A menu item with high sales volume but low contribution margin. Plow horses drive traffic but may not generate proportional profit.
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Plow Horse
A menu item with high sales volume but low contribution margin. Plow horses drive traffic but may not generate proportional profit.
Related terms
- Menu Engineering Matrix — A four-quadrant classification tool mapping menu items by popularity and profitability to identify stars, plow horses, puzzles, and dogs.
- Menu Profitability — Measuring the profit contribution of each menu item by comparing sales revenue against ingredient costs and required preparation labor.