In the previous article we studied Menu Engineering as a tool to measure the level of preference of customers in terms of the dishes offered on the menu and on this basis identify those that have a greater or lesser impact on the results of the organization . With this technique the concept of Insights of the behavior of Prices of the dishes offered on the menu and the customer's decision to pay.

It often happens that many administrators of restaurants They apply Menu Engineering and react intuitively to the results, which, in the author's opinion, is not the most appropriate solution, since the tendency is to increase the Prices of the most popular dishes and withdraw from the offer those that do not offer benefits, leading to the insertion of new proposals that will require logical aging on the menu card to start a study that will lead to the same results.
A Dog dish is not necessary to eliminate it immediately, perhaps a privileged location on the menu is enough for the customer to choose it and increase their sales levels. The same happens with a Vaca dish, not because it is highly popular it is reason to increase its price.
Likewise, the average level of customers that come to the facility must be taken into account. Logically, if there are few clients, the general expenses incurred are high, so the Prices They must be high, the opposite occurring if the volume of clients is high, since it allows reducing these general expenses, which facilitates the reduction of Prices.
Closely linked to Menu engineering is Price Engineering. This tool allows us to determine the maximum and minimum possible levels of increase or decrease in current prices, in order to find a balance in the offer, increase sales or improve the contribution margin of those dishes that require it, always keeping in mind the sociological concepts suggested by the OMNES principles in relation to the behavior of demand before a price list of different products, proposing that any variation made at these prices should not exceed 10% of their current price, so that the client do not feel scammed or perceive an affectation in the quality of what is offered to you, since it is common for him that, for periods of time, the offer prices are adjusted due to inflation.
The calculation methodology is not complex, once each of the dishes is classified, it is easy to determine the actions to follow. What is not convenient is to change prices to change them, it requires cunning on the part of the administrator and business domain. A clear example is that the rotation rate of the products that make up a plate and the level of stock in inventory must be studied, to be able to issue it, as well as its technical data sheet to evaluate the grammage of each of the ingredients and its operational cost.
The calculation system to be followed is as follows: for this we will rely on the table prepared for Menu Engineering, which will provide us with the data we must use:
1. The Weighted Average Price Offered is determined by the number of times the dish is presented.
2. The Weighted Average Price for Units Sold is determined.
3. Once these two indicators are obtained, the coefficient that establishes the relationship for the oscillation that can be given to the price is obtained from the division of the Weighted Average Price (PMP) over the Average Offered Price (PMO).
Taking into account the following:
a) If the result is between 0,85 and 1,05, it is suggested to maintain prices.
b) If the result is greater than 1,05, it is suggested to increase the prices and obtain the new price from the following calculation
   NPMO = PMP / 0,95
c) If the result is less than 0.85, it is suggested to decrease the prices and obtain the new price from the following calculation.
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NPMO = PMP / 1,05
d) Determine the price bandwidths equivalent to the new average price offered by 0,25:
Price bandwidth = NPMO * 0,25
Upper Limit of Middle Band     
NPMO + Price Bandwidth 
Lower Low Band Limit 
NPMO - Wide Price Band 
Upper High Band Limit   
NPMO + 2 [Price Bandwidth] 
Lower Low Band Limit    
NPMO - 2 [Price Bandwidth]
Once all the calculations have been carried out, a graph is drawn up that allows the location of each of the dishes analyzed at their corresponding levels to be visualized and the taking of strategic It must be supported by the results obtained in both engineering companies, since it may be the case that a dish is highly popular and has a low contribution margin (Cow), however, it is not convenient to increase its price, although the Price Engineering inform us that it may be higher, since the price of the competition must be taken into account, in this case the most logical thing would be to evaluate the technical specifications of the plate and reduce the weight in order to reduce its cost and obtain an adequate contribution margin.
Another case may be that a product is Star, since it has a high popularity index and offers an adequate contribution margin, however, within the Star products it is the least popular, so Insights It would allow us to define that far from increasing prices, we should decrease them in order to achieve greater popularity.
Another example would be that of a Dog product, which has the lowest popularity index, although it is the one with the lowest unit cost within the group of dishes, so that the possibility of increasing the weight of the offer and applying the techniques could be evaluated. de merchandassing would be located in a privileged position on the menu.
There are many actions that emerge from Insights of the results of Menu Engineering and Price Engineering, what is clear is that they are important sources of information for decision-making in the restaurant if we know how to interpret them correctly.
A business is not based on the mechanical application of toolsThey are only research instruments; it is up to the manager to combine them appropriately, to use studies of the competition, Insights periodic inventory, the application of satisfaction surveys, the study of suppliers, among other issues.
I am a dreamer and in my dreams I believe that a better world is possible, that no one knows more than anyone, we all learn from everyone. I love gastronomy, numbers, teaching and sharing all the little I know, because by sharing I also learn. "Let's all go together from foundation to success"
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