Menüelemzés

Menüelemzés, often translated as menu engineering or menu analysis, is a systematic process used in the food service industry to evaluate and optimize the profitability of menu items. It involves classifying each item based on its popularity (sales volume) and profitability (contribution margin). This analysis helps restaurateurs make informed decisions about menu pricing, item placement, and overall menu design.

The core of menüelemzés lies in a two-by-two matrix. One axis represents an item's popularity, typically categorized as "high" or "low." The other axis represents its profitability, also categorized as "high" or "low." This creates four quadrants: stars (high popularity, high profitability), plowhorses (high popularity, low profitability), puzzles (low popularity, high profitability), and dogs (low popularity, low profitability).

Once items are categorized, strategies can be developed for each. Stars are generally left as they are, perhaps with minor adjustments to further increase profitability. Plowhorses may benefit from a slight price increase or cost reduction strategies. Puzzles require attention to increase their appeal or popularity, perhaps through improved descriptions or promotions. Dogs are often candidates for removal from the menu or significant redesign to improve their performance.

Effective menüelemzés goes beyond just these four categories. It considers factors like food costs, ingredient sourcing, preparation complexity, and customer perception. The ultimate goal is to create a menu that maximizes revenue and profit while ensuring customer satisfaction and operational efficiency. It is a dynamic tool, requiring regular updates as market conditions, customer preferences, and cost structures change.