Menu engineering: A benchmark methodology for improving the profitability of a restaurant company

Abstract

The business of a restaurant is a complex enterprise that requires the best instruments for the effective administration and management of its processes, so in this research article, the application of menu engineering is proposed in the restaurant Valentine by Carnes y Sabores, as a reference methodology for the improvement of the restaurant's profitability. For this purpose, a brief cost analysis of the dishes offered on the menu is made to determine the qualitative criteria of profitability and to obtain the coefficients of the ideal mix and real mix to determine the criteria of popularity. Moreover, apply the BCG matrix to value the dishes. The research is based on a non-experimental, applicative design using menu engineering methodology. The results obtained translate into three strategies: the restaurant has two-star dishes that must be permanently evaluated to maintain their quality, a horse dish that must be revalued and made profitable, and a dog dish whose strategy is to eliminate it, to be replaced by another product with profitability potential. The research constitutes a reference for the application of menu engineering to obtain greater profitability and improve the quality of the restaurant's services, maintaining the cultural and gastronomic essence with which it was created.