How to Create a Menu Suitable for Tourist Attractions: F&B Menu Engineering and Its Impact

cannyprop
May 9
2 min read

How to Create a Menu Suitable for Tourist Attractions: F&B Menu Engineering and Its Impact

Designing an F&B menu for a tourist attraction requires strategic planning to cater to a diverse customer base while maximizing profitability. Effective menu engineering can significantly enhance customer satisfaction, boost revenue, and improve operational efficiency. Here’s how to create a well-structured menu that appeals to tourists and benefits your F&B business.

1. Understanding Tourist Preferences

Diverse Demographics: Tourists come from different backgrounds, so the menu should include options that cater to various tastes and dietary needs.
Local & Signature Dishes: Feature local specialties to provide an authentic experience (e.g., Chili Crab in Singapore or Laksa).
Familiar Comfort Foods: Offer internationally recognized dishes (e.g., pasta, burgers, vegetarian options) for those who prefer familiar flavors.
Quick Service Options: Tourists are often on a schedule, so easy-to-eat, grab-and-go items are a great addition.

2. Menu Engineering for Profitability

Menu engineering is the strategic placement and pricing of dishes to influence customer choices and maximize profits. Follow these steps:

A. Categorizing Menu Items

Menu items should be classified into four categories based on profitability and popularity:

Stars: High-profit, high-selling items (e.g., bestsellers, signature dishes). Highlight these prominently on the menu.
Plow Horses: Low-profit, high-selling items (e.g., staple foods like fries, soft drinks). Adjust portion sizes or bundle with other items.
Puzzles: High-profit, low-selling items (e.g., premium wines, unique dishes). Promote these through waitstaff recommendations.
Dogs: Low-profit, low-selling items. Consider removing or rebranding these to boost sales.

B. Optimizing Menu Layout

Strategic Placement: Place high-margin items in the top-right or center, where customers’ eyes naturally land.
Descriptive Labels: Use engaging descriptions to enhance the perceived value of dishes.
Visual Elements: Include high-quality images of signature items to increase appeal.

3. Pricing Strategies for Tourists

Bundle Offers: Create combo meals or family packages for convenience.
Tiered Pricing: Offer different portion sizes to suit various budgets.
Limited-Time Offers: Introduce seasonal specials to encourage repeat visits.

4. Enhancing the Dining Experience

Multilingual Menus: Provide translations in major languages like English, Mandarin, and Japanese.
Cashless Payment Options: Accept international credit cards and mobile payments for convenience.
Allergy & Dietary Labels: Clearly indicate vegetarian, halal, gluten-free, and allergen-free options.

5. Positive Impact on F&B Business

Higher Sales & Profit Margins: Well-engineered menus guide customers toward high-margin items.
Improved Customer Satisfaction: A thoughtfully designed menu enhances the overall dining experience.
Better Operational Efficiency: Streamlining menu items reduces waste, food costs, and preparation time.
Brand Differentiation: Unique, well-curated menus attract tourists and encourage word-of-mouth marketing.

Conclusion

Creating a tourist-friendly menu using F&B menu engineering helps maximize sales, streamline operations, and enhance customer experience. By offering a mix of local specialties, international favorites, and high-margin dishes, F&B businesses at tourist attractions can thrive in a competitive market. Thoughtful pricing, strategic placement, and strong branding will ensure long-term success in the tourism-driven F&B industry.