Average contribution margin
$12
Menu Engineering Calculator
Compare item popularity and contribution margin so you can spot your stars, puzzles, plowhorses, and dogs without turning the math into a spreadsheet project.
Menu item 1
Menu item 2
Menu item 3
Menu item 4
Result
Popularity threshold
25%
Items compared
4
Total units sold
880
Item classification
Signature Bowl
StarMargin: $13. Popularity: 29.5%. Total contribution: $3,250. Keep it visible and protect quality.
Burger Combo
PlowhorseMargin: $10. Popularity: 36.4%. Total contribution: $3,040. Watch portions and consider a careful price lift.
Steak Plate
PuzzleMargin: $17. Popularity: 13.6%. Total contribution: $2,040. Test better naming, placement, or staff recommendations.
Caesar Salad
No sales dataMargin: $10. Popularity: No sales data yet. Total contribution: $1,710. You need some sales data before this item can be classified.
Want help improving this number?
If too many items land in puzzle or dog territory, the next move is usually better menu design, pricing, promotion, or a simpler menu.
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Calculator guide
How to use this menu engineering calculator
This calculator compares menu items on two dimensions: contribution margin and popularity. That is enough to tell you which items deserve more space, better pricing, or a rethink.
What the four menu engineering groups mean
Stars are popular and high margin. Puzzles are high margin but less popular. Plowhorses are popular but lower margin. Dogs are weak on both.
The value is not in the label by itself. The value is the action the label suggests.
How to use the output
Promote stars, test better placement or naming for puzzles, and protect margin on plowhorses. Dogs usually need a redesign, a new role, or a clean exit.
Use real item sales and direct cost from the same period so the comparison is fair.