Chapter 2 Menu Planning as a Control Tool
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Plow Horses
Plow horses are popular items that do not
make as much money for the operation as some
other items. Since customers like them, their
prices can be gradually increased to make them
more profi table. The operator should keep an eye
on the ongoing popularity of a plow horse as its
price is increased to ensure it remains a customer
favorite. The item may have been popular due to
its lower price.
Puzzles
Unlike a plow horse, a puzzle is a menu item
that has a good profi t margin, but is infrequently
selected by customers. An operation can entice customers to try the item and possibly
encourage repeat purchases. This can be done by decreasing the price. The reduced
profi tability may be offset by an increase in overall sales. A second strategy to increase
sales is to offer a temporary discount or a promotion on the item.
Dogs
Dogs are menu items that are not popular or profi table. Dogs can be removed
from a menu or tweaked to improve their ranking. The price of a dog can be adjusted
to improve its profi tability. The recipe or the ingredients can be changed to decrease
the cost, effort, and time required to produce the item. Managers need to remember
that it is the quality of the items on the menu that matters—not the quantity. They
should not be afraid to delete dogs from a menu.
Ranking Menu Items
A menu evaluation form is used to rank menu items based on their popularity
and profi tability, 2-7. Some operations also rank menu items according to the time it
takes to prepare them and the diffi culty of preparation. One menu evaluation form
should be completed for each menu section—appetizers, entrées, and so forth. The
following steps are used to complete the form.
Menu Planning
Item Type Popularity Profi t Margin
Star High High
Plow Horse High Low
Puzzle Low High
Dog Low Low
Figure 2-6. Understanding and evaluating a menu based on
whether items are stars, plow horses, puzzles, or dogs, can
help an operator make good menu revisions and increase sales.
Menu Evaluation Form
Desserts
Menu Item
Popularity
Points
Moneymaker
Points
Total
Points
Star Puzzle Plow Horse Dog
Chocolate Mousse Cake 3 2 5 X
Cheese Cake 2 4 6 X
Apple Pie 1 5 6 X
Rice Pudding 4 3 7 X
Fruit Bowl 5 1 6 X
Figure 2-7. This sample menu evaluation form ranks desserts according to their profi tability. The lower an item’s total points,
the more profi table it is.