You've got two minutes. That's how long the average customer spends looking at a menu before they order. Two minutes to influence what they choose, how much they spend, and whether your kitchen runs efficiently or spins its wheels on dishes that cost more than they return. Menu engineering is the process of making those two minutes work for you. Done properly, it can increase profitability by up to 15%. Done badly, or not done at all, it leaves serious money on the table.