Menu Engineering: Data-Driven Design for Higher Profits
Your restaurant menu is more than a list of dishes—it’s the single most powerful sales tool you have to drive profitability. Scientific menu engineering blends data and design to influence guest choices, highlight high-margin items, and optimize the flow of your menu for maximum revenue.
At Paige Madden Design, we build Squarespace websites and branding that showcase intelligently designed menus crafted with profit—and guest satisfaction—in mind. Here’s how data-driven menu engineering can transform your business in 2025 and beyond.
What Is Menu Engineering?
Menu engineering is a systematic approach analyzing each menu item’s popularity and profitability to categorize dishes into:
Stars: Popular and profitable items worth highlighting
Puzzles: Profitable but not ordered often—potential to promote or rethink
Plowhorses: Popular but low-profit items, suitable as anchor dishes
Dogs: Low profitability and low sales—prime candidates for removal or reworking
This analysis helps restaurants make informed decisions about placement, design emphasis, and pricing.
Data Collection & Analysis
Start by collecting accurate sales and cost data. Use POS reports, reservation systems, and inventory tracking to determine:
Sales volume of each dish
Food and labor cost per item
Contribution margin (profit after direct costs)
Identifying high-profit, high-popularity “star” dishes helps you know what to push on your menu and website prominently.
Strategic Menu Layout
Visual hierarchy directs guest eyes and choices. Use layout techniques to draw attention to your stars:
Place stars on the top right or center of menu pages—most natural reading spots
Use boxes, borders, or icons to highlight popular and profitable items
Limit the number of dishes per category to reduce decision fatigue
Group items logically, keeping related dishes together for easy navigation
Pricing Psychology
How prices appear influences guest behavior:
Avoid dollar signs to reduce price focus and perceived cost
Use price anchoring with premium items to make others look affordable
Round pricing to .95 or whole numbers depending on brand positioning
Offer combo meals or add-ons to increase average check size
Digital Menu Engineering
For online menus and ordering through your Squarespace site:
Use dynamic menus that can be updated based on sales trends or inventory
Highlight stars with “best seller” badges and attractive photos
Make add-ons and specials easily accessible, boosting upsells
Optimize load times and mobile navigation to prevent guest frustration
Continuous Refinement
Menu engineering is ongoing. Routinely analyze data, gather guest feedback, and test new placements or offers to keep your menu profitable and aligned with guest preferences.
Partnering With Paige Madden Design
Paige Madden Design combines hospitality expertise and Squarespace skills to develop menus that look stunning and function with data-driven precision. From design to digital implementation, we help your menu not only please guests but grow your profits—all while reinforcing your unique brand story.
Final Thought
The most successful restaurants combine creativity with analytics to craft menus that sell expertly. Menu engineering empowers you to promote your best dishes, price smartly, and keep guests coming back for more—and more profitable—meals.
Ready to rethink your menu as your most valuable business asset?
Let’s create a beautifully optimized Squarespace website that drives sales and delights diners every step of the way.
