A successful restaurant in Amsterdam increased their average check by 18% after creating a menu handbook based on menu engineering data. Rather than guessing which dishes staff should recommend, they knew precisely which items drove both popularity and profit. Their handbook became a revenue-generating tool instead of just another training document.
Start with your menu engineering analysis
Data comes first. Menu engineering sorts your dishes into four distinct categories:
- Stars: Popular and profitable (promote!)
- Plowhorses: Popular but low profit (raise price or lower food cost)
- Puzzles: Profitable but not popular (explain better to guests)
- Dogs: Not popular and not profitable (remove from menu)
💡 Example analysis:
Steak (€32.00) - sold 120 times last month:
- Food cost: 28% (profitable)
- Popularity: 15% of all main courses (popular)
- Conclusion: STAR - promote in menu handbook
Write sales instructions per dish category
Your handbook gains power through category-specific instructions:
For Stars (popular + profitable):
- "Always recommend when guests seem undecided"
- "Describe the preparation method with enthusiasm"
- "Share the story behind the dish"
For Puzzles (profitable but not popular):
- "Explain what makes this dish unique"
- "Highlight the premium ingredients used"
- "Draw comparisons with familiar dishes"
⚠️ Important:
Don't tell your team which dishes carry low margins. Focus on what they SHOULD do, not what they should avoid.
Create concrete sales scripts
Vague instructions like "sell more" fail. Write actual phrases your team can use:
💡 Script example for a Star dish:
"Our tenderloin is absolutely worth trying. We cook it to exactly 52 degrees and pair it with truffle potatoes. Guests often tell us it's the finest steak they've tasted."
Build alternatives for different scenarios:
- When guests can't decide between two options
- When guests ask for your recommendation
- When guests select a Dog dish
Add practical product knowledge
Your team sells more effectively when they understand the products. Document for each Star and Puzzle dish:
- Preparation method: How do you make it?
- Ingredients: What goes in? (especially premium components)
- Allergens: What requires attention?
- Special features: Local supplier? Seasonal ingredient?
💡 Practical example:
Salmon (Puzzle - profitable but not popular):
- "Sourced from De Zeeuwse Zalm farm"
- "Slow-cooked for silky texture"
- "Gluten-free, but contains fish (allergen)"
- "Similar to tuna, but with milder flavor"
Update the handbook regularly
Menu engineering isn't a one-time task. Review every 3 months whether dishes maintain their category status. Based on real restaurant P&L data, supplier price increases or shifting popularity can transform a Star into a Plowhorse overnight.
Refresh your handbook with current data. This maintains its relevance and effectiveness for your staff.
How do you write a data-driven menu handbook? (step by step)
Analyze your menu engineering data
Calculate the food cost percentage and popularity for each dish (number sold / total number of main courses). Divide your dishes into: Stars (popular + profitable), Plowhorses (popular + not profitable), Puzzles (profitable + not popular), Dogs (not popular + not profitable).
Write specific sales instructions per category
For Stars: always recommend and describe enthusiastically. For Puzzles: explain why special and emphasize premium ingredients. For Plowhorses: neutral description without extra push. For Dogs: offer an alternative.
Create concrete sales scripts and product knowledge
Write actual sentences your team can use, including preparation method, ingredients and allergens per dish. Provide alternatives for different situations like hesitant guests or recommendation requests.
✨ Pro tip
Focus your initial analysis on the top 8 dishes that represent 60% of your sales volume over the past 6 weeks. Perfecting these entries in your handbook will impact the majority of guest interactions.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Should I tell my team which dishes have low profit margins?
No, focus on what they SHOULD do. Tell them which dishes to promote (Stars) and how to better sell Puzzles. Negative instructions often backfire and create confusion.
How often should I update my menu handbook?
Review every 3 months to verify your menu engineering data remains accurate. Supplier price increases or popularity shifts can move dishes between categories quickly.
What if my team finds the scripts too artificial?
Allow them to adapt scripts to their personal style while preserving the core message. The goal is knowing which dishes to promote and understanding why.
Can I do menu engineering without POS system data?
Yes, manually track sales of each dish over 2-4 weeks for popularity insights. You'll need recipes and purchase prices for food cost calculations.
What do I do with seasonal dishes in my handbook?
Create separate handbook sections for seasonal menus and analyze them independently. A summer dish might be a Star in July but a Dog in October.
How do I handle dishes that fall between categories?
Use the 80/20 rule - if a dish is close to the popularity or profitability threshold, treat it as the higher-performing category. This prevents paralysis and keeps your handbook actionable.
Should I include wine pairings in my menu engineering handbook?
Absolutely, especially for Star and Puzzle dishes. Wine pairings can boost both check averages and help staff sell profitable but unfamiliar dishes more confidently.
📚 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
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (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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