Who is this course for?

Product leads, kitchen leads and store operations leads — as well as founders who want to read their own menu.

Will cutting dishes drive guests away?

You cut what does not make money, not the signature dishes. The course is mostly about how to tell the difference.

How does it relate to the Single-Store Profit Model course?

The menu course covers product structure; the model course covers the whole return picture. The menu is the largest variable inside it.

What should we bring?

Your current menu and recent product sales data. The workshop runs on your own numbers.

Can we change the menu immediately afterwards?

You get a direction. The course gives you the method for sequencing the actual changes and the launch rhythm.

Standard course

High-Profit Menu Design

Read the menu as a product structure: dish margin, volume, mix and station load.

Helping regional restaurant businesses build nationally leading brands

Book a consultation All five courses

What it covers

The backbone of this course

01 Menu structure analysis
02 Product structure design
03 Super menu design

Who it suits

Restaurants whose menu keeps growing while margins keep thinning
Operators who want to cut dishes but fear losing guests
Chains with dozens of stores where every menu has drifted

What you take away

A way to read the menu by station and role instead of by volume
The ability to judge "sells well" and "makes money" as separate questions
A menu adjustment list and the trade-off principles behind it

How it connects

A course or an engagement?

The courses teach the method; the engagements apply it. If the problem is that your team does not know how, take the course. If the problem is that nobody has time to do it, take the engagement.

Enterprise Strategy Consulting

12 months cumulative

From enterprise strategic positioning, expressed through brand strategy

RMB 1.28M · Phase two · from month 7

Strategic Positioning Program

6 months

From category positioning to the super store model

RMB 680k · Phase one · first 6 months

Chen Yufu coaching a team in a training session — Courses run as live workshop sessions on the participants’ own menu and numbers.

FAQ

Frequently Asked Questions

Who is this course for?: Product leads, kitchen leads and store operations leads — as well as founders who want to read their own menu.
Will cutting dishes drive guests away?: You cut what does not make money, not the signature dishes. The course is mostly about how to tell the difference.
How does it relate to the Single-Store Profit Model course?: The menu course covers product structure; the model course covers the whole return picture. The menu is the largest variable inside it.
What should we bring?: Your current menu and recent product sales data. The workshop runs on your own numbers.
Can we change the menu immediately afterwards?: You get a direction. The course gives you the method for sequencing the actual changes and the launch rhythm.

Other courses

Brand Strategy & Positioning

Start from enterprise strategic positioning and find the category direction and top-level expression of the brand.

Single-Store Profit Model

Back-calculate a store’s return picture from store format, area, rent and guest structure.

Brand Communication Strategy

Translate brand positioning into actions customers can see, remember and pass on.

Read further

MethodologyEditor’s pick

Menu Diagnosis: How a Consultant Reads a Restaurant Menu

Menu diagnosis treats a restaurant menu as an operating document rather than a price list. It reads each dish for its role, its kitchen station, its margin, and whether it supports or competes with its neighbours.

2026-10-13Read the article →