Page 34 - GBC Spring 2026 ENG

Puzzles (High Profitability / Low
Popularity)
These items are financially strong
but under-ordered. Better descrip-
tions; improved placement in
attention-grabbing zones; visual
cues like icons or chef recom-
mendations; and server education
on talking points that highlight
their value can unlock their
potential. Even small tweaks in
wording or highlighting a dish in a
“chef’s recommendation” box can
turn a Puzzle into a Star over a
single season.
Dogs (Low Profitability / Low
Popularity)
Some Dogs serve a purpose (for
instance kids’ food items, special
dietary needs, etc.), but many simply
consume space and resources, and
drag down your menu. They should
be reformulated, repositioned, or
removed entirely.
Understanding these four cate-
gories is essential—but the real value
comes from how operators act on
the data.
USING PSYCHOLOGY TO
INFLUENCE PURCHASING—
ETHICALLY
Every menu is a blend of
psychology, design, and strategy.
Guests rarely read menus line by
line. Their eyes follow predictable
patterns, and menu design plays a
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Golf Business Canada
powerful role in purchasing
decisions. Smart operators use this
knowledge to direct attention
toward items that are both delicious
and profitable.
Eye movement and placement. In
Western reading patterns, guests
typically start near the upper right
and scan in a loose zigzag pattern.
Strategic placement in these
“power positions” can significantly
increase an item’s order frequency.
Design cues that guide attention.
Boxes, icons, subtle illustrations,
photos (when appropriate), and
white space can all draw attention
to Stars and key Puzzles without
overwhelming the page.
Descriptions that build value.
Language matters. A thoughtfully
described dish communicates
craftsmanship, ingredients, origin,
and texture—helping justify price
and elevate perception—without
drifting into flowery excess.
Compare the guest reaction to
something like “Tender, juicy
house-braised Alberta beef short
rib with rosemary jus” versus a
generic “Braised short rib plate”
description.
Anchoring and price position. Guests
judge value comparatively. A high-
priced anchor item (like a premium
steak or feature dish) makes mid-
range selections feel more
reasonable. That’s why anchoring is
a cornerstone of advanced menu
engineering—it shifts guest
perception without forcing opera-
tors to raise prices broadly.
THE DATA BEHIND GREAT MENUS
Menu engineering is driven by data,
not instinct. Key inputs include:
•  Item contribution margin, not just
food-cost percentage. For
instance, a 22% food cost item is
not automatically more profitable
than a 32% one (see Menu Item
Analysis image above).
•  POS sales data and PMIX (product
mix), seasonal restaurants should
be tracking PMIX weekly.
•  Prep time and labour impact,
including effects on SPLH (sales
per labour hour) which is
calculated by how long each
menu item takes to prep, and how
hard is the item to produce on the
line during service.
•  Food fluctuations, for instance
weekly vendor price changes, can
transform Stars into Plowhorses
overnight.
Most consultants recommend
reviewing menu-engineering data
at least quarterly to keep the menu
aligned with real-world conditions.
Seasonal courses, in particular, can
benefit from a post-season analysis,
then adjust again as peak summer
play begins.