How to review and update your menu or product range

Your menu is more than just a list of options; it's your most important sales tool.

Think of your menu as a living, breathing part of your business. Leaving it unchanged for years is like letting your shop window get dusty. A regular review keeps things fresh, gets customers excited, and, most importantly, makes sure you're making the money you deserve from the products you sell. It’s a core part of running a successful and adaptable food business.

Why you should regularly review your menu

Before we dive into the 'how', let's look at the 'why'. A little time spent on a menu review can have a huge impact:

• Boost your profits: By identifying which dishes make you the most money (your high-margin items), you can promote them more effectively.
• Reduce food waste: Ditching unpopular items that use niche ingredients means less food in the bin and more money in your pocket.
• Keep regulars engaged: Even your most loyal customers love to see something new. Seasonal specials and updates give them a reason to come back more often.
• Stay relevant: Food trends change. A menu refresh allows you to adapt to what customers are looking for right now, whether that's a new dietary trend or a popular flavour combination.

How to analyse your current menu's performance

This is where you put on your detective hat. To know what to change, you first need to understand what's working and what isn't. The key is to look at two things for each item: how popular it is (how many you sell) and how profitable it is (how much money you make on each sale).

Your Point of Sale (POS) or till system is your best friend here. Most systems can generate a 'Product Mix' report that tells you exactly how many of each item you've sold over a certain period (like a month or a quarter).

Once you have your sales data, you can categorise your menu items:

1. The Stars: High popularity, high profit. These are your winners! Your customers love them and they make you good money. Don't change these, but make sure they are highly visible on your menu.
2. The Puzzles: Low popularity, high profit. These are profitable, but for some reason, they aren't selling well. Ask yourself why. Is the description boring? Is the price too high? Does it need a better photo online? A small tweak could turn it into a Star.
3. The Workhorses: High popularity, low profit. Everyone buys these, but they don't make you much money. Could you increase the price slightly? Or perhaps find a way to reduce the ingredient cost without sacrificing quality?
4. The Dogs: Low popularity, low profit. These are the items that are likely losing you money. It's usually best to remove these from the menu to make way for something new.

Time for a refresh: Ideas for updating your menu

Once you know what needs to change, the fun part begins. Here are a few ways to breathe new life into your offering:

• Go seasonal: This is the easiest win. Use fresh, seasonal produce to create specials. Think warming pies and stews in autumn and winter, and light salads or fruity desserts in spring and summer. It shows quality and keeps the menu dynamic.
• Run a 'special': Introduce a 'Dish of the Week' or 'Burger of the Month'. This is a brilliant, low-risk way to test out a new recipe. If it sells like hotcakes, you can consider adding it to the permanent menu.
• Listen to your customers: Pay attention to feedback. Are people always asking if you have a vegan option? Have a few customers mentioned they'd love to see a particular dish? Use their suggestions as your inspiration.
• Refresh your descriptions: You don't always have to change the dish itself. Sometimes, just improving the description can boost sales. Instead of "Chicken Sandwich," try "Grilled Chicken Sandwich with Rocket, Smashed Avocado & Spicy Mayo on Toasted Sourdough." Make it sound irresistible!

Top Tip: When you add a new item, don't forget to properly calculate its costs to ensure you set a profitable price. And remember to let your staff taste it and learn about it – they are the ones who will sell it to your customers!

By making menu reviewing a regular task—perhaps once a quarter—you turn it from a chore into a powerful tool for growth. You'll be more in tune with your customers, more in control of your costs, and ready to build a business that lasts.