long exam
It was a really really long exam.
Very thorough training
The training was very thorough and perfect amount of information.
Excellent Training
Very well designed and bite sized modules – excellent course for the money.
No Title
Gracias por todo
Estuve un poco nerviosa porque creía que estaba mucho más difícil pero no gracias por todo
great info
great information
Fantastic Facts
Really enjoyed the content and details of the course. It was in depth and informative.
easy going
Very easy to navigate and understand, would highly recommend this course.
Done
It was concise and easy to follow.
Alcohol Training Reviews
4.8
Overly time consuming for amount of information
This course would be more effective if information & videos were streamlined into important bullet points of information. Videos are drawn out and overly time consuming
Pretty informative and easy to complete
There are practically no complaints from me. Definitely recommend 🙂
No Title
Great!
Very informative!
Good class
Solid class and learned a lot.
No Title
No Title
AAA RBS Certificate Path
Interesting and a good experience to learn as I get older.
Easy study
Informative and easy
Simple Course
This review is simple with necessary information & offers mini quizzes in between courses to allow you to remember the information better.
Very time consuming
My review is for a working professional and full-time mother; student this was a very timely process,
long exam
It was a really really long exam.
Very thorough training
The training was very thorough and perfect amount of information.
Excellent Training
Very well designed and bite sized modules – excellent course for the money.
No Title
Gracias por todo
Estuve un poco nerviosa porque creía que estaba mucho más difícil pero no gracias por todo
great info
great information
Fantastic Facts
Really enjoyed the content and details of the course. It was in depth and informative.
easy going
Very easy to navigate and understand, would highly recommend this course.
Done
It was concise and easy to follow.
Starting at $7.95
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