Module 3 of 6
Menu Engineering & Profitability Matrix
Stars, Plowhorses, Puzzles, and Dogs analysis.
The 4 Menu Categories
Menu engineering matrix
Stars
Popularity: High · Profit: High
Feature prominently. Never discount.
Plowhorses
Popularity: High · Profit: Low
Raise price slightly or reduce portion cost.
Puzzles
Popularity: Low · Profit: High
Reposition on the menu. Train staff to recommend.
Dogs
Popularity: Low · Profit: Low
Remove or replace unless there is a guest-loyalty reason.
“We repositioned our signature pasta as a menu Star, increasing dish margin by $4.”
Menu engineering strategy
Optical Focal Point & Menu Layout
“Highlighting our chef specials in the top-right menu box increased high-margin starter sales.”
Optimizing menu layout
Acting on Each Category
“We nudged the burger's price up $1 and switched to a slightly leaner cut — a classic Plowhorse fix.”
Adjusting a Plowhorse item
“The lamb shank was a Dog for two straight quarters, so we pulled it and rebuilt the recipe from scratch.”
Acting on a Dog item
Pricing Psychology on the Page
“We repriced the tasting menu from $79.99 to $80 flat — it reads as a decision, not a discount.”
Explaining round-number pricing
Quick Shift Check
In Menu Engineering, what defines a 'Star' dish?
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