Menu Engineering

Menu engineering, pioneered by Michael Kasavana and Donald Smith at Michigan State University, classifies every menu item on two axes: popularity (how often ordered) and profitability (contribution margin). Stars are high-popularity, high-profit items—protect and promote them. Plow Horses are popular but low-profit—re-engineer portions or pricing. Puzzles are high-profit but rarely ordered—improve visibility. Dogs are low-popularity, low-profit—consider removing them. This matrix transforms your menu from a list of dishes into a strategic profit tool.