How should I adjust pricing or promotion for items labeled as puzzles or plowhorses in menu engineering?

For puzzles and plowhorses, the goal is different: puzzles need a better “reason to order,” while plowhorses need better margin without hurting demand. In most restaurants, you adjust in small, testable steps and watch what happens over 2–4 weeks, not overnight.

Pricing changes work best when they’re paired with smart presentation. Promotion should support profitability, not replace it.

What to change for puzzles vs. plowhorses

Puzzles are high-profit items with low popularity. Plowhorses are popular items with lower profit per sale. Because the “problem” is different, the fix should be different too.

• Puzzles: improve demand first (visibility, description, positioning), then consider price.
• Plowhorses: improve margin carefully (small price moves, portion control, bundle logic), while protecting volume.

How to adjust pricing and promotion for puzzles

With puzzles, aggressive discounts usually aren’t the first move. Most of the time, the item is simply not being noticed, not understood, or not “worth the decision effort” compared to easier choices.

Pricing approach for puzzles

• Start by holding price steady while you improve how the item is presented; many puzzles sell better without any discount.
• If price feels like a barrier, test a small reduction rather than a big markdown, and keep the test period consistent.
• Use “price framing” instead of pure discounting (e.g., add a clear value cue like portion size, premium ingredient, or pairing).

Promotion approach for puzzles

• Feature the item in a high-attention spot (top of category, a “chef’s pick,” or a highlighted tile).
• Create a low-risk trial path (half portion, lunch-size, tasting add-on) instead of discounting the full item.
• Pair it with a natural companion that already sells well (drink pairing, side pairing) so guests don’t have to imagine the full experience.
• Train servers to recommend it with one confident sentence that matches the guest’s intent (comfort, speed, lighter, indulgent).

Real-world examples for puzzles

• Restaurant: A high-margin seafood pasta isn’t moving. You keep the price, move it to the top of the pasta list, add a clearer description, and suggest it with a glass of white wine.
• Café: A premium sandwich has great margin but low orders. You introduce a smaller size for lunchtime and feature it as “today’s pick” near the counter or on the digital menu.
• Bar: A high-margin signature cocktail sells poorly. You rename it for clarity, add flavor cues (“smoky, citrusy”), and feature it as the first option in the cocktail list.

How to adjust pricing and promotion for plowhorses

Plowhorses are your volume engines, so the main rule is: don’t “break” what’s working. In most operations, margin is improved through small pricing steps and cost control, not by discounting something that already sells.

Pricing approach for plowhorses

• Test small price increases rather than one large jump, and monitor sales mix and guest feedback closely.
• Review portion size and plating standards; a small consistency fix often protects margin more reliably than a big price change.
• Adjust modifiers and add-ons (extra protein, premium side) so guests can trade up without changing the base item.
• If competitors anchor prices lower, use a “good-better-best” structure so your plowhorse stays attractive while higher-margin options exist nearby.

Promotion approach for plowhorses

• Avoid broad discounts; instead, bundle thoughtfully (combo with a high-margin beverage or side) to lift total contribution.
• Use “upgrade prompts” rather than coupons (add avocado, double shot, premium mixer, larger size).
• Limit time-based promos to slower hours and make sure the offer increases total spend, not just traffic.

Real-world examples for plowhorses

• Restaurant: Your best-selling chicken schnitzel has thin margins. You standardize portioning, slightly adjust price, and encourage a profitable side upgrade.
• Café: The top-selling latte is a plowhorse. You keep the base price stable but promote an upsell to larger sizes or flavored add-ons with better margin.
• Bar: Draft beer is high volume but low margin. You keep it as the anchor, then bundle it with a snack or highlight a higher-margin craft option beside it.

How it’s typically done in a simple process

A practical workflow keeps you from guessing and helps you learn quickly. Most teams run menu engineering adjustments like small experiments.

• Pick 1–3 puzzle items and 1–3 plowhorses to work on at a time.
• For puzzles: change visibility and selling message first; for plowhorses: change cost controls and upsell structure first.
• Run the change for a fixed window (commonly 2–4 weeks) without changing other variables.
• Compare sales count, contribution margin, and total category performance before and after.
• Keep what works, reverse what doesn’t, and document the result for the next cycle.

How digital menus can support these adjustments

Digital menus make menu engineering easier because you can change presentation without reprinting, and you can keep tests consistent across shifts or locations. For example, a system like Menuviel can help you feature a puzzle item, control availability, or run a timed promotion so you can test changes cleanly and roll back quickly if needed.