Writing Restaurant Menus

Recently I visited one of the most Globally successful restaurant brand and going through their menu, it got me thinking - #Menu making is a #science and an #art which involves both an artistic aspect and a scientific approach Successful #Restaurant #brands globally Strategize a #Dynamic Menu through something that we Chefs call #menu #engineering Although you may be inclined to go with your gut and offer menu items that speak to your preferences, designing #Food #menus go much deeper than this. Successful restaurants always use a menu as a #strategic #hook to keep customers and increase sales. Along with designing an aesthetically pleasing menu with the right colors, images, and layout, use of “menu engineering” as a way to ensure profitability is the best tool Many restaurant owners will assess profitable menu items as frequently as once a quarter, making it more of a #dynamic rather than a #static process. Here are the menu engineering nuts and bolts to consider. #Workhorses Your “workhorses” are your highly popular but low-profit menu items. When evaluating your profitability, you may not want to remove these essential dishes from the menu, but perhaps find a way to use more affordable ingredients or reduce portion sizes. #Dogs If you come across low-profit menu items that aren’t popular, these are considered “dogs.” So in this specific instance, you may want to remove these dishes entirely from the menu. However, the anomaly might be a kid’s menu items, These might not be too lucrative; however, by keeping this dish, you can keep parents satisfied(your actual target audience)OR a tea/coffee which might be the hook for a customer to order snack/food items when they order a tea/coffee It’s up to you to assess whether this might be a smart business move. #Puzzles Dishes that are highly profitable but low in popularity are considered “puzzles.” For puzzles, you may want to #brainstorm ways to enhance the recipes or reposition them in a way that entices customers. You can even ask employees to highlight puzzles while serving .Giving #eyeballs to those dishes #Stars “Star” items are self-explanatory in a way—these are the high-profit, high-popularity items you want to keep! Although you may be tempted to “spice up” these offerings to raise the bar but I suggest that you do your best to keep the recipe the same and only slightly tweak the ingredients if necessary - Never try to tweak a Superstar dish as it slowly evolves to become a legacy. Your team should do everything in their power to promote these items and marketing efforts should focus on showcasing them on social media. In the realm of menu making, understanding the balance between profitability and customer satisfaction is key. By leveraging menu engineering principles, restaurants can create a dynamic and strategic menu that resonates with customers and enhances overall business success.

This new study shows strong support for behavioural #nudges to promote sustainable food choices in restaurants. Both customers and restaurant managers rated all nudge strategies highly, with customers favouring the use of checkmarks, icons, and menu re-design to increase visibility of sustainable options. Customers also showed more support for default nudges—like making sure plant-based options featured as the default main dish—than restaurant managers, indicating a higher demand for sustainable choices than is typically recognized. Yet, 17% of restaurants in this study still weren’t implementing any of these nudges, representing a significant missed opportunity. Full study here: https://lnkd.in/dWQxSPFX & more insights from me here: https://lnkd.in/ddGzKbGj #SustainableEating #BehavioralScience #behaviourchange #Nudge #FoodChoices #RestaurantManagement #SustainabilityInDining #PlantBased #CustomerBehavior #MenuDesign #SustainableFood #Food&Beverage

🚫 If you think menus are about food, you’re wrong. A menu is not a price list. It is the silent storyteller of your brand. When I first entered hospitality, I believed menus were simply lists of dishes. Today, I know they are psychological masterpieces — shaping what guests choose, how much they spend, and how they remember the experience. And the fascinating part? Most of this happens without the guest ever realizing it. This isn’t trickery. It’s empathy. It’s design thinking applied to dining. 📌 The psychology at play: 🔸 The Golden Triangle – Diners’ eyes don’t scan menus in order. They land first on the middle, then the top right, then the top left. That’s where your hero dishes must live. 🔸 Anchoring with a Decoy – A ₹4,000 lobster makes a ₹1,800 steak look like a deal. The lobster might not sell, but it sells more steak. 🔸 Words Create Value – “Paneer Tikka” is plain. “Smoked Cottage Cheese Tikka – A Tribute to Punjab” feels irresistible. Language transforms perception. 🔸 Nostalgia is Currency – Call it “Amma’s Rasam” and it’s no longer food. It’s comfort. It’s belonging. People pay for the memory as much as the taste. 🔸 The Healthy Halo – Even if nobody orders the detox juice, just seeing it reassures guests. “I could have made a healthier choice.” Ironically, this often makes them indulge more. 🔸 No Currency Signs – Remove the “₹” and the brain stops seeing it as money. It feels less like a bill, more like an experience. 🔸 Curated Choice – Too many dishes create fatigue. Too few make guests feel trapped. The sweet spot? 7–10 per section in fine dining, 12–15 in casual. ⸻ ✨ Here’s the deeper truth: Menus don’t just feed the body. They feed the imagination. They shape memory, influence emotion, and quietly script the story guests will tell after the meal. The next time you open a menu, ask yourself: What story is it telling me? And if you design menus — ask this: What story is mine telling my guest? Because in hospitality, success is never about selling dishes. It’s about serving memories. ⸻ 👋 I’d love to hear from you: What’s one menu item you’ll never forget — not for the taste, but for the story behind it? #Hospitality #Leadership #MenuPsychology #GuestExperience #Storytelling

📉 What is Food Cost? Food Cost = (Cost of Ingredients / Food Sales) x 100 ✅ Ideal Range: 28% – 35% (depends on cuisine, concept & region) ⸻ 🧠 7 Actionable Strategies to Reduce Food Cost (With Examples): 1. Portion Control 📌 Why it matters: Over-serving = over-spending. 🍛 Example: If your kitchen adds 20g extra paneer per plate, across 100 plates/day — that’s ₹6,000 lost per week. ✅ Solution: Use portion scoops, scales & visual portion charts. Train your team on “standard serving size”. ⸻ 2. Inventory Management 📌 Why it matters: Expired or unused food = dead stock = money wasted. 🧾 Solution: Follow FIFO (First In, First Out). Audit inventory weekly. Label everything by delivery date. 💡 Tip: Use tools like Google Sheets or software like Petpooja, POSist, or MarketMan for better tracking. ⸻ 3. Menu Engineering 📌 Why it matters: Not every item gives you the same margin. 📊 Solution: Identify high-profit dishes vs. low-margin bestsellers. ✅ Highlight profitable items in your menu layout. Reduce low-margin items unless they attract volume. ⸻ 4. Waste Reduction 📌 Why it matters: Every piece of unused trim = hidden loss. 🍽️ Solution: Conduct a daily waste log. Analyze what’s being thrown and why. 🔄 Repurpose usable trims into soups, stocks, or daily specials. ⸻ 5. Vendor Negotiation 📌 Why it matters: You’re probably overpaying without knowing it. 🛒 Solution: Compare prices monthly with at least 2–3 suppliers. Buy in bulk for high-usage items — but only what you can use before expiry. ⸻ 6. Seasonal & Local Ingredients 📌 Why it matters: Imported or off-season products = expensive. 🌽 Solution: Build your menu around what’s cheap now. Highlight seasonal freshness — customers love it! ⸻ 7. Staff Training 📌 Why it matters: A careless cook can blow your profit margin in a single shift. 👨🍳 Solution: Train staff on SOPs (Standard Operating Procedures), food handling, and waste control. 🎯 Reward cost-conscious behavior. ⸻ 📌 Final Thought: You don’t need to cut corners. You need to cut the waste. Reducing food cost isn’t about compromising on quality — It’s about running a smarter kitchen.

🍟 McDonald’s stands as a beacon in the localization world. Apart from Coca-cola I think they are one of my favorite examples to showcase localization on. They’ve adapted menus and marketing strategies to local tastes and cultural preferences, significantly contributing to their global growth – something that all brands should strive to do. 💡 A prime example of “think global, act local,” McDonald’s understood cultural differences, and through this understanding, increased international sales and presence. And here are some of the fantastic examples of localized menus: 🇮🇳 India: ↳ Adaptations: Due to the majority Hindu population and a significant Muslim minority, McDonald’s in India does not serve beef or pork. Instead, the menu features vegetarian and chicken items. ↳ Key Items: - Maharaja Mac: A Big Mac variant made with chicken patties. - McVeggie: A vegetable patty with Indian spices. 🇨🇳 China: ↳ Adaptations: Emphasis on chicken over beef, inclusion of local flavors and items. ↳Key Items: - Big Mac and Cheese Burgers: Only beef options. - Chicken McNuggets and McWings: Served with chili spicy garlic sauce. - Taro Pie: A dessert made from a plant native to Southeast Asia. 🇯🇵 Japan: ↳Adaptations: Integration of local cuisine into the menu, focusing on unique Japanese flavors. ↳Key Items: - Ebi Filet-O: A shrimp patty sandwich. - Mega Teriyaki Burger: A pork sandwich with teriyaki sauce. - Tsukimi Burger: A seasonal item with a poached egg. - Green-tea flavored milkshake: Catering to local beverage preferences. 🇩🇪 Germany: ↳Adaptations: Inclusion of local flavors and traditional German foods. ↳Key Items: - Nuremburger: A mini bratwurst sandwich. - Shrimp Lemon Burger: With garlic-lemon sauce on a herbed wheat bun. - McBeer: Beer served in selected locations. 🇫🇷 France: ↳Adaptations: Focus on high-quality ingredients and local culinary practices. ↳Key Items: - CroqueMcDo: A sandwich with Emmental cheese and ham. - McBaguette: A burger served on a baguette with French cheese. - Les Deluxe Potatoes: Potato wedges instead of fries. 🇧🇷 Brazil: ↳Adaptations: Incorporation of traditional Brazilian foods and flavors. ↳Key Items: - Pao de queijo: Traditional cheese bun. - Cheddar McMelt: A burger with cheddar cheese and onion sauce. - McCalabresa: A sausage patty sandwich with vinaigrette sauce. Which ones are your favorite?

𝗬𝗢𝗨𝗥 𝗠𝗘𝗡𝗨 𝗜𝗦 𝗬𝗢𝗨𝗥 𝗩𝗢𝗜𝗖𝗘: 𝗠𝗔𝗞𝗘 𝗘𝗩𝗘𝗥𝗬 𝗗𝗜𝗦𝗛 𝗖𝗢𝗨𝗡𝗧 Over a period of time, as an experienced chef, I have learned that a menu is more than just a list of dishes. 𝗜𝘁’𝘀 𝗮 𝗿𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝘃𝗶𝘀𝗶𝗼𝗻, 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, 𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. Beyond showcasing what a kitchen can do, a well-designed menu has the power to influence guest choices and boost profitability. This is where 𝗺𝗲𝗻𝘂 𝗲𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 comes in-𝙖 𝙨𝙠𝙞𝙡𝙡𝙛𝙪𝙡 𝙢𝙞𝙭 𝙤𝙛 𝙘𝙪𝙡𝙞𝙣𝙖𝙧𝙮 𝙥𝙖𝙨𝙨𝙞𝙤𝙣 𝙖𝙣𝙙 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙞𝙘 𝙩𝙝𝙞𝙣𝙠𝙞𝙣𝙜. 𝙏𝙃𝙀 𝘾𝙃𝙀𝙁’𝙎 𝙋𝙀𝙍𝙎𝙋𝙀𝘾𝙏𝙄𝙑𝙀 Every dish on a menu has a role. Some are the stars of the show, others complement the lineup, and a few may even be personal favorites. Menu engineering allows us to step back, analyze their impact, and make informed decisions about which items to elevate, adjust, or retire. 𝙁𝙊𝙐𝙍 𝙏𝙔𝙋𝙀𝙎 𝙊𝙁 𝘿𝙄𝙎𝙃𝙀𝙎 1. 𝗦𝘁𝗮𝗿𝘀: Popular and profitable dishes that shine as signature creations. 2. 𝗣𝘂𝘇𝘇𝗹𝗲𝘀: High-margin dishes that don’t sell well but might, with better marketing or positioning. 3. 𝗣𝗹𝗼𝘄𝗵𝗼𝗿𝘀𝗲𝘀: Crowd-pleasers with lower profits. Small tweaks to portions or pricing can enhance their value. 4. 𝗗𝗼𝗴𝘀: Low-profit, low-demand items that may not belong on the menu anymore. 𝙂𝙐𝙄𝘿𝙄𝙉𝙂 𝙂𝙐𝙀𝙎𝙏 𝘾𝙃𝙊𝙄𝘾𝙀𝙎 Menu engineering is about influencing choices in subtle but effective ways: * 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁: Diners’ eyes naturally focus on hotspots like the top-right corner. Feature the stars there. * 𝗗𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻𝘀: Words matter—“Pan-seared salmon with citrus beurre blanc” sells better than “Salmon.” * 𝗣𝗿𝗶𝗰𝗶𝗻𝗴: Include a premium item to anchor perception, making other options seem more affordable. * 𝗩𝗶𝘀𝘂𝗮𝗹 𝗖𝘂𝗲𝘀: Use sparing highlights like boxes or chef’s picks to draw attention to key dishes. 𝘼𝘿𝘼𝙋𝙏 𝙏𝙊 𝙎𝙏𝘼𝙔 𝘼𝙃𝙀𝘼𝘿 Menus should evolve with seasons, trends, and guest preferences. Regular analysis of sales data and feedback can reveal what’s working and where adjustments are needed. Turning puzzles into stars or enhancing plowhorses can elevate your menu’s performance. 𝙏𝙃𝙀 𝙏𝘼𝙆𝙀𝘼𝙒𝘼𝙔 𝗔𝘀 𝗰𝗵𝗲𝗳𝘀, 𝘄𝗲 𝗽𝗼𝘂𝗿 𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻 𝗶𝗻𝘁𝗼 𝗲𝘃𝗲𝗿𝘆 𝗱𝗶𝘀𝗵. 𝗠𝗲𝗻𝘂 𝗲𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 𝗲𝗻𝘀𝘂𝗿𝗲𝘀 𝘁𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗽𝗮𝘀𝘀𝗶𝗼𝗻 𝘁𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗲𝘀 𝗶𝗻𝘁𝗼 𝗯𝗼𝘁𝗵 𝗴𝘂𝗲𝘀𝘁 𝘀𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. 𝙒𝙝𝙖𝙩 𝙨𝙩𝙤𝙧𝙮 𝙞𝙨 𝙮𝙤𝙪𝙧 𝙢𝙚𝙣𝙪 𝙩𝙚𝙡𝙡𝙞𝙣𝙜? 𝙇𝙚𝙩’𝙨 𝙚𝙭𝙘𝙝𝙖𝙣𝙜𝙚 𝙞𝙙𝙚𝙖𝙨 𝙞𝙣 𝙩𝙝𝙚 𝙘𝙤𝙢𝙢𝙚𝙣𝙩𝙨! #menuengineering #foodandbeverage #essential #education #creativity #passion #design #business #management #basic #menu #chef #hospitality

If customers are walking out after spending only ₹180 on one pizza, it is not a food problem. It is a design problem. I saw this in a small pizzeria café in Chennai. Nice place, good pizzas, but sales stayed flat. Most guests came in, ordered one 9-inch pizza, shared it, and left. The founder was making the classic first-time mistake. Changing the menu every week. New SKUs added, old ones removed. No consistency for customers, no rhythm for staff. Even the few items that could have worked were always missing. The change came when we stopped looking at items and started designing meals. - Pizza as the anchor. - Paneer or Chicken Strips as the side that stayed crisp. - A light iced tea to cut the heaviness. Not the fanciest combo, but we kept it steady. We framed it clearly as “For One” and “For Two.” Customers saw it, trusted it, and ordered it. Within a month, the average order value crossed ₹300. That extra hundred per order was the difference between scraping by and covering rent. Here’s the real lesson: menu engineering is not about clever ideas. It is about discipline. A bundle only works when you keep it long enough for customers to form a habit. That’s why I call it the Nod Bundle, when the meal feels complete, the guest doesn’t think twice. They simply nod yes. And the numbers only hold if the costing does: Anchor → 30–35% COGS (clear portion, protein forward). Side → 20–25% COGS (adds crunch or satiety, travels well). Drink → 15–20% COGS (light, batchable, no sugar bomb). I’ve seen this simple formula change the numbers for cafés and QSRs again and again.

Its pretty much impossible to ignore the constant onslaught of data innovations and process technologies that enter every part of our life’s. Often frustratingly so, however Technology plays a crucial role in balancing sustainable innovation with the fast-paced demands of the foodservice sector. Here are a few key ways it contributes: 1.) Supply Chain Optimization: Advanced analytics and IoT (Internet of Things) devices can track and optimize the supply chain, reducing waste and ensuring efficient use of resources. This helps in sourcing ingredients sustainably and minimizing carbon footprints. 2.) Smart Packaging: Innovations in packaging technology, such as biodegradable materials and smart packaging that monitors freshness, can significantly reduce environmental impact. These technologies ensure that packaging is both functional and eco-friendly. 3.) Food Waste Management: AI and machine learning can predict demand more accurately, helping to reduce food waste. Additionally, technologies like composting machines and anaerobic digesters can convert food waste into energy or compost, promoting a circular economy. 4.) Sustainable Menu Development: Data analytics can help identify sustainable ingredients and popular trends, allowing businesses to create menus that are both trendy and eco-friendly. This ensures that consumer demands are met without compromising on sustainability. 5.) Consumer Engagement: Digital platforms and apps can educate consumers about the sustainability efforts of a business, encouraging them to make more eco-conscious choices. Interactive apps can also provide information on the environmental impact of different menu items. By leveraging these technologies, the foodservice sector can innovate responsibly while meeting consumer demands. How do you see technology fitting into your sustainability strategy?

If You Want Highest Profit in Food Chain Implement this 11 Points!! ***** Reducing food waste in hotels and restaurants is crucial for cost management, sustainability, and customer satisfaction. Here are some strategies you can implement: 1.Accurate Forecasting and Planning: Use historical data and reservation trends to forecast demand accurately. Plan menus and portion sizes based on expected customer turnout. 2.Inventory Management: Implement a first-in, first-out (FIFO) system to ensure older stock is used first. Regularly monitor and update inventory levels to avoid overstocking and spoilage. 3.Proper Storage: Store perishable items at the correct temperature and conditions to extend their shelf life. Use airtight containers to keep ingredients fresh and prevent contamination. 4.Portion Control: Train staff to serve consistent portion sizes to avoid over-serving. Offer different portion sizes on the menu to cater to varying appetites. 5.Menu Design: Design a menu that uses ingredients efficiently across different dishes. Use seasonal and locally sourced ingredients to reduce costs and support sustainability. 6. Utilize Leftovers: Create daily specials using surplus ingredients to minimize waste. Repurpose trimmings and leftovers for soups, sauces, and stocks. 7.Staff Training: Educate staff on the importance of food waste reduction and best practices. Encourage staff to communicate about ingredient needs and potential waste. 8.Monitor and Track Waste: Keep a food waste log to identify patterns and areas for improvement. Regularly review waste data to implement corrective actions. 9.Customer Engagement: Communicate with customers about portion sizes and encourage them to provide feedback. Offer to-go containers for customers to take leftovers home. 10.Donation and Composting: Partner with local food banks and charities to donate surplus food. Implement composting programs for organic waste to reduce landfill impact. 11.Innovative Technologies: Use technology solutions like food waste tracking software and smart inventory systems. Explore waste reduction technologies such as food dehydrators and anaerobic digesters. By implementing these strategies, you can significantly reduce food waste in your hotel or restaurant, contributing to cost savings and a more sustainable operation.

"That 40% food cost steak needs to go." Stop. You're about to make a $200K mistake. I watched a restaurant cut their $68 ribeye because the food cost was "too high." 6 months later they were nearly out of business. Here's what they didn't calculate: That ribeye with 40% food cost: • Sold for $68 • Cost $27.20 to make • Profit per plate: $40.80 But that's not the whole story. Every ribeye table also ordered: • 2.3 cocktails (avg): $32 profit • 1 bottle of wine (30% of time): $45 profit • Dessert (65% attach rate): $8 profit Total profit per ribeye table: $94 They replaced it with a "better" 28% chicken dish: • Sold for $24 • Cost $6.72 to make • Profit per plate: $17.28 Chicken table behavior: • 1.2 drinks: $12 profit • Wine (5% of time): $2 profit • Dessert (20% attach): $1.60 profit Total profit per chicken table: $31 The math that killed them: Before: 40 ribeyes × $94 = $3,760 profit After: 55 chicken × $31 = $1,705 profit A short term loss of: $2,055 Annual loss: $750,075 But they "fixed" their food cost percentage. Here's what actually drives profit: High-cost items often: → Attract bigger spenders → Drive beverage sales → Increase check averages → Create perception of quality Low-cost items often: → Attract price shoppers → Kill beverage sales → Lower check averages → Scream "cheap" I've analyzed 500+ restaurant failures. The pattern is clear: They cut high-contribution items. They add low-cost alternatives. They celebrate the "improved" percentages. They wonder why revenue tanks. The items you should actually cut: • High labor/low velocity items • Complex prep/low margin items • Items that slow kitchen flow • Items with high waste rates NOT items that: • Drive your beverage program • Create your reputation • Bring in big spenders • Have high dollar contribution One client learned this lesson: Their $45 tomahawk (42% cost) drove: → $2.8M in annual beverage sales → 400% higher check averages → Their entire brand identity Almost cut it. I showed them the math. They doubled down instead. Result: 23% increase in profit. Stop managing to percentages. Start managing to dollars. Your P&L doesn't care about your food cost percentage. It cares about total profit. And sometimes the "worst" food cost items are your biggest profit drivers. Want my Menu Profit Analyzer that shows true item profitability including beverage attach rates? Comment "DOLLARS" below. Because the item you're about to cut might be the one keeping you in business. 👊🏻 #restaurants #menuengineering #restaurantprofitability #restaurantowner