Reingeniería de menú como estrategia para aumentar la rentabilidad del restaurante Farola GASTROPUB

Abstract

The aim of this research was to apply menu of re-engineering to the Farola Gastropub restaurant as a tool to help improve profitability. The methodology employed in the study combined exploratory and descriptive approaches with a mixed qualitative and quantitative research design to analyse menu re-engineering at the Farola Gastropub restaurant and improve its profitability. Financial analysis, interviews, focus groups and surveys were conducted to assess costs, profit margins, customer perceptions and preferences. Menu ranking identified dishes according to profitability and popularity, and a comprehensive process was designed that considers both economic aspects and customer acceptance. The study population included key staff, financial records and customers of the restaurant. Analysis of the menu revealed a profitability of 8.63%, below the optimal range of 15-20%. Dishes were classified as ‘Star’ (4), ‘Cow’ (6), ‘Enigma’ (7) and ‘Dog’ (17), with 68% low contribution margins and 72% low popularity. Interviews and surveys revealed the need to optimise costs, diversify the offer and adjust the menu to customers' expectations in terms of quality and price. It is concluded that re-engineering the menu improves profitability by optimising costs and aligning the offer with customer preferences. It is recommended to periodically review the menu, eliminate unprofitable dishes and promote the most outstanding.