Nearly 30% of menu items in most restaurants are classified as Dogs - dishes that both sell poorly and generate minimal profit. These underperforming dishes occupy valuable menu real estate without contributing meaningfully to your bottom line. Understanding how to identify and handle them can dramatically improve your restaurant's profitability.
What are Dogs in menu engineering?
Menu engineering categorizes every dish into 4 distinct groups based on two key metrics: popularity and profitability. Dogs occupy the worst possible position - they're unpopular with customers AND they don't make you money.
? Example of a Dog:
Lamb roast on your menu:
- Sells 2x per week (out of 200 covers)
- Food cost: 38% (too high)
- Selling price: €28.00
- Profit per portion: €4.50
Conclusion: Takes up menu space, generates almost nothing
How do you recognize a Dog?
Any dish qualifies as a Dog if it fails on both fronts:
- Low popularity: Falls below your menu's average sales
- Low profitability: Food cost exceeds 35% or delivers weak absolute profit
Start by determining your popularity baseline. Total all portions sold across dishes, then divide by your menu count.
? Popularity calculation:
Sold last month:
- Total portions: 2,400
- Number of dishes: 16
- Average: 150 portions per dish
Dishes under 150 portions = low popularity
When do you remove Dogs from the menu?
Don't rush to eliminate every Dog immediately. Consider these crucial factors first:
- How long has it been on the menu? New dishes need time
- Do you have regular customers for it? Some guests come specifically for this
- Does it fit your concept? A vegetarian option can be strategic
- Can you lower the cost? Different supplier, smaller portion
One of the most common blind spots in kitchen management is removing dishes based purely on numbers without considering their strategic value to your brand identity.
⚠️ Heads up:
Never remove more than 2-3 dishes at once. Guests need time to adjust to changes.
Alternatives to removing
Before permanently cutting a Dog, test these strategies:
- Raise the price: Make it more profitable, even if you sell less
- Adjust ingredients: A cheaper version of the same dish
- Promote it: Feature it as a daily special to boost sales
- Make it seasonal: Only offer it when ingredients are cheap
? Smart alternative:
Lamb roast becomes Sunday special:
- Price raised to €32.00
- Food cost drops to 32%
- Sales: 8-10 portions per Sunday
- More profit than before
Impact on your menu
Removing Dogs creates valuable space for Stars and Plowhorses. The benefits are immediate:
- Higher average check: Guests choose from profitable options
- Simpler purchasing: Fewer ingredients, less inventory
- Faster kitchen: Chef has to prepare fewer different dishes
A food cost calculator shows you directly which dishes qualify as Dogs by automatically tracking popularity and profitability metrics.
How do you identify Dogs on your menu?
Gather sales data from the past month
Note how many portions of each dish you've sold. Use your POS system or count manually. Even dishes sold only 1-2 times count.
Calculate food cost per dish
Add up all ingredient costs and divide by your selling price excluding VAT. Dishes above 35% food cost are candidate Dogs, unless they're very popular.
Plot dishes in the menu engineering schema
Put popularity on the x-axis and profitability on the y-axis. Dishes in the bottom left are your Dogs. These deserve first attention for adjustment or removal.
✨ Pro tip
Analyze your 3 worst-performing Dogs over the past 90 days and calculate their combined weekly profit loss. You'll often discover that eliminating just one underperformer generates more profit than tweaking your entire menu.
Calculate this yourself?
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Calculate it yourself?
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Frequently asked questions
How many Dogs does an average menu have?
Can a Dog ever become a Star?
Do I always have to remove Dogs?
How often should I analyze my menu?
What if guests ask for a removed dish?
Should I remove a Dog that uses expensive equipment I already own?
Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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