Engenharia de cardápios

Food and Beverage
Use Menu "Engineering" To Boost F&B Margins by Bill Dover
Foodservice and hospitality managers who consider the printed menu as their most effective marketing tool should take a look at the concept of "menu engineering". They could find that this diagnostic tool would add from three to five percentage points to food margins the first time they use it.
Menu Engineering is a marketing-oriented approach to evaluating current and future menu pricing, design and content decisions.
Historically, foodservice managers have managed their food costs by percentages. Menu engineering, however, is primarily concerned with the banking of dollars, not just the achievement of target cost percentages. After all, we take dollars to the bank, not percentages.
If a foodservice operation is doing $1,000,000 per year in food sales and is generating a $100,000 or 10% profit margin, it is simple mathematics to see that a three percent improvement in margin drops an additional $30,000 to the bottom line. In this case, a 30% improvement in profit margin would have been achieved.
It is not unheard of to achieve a five percent or greater margin improvement the first time "Menu Engineering" techniques are used on a menu. In order to use it as a diagnostic tool, you need to track your sales over a typical two to three week period. If possible, try to find a two to three week period that does not contain an exceptionally unusual event. The information required for the two to three week period is:
The exact number of each menu item sold
The food cost in dollars of each item
The selling price in dollars for each item
With the sales and margin information, you then produce a scatter diagram with the vertical axis showing the margin and the horizontal axis showing the quantity sold. Each menu item is then placed into its appropriate position on the diagram.
The diagram is then divided into four equal quadrants.
When an item falls within a specific