MENU ENGINEERING:

DOGS
Alejandra Canales
Fiorella Fornerino
Rebecca Mazn

What is Menu engineering?

Is an interdisciplinary field of study devoted to the

deliberate and strategic construction ofmenus.

Taking into consideration the guest demand and

gross profit margins we find the relative

performance of each menu, we can find four types
of plates:
Stars
Plow Horse
Puzzles
Dogs

Characteristics
The first candidates to be removed from the

menu (because it does not contribute to their

share equitably the overall gross profit)
Not popular
Provide an excellent opportunity to innovate
the menu with new dishes.
Permit introduce seasonal ingredients (when
they are cheap and abundant).

Solutions
Remove the plate from the menu.
Use best ingredients.
Rename the plate.
Use suggestive sells techniques.
Apply internal merchandising.
Enlarge the portion.
Add fittings more expensive.

Example: