Is Your Menu a Cannibal?

Menu items that are very similar fight or cannibalize each other for sales. When Steve Jobs returned to Apple in 1997, the first thing he did was ask his team one simple question, "What products would you recommend to a friend?" When he did not get a very clear answer he reduced the number of Apple products from 350 to just 10!

Think about your menu. What items are your "hits"? Those dishes that your team just knocks out of the ball every time? That is what your menu should consist of! Too many items leads to what psychologists call "the paradox of choice" is when too many choices leads to anxiety about our choices. So when your menu has too many items, guests get frustrated and tend to go for the "safe" choice. The bad news is that your safe choice might not be a big profit maker.

Sometimes what you do NOT put on your menu is more important then what you do.

Here are some key questions to ask about your menu:

  1. Why do I drive to your restaurant?
  2. What do we do better than anyone?
  3. Is my menu...
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