Menu Engineering for Restaurant Success
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ScribdTranslationsMenu Engineering for Restaurant Success
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ScribdTranslations▪ Historical
▪ Market growth
gastronomic
▪ Purchasing power
▪ Lifestyle
▪ Family habits
▪ Work routine (woman)
in the job market
▪ How to stand out?
Fundamental tool
Cover letter of
restaurant
Utility
Main responsible for the
sales
When service quality
meets expectations→
FIDELIZATION
Garrison/
Entry Main Course
Follow-up
Dessert Drinks
▪ They are starting the meal
▪ They can be hot or cold
▪ Proteins
▪ Most expensive item on the menu
▪ Diversify options
▪ Usually they are vegetables (leafy vegetables,
legumes, grains, fruits
▪ Accompaniments: these are those that
must necessarily be in
a preparation
▪ Consider standard of
service
▪ Consider the audience
▪ Aesthetics
▪ Letters
▪ Suggestion from the boss
▪ Focal Point
▪ Improves dish output
▪ Choose the largest one
profit margin
▪ They can influence clients
▪ Help in the rotation of
inventory
▪ It corresponds to the prime area of the menu;
▪ Distribute dishes according to sales level and margin
profits
▪ Consider standard of
service
▪ Consider the audience
▪ Aesthetics
▪ Lyrics
▪ Suggestion from the boss
▪ Focal Point
Beware of the
graphics!
The menu does not
it is eternal!
▪ Culture
▪ Fashion
▪ Climate
▪ Import of inputs
▪ Presence of nutritionist
▪ Presence of a chef
▪ Management system, based on marketing, suitable for
analyze current and future prices, as well as the consumption of items
of the dishes on the menu from the sales perspective
▪ Useful for:
▪ Maintenance and correction of items on the menu;
▪ Improve sales;
▪ Reduce costs;
▪ Increase customer satisfaction.
Demand - total items
sold
Analyze your mix of
sales-participation
of item number total of
sales
Contribution margin
-difference in price
of sale and direct cost
▪ Based on the percentage of food costs and the mix of
sales
▪ This study is conducted by the sales group (according to
menu
▪ Menu engineering matrix
Item Qty P of p. of Margin Total Total of Total CMV % of
sold sale cost of profit of cost of sales
sales profit
▪ Item–nome do prato no cardápio
▪ Quantidade vendida (QV):quantos pratos são vendidos
of that item in a study period
▪ Selling price (PV): How much is charged for the dish
▪ Cost price (PC): cost of the technical sheet
▪ Profit margin (PM): SP–CP
▪ Total sales: total revenue for the period (Quantity Sold x Unit Price)
▪ Average cost of goods sold (PC/ PV x 100)
▪ % of sales: QV/ total group sales
▪ IGP = 100% / NUMBER OF ITEMS * 70%
Item QV PV PC ML TV TC PL CMV % of
sales
Delicious chicken 110 21.00 6.00 15 2310 660 1650 28,57 19,71
Thigh to 88 20.00 5.50 14.5 1760 484 1276 27,50 15,77
sauce of
orange
Chicken to 80 23.00 7.50
Cuban
Chicken à 210 18.00 4.50
parmesan
Chicken 70 18.00 4.00
grilled
Total of the group 558 100/5*70 14%
%
▪ Classify according to graphic analysis
% of
sales
medium
Margin of
average profit
▪ Contribution margin:
▪ Low: MC < medium plate Reflects
participation in
▪ High: MC > medium plate
profit
▪ Total de pratos vendidos(TPV):
Reflect
▪ Low: %PV < average plate Popularity
▪ High: %PV > average lawn of the dishes
▪ % INTENDED = 100% / NUMBER OF ITEMS * 70%
% of
sales
MC↓ MC↑ médio
TPV ↑ TPV ↑
MC↓ MC↑
TPV ↓ TPV ↓
Margin of
average profit
▪ Contribution margin
negative/ Sales mix
positive
▪ What to do?
▪ Reposition to another
quadrant
▪ Test the elasticity of
prices;
▪ Redo the technical sheet;
▪ Check process of
montage and preparation
of the dish
▪ Contribution margin
high sales mix
▪ What to do?
▪ Maintain the specifications
of purchase of the items,
control of
portioning and care
in the final presentation;
▪ Guide staff to
stimulate sales
▪ Test elasticity of
price
▪ Contribution margin
negative/ sales mix
negative
▪ What to do?
▪ Remove from the menu
(minimum stock)
▪ Increase price and try
reclassify
▪ Stimulate sales
(suggestion of the day)
▪ Contribution Margin
positive/ Sales mix
negatives
▪ What to do?
▪ Reposition in
upper quadrants;
▪ Develop a campaign for
sales
▪ Reverse selling price
▪ Visually reposition
on the menu
▪ Conscious and precise changes
▪ Total analysis of the number of dishes
▪ Think about the logic of the menu
▪ Explore the ingredients in dishes
different
▪ Adjust the technical file
▪ Fill in the menu engineering matrix;
▪ Perform graphic analysis
▪ Classify the dishes
Item QV PV PC ML TV TC TL CMV % of sales
Delicious chicken 120 21 6
Thigh to
sauce of 88 20 4.5
orange
Chicken to
71 23 7.5
Cuban
Chicken to
160 21 4.5
parmesan style
Chicken
70 20 6
grilled
Total of the group
MEDIA
▪ Item - name of the dish on the menu
▪ Quantity sold (QV): how many dishes are sold
of that item during a study period
▪ Selling price (PV): How much is charged for the dish
▪ Cost Price (PC): cost of the technical sheet
▪ Profit margin (PM): SP–CP
▪ Total de vendas: receita total do período (QV x PV)
▪ Average cost of goods sold (PC/ PV x 100)
▪ % of sales: QV/ total group sales*100
▪ % EXPECTED SALES (IGP) = 100% / NUMBER OF ITEMS * 70%
Item QV PV PC ML TV TC TL CMV % of sales
Delicious chicken 120 21 6 15 2520 720 1800 28.57 23.58 - Horse
Thigh to 15.5 1760 396 1364 22.50 17.29–Star
88 20 4.5
orange sauce
15,5 1633 532,5 1100,5 32.61 13.95 - Break
Cuban-style chicken 71 23 7.5
head
Chicken à 16.5 3360 720 2640 21.43 31,43 - Star
160 21 4.5
parmesan style
grilled chicken 70 20 6 14 1400 420 980 30.00 13.75-Dog
Total of the group 509 11090 2886 8204 100
MEDIA 15.3
27.02 14