If you come up with a new menu item, what do you charge?
Do you pull the numbers out of the air and hope that it covers your costs or calculate the ingredients' cost to come up with the price?
Do you adjust menu items based on their profitability and popularity?

When it comes to your marketing if you can't measure your cost related to actual new guest visits, how do you know if you are on the right track?

It seems like that the same as just giving a menu item a price without knowing what it costs!