Menu Reengineering

King-Casey’s menu reengineering process is the redesign of a brand’s food & beverage offering to optimize operational work flows, customer satisfaction, sales and profitability.

 

Step 1:  Menu Assessment
 

• Review current menu strategy. A proper menu strategy prioritizes food & beverage categories and products and establishes how each will grow sales and profits in accord with the brand’s business plan

 

• Determine current menu strengths and weaknesses

 

• Assess menu differentiation versus competitive set

 

• Identify key opportunities relative to menu items

 

Step 2:  Menu Simplification

 

• Conduct TURF Analysis to determine the shortest list of menu items to satisfy the vast majority of customers

 

• Use menu operations analytics and item complexity ratings to streamline the menu (item simplification and/or elimination)

 

• Develop an optimized food & beverage menu

 

Step 3: Menu Strategy

 

• Establish business objectives for the menu

 

• Based on those objectives, prioritize food & beverage platforms, categories and items

 

• Optimize revenue and profitability by establishing pricing parameters and increasing prices on low risk items

 

• Draft new menu strategy based on the actions above

 

 

Step 4:  Menu Architecture

 

• Reorganize the hand-held menu and/or menuboards based on the new menu strategy and simplification

 

• Allocate more space and prominent positioning to high sales and margin items.

 

• Specifically, develop an optimized menu/menuboard strategic layout and architecture with black-and-white schematics