Matakuliah
Tahun
: V0274 – Pengolahan Makanan II
(CULINARY II)
: 2010
Menu Characteristic
Pertemuan 13
Menu Characteristic
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Chapter Objective
• Identify the menu characteristic
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Menu Characteristic is menu engineering
Menu engineering is a technique utilized to maximize the
profitability factors based on the mix of menu items sold.
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By using guest demand (also called the menu mix) and gross profit margins, the relative
performance of each menu item is determined, and assigned one of the following terms (based on
the BCG Matrix):
Stars are extremely popular and have a high contribution margin. Ideally Stars should be your
flagship or signature menu item.
Plow Horse or Cash Cows Plow Horses are high in popularity but low in contribution margin.
Plow horse menu items sell well, but don’t significantly increase revenue.
Puzzles are generally low in popularity and higher contributions. Puzzle dishes are very difficult to
sell, but have a high profit margin.
Dogs are low in popularity and low in contribution margin. Basically they are difficult to sell and
when you do they are not all that profitable.
In general, items within a relevant comparable set (for example, entrees, or chicken entrees)
should be priced to have similar contribution margins - this way, the restaurant would make the
same amount of money, no matter what item the guest chooses to order.
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Copyright ©1999 John Wiley & Sons, Inc
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