Business Insights

How to Improve Profit Margins

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How To improve profit margins With MENU ENGINEERING

See how your guests really feel about your food to unlock profitability.

Your menu is directly tied to your profit. The items that people love and cost little to make are bringing in the most money. Meanwhile, high-cost dishes that don’t sell well are pulling your margins down. Menu engineering compares the profitability and popularity of similar items (entrees, appetizers) on a restaurant’s menu. To do this efficiently, we recommend sorting items into one of four categories – Star, Plow Horse, Puzzle and Dog.


STARS: HIGH PROFITABILITY | HIGH POPULARITY

Stars are your best sellers and have great profit margins. Ideally, this should be your goal for every item. When you discover your stars, feature them prominently on your menu and run promotions to get people to try them. Also, examine their flavor profile to see what your guests expect from you. This will be helpful information when trying to modify low-performing menu items.

PLOW HORSES: LOW PROFITABILITY | HIGH POPULARITY

If a menu item is selling well, but has a low profit margin, it’s a plow horse. These are often deceptive. On the surface, people love them. But because their costs are too high, they’re not making you much money. Sometimes nothing. You can handle this in a couple of ways. If the item is really popular, try raising the price. If the ingredients are really expensive, consider modifying them. Or if people can’t finish the dish, lessen the portion. Just don’t do it all at once.

PUZZLES: HIGH PROFITABILITY | LOW POPULARITY

From a cost perspective, puzzles are engineered to make money, but guests just aren’t ordering them. Maybe they’re priced too high, and people don’t see the value. Perhaps the portions are not enough. Or they have a flavor profile that your guests don’t expect from your restaurant. Compare your puzzles with your stars and see if you can modify them to excite your guests. And if all else fails, consider removing them altogether.

DOGS: LOW PROFITABILITY | LOW POPULARITY

Dogs are costing your restaurant double. They’re expensive to make and they don’t sell. Take a hard look at your dogs and ask yourself a few questions. How long have they been unpopular? Have their ingredient costs recently gone up? Why are they on the menu? If you need to downsize your menu, dogs should be the first place to start. It’s always hard to get rid of menu items, but it’s even harder to keep losing money.

TRUST THE DATA FOR BETTER PROFIT

Menu engineering helps you set aside your feelings and reveals how your guests feel about your food (and drinks) using real data. And when you understand your guests better, that’s when you discover your restaurant’s true profit potential.


embracing what's next

As technology continues evolving, it provides opportunities to enhance the dining experience, streamline operations and foster sustainable practices. Restaurants that embrace these changes are not only adapting to current trends but are also setting the stage for a prosperous future in a dynamic and competitive market.

REAL-TIME MONITORING …

In the back of house, technology has revolutionized managing the cost of goods sold (COGS), through inventory, recipe management and comprehensive expense reporting. With digital solutions, restaurants can monitor inventory levels, track expenses and streamline purchasing. Solutions like MarginEdge have profoundly transformed restaurant operations by enhancing efficiency and effectiveness. Traditionally, restaurant operators faced the tedious task of manually entering and interpreting COGS data, which was both timeconsuming and prone to error.

… FOR INSTANT INSIGHTS

Now these processes are streamlined, significantly cutting back on labor hours required to manage financial data. Its real-time insights allow operators to instantly access up-to-date information on sales, inventory and expenses, enabling them to make informed, data-backed decisions that can maximize profitability. This proactive approach fosters more strategic financial planning and agile responses to operational challenges, ultimately leading to more successful and responsive businesses.


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ready, set, engineer

Get a clear view on your menu’s performance by downloading SpotOn’s free menu engineering worksheet. You’ll need each item’s cost, price and sales for a month. After you have those, just plug in the info and the worksheet will categorize everything for you. Detailed instructions are included inside.


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