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What does the term 'plow horses' mean in menu engineering?

What does the term 'plow horses' mean in menu engineering? Correct Answer Items of high popularity and low gross revenue contributions

Plouw Horses means Items of high popularity and low gross revenue contributions.

Key Points

Plow Horses:

  • Menu items are high in popularity but low in contribution margin.
  • Plow horses are but low in contribution margin.
  • Plow horses are demand generators.
  • They may be the lead items on your menu or your signature items. 
  • They are often significant to the restaurant's popularity with price-conscious buyers

Important Points

POPULARITY

PROFITABILITY

CATEGORY

OVER

OVER

STAR

UNDER

UNDER

DOGS

OVER

UNDER

CASH COWS/PLOW

HORSES

UNDER

OVER

PUZZLES

 

Additional Information

Puzzles:

Menu items are low in popularity but high in contribution margin. In other words, Puzzles yield a high profit per item sold. But they are hard to sell

Dogs:

Menu items are low in popularity and low in contribution margin. These are your losers. They are unpopular, and they generate little profit.

Stars:

Menu items are high in both popularity and contribution margin. Stars are the most popular items on your menu. They may be your signature items.

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