When Popular Isn't Profitable: A Menu Engineering Analysis of an Indian Fine Dining Restaurant in Jakarta
DOI:
https://doi.org/10.55606/jempper.v5i3.7752Keywords:
Contribution Margin, Menu Analysis, Menu Engineering Matrix, Menu Popularity, ProfitabilityAbstract
This study examines the classification and strategic positioning of main course menu items at Man Aur Tan Authentic Indian Cuisine Restaurant, an Indian specialty outlet on the 36th floor of Hotel Manhattan Jakarta. Using a quantitative descriptive design, the study applies the Kasavana and Smith menu engineering matrix to all 24 main course items, drawing on one month of secondary sales data to calculate contribution margin and menu mix percentage against category benchmarks. Results show only two items, Gosht Kofta and Rogan Josh Kashmiri, qualify as Stars, while thirteen items, 54.2 percent of the menu and 69.8 percent of volume, fall into the Plowhorse quadrant, generating a lower 62.9 percent share of contribution margin. Seven items, including Jheenga Jhalfezi and Jheenga Kalimirchi, are classified as Puzzles, carrying the highest per portion margins despite limited popularity, and two items are classified as Dogs. These findings indicate the restaurant's most ordered dishes are not its most profitable, pointing to unrealized margin on high volume items and untapped potential in high margin, low visibility dishes. The study recommends cost adjustments for Plowhorse items, promotional repositioning for Puzzle items, and a critical review of Dog items' place on the menu.
References
Abheek Pramanick, Sharma, S., & Singh, A. S. (2025). Enhancing operational efficiency in restaurants through menu analytics. Journal of Information Systems Engineering and Management, 10. https://doi.org/10.52783/jisem.v10i19s.3103
Ferdinand, R., & Saputra, E. (2024). Penerapan teknik menu engineering dalam meningkatkan penjualan dan keuntungan pada Hotel Swiss-Belhotel Harbour Bay Batam. Jurnal Manajemen Nusantara, 3(1), 2022–2025. https://doi.org/10.59193/jmn.v3i1.236
Goh, S. F., & Sari, W. N. (2023). Menu engineering on food to increase revenue at Laku Café, Gading Serpong. Journal of Science and Technology, 4(12), 114–122. https://doi.org/10.46799/jst.v4i11.861
Hendrawan, M. R., Sarudin, R., & Info, A. (2024). Analisis penerapan menu engineering dalam upaya meningkatkan penjualan di Restoran XYZ. Jurnal Manajemen, 5(3), 1908–1919.
İpek, D. G. (2024). Application of multi-criteria decision making methods for menu selection. Black Sea Journal of Engineering and Science, 21–30. https://doi.org/10.34248/bsengineering.1358895
Kasavana, M. L., & Smith, D. I. (1982). Menu engineering: A practical guide to menu analysis (1st ed.). Hospitality Publications.
Kwong, L. Y. L. (2005). The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management, 24(1), 91–106. https://doi.org/10.1016/j.ijhm.2004.05.002
Munigar, R. (2024). Menu engineering Oryza Restaurant di Resinda Hotel Karawang. Research Review Journal, 6(6), 2498–2505. https://doi.org/10.38035/rrj.v6i6.1086
Noone, B. M., & Cachia, G. (2020). Menu engineering re-engineered: Accounting for menu item substitutes in pricing and menu placement decisions. International Journal of Hospitality Management, 87, Article 102504. https://doi.org/10.1016/j.ijhm.2020.102504
Özgür Göde, M., & Ekergil, V. (2025). A new menu analysis approach: Time-driven menu engineering (TDME). Journal of Quality Assurance in Hospitality & Tourism, 26(4), 731–762. https://doi.org/10.1080/1528008X.2023.2262143
Pavesic, D. V. (1983). Cost/margin analysis: A third approach to menu pricing and design. International Journal of Hospitality Management, 2(3), 127–134. https://doi.org/10.1016/0278-4319(83)90033-6
Pratama, I. N., Atmaja, S., Pambudi, B., & Wardana, M. A. (2023). Analisis strategi pengembangan bisnis berbasis menu engineering dalam upaya meningkatkan pendapatan restoran. PARIS (Pariwisata dan Bisnis), 2(5), 1206–1224. https://doi.org/10.22334/paris.v2i5.428
Salsabilla, A. M., Kamiliya, A. N., Restami, M., & Rahmawati, I. F. (2025). Penyusunan menu baru berbasis menu engineering pada The Gallery Restaurant di Hotel Ciputra World Surabaya. Journal of Culinary and Hospitality, 1(1).
Slater, P., & Hasson, F. (2025). Quantitative research designs, hierarchy of evidence and validity. Journal of Psychiatric and Mental Health Nursing, 32(3), 656–660. https://doi.org/10.1111/jpm.13135
Wahyudi, K. A., Sinaga, F., & Amir, F. L. (2024). Upaya peningkatan popularitas dan profitabilitas menu makanan dengan metode menu engineering. PARIS (Pariwisata dan Bisnis), 3(6), 882–893. https://doi.org/10.22334/paris.v3i6.677
