A Proven Step-by-Step Guide to More Profitable, Streamlined Menus
With your new menu finalized, it’s time to execute—and this is where many restaurants stumble. In Part 3 of the Menu Update Handbook, we break down how to price for profit, train your team for consistency, and promote your updated menu to generate buzz and repeat visits. You’ll also learn how to monitor performance after launch and make adjustments in real time.
This is more than a rollout. It’s a well-planned, full-team effort that turns thoughtful updates into measurable business gains.
7. Menu Pricing
Pricing is both an art and a science. Here are two common methods:
- Food Cost % Method:
Menu Price = Food Cost ÷ Desired Food Cost % - Contribution Margin Method:
Menu Price = Food Cost + Desired Contribution Margin
(Margin = [Total Non-Food Costs + Target Profit] ÷ Number of Guests)
Also consider:
- Value Perception: Food quality, portion size, speed, service, and ambiance all influence what guests are willing to pay.
- Competitor Comparison: Compare prices with similar restaurants in your area.
- Seasonal Menu Pricing: Account for fluctuations in ingredient cost and shifting customer demographics.
- Menu Category and Food/Beverage Mix: The desired item food cost percentage can vary depending on the items menu category. Higher-cost entrees may be offset by lower-cost beverages or sides to maintain target margins across categories. A restaurant might also run a higher food cost percentage because their cost percentage on liquor, beer, and wine might be lower and bring the overall cost of goods down.
8. Menu Design & Marketing
Because the process of updating the printed menus is an iterative process that often results in several drafts being reviewed and revised, it’s a good idea to get started as soon as the menu change decisions are finalized. Considerations to keep in mind are:
- Highlight signature and new items.
- Use fonts, colors, and layouts that reflect your brand.
- Organize menu sections logically and consistently.
- Keep descriptions on-brand and error-free.
- Double-check pricing and include advisory notices as required.
Marketing Strategy:
Begin generating excitement for the new menu ahead of the launch date through internal and external marketing efforts.
- Build Anticipation: Use social media to tease new items, share behind-the-scenes development, and showcase professional photos and videos.
- Run Previews: Promote new items as limited-time specials before the full launch.
- Use Direct Channels: Notify guests via email, SMS, loyalty programs, and even on receipts.
- Maximize Reach: Engage your audience on platforms like Instagram, Facebook, TikTok, and YouTube.
9. Purchase, Prep & Train
Purchase:
- Notify ULF of new items, discontinued products, and estimated usage.
- Order ingredients and supplies early—shelf-stable items ahead of time, fresh items just before launch.
- Ensure smallwares, equipment, and plateware are ready.
Prep:
- Replace old recipes with new ones, and distribute new recipes to prep and line station.
- Reorganize storeroom, coolers, and freezer areas to accommodate new inventory.
- Update all operational documents: prep lists, station maps, cheat sheets, order guides, inventory sheets, and POS systems.
- Prepare bulk items and test systems ahead of launch.
- Inspect printed menus when they arrive to make sure they are accurate and in good condition.
- Program all changes into POS system, including new items to add, old items removed, and pricing changes.
Train:
- Create a checklist of all new items and accompanying recipes.
- Identify which BOH employees need to be trained to execute each recipe and schedule training time.
- Use a structured training approach with BOH staff (Tell-Show-Do-Certify).
- Tell the employees how to make the item, reviewing each step in the written recipe
- Show the employees how to make the dish and create the perfect plate presentation
- Do have the employees practice making the dish while you watch and provide feedback
- Certify each employee on the creation of each item
- Train FOH on how to describe, sell, and customize each new item, as well as what follow-up questions need to be asked – cooking temperature, side item, upsell opportunity, etc.
- Provide written guides with visuals and follow up with spot checks before and after launch.
10. New Menu Launch
Launch day is all about execution. Arrive early and focus on:
- BOH Readiness: Conduct line checks, confirm tools and ingredients, and review preparation steps.
- FOH Engagement: Quiz staff on new items, train them to promote enthusiastically, and coach them on how to handle discontinued items.
- Promotion: Replace old menus, update online listings, and activate social media buzz.
- Quality Control: Monitor every shift to ensure consistent execution and guest satisfaction.
11. Monitor & Adjust
In the days and weeks following the launch, managers should monitor the following areas to ensure successful performance and cost controls:
- Daily Prep Schedules: Prevent overproduction and ensure freshness.
- Sales Velocity: Track how new items perform and adjust purchasing accordingly.
- Customer & Staff Feedback: Use insights to improve recipes or presentation—just make sure updates align with printed menus.
- Cost Control: Monitor margins and waste to stay on budget.
Ready to take your menu to the next level?
Contact your salesperson today to schedule a working session with our Specialist team. We’re here to help you build a menu that drives profits and keeps guests coming back!
