Menu engineering: find the dishes that really make money

A bestseller is not automatically a profitable dish. Start with the selling price, subtract its ingredient cost, packaging, and item-level fees, then compare what remains with the space and prep time it consumes.

Build a useful menu matrix

• Stars sell often and leave a strong margin: keep them visible and consistent.
• Workhorses sell often but return less: adjust portions, suppliers, or price carefully.
• Puzzles make money but sell slowly: improve their name, photo, and placement.
• Dogs do neither: simplify, replace, or remove them.

Review the matrix monthly, not after every noisy weekend. A full month captures weekdays, campaigns, and normal changes in product mix. Use the result to make one measured change at a time, then compare like-for-like periods.