A menu that paid for its own redesign
- Context
- Independent restaurant group, two units, urban market.
- Challenge
- Strong covers but stubborn food and beverage margins.
- Signals
- Item-level analysis showed a handful of popular dishes running well below target GP, while several high-margin items sat unnoticed at the foot of each section.
- Decision
- Re-cost and re-structure the menu around margin and demand, reposition the high-GP items, and retire the long tail that neither sold nor earned.
- Outcome
- Gross profit up across food and beverage within a quarter, with revenue per cover holding steady — no discounting required.