Menu Engineering

Ouz Benice
Bilkent University
School of Tourism &
Hotel Management

popularity
RUNNERS OR PLOWHORSES

WINNERS OR STARS

profit

LOSERS OR DOGS

SLEEPERS OR PUZZLES

popularity
RUNNERS OR PLOWHORSES

WINNERS OR STARS

Bife Portuguesa
Vegeteriano

10,5

profit

Bacalhau Brs

LOSERS OR DOGS

SLEEPERS OR PUZZLES

MENU ANALYSIS

Action Plan
Winners or Stars (high profit and high popularity): don't touch
this item or increase a little bit the price.
Runners or Plowhorses (low profit and high popularity):
increase the price or decrease cost (reduce portion size,
decrease food quality) except for signature items.
Sleepers or Puzzles (high profit and low popularity): decrease
the price, change the name for attractiveness, change the recipe,
relocate on the menu or promote this item.
Losers or Dogs (low profit and low popularity): abandon this
item, increase the price to make it a sleeper, or reduce the price
to make it a runner.