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Menu Design and Engineering

Credential Earned: 

Course Focus

Recent research shows that customers spend only one or two minutes reviewing a restaurant's menu. This provides you with just a small window of opportunity to capture your customers' attention and help them find just what they are looking for. In this course, Professor Sheryl Kimes will present you with proven strategies and techniques that can help you optimize your menu and increase the revenue it generates for your restaurant.

Through the process of menu engineering, you will explore a unique approach to categorizing menu items based on profitability and sales volume. Using this categorization, you can implement a variety of strategies to increase the overall profitability of your menu. You will also explore several effective menu design techniques that will help you improve how you name and describe menu items and organize and highlight them to showcase your most profitable, best-selling dishes. Critical to your restaurant revenue management program is your approach to pricing, and you will determine the strategies that make the most sense for your restaurant. You will walk away from this course with a set of practical tools you can use right now to maximize your revenue, whether your restaurant is slow, busy, or somewhere in-between.

Who Should Take this Course?

This course is designed for restaurant owners, managers, and operators; foodservice professionals responsible for their organization's financial performance; hospitality professionals, and executive chefs.

Key Benefits

Participants who complete this course will be able to...

  • Strategically manage and improve menu items based on their profit margin and sales volume
  • Design your menu with creative approaches for naming, organizing, and highlighting items that enhance the appeal of your menu and increase overall revenue
  • Determine how coaching and mentoring can encourage servers to increase the average check per person
  • Devise pricing strategies that will help you take advantage of varying customer demand while managing perceptions of fairness


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