Restaurants are constantly adapting to meet guest preferences, market shifts, and rising costs. A menu that worked last year might not resonate today. To stay competitive, it is essential to identify which items perform well and which are holding the menu back. Underperforming dishes do not just reduce profits, they can also confuse customers and weaken your brand identity. The good news is that smart tools are available to help restaurants make informed decisions.
One of the most effective tools is menu engineering software, which allows restaurant operators to analyse performance data and uncover exactly why some dishes succeed while others fall flat. By combining sales numbers, food costs, and customer behaviour insights, it becomes easier to make changes that directly improve profitability and guest satisfaction. This approach takes the guesswork out of menu design and replaces it with evidence-based strategy.
Identifying Underperforming Dishes
The first step in improving a weak menu item is understanding why it is not working. There are several reasons why certain dishes underperform, such as high ingredient costs, unclear descriptions, low visibility on the menu, or simply not aligning with customer tastes. Menu engineering software highlights these issues by categorising items into groups like “stars” (high profitability and popularity), “plough horses” (popular but less profitable), “puzzles” (profitable but less popular), and “dogs” (neither profitable nor popular).
This breakdown provides clarity. Instead of guessing which meals to cut or keep, managers can see exactly which dishes need a price adjustment, a marketing push, or a complete overhaul.
Adjusting Pricing Strategically
Price plays a significant role in how customers perceive value. Sometimes, an item is profitable but overlooked because it appears too expensive next to other dishes. Other times, the cost is too low to cover margins. By using menu engineering software, operators can test different price points, model food costs, and measure the impact on overall sales.
Strategic pricing does not necessarily mean lowering costs. In many cases, highlighting the value of an item through better descriptions, ingredient sourcing details, or pairing suggestions can justify a slightly higher price. These small adjustments can transform an underperformer into a steady earner.
Enhancing Menu Placement and Design
Visibility is another major factor influencing sales. Items placed in prime spots on a menu are more likely to catch attention. Studies show that the upper-right corner of a menu, for example, is a high-traffic area for the eyes. If a strong but underperforming dish is hidden at the bottom of the page, it may never get the chance to prove its worth.
Menu engineering software often integrates with digital design tools, making it easier to test different layouts and track results. By shifting placement or improving design elements such as typography, colour, or category grouping, restaurants can guide customers towards dishes that deserve more attention.
Reworking Recipes and Presentation
Sometimes, a menu item struggles because it does not meet customer expectations. This may relate to portion size, flavour balance, or even plating. The data provided by menu engineering software can highlight these weak points by revealing high return rates or negative feedback.
With this insight, chefs can refine recipes, test variations, or even simplify preparation to lower costs. Updating the description or presentation to better reflect the value of the dish can also make a significant difference. Customers are more likely to order meals that sound appealing, look appetising, and deliver consistent quality.
Monitoring and Continuous Improvement
Improving underperforming items is not a one-time task. Tastes, seasons, and market conditions change regularly, and restaurants need to adjust accordingly. Menu engineering software allows ongoing tracking of sales and profitability, ensuring that adjustments are measured and effective.
By reviewing data regularly, operators can decide whether to keep investing in a dish, rebrand it, or eventually replace it with something new. This continuous feedback loop helps restaurants remain agile, profitable, and aligned with customer expectations.
Turning underperforming menu items into successful ones requires more than instinct. With the help of menu engineering software, restaurants can make informed decisions based on real data, balancing guest satisfaction with profitability. It is about creating a system where every dish is intentional, every placement has purpose, and every update contributes to sustainable success.
