The Chef’s Favorite Dish Was a False Friend: Popular... but Not Profitable
- Claire Brunaud
- Jun 17
- 2 min read
The Context
Marc Lefèvre is the chef and owner of his own bistronomic restaurant in Bordeaux. His 60-seat establishment is doing well, with a loyal clientele. He’s known for offering a well-curated seasonal menu focused on fresh products and authentic cuisine.
Among his signature dishes is a mango tuna tartare, which he’s been serving for over two years. It’s THE dish everyone mentions in Google reviews. And in Marc’s mind, a dish that popular must also be profitable.
The Problem
But for several months, something hasn’t been right. Costs are rising, the team is stretched thin, and above all: the restaurant’s overall gross margin is dropping. Not drastically, but enough to make Marc concerned. He starts cutting back on certain purchases... but sees no real improvement.
Like many restaurateurs, he mostly relies on intuition. And his intuition tells him his best-sellers are doing fine. So what’s the issue?
Enter Fyre
Marc discovers Fyre at a trade show. What draws him in isn’t the talk of “data” or “KPIs” — it’s that someone finally talks to him about per-dish profitability, no Excel needed.
He connects his POS system in under 10 minutes. The next day, coffee in hand, he opens his dashboard and dives into what Fyre has to say.
What Fyre Reveals
It’s a shock: his beloved tuna tartare, which sells an average of 40 times a week, shows a margin ratio of 1.27. In short, it’s barely profitable, and slightly in the red once indirect costs are factored in.
Estimated food cost: €11.10
Selling price: €14.00
Gross margin: around €2.90 per dish
Marc realizes he’s let this dish “run its course” without questioning it. And that he’s been offsetting the margin loss with other, more balanced dishes... that are less popular.
The Actions Taken
Marc doesn’t want to remove the dish. Instead, he decides to adjust the recipe: slightly reducing the tuna portion, enhancing the flavors with smarter seasoning, and most importantly, a subtle price increase to €16.50, justified by the product’s quality.
In parallel, he tests a higher-margin plant-based alternative that plays a similar role on the menu.
The Results
Customers don’t flinch. The dish continues to sell — but this time, it’s profitable. Thanks to this one tweak (plus two similar adjustments spotted in Fyre), Marc sees his gross margin increase by +12% in just two weeks. No major menu overhaul, no operational disruption.
Key Takeaway
➡️ A popular dish isn’t necessarily a profitable one.
➡️ Without real analysis, your best-sellers can become your worst margin drains.
Fyre doesn’t replace the chef’s instinct — it sharpens it.
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