Menu Engineering Matrix Guide (US): Stars, Plowhorses, Puzzles, Dogs

Menu engineering is the fastest way to turn “busy” into “profitable.” It shows you which items drive both margin and momentum.

This guide explains the classic matrix (Stars, Plowhorses, Puzzles, Dogs) and how to act on each category.

Quick Summary

• Classify items by profitability and popularity
• Keep Stars visible, fix Puzzles, control Plowhorses, cut Dogs
• Contribution margin matters more than food cost percentage
• Review the matrix every month or quarter

What Is the Menu Engineering Matrix?

The menu engineering matrix groups items by two factors:

1. Popularity (menu mix)
2. Profitability (contribution margin)

The four classic categories are Stars, Plowhorses, Puzzles, and Dogs.

Step 1) Calculate Contribution Margin

Contribution margin = Selling price - Food cost

Use the actual recipe cost, not a theoretical target. Contribution margin tells you which items pay the bills.

Step 2) Calculate Popularity

Use a full month of sales. A simple cutoff is the average item sales across the menu.

Popularity score = Item sales / Total sales

Items above the average are “high popularity.” Items below are “low popularity.”

The 4 Categories (And What to Do)

Stars (High Profit, High Popularity)

• Protect the recipe
• Feature these first on the menu
• Avoid discounting

Plowhorses (Low Profit, High Popularity)

• Improve portion control
• Reduce ingredient cost or portion size
• Consider a small price increase

Puzzles (High Profit, Low Popularity)

• Improve the name or photo
• Move placement and server recommendations
• Bundle as a combo or add-on

Dogs (Low Profit, Low Popularity)

• Cut or replace
• Keep only if it supports your brand promise

Common Mistakes

• Using food cost % instead of contribution margin
• Pulling data from a holiday week only
• Ignoring daypart (lunch vs dinner)

Do This Now

• Weigh and record 3 portions of your main ingredient
• Calculate the cost per portion using your supplier invoice
• Set a portion standard and train your team
• Review your current menu price against 28-35% food cost target
• Update your pricing if food cost is above 35%
• Schedule a monthly cost review with your team

Related Guides

• US Menu Pricing Calculator
• Food Cost Ratio Guide
• Prime Cost Guide

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Sources

• Menu Engineering (Workforce LibreTexts)
• Menu Engineering Worksheet (Toast)