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FB Operation Chapter 10

This document discusses menu engineering and strategies for different types of menu items. It divides items into four categories based on their profitability and popularity: winners/stars, runners/plowhorses, sleepers/puzzles, and losers/dogs. For each category, it recommends actions like increasing or decreasing prices, changing portions, recipes, or promotion of items to optimize the menu's performance. The overall goal is to maximize profits while keeping popular items and addressing underperforming selections.

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Arlindo Madeira
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34 views5 pages

FB Operation Chapter 10

This document discusses menu engineering and strategies for different types of menu items. It divides items into four categories based on their profitability and popularity: winners/stars, runners/plowhorses, sleepers/puzzles, and losers/dogs. For each category, it recommends actions like increasing or decreasing prices, changing portions, recipes, or promotion of items to optimize the menu's performance. The overall goal is to maximize profits while keeping popular items and addressing underperforming selections.

Uploaded by

Arlindo Madeira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Menu Engineering

Ouz Benice
Bilkent University
School of Tourism &
Hotel Management

popularity
RUNNERS OR PLOWHORSES

WINNERS OR STARS

profit

LOSERS OR DOGS

SLEEPERS OR PUZZLES

popularity
RUNNERS OR PLOWHORSES

WINNERS OR STARS

Bife Portuguesa
Vegeteriano

10,5

profit

Bacalhau Brs

LOSERS OR DOGS

SLEEPERS OR PUZZLES

MENU ANALYSIS

Action Plan
Winners or Stars (high profit and high popularity): don't touch
this item or increase a little bit the price.
Runners or Plowhorses (low profit and high popularity):
increase the price or decrease cost (reduce portion size,
decrease food quality) except for signature items.
Sleepers or Puzzles (high profit and low popularity): decrease
the price, change the name for attractiveness, change the recipe,
relocate on the menu or promote this item.
Losers or Dogs (low profit and low popularity): abandon this
item, increase the price to make it a sleeper, or reduce the price
to make it a runner.

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