Latest / Restaurant Business with Fexingo: Food Service, Hospitality, and Independent Operators / Why Restaurant Menus Are Getting Shorter
Transcript
- Lucas: So I was at this bistro in SoHo last week, and the menu was one page. Fifteen entrees, four appetizers, three desserts. And the chef told me they used to run eighty items. Luna: Eighty to twenty-two? That's a massive cut. What was the thinking? Lucas: The usual: supply chain chaos, labor costs, and they kept throwing away a third of their produce. But here's the thing — their food cost dropped from thirty-four percent to twenty-eight percent in two months. And their servers' average check went up, because they could actually describe every dish properly. Luna: So shorter menu, better upsell. That almost sounds counterintuitive — you'd think fewer options means smaller checks. Lucas: But the data from menu engineering keeps pointing the same way. When you trim the fat, you focus on what you do best, and you can charge more for it because the quality is visibly higher. The bistro's chef told me he's now buying one type of fish, but it's the best fish he's ever tasted. Luna: And I guess the kitchen gets faster, too. Less prep, less station clutter, fewer chances for mistakes. Lucas: Exactly. He said ticket times dropped from eighteen minutes to eleven. That's not just speed — that's table turns. On a busy Saturday, that's an extra seating per night. Luna: So is this like a trend sweeping the industry? Or is it just a couple of chefs getting smart? Lucas: Look at the large chains, too. In the last two years, several casual-dining brands have cut their menus by twenty to thirty percent. They're not doing it for art — they're simplifying supply chains and reducing SKUs. And the independent guys are following suit, mostly because they have to. Luna: But there's a risk, right? Your regulars might be attached to that one pasta dish you're cutting. Lucas: That's the big worry. A regular who comes every Thursday for the salmon might feel betrayed. But most operators find the loud complaints die down within three weeks. And in the meantime, they're not tying up a cook's station with a low-margin item that sells twice a night. Luna: I've also read that a shorter menu helps with food waste — you're not ordering fifty different perishables that might not move. Lucas: Right. In that same bistro, they cut their weekly produce order by forty percent. Less waste, but also less storage, less spoilage, less back of house chaos. It's a cascade of savings. Luna: What about the guest? I mean, some people love a huge menu with photos and descriptions — feels like more value. Lucas: There's a concept in psychology called the paradox of choice. Too many options can paralyze, and you end up less satisfied with what you pick. A focused menu actually increases guest satisfaction because they feel confident they're getting something great. Luna: And a smaller menu lets the kitchen nail every dish. Consistency goes up, which is what brings people back. Lucas: Absolutely. One of the operators I spoke with said their Yelp rating actually ticked up a half-star after they cut the menu. The reviews started mentioning 'every dish was fantastic' instead of 'the burrata was great, but the chicken was dry.' Luna: So what's the downside, besides the regulars? Is there a case where a short menu hurts you? Lucas: If you're in a tourist area or a hotel, people expect a certain breadth. They might want something safe and familiar. Also, dietary restrictions — if you've got a vegan, a gluten-free, and a kid's menu, a tiny menu might not cover the bases. Luna: So it's not a one-size-fits-all. But for a lot of independents, it seems like the math is shifting. Lucas: Right. And it's not just about cutting items — it's about curating a story. The chef at the bistro now changes his menu seasonally. In the summer, he does a tomato tasting. In the fall, mushrooms. He says it's more fun for him, too. Luna: That sounds like a better work life, which might help with staff retention. Less stress, more pride. Lucas: He said his line cooks actually care more because they're not cranking out a dozen different sauces. They can focus on technique. One of his cooks told him, 'I know what good food tastes like now.' Luna: That's a powerful quote. So, for an independent operator listening, what's the first step? Just start crossing things off the menu? Lucas: Not blindly. Look at your sales data. Find your bottom twenty percent of items by contribution margin, and ask: do these have a loyal following, or are they just taking up space? Also, consider your kitchen's physical space — if you can remove a prep table, that's savings. Luna: And I guess you should talk to your regulars, maybe do a soft rollout. Tell them you're refining the menu to elevate quality. Lucas: Yes, frame it as a positive. You're not removing options; you're perfecting the ones you keep. And you can always bring back a cult favorite as a special. Luna: So, whether you're a diner or an operator, shorter menus seem to be a win-win. I'm tempted to go back to that bistro and order everything on the menu. Lucas: That's the thing — when a menu is that tight, you can actually try the whole thing. The chef told me he's seen more people order three courses because they want to experience the whole menu. That pushes the check up. Luna: I love that. And speaking of supporting what you love — if you're getting value from these conversations, a couple of dollars a month on buy me a coffee dot com slash fexingo genuinely keeps these going. It's a small thing, but it means we can keep doing this ad-free. Lucas: Yeah, and for anyone who's been listening for a while, that's the only reason we can keep bringing you these deep dives. No big pledge, just a coffee's worth. Luna: Alright, back to menus — so if I'm a diner, what should I look for in a short menu? Is it a sign of confidence? Lucas: Absolutely. A short menu tells you the chef is betting on a few things. If they're good, you're in for a treat. And if they're not, you'll know fast. But the trend is clearly toward focus. Luna: I think my next dinner out, I'm going to pick the place with the one-page menu. Thank you, Lucas. Lucas: Anytime. And for all the operators out there, maybe it's time to take a red pen to that menu and see what you're really serving.