In recent years, many major restaurant chains have expanded their menus, hoping to appeal to a broader clientele and generate excitement. However, some well-known brands are now taking the opposite approach by trimming down their offerings.
Starbucks, Outback Steakhouse, Papa John’s, and Chili’s are among the notable chains reducing their menu sizes. This trend contradicts the industry’s general direction, where many have been expanding. These reductions are often part of broader strategies to enhance operational efficiency. The idea is that by simplifying the menu, restaurants can cut ingredient and labor costs while enhancing product quality and focusing on more profitable dishes.
For some chains, these changes align with a comprehensive turnaround plan. For example, Starbucks plans to cut 30% of its menu to expedite service and improve the dining experience. Bloomin’ Brands, which owns Outback Steakhouse and other restaurants, is following a similar path after losing market share last quarter. They plan to remove up to 20% of their menus, focusing on eliminating less popular and more labor-intensive items. This move aims to relieve kitchen pressure and reduce labor costs, according to CEO Michael Spanos.
Papa John’s CEO Todd Penegor highlighted the challenges of maintaining an extensive menu, indicating that unnecessary complexity can disrupt kitchen operations and detract from core offerings. Papa John’s has already removed approximately ten items and plans to continue this trend to streamline operations and focus on delivering quality pizzas.
Historically, menu sizes have been stable, only to shrink dramatically during the pandemic as restaurants sought cost savings and operational efficiencies. Since then, there has been a gradual reinstatement of dishes across many establishments, although fine dining has maintained smaller menus. Despite the current trend of reduction, some chains like Papa John’s and Sweetgreen are actively working on introducing new items to keep their offerings fresh. Sweetgreen’s recent introduction of air-fried french fries serves as an example of this approach.
Chili’s has seen positive results from menu reduction, witnessing improved food quality and faster service despite rising customer numbers, according to Kevin Hochman of Brinker International. Their sales have increased significantly as a result. Maggiano’s Little Italy, another Brinker chain, is also starting to streamline its menu.
Simplifying menus appears to be a strategic move for some restaurant chains, focusing on operational efficiency and profitability. While the broader industry trend leans towards larger menus, these chains are carving out a niche that emphasizes quality and streamlined service. The success of such strategies, as seen with Chili’s, highlights the potential benefits of a more focused culinary approach.
