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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


Menu Optimization is a Must Have.11.30.2022.KCREPORT_Page_1.jpg

Click on the above image to read about the critical role menu strategy plays in menu re-engineering.

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