I have not had the occasion to develop any menus, ribbon style or not, since before I retired. So my familiarization with menus is limited to the old style like
File...This...That....Tools...etc where usually each one dropped down to provide a list of options (a sub menu) or right click (context) menus. They may or may not have had icons associated with a menu item. Or, the toolbar was made up of such icons and no drop down menus. Sound familiar? That's what came to mind when I read your post. So if all that is what you're asking, then you already know that's as old as the hills. It's all part of manipulating the commandbars collection. Unfortunately, I can't shed any light on the new method (custom ribbons) for you.