The Golden Rule of Menu Design
Smaller menus outperform bigger ones. Every item you add increases prep time, inventory, waste, and customer decision fatigue. Start with 8-12 dishes you do brilliantly. Only add items that will become stars. Cut ruthlessly - removing underperformers makes everything else better.
Menu Engineering Matrix
Analyse every menu item on two dimensions: how popular it is and how profitable it is. Then take action accordingly.
Stars
Your best items. High profit AND popular.
Action: Promote heavily. Feature prominently. Don't change the recipe.
Examples: Signature dishes, unique items
Plowhorses
Popular but low margin. Customers love them.
Action: Increase price slightly, reduce portion, or find cheaper ingredients. Don't remove.
Examples: Classic comfort food, large portions
Puzzles
High margin but unpopular. Hidden gems.
Action: Promote more, reposition on menu, rename, or improve presentation.
Examples: Premium items, new dishes
Dogs
Low margin AND unpopular. Dead weight.
Action: Remove from menu or completely rework. Free up kitchen space.
Examples: Outdated items, complex low-sellers
Ideal Menu Size
| Business Type | Recommended Items | Reason |
|---|---|---|
| Food Truck | 6-10 items | Speed, limited prep space, quick decisions |
| Dark Kitchen | 8-15 items | Delivery-focused, clear photos, decision fatigue |
| Café | 15-25 items | Balance variety with kitchen efficiency |
| Restaurant | 20-35 items | Full dining experience, seasonal rotation |
| Catering | 3-5 packages | Simplify choice, efficient production |
Recipe Costing: 6 Steps
Cost every dish properly. Many food businesses fail because they don't know their true costs.
List all ingredients
Every ingredient including oil, seasoning, garnish
Calculate exact quantities
Weigh and measure precisely for one portion
Get accurate costs
Use your actual supplier prices, not retail
Add waste factor
Add 5-10% for trim, spoilage, mistakes
Calculate total food cost
Sum all ingredient costs per portion
Determine selling price
Divide food cost by target food cost % (usually 25-35%)
Example calculation:
Chicken burger: Bun £0.30 + Chicken £1.50 + Salad £0.20 + Sauce £0.10 + Packaging £0.25 = £2.35 food cost
Add 10% waste = £2.59 true cost
MapPin 30% food cost: £2.59 ÷ 0.30 = £8.63 → Sell at £8.95
Menu Design Psychology
Limit choices per category
5-7 items max per category. Too many choices = slower decisions = lower satisfaction.
Use anchor pricing
Include one premium item to make others seem reasonable by comparison.
Remove currency symbols
£15 feels like spending money. 15 feels like a number. Psychology works.
Position strategically
High-profit items top-right of menu or first in category. Eyes go there first.
Describe dishes appetisingly
"Slow-roasted" not "cooked". "Fresh local" not "vegetables". Words sell.
Highlight strategically
Box, bold, or icon your highest-profit items. Guide the eye.
Seasonal Menu Planning
Seasonal ingredients are cheaper, better quality, and create urgency (“only available this month”).
Spring
Focus: Light, fresh, new beginnings
Ingredients: Asparagus, lamb, spring greens, rhubarb
Summer
Focus: Cold, refreshing, salads, BBQ
Ingredients: Berries, tomatoes, courgettes, fresh herbs
Autumn
Focus: Warming, comfort, harvest
Ingredients: Squash, apples, game, mushrooms
Winter
Focus: Rich, hearty, warming
Ingredients: Root veg, citrus, slow-cooked meats, brassicas
Testing New Menu Items
1. Start as a Special
Run new items as weekly specials first. Promote on social media. Lower risk than adding to main menu. Get real customer feedback.
2. Track Performance
Monitor: units sold, customer feedback, ease of preparation, margin achieved. Run for 4 weeks minimum to get meaningful data.
3. Decide: Add, Iterate, or Kill
If it becomes a top-5 seller → add to menu. If feedback is positive but sales low → adjust and retry. If neither → kill it and move on.
Written by
James Mitchell
Ghost Kitchen Operations Director & Industry Expert
Frequently Asked Questions
How many items should be on my menu?
Depends on your business type: Food trucks: 6-10 items, dark kitchens: 8-15 items, cafés: 15-25 items, restaurants: 20-35 items. Fewer items = faster service, less waste, better quality, quicker customer decisions. Start smaller than you think - you can always add. Each item you remove increases focus on what remains.
What is menu engineering?
Menu engineering is analysing each menu item based on two factors: popularity (sales volume) and profitability (margin). Items fall into four categories: Stars (high both - promote heavily), Plowhorses (popular but low margin - increase price or reduce cost), Puzzles (high margin but unpopular - promote more), Dogs (low both - remove). Review quarterly and adjust accordingly.
How do I calculate food cost percentage?
Food cost % = (Total ingredient cost / Selling price) × 100. Example: If a dish costs £3 to make and sells for £12, food cost is 25%. MapPin food cost varies by business type: Fine dining 28-35%, casual dining 28-32%, fast casual 25-30%, food trucks 28-35%. Lower isn't always better - balance with portion size and perceived value.
How often should I change my menu?
Core menu: Review quarterly, update 20-30% seasonally. Specials: Weekly or bi-weekly to test new items and use seasonal ingredients. Full menu redesign: Annually or when sales plateau. Keep best-sellers (Stars) year-round. Use specials to test items before adding to main menu. Track what sells and what doesn't.
How do I price menu items?
Three approaches: (1) Cost-plus: Food cost ÷ target food cost % (e.g., £3 ÷ 0.30 = £10), (2) Competition-based: Price relative to similar offerings locally, (3) Value-based: Price based on perceived value and experience. Use all three as inputs. Never price below food cost + labour. Round to psychological price points (£9.95 vs £10).
What should I do with dishes that don't sell?
First diagnose why: Poor positioning on menu? Bad name/description? Wrong price? Before removing, try: Rename it (sometimes that's all it takes), reposition on menu (top of category or boxed), improve the photo (for delivery), train staff to recommend it. If still not selling after 4-6 weeks of efforts, remove it. Every low-seller takes focus from high-sellers.
How do I create a menu for delivery apps?
Delivery menu considerations: Fewer items than dine-in (8-15 ideal), only dishes that travel well (no delicate plating, no items that go soggy), clear high-quality photos for every item, competitive pricing considering platform fees (30%+), bundle deals to increase order value, clear dietary labelling. Test at home - order your own food and see what arrives.
Should I offer dietary options on my menu?
Yes - dietary options are expected. Essentials: Vegetarian options (minimum 2-3 dishes), vegan option (at least 1), gluten-free clearly marked. Helpful: Nut-free options, halal/kosher if relevant to your market. Label clearly on menu. Train staff on ingredients. Cross-contamination warnings if applicable. One in three diners has dietary requirements - don't lose them.