CRM Menu Engineering & Development

Question 1

In menu engineering, which category describes items with HIGH contribution margin but LOW popularity?

Accepted Answer

Puzzles

Answer

Puzzles have high contribution margin but low sales volume, indicating they need better promotion, repositioning, or recipe refinement.

Question 2

What is the primary goal of menu engineering?

Accepted Answer

To maximize overall profitability by analyzing item popularity and contribution margin

Answer

Menu engineering uses sales mix and profitability data to strategically position items and maximize total restaurant profit.

Question 3

In menu engineering, what does 'contribution margin' refer to?

Accepted Answer

The dollar amount remaining after subtracting food cost from the selling price

Answer

Contribution margin equals selling price minus food cost, representing what each sale contributes toward covering labor, overhead, and profit.

Question 4

A 'Star' in menu engineering is best described as an item that is:

Accepted Answer

High popularity and high profitability

Answer

Stars are top performers — they sell frequently and generate strong contribution margins, making them the most desirable items on any menu.

Question 5

Which menu design technique draws customer attention to high-profit items?

Accepted Answer

Placing high-margin items in the upper right corner or using visual callouts

Answer

Research shows the upper-right area of a two-panel menu naturally draws the eye first, making it the prime real estate for high-profit items.

(CRM) Certified Restaurant Manager Practice Test