What is SPA & Wellness Menu Engineering Calculator?
Menu Engineering is a technique that allows you to strategically analyze and design your treatment menu to maximize profitability.
This methodology, widely used in the restaurant industry, is based on evaluating the popularity and profitability of each service offered, with the goal of highlighting those that bring the most benefit and reconsidering those that don’t.
Your treatment menu is your main showcase and can be one of the reasons you’re not reaching your revenue goals. Maybe you’re offering too many options that confuse clients, have poorly calculated prices, or prioritize treatments that don’t bring you profit.
Why is it important for your SPA?
Applying Menu Engineering to your SPA will allow you to
Identify profitable treatments
Discover which of your services generate the highest profits
Optimize your offerings
Remove or modify treatments that don’t add financial value
Improve the client experience
Offer a clear menu focused on high-demand, profitable services
Increase revenue
By focusing on popular and profitable treatments, you will increase your earnings
Types of Treatments by Popularity and Profitability
Once you’ve entered the data for your treatments into the calculator (number of times sold, cost, and price), the next step is to see which category each one belongs to based on its popularity (sales) and profitability (profit)
Below, I’ll explain each of the 4 types of treatments:
Star Treatment
High Popularity + High Profitability
These are the most important treatments in your SPA because they sell a lot, give you a good profit margin, and your clients love them
What should you do with them?
Take care of them, check them frequently, make sure they are always well executed
Give them prominence on your menu and social media
Don’t change them much if they work: don’t alter price or content without a clear reason
Example:
50-minute relaxing massage that sells every day and has a good margin because it uses few products and is performed in already amortized cabins
These treatments are very popular with your clients, but they barely bring you any profit.
They are an important part of your menu, but need to be reviewed
What can you do with them?
Look for ways to increase their profitability:
Slightly increase the price if possible
Reduce costs (use less product, adjust duration)
Relocate them on the menu so they aren’t the most visible option if that’s not convenient
Example:
Basic facial treatment that is highly requested but uses expensive products and takes a lot of therapist time
Cow or Workhorse Treatment
High Popularity + Low Profitability
Cow or Workhorse Treatment
High Popularity + Low Profitability
These treatments are very popular with your clients, but they barely bring you any profit.
They are an important part of your menu, but need to be reviewed
What can you do with them?
Look for ways to increase their profitability:
Slightly increase the price if possible
Reduce costs (use less product, adjust duration)
Relocate them on the menu so they aren’t the most visible option if that’s not convenient
Example:
Basic facial treatment that is highly requested but uses expensive products and takes a lot of therapist time
Dog Treatment
Low Popularity + Low Profitability
These treatments neither sell well nor bring profits. They take up space on your menu and do not add value to the business
What can you do with them?
Consider eliminating or completely redesigning them
In some cases, they can be kept if they serve a specific purpose, such as:
They help complete packages without high cost
They are very easy and quick to perform
They target a specific audience (e.g. treatments for kids or pregnant women)
Example:
Body wraps with expensive products
These treatments give you good profit but sell little.
Clients may not know them well, may not understand them, or they are simply not well presented.
What should you do?
Try to turn them into star treatments:
Improve the name or description
Promote them more: social media, packages, team recommendations
Place them in prominent spots on the menu
Example:
Herbal ball massage that is very profitable but most clients don’t order because they don’t know what it is or it has an unattractive name
Hidden Gem Treatment
Low Popularity + High Profitability
I’ll show you at a glance what I just explained to you, this is what the SPA Menu Engineering quadrant would look like.
Menu Engineering Calculator SPA & Wellness
| Treatment | Sales | Cost ($) | Price ($) | Action |
|---|---|---|---|---|
Results
| Treatment | Sales | Cost | Price | Margin | Cost % | Popularity | Profitability | Clasification |
|---|
I’m Susana Melchor, and I created this tool for you
I’m an Economist and Revenue Manager specialized in the SPA & Wellness sector. With over a decade of experience, I have worked with beauty and wellness centers, hotels, and resorts in Spain and Africa, helping them transform their services into sustainable and profitable businesses.
My approach is based on combining financial strategies with a deep understanding of wellness, adapting to each client’s specific needs. I have developed tools and methodologies that allow professionals in the sector to optimize their operations without needing advanced technical knowledge.
Additionally, I am the author of several specialized books in the SPA & Wellness sector, where I share my knowledge and experiences to help others succeed in this field.</vc_column_text]