CCS CCS Menu Engineering & Design 1 — Questions and Answers
Question 1: In menu engineering, items classified as 'Stars' possess which combination of characteristics?
- High popularity, low profitability
- High popularity, high profitability (Correct answer)
- Low popularity, high profitability
- Low popularity, low profitability
Correct answer: High popularity, high profitability
Stars are menu items with both high popularity (frequently ordered) and high contribution margin (high profitability), making them the most desirable items on any menu.
Question 2: What is a menu item's 'contribution margin'?
- Selling price minus food cost (Correct answer)
- Total revenue generated per shift
- Food cost as a percentage of selling price
- Gross profit before deducting labor
Correct answer: Selling price minus food cost
Contribution margin is the selling price minus the direct food cost of a menu item, representing how much each sale contributes toward covering fixed costs and generating profit.
Question 3: Which discipline applies visual hierarchy and eye movement patterns to direct customer attention toward high-profit items?
- Typography design
- Menu psychology (Correct answer)
- Color theory
- Portion science
Correct answer: Menu psychology
Menu psychology applies principles of visual hierarchy, eye movement patterns, and strategic item placement to guide customers toward ordering high-profit menu items.
Question 4: What food cost percentage is typically considered a standard benchmark for full-service restaurants in the US?
- 15-20%
- 28-35% (Correct answer)
- 45-50%
- 55-60%
Correct answer: 28-35%
Full-service US restaurants typically target a food cost percentage of 28-35% of menu price, balancing profitability with perceived customer value.
Question 5: Menu engineering as a formal system was developed by which researchers?
- Escoffier and Brillat-Savarin
- Kasavana and Smith (Correct answer)
- Taylor and Fayol
- Johnson and Wales
Correct answer: Kasavana and Smith
Menu engineering was developed by Michael Kasavana and Donald Smith at Michigan State University in 1982 as a systematic framework for analyzing menu item profitability and popularity.
Question 6: In a prix fixe menu structure, how is the customer charged?
- A la carte prices for each item selected
- A single fixed price for a complete multi-course meal (Correct answer)
- Based on the total weight of food consumed
- Variable pricing based on daily market prices
Correct answer: A single fixed price for a complete multi-course meal
A prix fixe menu offers a complete multi-course meal at one set price, providing a defined dining experience and predictable revenue per cover for the restaurant.
CCS CCS Menu Engineering & Design 1
In menu engineering, items classified as 'Stars' possess which combination of characteristics?