Menu engineering: maximizing the profitability of your delivery menu

Menu engineering is a method of analysis that classifies each dish according to two criteria: its popularity (number of sales) and its profitability (gross margin). This matrix allows you to identify four categories of dishes and adapt your strategy.

Stars are popular AND profitable. They are your signature dishes, those that must be highlighted in photos, at the top of the menu, and in promotions. Do not change their recipe; they work.

Puzzles are profitable but not selling well. They have untapped potential. Improve their visibility: better photos, more appealing descriptions, strategic placement in the menu. Sometimes, simply changing the name is enough to boost sales.

Draft horses are popular but not very profitable. Clients love them, but they cost you too much. Two options: slightly increase the price or reduce production costs (portions, ingredients, alternative suppliers).

Deadweight dishes are neither popular nor profitable. The decision is simple: eliminate them. A shorter menu is more readable, facilitates kitchen operations, and reduces waste. Aim for a maximum of 15 to 25 dishes for a delivery restaurant.