Information architecture of restaurant menus

How to layout information of meals, attaining the stated goals (of the restaurant to sell more).

http://www.guardian.co.uk/lifeandstyle/2010/jan/21/menus-cunning-marketing-ploys

It includes a taxonomy 4 kinds of products:

Profitable:

• Star: popular, profitable
• Puzzle: unpopular, profitable
  

Unprofitable

• Ploughhorse: popular, unprofitable
  
• Dog: unpopular, unprofitable