Engineering the Menu

"How can I create higher profit items in menus?" It is a perennial question that frequently hovers on the minds of the F&B professionals, be they owners or F&B Managers. The question has also been the topic of discussion in many seminars and conferences. From logical comprehension, one understands the answer lies in the key term, i.e. 'Menu Engineering."

What is Menu Engineering? 

According to an expert, menu engineering is the study of the profitability and popularity of menu items and how these two factors influence the placement of the food & beverage items on a menu. The goal of menu engineering in food service outlets is simple; to increase profitability per guest.

Several studies have been done to analyse the subject of menu engineering. While the term menu engineering is mostly used with regard to traditional paper restaurant menus, the concept is equally relevant for menus having online presence. For a food service outlet selling items with varying levels of price and profitability, menu engineering can help enhance the profits.

A good menu should be re-worked at least three times a year and have something seasonal going on every now and then. Now here lies the challenge of understanding what items to be placed in the menu so that they can garner better yields in terms of profits.

The Right Menu

According to most chefs menus which generate profitability without compromising on quality and guest delight are the menus which should be promoted, ideally. Profitability will always come with guest delight. We cannot be profitable without happy guests. On a general level, incorporate dishes which are prepared with locally sourced ingredients; vegetarian choices should be prepared with vegetables that are in season; avoid dishes which require partly prepared outsourced products like taco shells, sausages, etc.