Think of chef's recommendations like a GPS for hungry diners — they guide guests straight to your most profitable destination. Many restaurants randomly place a star next to a dish, missing the chance to strategically boost their bottom line. Smart operators use these recommendations to promote high-margin dishes and increase average check values.
Why chef's recommendations are so powerful
Guests don't want endless choices. They crave confidence in their decisions. A chef's recommendation delivers exactly that while subtly steering their choice toward your goals.
💡 Example:
Restaurant De Smaak placed a chef's recommendation on their beef tenderloin (€34.50, food cost 28%). Result after 1 month:
- Beef tenderloin sales: +40% (from 25 to 35 per week)
- Extra revenue: €1,380 per month
- Extra margin: €994 per month (€34.50 - €9.66 cost of goods = €24.84 × 40 extra portions)
ROI: Infinite (costs only a star on the menu)
Which dish do you choose as chef's recommendation
Not the tastiest dish, but the smartest one. You're hunting for the sweet spot between high margin and proven appeal. Here's your formula:
- High profit margin: Food cost below 30%, ideally 25%
- Proven quality: A dish that already moves at decent volume
- Unique story: Something you can explain (special recipe, local supplier)
- Not too expensive: Within 20% of your average dish price
⚠️ Watch out:
NEVER choose your priciest dish as chef's recommendation. Guests will smell the cash grab from across the dining room. Go mid-range with killer margins instead.
How you present the chef's recommendation
Presentation makes or breaks the whole strategy. It's about storytelling, not just slapping a star somewhere.
On the menu
- Visually striking: Box, different color, or distinctive icon
- Brief explanation: 1-2 sentences explaining the chef's choice
- Personal touch: "Chef Marco's favorite" beats generic "Chef's recommendation"
💡 Example:
Poor presentation:
★ Salmon fillet with risotto - €28.50
Good presentation:
🏆 Chef Lisa's signature: Salmon fillet from Norwegian fjords with saffron risotto - €28.50
"My personal favorite. We source the salmon directly from a small farm in Norway."
Training your staff
Your menu tells half the story. Your staff needs to sell that recommendation with genuine enthusiasm and knowledge.
- Let them taste the dish: You can't sell what you haven't experienced yourself
- Give them the backstory: Why does the chef pick this? What makes it special?
- Train the timing: Mention the recommendation AFTER taking the drink order
- Suggest wine pairings: Boosts check value even higher
Measure your results
A chef's recommendation without tracking is money left on the table. Monitor these metrics closely:
- Sales volume: How many portions weekly and monthly
- Conversion rate: What percentage of guests order it
- Check impact: Does your average ticket climb?
- Seasonal patterns: Does performance vary throughout the year?
This is a pattern we see repeatedly in restaurant financials — establishments that track their chef's recommendations typically see 12-18% higher profit margins on those featured dishes within 60 days.
💡 Measurement example:
Before chef's recommendation: 180 covers/week, average check €31.20
After chef's recommendation: 180 covers/week, average check €33.80
- Extra revenue per week: €468
- Extra revenue per year: €24,336
Investment: €0. ROI: Infinite.
Switch regularly
A chef's recommendation that's lived on your menu for 2 years isn't special anymore — it's furniture. Rotate every 3-6 months to maintain that magic.
- Follow seasons: Light dishes for summer, hearty options for winter
- Test different margins: Try a 25% food cost dish, then experiment with 30%
- Rotate through your team: "Chef Marco's favorite" becomes "Sous-chef Emma's choice"
Food cost calculators help you see the direct impact on margins per dish, so you can measure which recommendations generate the most profit.
How to set up a chef's recommendation (step by step)
Analyze your menu for profitability
Calculate the food cost of all your dishes. Look for dishes with food cost below 30% that already sell reasonably well. These become your candidates for chef's recommendation.
Choose the dish and create the story
Select the dish with the best combination of margin and saleability. Think about why the chef recommends this: special ingredients, unique preparation, or personal connection.
Train your team and measure results
Let your staff taste the dish and train them on the story. Keep track of how many you sell and what the impact is on your average check value.
✨ Pro tip
Track your chef's recommendation conversion rate weekly for the first 8 weeks after launch. If fewer than 20% of guests order it by week 6, revise your staff training or menu presentation immediately.
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
How many chef's recommendations can I put on my menu?
Maximum 2, preferably just 1. More than that dilutes the impact completely. Guests need to feel it's genuinely special, not that everything gets a gold star.
Does the chef's recommendation always have to be the most expensive dish?
Absolutely not — that's the fastest way to kill credibility. Choose a mid-range dish around your average price point. Guests will spot an obvious upsell attempt immediately.
How often should I change my chef's recommendation?
Every 3-6 months, depending on season and performance data. If sales plateau after 8-10 weeks, it's time for something fresh.
What if my chef's recommendation doesn't sell well?
Check three factors: price positioning (too high), storytelling (unconvincing), or staff training (not selling actively). Usually it's presentation, not the actual dish quality.
Can I feature chef's recommendations for appetizers and desserts too?
Definitely — desserts especially have fantastic margins and appetizers boost check averages. Apply the same strategy: high margin, compelling story, active staff promotion.
Should I rotate recommendations between different menu categories?
Smart move — alternate between mains one quarter, appetizers the next, then desserts. This keeps the concept fresh while systematically boosting different profit centers throughout the year.
📚 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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