This document describes menu engineering, a technique developed by Michael L. Kasavana and Donald I. Smith to analyze restaurant menus. It explains the components of a menu engineering worksheet including additional columns to classify menu items as "stars", "plow horses", "puzzles", or "dogs" based on their contribution margin and sales mix percentage. The document provides an example worksheet and explains how restaurants can use this analysis to improve profitability by making changes to pricing and positioning of underperforming menu items.

1. Topic Three: Menu Engineering & Analysis
MENU ENGINEERING
The menu analysis technique described in the following pages was developed by Michael L. Kasavana
and Donald I. Smith and was described in a book published in 1982. Known as menu engineering, the
technique is now widely known and respected and has been the subject of numerous papers and
articles.Althoughsome donotagree entirely with the conclusions drawn by Kasavana and Smith, their
approach to menu analysis is still timely, and is both interesting and revealing.
Figure 11.1
Menu engineeringcanbestbe explainedbyexample.A MenuEngineeringWorksheetshowingsales
of entrée items of the Grandview Bistro for the month of February is illustrated in Figure 11.1 .
Initially, one notes many similarities to the Menu Pre - Cost and Abstract form illustrated and
discussed in previous article. Column headings such as “ Menu Item Name, ” “ Number Sold, ” “
Food Cost, ” “ Sales Price, ” “ Menu Cost, ” and “ Menu Revenues ” give one a sense of familiarity.
Although the terms differ slightly, these are much the same as those used on the Menu Pre - Cost
and Abstractform.Specifically, the Menu Engineering Worksheet closely corresponds to the right,
or abstract, side of the form in previous article. The sources of the data and the required
computations are exactly the same.

2. There are several additional columnsthatdistinguishthe MenuEngineering Worksheet: (C) “ Menu
Mix %”; (F) “ Item CM”; (L) “ Menu CM”; (P) “ CMCategory ” ; (R) “ MMCategory ” ; and (S) “ Menu
Item Classification. ” At the bottom of the worksheet, there are several additional computations.
Both the additional columns and the computations require some explanation.
Column C: Menu Mix Percent
The menumix percentisthe same as the popularityindex,whichwascalculatedinpreviousarticles.
The percentage foreach itemiscalculatedbydividingthe numberof units sold by the total number
of unitssoldforall items.Forexample,252portionsof StripSteakwere sold,anda total portionsale
for all items was 2,635. The menu mix percent for this item is calculated as 9.564 percent. In
addition,207 portionsof ChickenAlbuferawere sold,andthe menu mix percentage was calculated
at 7.856 percent. The menu mix percent for each of the other items is calculated the same way.
Question
Sales records for a luncheon in the Zalika’s Restaurant for a recent week were: Given this
information, calculate the sales mix.
Item A, 196
Item B, 72
Item C, 142
Item D, 24
Item E, 112
Item F,224
Item G,162
Column F: Item CM
The studentwill recall fromdiscussioninprevious articles that contribution margin (CM) is defined
as salesprice minusvariable costperunit.Itisanotherphrase for grossprofit,previously calculated
for Strip Steak and Chicken Albufera. Thus, the CM for Strip Steak and all other menu items is
determinedbysubtractingthe portioncostforthe itemfromits salesprice,aspreviouslyillustrated.
For Strip Steak:
Sales price $23.65 – Food cost $ 7.50=CM $16.15
The CM is the amount available from each sale to contribute toward meeting all other costs of
operation, and, when those costs have been met, to provide profit for the owner.

3. Column G: Menu Cost
The menu cost for the item is simply the number sold, as shown in column B, times the individual
cost, as shown in Column D. It is the same as the “Total Cost” column in the Menu Pre - Cost and
Abstract form.
252 portions of Strip Steak sold x $7.50 = $1,890 menu cost
Column H: Menu Revenues
Similarly,menurevenue foranitemisthe numbersold,asshownin column B, times the sales price
of the item, as shown in Column E.
252 units sold x $23.65 = $5,959.80 menu revenues
Column L: Menu CM
The menucontributionmarginisfoundbymultiplyingthe numberof units sold for each menu item
by its contribution margin. Thus, for Strip Steak, 252 units sold x $16.15 CM= $4,069.80 menu CM
Thiscalculationshowsthe total of contribution margins provided by the particular menu item. The
sum of all the individual totals is found in Box M. For the Grandview Bistro, the total contribution
margins for all items for the month of February are shown as $36,056.75. This amount of money is
available tobe applied to all other costs in the restaurant and to provide a profit. It is important to
note that the amount shown in Box M is the contribution margins for entrées only and does not
include othersalessuchas appetizers,desserts,andbeverages.There would be a larger total menu
contribution if one were toinclude sales of otheritems.The MenuEngineering worksheet shown in
Figure 11.1 includes only entrées, because the analysis would be skewed and invalid if sales of all
menu items were included in one worksheet.
Column P: CM Category
The entries in this column, L for low and H for high, are made after comparing the contribution
marginfor eachmenuitem(ColumnF) withthe average contribution margin for the menu (Box O).
If the contributionmarginforagivenmenuitemislowerthanthe average contribution margin, the
entry for that item in Column P is L for low. If the contribution margin is higher than average, the
entry is H for high. For example, the contribution margin for Strip Steak is $16.15, which is higher
than the average contributionmarginforthe menu,$13.68. Thus, the entry for that item in Column
P is an H for high. Chicken Albufera has a CM of $11.25, which is lower than the average
contribution margin of $13.68, and the entry in Column P for that item is L for low .

4. Column R: MM Category
The entries in Column R (L and H for low and high) are determined by comparingthe menu mix
percentage for each item in Column C with the figure in Box Q. For example, the menu mix
percentage for Strip Steak is 9.564 percent.
Compared with the 4.375 percent figure in Box Q, this is high, so the entry for Strip Steak is the
letterH.The menumix percentage forChickenAlbufera is 7.856 percent, also higher than the 4.375
percent in Box Q. However, Roasted Duck Breast represents only 3.871 percent and is lower than
the 4.375 percent in Box Q, so it receives an L. Because all entries in Column P and Column R must
be one of two letters (either H or L), there are four possible combinations of letters: H/H, L/L, H/L,
and L/H. These fourpossible combinationsare usedtoidentify menu items. In the special language
of menu engineering, each has been given a name:
• H/H isa star.A star is a menuitemthatproducesbothhigh contribution margin and high volume.
These are the items that foodservice operators prefer to sell when they can.
• L/L is a dog. A dog is a menu item that produces a comparatively low contribution margin and
accounts forrelativelylowvolume.Theseare probablythe leastdesirableitems to have on a menu.
• L/H is a plow horse. A plow horse is a menu item that produces a low contribution margin, but
accounts for relatively high volume. These are items that have broad appeal to customers, but
contribute comparatively little profit per unit sold.
• H/L isa puzzle.A puzzle isamenuitemthat produces a high contribution margin but accounts for
comparatively low sales volume.
Because it provides a demonstration of the extent to which each menu item contributes to
profitability, the Menu Engineering Worksheet can be of great use to restaurateurs who are
interested in maximizing profit.
MENU ANALYSIS
Description of Stars, Plow horses, Puzzles, and Dogs
Having completed the worksheet, a restaurateur can use the general guidelines offered in the
followingparagraphstoanalyze the list of menu offerings and then determine the changes, if any,
that would improve the menu.
Stars
Stars are both profitable and popular and should normally be left alone, unless there is a valid
reason for change. Because of the popularity of stars, it is sometimes possible to increase their
menu prices without affecting volume, thus increasing their profitability.

5. Plow horses
Plowhorsesare popular,butrelativelyunprofitable.Theyshouldbe keptonthe menu,butattempts
shouldbe made to increase theircontributionmargins withoutdecreasingvolume.A possibilityis to
decrease standardportionsize slightlywhileimprovingthe appearance of the product.Anotheris to
raise pricesonsuch items,assumingthatthe volume of those itemswill notbe adverselyaffectedto
any great extent.
Puzzles
Puzzles are comparatively profitable, but relatively unpopular. They should be kept on the menu,
but attempts should be made to increase their popularity without decreasing their profitability
substantially. There are any numbers of ways to do this, including repositioning items to more
favorable locations on the menu, featuring items as specials suggested to diners by servers, and
changing the appearances or menu descriptions of these items to increase their appeal.
Dogs
Because dogs are both unprofitable and unpopular, they should be removed from the menu and
replacedwithmore profitable itemsunless(1) there isavalid reason for continuing to sell a dog (as
with an item that promotes other sales) or (2) its profitability can somehow be increased to an
acceptable level.
Thiswill require thatthe itembe changedin some way. One way of changing an item from a dog to
a puzzle is to increase contribution margin per unit, which may be done by increasing sales price.
The Menu Engineering Worksheet in Figure 11.1 shows the following:
 Stars: Strip Steak, Tournedos Rossini, and Steak Diane.
 Plow horses:GingerShrimp,Tea - SmokedSalmon,Pan - Seared Chicken, Chicken Albufera,
Trout Grenobloise, Shrimp a la Marseille, Fruits de Mer, and Catch of the Day.
 Puzzles : Roasted Duck Breast, Parmesan Veal Steak, Loin of Pork, and Lamb Chops
 Dogs : Vegetarian Burrito
However, all stars, plow horses, puzzles, and dogs are not the same. Some stars are truly
outstanding, with very high volume and very high contribution margins. Examples of this are Strip
Steakand TournedosRossini. Tea- SmokedSalmon,onthe otherhand,hasveryhighvolume,butits
contribution margin is $13.45, very close to the average of $13.68. If its price were raised $0.25, it
wouldbe inthe star category.Duck Breast, by contrast, is classified as a puzzle, yet its contribution
margin is $14.10. If its price were just $0.42 lower, it would be in the dog category.

6. Graphic Representation of Stars, Plow horses, Puzzles, and Dogs
It ispossible tobettervisualize the differencesin the items by plotting them on a chart, as we have
done inFigure 11.2. The numberssoldare shownon the vertical line atthe left of the chart, and the
contributionmarginsare shownonthe horizontal line atthe bottomof the chart. The horizontal line
goingacross the chart at the 115 number, which is 70 percent of the average MM, represents 4.375
percent,the cutoff pointthatdetermineswhetheranitemisclassifiedashighorlow for volume. All
items shown above the 4.375 percent line are classified as high, and all items shown below the
4.375 percent line are classified as low. The vertical line in the center of the chart represents the
cutoff point that determines whether an item is classified as high or low for contribution margin.
All itemsshowntothe left of the line are classified as low, and all items to the right of the line are
classifiedashigh.We have placedeachiteminitsapproximate positionon the chart so that a visual
picture of all items can be shown.
Figure 11.2
Thus one can see thatsome items — Loin of Pork,VegetarianBurrito,Veal Steak, Lamb Chops, Duck
Breast, Shrimp à la Marseille, Fruits de Mer, Ginger Shrimp, and Salmon — are very close to
becoming classified in another category.
Using the Categories to Alter Menus
Having completed the Menu Engineering Worksheet and the Graphic Representation of Stars,
Puzzles,Plow horses,and Dogs, it is now possible to analyze the menu and make changes that will
improve contribution margins.

7. Restaurant : Period:
A B C D E F G H L P R S
Menu Item
Name
# Sold
Menu
Mix %
Food
Cost
Sales
Price
Item CM
(E-D)
Menu
Cost
(D*B)
Menu
Revenues
(E*B)
Menu CM
(F*B)
CM
Catergory
MM
Catergory
Menu Item
Classification
Fried Chicken 175 $3.00 $7.00
Sirloin Steak 190 $5.50 $13.00
Baked Ham 40 $4.00 $8.00
Stuffed Sole 45 $7.00 $13.00
Swordfish 80 $8.00 $15.00
Lobster 60 $7.50 $16.00
Veal Marsala 90 $5.50 $14.00
Roast Rib 145 $6.00 $13.00
Lamb Chops 125 $6.00 $9.00
Beef Burgundy 50 $3.50 $7.00
Column N I J M
Totals $ $ $
K=I/J O=M/N
Menu Engineering Worksheet
Izati"s café 23rd December 2014
Q=(1/no.of item X 70%)
Exercise
1. George’s Restaurant had the following menu sales during a period of one week:
a. Calculate the menu mix percentage for each menu item.
b. Calculate menu contribution margin for the week.
c. Calculate menu food cost percentage for the week.
Menu Item Sales Food Cost Menu Price
StripSteak 73 $6.50 $18.90
FriedChicken 90 $3.90 $12.75
Lamb Chops 55 $7.00 $20.35
FriedScallops 92 $5.90 $18.50
BroiledHaddock 85 $4.50 $15.65
Roast Turkey 92 $3.00 $12.00
BakedStuffedShrimp 77 $6.70 $18.50
Veal Marsala 65 $6.50 $18.75
2. Generate Menu Engineering and analysis
a. Complete the Menu Engineering Worksheet reproduced in Figure 11.3, filling in the missing
information.
b. Prepare a graph similar to Figure 11.2 showing stars, plow horses, puzzles, and dogs.
Figure 11.3