Menu Engineering Matrix — Stars, Plowhorses, Puzzles, Dogs
Cut three dishes, lift margin 4 points.
| Dish | Units | Price | COGS | Margin | Contribution | Quadrant | |
|---|---|---|---|---|---|---|---|
| 78.2% | 20.640.000₫ | Star | |||||
| 76.7% | 18.860.000₫ | Star | |||||
| 72.3% | 12.220.000₫ | Star | |||||
| 60.0% | 7.560.000₫ | Dog | |||||
| 74.3% | 8.320.000₫ | Star | |||||
| 60.0% | 5.130.000₫ | Dog | |||||
| 67.1% | 3.990.000₫ | Dog |
Star
Promote — feature in menu, upsell.
- Cappuccino78.2%
- Latte76.7%
- Cold brew72.3%
- Croissant74.3%
Puzzle
Reposition or rename — good margin, low traffic.
- —
Plowhorse
Re-price up or trim COGS — popular but margin-thin.
- —
Dog
Cut — low volume and low margin.
- Matcha latte60.0%
- Avocado toast60.0%
- Specialty drip67.1%
Total revenue
106.200.000₫
Total contribution
76.720.000₫
Blended margin
72.2%
https://loopin.one/en/tools/menu-engineering?state=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
FAQ
How are quadrants assigned?
Each dish is plotted by units sold (popularity) vs contribution margin %. Median across your menu splits the 2×2. High-pop + high-margin = Star, high-pop + low-margin = Plowhorse, low-pop + high-margin = Puzzle, low-pop + low-margin = Dog.