Menu Engineering Matrix

The Kasavana & Smith matrix classifies every menu item by profitability and popularity. Stars are high profit + high popularity. Plowhorses sell well but earn little. Puzzles are profitable but rarely ordered. Dogs are low on both.

Item Name Units/Mo Menu $ Food Cost $

⭐ Stars

High margin · High volume

Action: Protect prominence. Keep recipe tight. Feature first on menu.

🐄 Plowhorses

Low margin · High volume

Action: Raise price slightly or reduce portion. Bundle with higher-margin sides.

❓ Puzzles

High margin · Low volume

Action: Reposition on menu. Add description or photo. Offer as a special.

🐕 Dogs

Low margin · Low volume

Action: Remove, rework, or heavily reprice. Consider replacing entirely.