Design a Menu That Sells More and Costs Less
Running a successful burger franchise isn’t just about serving great food — it’s about crafting a menu that works like a business tool. That’s where menu engineering comes in.
At BurgerFranchiseMaster.com, powered by Star Brands Consulting Group, we help franchise owners strategically design menus that boost sales, highlight high-margin items, and improve operational efficiency — all without needing to raise prices.
Here’s how to apply menu engineering to your burger franchise and turn your menu into a profit-generating machine.
📐 1. Understand the Four Menu Item Categories
Every menu item falls into one of these four categories based on popularity and profit margin:
- Stars – High popularity, high profit (e.g., your best-selling combo)
- Plow Horses – High popularity, low profit (e.g., basic cheeseburger)
- Puzzles – Low popularity, high profit (e.g., premium vegan burger)
- Dogs – Low popularity, low profit (e.g., niche or complex items)
The goal: Promote Stars, Repackage Puzzles, Improve Plow Horses, and Eliminate Dogs.
🧠 2. Highlight High-Margin Items
Design your menu to steer customers toward items that cost less to make but deliver higher profit.
- Use visual boxes or borders to draw attention
- Add callouts like “Chef’s Favorite” or “Most Popular”
- Place them in the top-left and center sections of the menu — the hot zones for eye movement
Example: Instead of listing a plain burger, offer a deluxe version for $2 more with a $1 cost increase — more value, better margin.
📉 3. Review Ingredient Costs Regularly
Inflation and supply changes can quietly eat away at your profits.
- Perform quarterly food cost audits
- Track ingredient pricing trends
- Recalculate your food cost percentages for each menu item
Keep your margins healthy by swapping in lower-cost alternatives or adjusting portions slightly (without affecting customer satisfaction).
🍔 4. Simplify the Menu Without Losing Variety
Too many choices can overwhelm customers and slow down the kitchen.
- Remove underperforming items (Dogs)
- Consolidate ingredients across multiple dishes
- Focus on a core of 10–12 high-performing burgers, sides, and drinks
A tighter menu reduces waste, speeds up prep, and enhances customer clarity.
🔁 5. Use Menu Psychology Tricks
Yes, people buy with their eyes and emotions — use that to your advantage.
- Remove currency signs to reduce price sensitivity ($12 → 12)
- Use odd pricing ($9.95 feels cheaper than $10)
- Describe ingredients with emotive language (“handcrafted,” “farm-fresh,” “melty cheddar”)
- Group items in value categories: “Burgers Under $10,” “Premium Picks,” etc.
You’re not just selling burgers — you’re selling experiences.
📱 6. Apply These Tips to Digital Menus Too
Whether on your website, app, or self-service kiosk, menu design rules still apply:
- Highlight bestsellers and limited-time offers
- Use visual icons like “🔥 Popular” or “💰 Value Pick”
- Upsell with pop-ups and “Complete Your Meal” options
Menu engineering isn’t just for paper menus — it should be part of your digital strategy too.
📈 Final Thoughts
Menu engineering is about working smarter, not harder. By analyzing your items, pricing strategy, and customer behavior, you can increase profitability without raising prices or compromising quality.
Need Help With Menu Strategy?
At BurgerFranchiseMaster.com, in partnership with Star Brands Consulting Group, we help franchisees:
- Analyze item-level performance
- Design high-conversion menu layouts
- Optimize for cost-efficiency and upselling
- Align in-store and digital menus for brand consistency
📞 Book Your Menu Engineering Consultation
📥 Download the Burger Franchise Menu Engineering Toolkit (PDF)