What are the 3 types of dishes that could be hurting my restaurant?

The 3 problem dishes are: The Unpredictable Dish (rarely sells but you have to prep for it), The Pretty Loser (looks amazing but has razor-thin profit), and The Identity Thief (does not fit your brand and confuses customers).

What is The Pretty Loser?

It looks amazing and sells like crazy, but it has razor-thin or even zero profit. For example, a café selling a Rainbow Latte for RM18 that takes 5 minutes to make and earns only RM2 profit, while a black coffee earns RM8 in 30 seconds.

What is The Identity Thief?

It is a dish that does not fit your brand. A Malaysian noodle chain added burgers to their menu to attract younger customers — but it failed. Customers came for noodles, not burgers. The burgers confused their brand identity and were removed after 3 months.

How do successful chains like McDonald's and Din Tai Fung manage their menu?

McDonald's removes items that do not perform, like using the McRib as a seasonal marketing tool. Din Tai Fung keeps their menu laser-focused on dumplings and a few sides — they do not confuse customers with unrelated items.

Does Your Menu Have These 3 Dishes? Check Quick!

Does Your Menu Have These 3 Dishes? Check Quick!

Published: 21st June 2026

Video

In this video, we answer:

What are the 3 types of dishes that could be hurting your restaurant?
What is “The Unpredictable Dish” and why is it dangerous?
What happened to a Penang restaurant that had an unpredictable seafood platter?
What is “The Pretty Loser” and why does it look good but make no profit?
What is the example of a café selling a Rainbow Latte?
What is “The Identity Thief” and why does it confuse customers?
What happened to a Malaysian noodle chain that added burgers?
How do successful chains like McDonald’s manage their menu?
Why does Din Tai Fung keep its menu laser-focused?
What should you do to fix your menu?
What is the final message about menu optimization?

Key takeaways

The hook: Does your menu have these 3 dishes? Check quick. Because they could be quietly killing your restaurant. Let me show you what they are.
Dish 1 – The Unpredictable: Number one: The Unpredictable Dish. It rarely sells, but you have to prep for it every day. If you prep it, no one orders it. If you do not prep it, everyone orders it. This cycle wastes food and labor. The inconsistent taste leads to bad reviews. A restaurant in Penang had a ‘special seafood platter’ that sold unpredictably. They kept ingredients on standby. At the end of the month, they wasted over 3 thousand ringgit in spoiled seafood.
Dish 2 – The Pretty Loser: Number two: The Pretty Loser. It looks amazing and sells like crazy, but it has razor-thin or even zero profit. It steals orders from your profitable dishes and puts massive pressure on your kitchen for no financial reward. Think of a café that sells an elaborate ‘Rainbow Latte’ for 18 ringgit. It takes 5 minutes to make, uses expensive ingredients, and earns only 2 ringgit profit. Meanwhile, their simple black coffee earns 8 ringgit profit in 30 seconds. They are working harder for less money.
Dish 3 – The Identity Thief: Number three: The Identity Thief. It is a dish that does not fit your brand. Like a hot pot in a Vietnamese cafe, or fancy sides in a quick-meal spot. It confuses customers about what you stand for and makes your core menu look less professional. Real example: A famous noodle chain in Malaysia added burgers to their menu to attract younger customers. It failed. Customers came for noodles, not burgers. The burgers confused their brand identity. They removed it after 3 months.
How to fix your menu: Now look at successful chains. McDonald’s removes items that do not perform. The McRib is a seasonal item — they use it as a marketing tool, not a permanent menu item. Din Tai Fung keeps their menu laser-focused on dumplings and a few sides. They do not confuse customers with burgers or pasta. Your menu should be the same.
The final message: Audit your menu today. Cutting these three types of dishes can reduce waste, increase profits, and make your brand stronger. Your kitchen and your customers will thank you. A smarter menu is a more profitable menu.

Full transcript

Voice specification: Male, deep, confident, American accent. Speak clearly, not rushed. Pause briefly at each [PAUSE].

[0:00-0:06] — Hook

Visual: A chef looks stressed, staring at a menu and then at wasted ingredients in a bin. A red “X” appears over the menu. Text: “Does your menu have these 3 dishes?”

Voice:
“Does your menu have these 3 dishes? Check quick. Because they could be quietly killing your restaurant. Let me show you what they are. [PAUSE]”

[0:06-0:20] — Dish 1: The Unpredictable

Visual: Show a single, lonely dish on a shelf. Then flash to frustrated customers and wasted ingredients. Text: “Prep it? No one orders. Don’t prep it? Everyone orders.”

Voice:
“Number one: The Unpredictable Dish. It rarely sells, but you have to prep for it every day. If you prep it, no one orders it. If you do not prep it, everyone orders it. This cycle wastes food and labor. The inconsistent taste leads to bad reviews. A restaurant in Penang had a ‘special seafood platter’ that sold unpredictably. They kept ingredients on standby. End of the month, they wasted over 3 thousand ringgit in spoiled seafood. [PAUSE]”

[0:20-0:35] — Dish 2: The Pretty Loser

Visual: Show a gorgeous, Instagram-worthy dish. Then show a receipt with a very low profit number next to it.

Voice:
“Number two: The Pretty Loser. It looks amazing and sells like crazy, but it has razor-thin or even zero profit. It steals orders from your profitable dishes and puts massive pressure on your kitchen for no financial reward. Think of a café that sells an elaborate ‘Rainbow Latte’ for 18 ringgit. It takes 5 minutes to make, uses expensive ingredients, and earns only 2 ringgit profit. Meanwhile, their simple black coffee earns 8 ringgit profit in 30 seconds. They are working harder for less money. [PAUSE]”

[0:35-0:50] — Dish 3: The Identity Thief

Visual: Show a logo for “Vietnamese Restaurant,” then a giant hot pot covering it up. Show a “Fast Meal” sign, then a plate of dumplings overshadowing a simple rice bowl.

Voice:
“Number three: The Identity Thief. It is a dish that does not fit your brand. Like a hot pot in a Vietnamese cafe, or fancy sides in a quick-meal spot. It confuses customers about what you stand for and makes your core menu look less professional. Real example: A famous noodle chain in Malaysia added burgers to their menu to attract younger customers. It failed. Customers came for noodles, not burgers. The burgers confused their brand identity. They removed it after 3 months. [PAUSE]”

[0:50-1:00] — How to Fix Your Menu (Real Example)

Visual: Show McDonald’s menu board — simple, clean, focused. Then show Din Tai Fung’s menu with clear categories.

Voice:
“Now look at successful chains. McDonald’s removes items that do not perform. The McRib is a seasonal item — they use it as a marketing tool, not a permanent menu item. Din Tai Fung keeps their menu laser-focused on dumplings and a few sides. They do not confuse customers with burgers or pasta. Your menu should be the same. [PAUSE]”

[1:00-1:08] — Conclusion

Visual: The chef confidently removes the three problematic dishes from the menu. The remaining menu looks clean and focused. The chef smiles.

Voice:
“Audit your menu today. Cutting these three types of dishes can reduce waste, increase profits, and make your brand stronger. Your kitchen and your customers will thank you. A smarter menu is a more profitable menu.”

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