UK_Menu_Engineering_2024

Build a better

menu: Solving the profit vs. price puzzle

Build a better menu: solving the profit vs. price puzzle The tips, tools and tech to increase your food-service profitability Changing your menu is an exciting and sometimes fraught part of the business. But new tools and solutions — including generative AI technologies — allow food-service operators to get more and better answers, earlier in the lifecycle of menu creation, to make decisions to boost profitability.

With inflation continuing to take a larger piece of your profits, labour challenges and other pressures impacting operating costs, controlling expenses by reworking your menu to maximise profits has become more important than ever.

How do you hit the sweet spot of menu design perfection?

Nailing the perfect menu is about more than culinary creativity – though that’s important. It’s about menu engineering, a deep evaluation and optimisation of your restaurant’s dishes. When done right, food-service operators can realise substantial cost savings, streamlined procurement, operational efficiencies and improved sales.

The four-steps of menu engineering

Step 1

Step 2

Step 3

Step 4

Collect data on menu, pricing, sales, etc.

Assess your menu

Price your dishes right

Redesign your menu

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Collect data on your menu, pricing, sales and more A periodic analysis of your menu can help mitigate rising costs by helping you understand which items are contributing the most to your business’s profitability and which items are underperforming.

The process starts with collecting data on your menu, purchasing costs and customer preferences. You’ll need answers to questions like: What sells well or poorly?

What do my ingredients cost?

What is my profit on each dish?

What do my customers want more or less of?

The process can be detailed and time consuming, or you can take advantage of new tools that alleviate some of the busy work involved.

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Tools and metrics for collecting data on menu performance How do you decide what to keep on your menu? If you’re holding on to old standby’s without analysing their performance, you could be losing money every time you serve that dish. Let’s take a detailed look at the steps you should be taking:

Sales-data analysis The first step involves sales-data analysis on menu items, categorising them as: Stars (high profitability, high sales) Plough horses (low profitability, high sales) Puzzles (high profitability, low sales) Dogs (low profitability, low sales) By analysing this information, you can get a quick gut-check on where you could make changes.

“Menu Engineering: A Practical Guide to Menu Analysis” by Michael L. Kasavana

Cost-of-goods-sold (COGS) analysis The Cost of Goods Sold (COGS) analysis refers to the calculation and evaluation of the total cost associated with producing your food and beverages, including ingredients, direct labour and other costs (i.e. supplies, packaging, etc.).

This metric is a crucial KPI for foodservice businesses in helping them determine the profitability of individual menu items, guiding pricing decisions, managing inventory more efficiently, and identifying opportunities to reduce costs without compromising quality. By analysing COGS, businesses can make informed decisions to enhance their operational efficiency, optimise their menu pricing, and improve overall profitability.

Automate your COGS work With sophisticated, recipe-first culinary operating systems, Entegra culinarians consider the cost-of-goods analysis when developing recipes and menus for clients.

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“We can analyse your menu, giving you insights into your ingredient costs and how they add up to the cost of your menu item,” said Entegra Director of Client Operations and former executive chef - Wayne James-Green.

We work with a number of third party systems, as well as having our own WIMD, so you will know how much you’re paying for each recipe ingredient and how much that dish costs you to make and sell.

Margin analysis: making the maths work While the maths is simple, the process to gather and analyse margins on every dish you serve can be long. A margin analysis requires finding the contribution margin of each item, the gap between the sales price and the total cost. More profitable items have higher contribution margins.

This is a crucial step that will let you see — without an emotional response to wanting to keep a dish — what needs to come off, what needs to be added, what’s resonating with customers and what’s not.

Customer feedback and preference data: Can you conduct a focus group? Set up an online survey? Gathering data on customer preferences and feedback can provide insights into the popularity of your menu items. According to Wayne, “getting customer feedback is nice when you can tap into it, but let the sales do the talking.”

“Recently, we had a midsize, multi-unit restaurant client reach out to help them transform their menu,” said Wayne. “They wanted to appeal to a different demographic than they were currently attracting. So, we’re working with them on a complete reimagining of what they’re serving, how they’re pricing it and how the menu is designed.”

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Step 2: Assess your menu Once you do your analysis, it’s time to sharpen your knife.

This phase is about keeping your stars, ditching your dogs and experimenting with underperforming items. When doing your menu item performance analysis, the biggest area of opportunity is with the plough horses, the high-sales, low-profit dishes.

The plough horse problem How can you make plough horses more profitable? Consider: Making portion sizes smaller Writing more appealing menu descriptions Substituting ingredients

Ingredient substitutions: what’s working now Entegra’s Chief Client Officer, Richard King, advises clients on ways to make their menus more profitable. Using beef burgers as an example, Richard recommends cost-saving substitutions, like: Swapping beef with lower-cost chicken or pork and mixing proteins. For example, consider a 75% turkey, and 25% pork mix burger for a tasty alternative.

Focusing the menu description on the nutritional value of substitutions like turkey, which is leaner and can appeal to customers.

Making burgers with a mix of mushrooms instead of 100% meat.

Serving sliders instead of a bigger burger.

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The dogs: Can these be saved?

Generally, our advice is to remove low-profit, low-sales items to boost your margins. But you may need to keep a loss leader on the menu that has shown an ability to draw customers into your business to spend more.

Solving the puzzles: Strategies for keeping high-profit, low-sales items How can you sell more menu puzzles, those high-profit, low sales items? These types of dishes deserve more time to shine.

With creative positioning and improved descriptions, you can move the needle on sales.

Let the stars shine Your stars should get top billing: prominent placement on the menu, high-quality photography and a mouth-watering description.

“Product rationalisation is a great way to look at and mitigate costs in your business. Now may be the time to look at a new, comparable ingredient that may be of better quality at a lower price point because you’re getting it through an Entegra contract.”

Bringing down food costs with SKU rationalisation The process of examining inventory and deciding which products are redundant, off-contract, too expensive or under utilised is called SKU rationalisation. By more tightly controlling purchasing, many operators can bring down the cost of making dishes, moving some of their plough horses to stars.

With fewer ingredients, foodservice staff can focus on increasing the overall quality of the business’ core offerings.

Richard King

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Step 3: Price your dishes right A thoughtful examination of pricing can help you turn a profit.

With food costs rising, you may need to pass along some of those added expenses. “If prices of some ingredients are consistently high, then it may be time to increase prices,” said Richard King. He advises never to make a major price hike. “Instead, customers may be more receptive to paying more around the holidays. They may feel more generous, making that a good time to make incremental price increases.”

The Entegra Beagle platform transforms procurement by allowing you to effortlessly compile shopping lists of essentials and alerts you to more affordable alternatives for the same items. It’s the perfect ally for optimising and tracking food purchases efficiently.

Another way to save: Entegra MarginSmart MarginSmart is our new service crafted to elevate your bottom line and fine-tune your operations for maximum profitability.

From ordering to production, storage, portion control, menu profitability, revenue capture, allocations, to wastage - we meticulously analyse these critical areas to uncover your theoretical margin and develop a comprehensive strategy to achieve your full potential.

Our methodology is deeply collaborative, transcending traditional number crunching. By forging a close partnership with your team, we immerse ourselves in the core of your operations, scrutinising every detail from procurement to point-of-sale. This thorough approach ensures we identify and capitalise on every opportunity to enhance your business performance.

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Step 4: Redesign your menu The final step of the menu engineering process is to synthesise your learnings and decisions from the previous steps and use that knowledge to create an appealing menu to showcase your culinary creations.

According to research from Cornell University, menu items sell 27% more if they’re given a great menu description.

The psychology of menu design Place items strategically: Place your stars, your most profitable dishes in the ‘sweet spot’ of the menu, the top right corner where the eye naturally goes first.

Highlight key dishes: Draw attention with special boxes or highlights to subtly guide the diner’s choices.

Layout your menu: Organise your layout into groups that are logical and emphasise profitable dishes.

Use Images: Include appetising images of high-profit dishes to attract more orders.

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Deemphasise prices: Don’t include pound signs or draw lines to connect the dish to its cost. This can make the cost seem less daunting, encouraging higher spending.

Price right: Slightly lower prices (e.g., £14.95 instead of £15) can create a perception of value, nudging customers towards these choices.

Write descriptions that pop: Using evocative, descriptive language can make dishes sound more appealing. Words like “hand-crafted,” “wood-fired,” or “sundrenched” add a sensory dimension.

“Descriptions that make your dish sound special work like magic. Are you using ingredients of provenance on your menus? Calling that out can spike sales.”

Wayne Green

Full-service culinary solutions How can you master menu engineering while managing your business? The Entegra operations team unlocks new avenues for enhancing your operations, boosting your profit margins in the process.

Our specialists delve into your business hurdles, prescribing tailored solutions, services, and products that boost your performance.

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Our culinary consultants are maestros in kitchen management and food service procurement, poised to assist you in minimising food waste and navigating supply chain and inflation hurdles. They offer extensive support throughout the entire menu engineering journey, equipping you with holistic culinary strategies for every phase.

Maintaining profitability and competitiveness in the marketplace Menu engineering is a continuous cycle of optimising your menu to improve your overall business performance. Your menu may need a little fine-tuning or a full-scale redo, Entegra can be your partner to help you achieve your goals. We’re more than a group purchasing organisation (GPO) that saves you money on your purchases. We improve your business performance by taking a holistic look at your operations and providing you with thought leadership and resources to enhance efficiency across all aspects of your operations.

Ready to get started on your menu?

Speak to Entegra’s experts or visit our website to learn how to put our culinary services to work in your kitchen.

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Drive sales and savings while elevating the guest experience.

Partner with Entegra today.

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Speak to Entegra’s experts or visit our website to learn how we can keep your business on-trend across operations and food service.

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