The menu is the only sales document every guest reads. Yet in many restaurants it is maintained by feel: dishes get added because someone suggested them, and stay because they've always been there.
Two questions per dish
Menu engineering starts with two simple questions for every dish: how often is it ordered? And how much contribution margin does each sale bring? This produces four groups — and four clear strategies: make well-margined bestsellers visible, recost or rebuild popular margin killers, better place and describe profitable slow movers, and consistently cut the rest.
Pricing psychology without tricks
You don't need manipulation to sell better: clear structure, honest descriptions that build appetite, bestseller markers and a sensible order usually suffice. What matters is that prices are calculated — not copied from the neighbour.
The kitchen gets a vote
Every menu change is also a workflow decision. The most profitable menu is the one your kitchen can deliver in consistent quality during your rush. That's why costing and kitchen planning belong at one table — not in separate meetings.