MENU ENGINEERING FOR DECISION MAKING IN THE HOSPITALITY INDUSTRY: EVIDENCE FROM SALES AND CONTRIBUTION MARGIN ANALYSIS

Bimo Kuncoro Jati (Program Studi Pendidikan Kesejahteraan Keluarga, Universitas Negeri Jakarta, Indonesia)
Shafa Radiva Assyam (Program Studi Pendidikan Kesejahteraan Keluarga, Universitas Negeri Jakarta, Indonesia)
Meisya Anggraini (Program Studi Pengelolaan Event dan Manajemen Acara, Politeknik Pariwisata Palembang, Indonesia)
Kezia Elsty (Program Studi Seni Kuliner, Universitas Pradita, Indonesia)
Rr Christiana Mayang Anggraeni Stj (Program Studi Seni Kuliner, Politeknik Negeri Media Kreatif, Indonesia)

JUPARITA: Jurnal Pariwisata Tawangmangu
Vol 4 No 3 (2026): September 2026

This study examines the performance of menu items at Maya at Sailendra Restaurant, JW Marriott Hotel Jakarta, using a menu engineering approach. The study was motivated by the need for data-driven tools to improve menu profitability and operational decision-making in the highly competitive hospitality industry. A quantitative descriptive method was employed using secondary data on selling prices, food costs, and sales volumes. Menu performance was evaluated through Contribution Margin (CM), Menu Mix Percentage (MM%), Average Contribution Margin (ACM), and Average Menu Mix (AMM%), followed by classification into stars, plowhorses, puzzles, and dogs. The findings identified Sarson Da Saag and Paneer Tikka Masala as star items, while Tandoori Roti and Laccha Paratha were classified as plowhorses. The study demonstrates that integrating CM, MM%, ACM, and AMM% provides an objective framework for menu classification and supports strategic decisions regarding pricing, promotion, and menu optimization.