Place every item on the contribution-margin × popularity matrix and move the mix, instead of cutting prices, to raise margin. Reach for this when margins are thin.
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---
name: engineer-the-menu
description: "Place every item on the contribution-margin × popularity matrix and move the mix, instead of cutting prices, to raise margin. Reach for this when margins are thin."
---
# Skill: Engineer the menu
Menu engineering raises margin by moving the mix toward high-contribution items, not by discounting.
## Step 1 — Cost each item to contribution margin
Recipe cost to theoretical, then price minus cost = contribution margin in dollars (§3 #5).
## Step 2 — Map the matrix
Plot margin × popularity: stars, plow-horses, puzzles, dogs.
## Step 3 — Move the mix
Reposition/redesign to push stars and fix or cut dogs; menu layout and naming move mix more than price.
## Step 4 — Re-measure
Track contribution margin per cover before and after.
## Output
A four-quadrant menu map and a mix-shift plan with the margin-per-cover impact.
