Menu Engineering: How to Increase Restaurant Profit by 20%

Introduction

Kya aapne kabhi socha hai ki kuch restaurants mein ek hi dish sabse zyada kyun bikti hai? Ya kyun kuch dishes menu par hone ke bawajood koi order nahi karta? Iska jawab hai Menu Engineering.

Menu engineering sirf sundar design banana nahi hai, balki psychology aur math ka sahi balance hai. Ek consultant ke taur par, main aapko bataunga ki aapka menu aapke liye paise kaise kama sakta hai.

1. The Matrix: Categorize Your Dishes

Menu engineering mein hum har dish ko 4 categories mein baant-te hain:

• Stars: High Profit & High Popularity (Inhe hamesha highlight karein).

• Workhorses: Low Profit & High Popularity (Inki costing kam karne ki koshish karein).

• Puzzles: High Profit & Low Popularity (Inhe promote karne ki zarurat hai).

• Dogs: Low Profit & Low Popularity (Inhe menu se turant hata dein).

2. Menu Psychology & Eye Movement

Insaan ki aankhein menu par sabse pehle Top Right Corner par jati hain.

• Tip: Apni sabse profitable “Star” dish ko wahan rakhein.

• Golden Triangle: Menu ke center, top right aur top left ko ‘Golden Triangle’ kehte hain jahan customer sabse zyada dekhta hai.

3. The Power of Descriptions

Sirf “Paneer Butter Masala” likhne ke bajaye, use thoda “Yum” banayein.

• Example: “Slow-cooked cottage cheese in a rich, creamy tomato gravy with a hint of hand-picked spices.”

• Achhi description padh kar customer 15% zyada pay karne ko taiyar ho jata hai.

4. Pricing Strategy (The No-Currency Rule)

Menu par kabhi bhi ₹ ya Rs. ka sign mat lagayein. Sirf number likhein (e.g., 299).

• Reason: Jab log currency sign dekhte hain, unka dhyan “kharch” par jata hai. Bina sign ke wo sirf “value” dekhte hain.

How RB Hotel Consultants Help?

Chef Ankit Bhandari sirf menu design nahi karte, wo har dish ki Standard Recipe Costing nikalte hain. Hum aapko batate hain ki:

• Kaunsi dish aapko nuksan de rahi hai.

• Kaunsi dish ko promote karna hai.

• Portion size kya rakhna hai taaki wastage kam ho.