Fundamentals of Menu Planning The Purpose of Menus
- Slides: 25
Fundamentals of Menu Planning
The Purpose of Menus Planning Tool n Establishes… – customer needs and expectations – Prices – Type of food – Service style – Worker’s skill – Required equipment – Competitors Communication Tool – Informs customers about food choices – Influences customer choices – Creates an impression
Types of Menus
Fixed Menu n Offer the same items everyday – Many neighborhood restaurants use fixed menus – Customers like it because they tend to have favorite dishes they order every time
A la carte n Customers can choose exactly what they want as a main course, side dish, appetizer, salad, or dessert – Offers freedom to mix and match – Often seen at upscale restaurants and hotels n Modified A la carte menus serve appetizers and desserts a la carte – Typically at causal dining restaurants
California n. A single menu listing breakfast, lunch and dinner foods – Offers the option to choose any item at any time of day – Popular with foodservice establishments open 24 hours – Also used in hotel room service
Du Jour n Lists food only served that particular day – Means “of the day” – “Soup du jour” – The next day a different du jour menu will be available – Some restaurants have a du jour menu in addition to a la carte menu
Table d'hôte n Offers a complete meal from appetizer to dessert and often includes beverage for a set price – Banquets are typically served in this style – Diners might choose in advance from four meals (beef, chicken, fish, or vegetarian) – Reduces production cost n Prix Fixe is the same except diners may be offered choices for one for more of the courses
Cyclical n Written for a certain period of time and then repeats itself – Might repeat every three weeks – Could follow a seasonal cycle and change 4 x’s a year – Weekly cycle menus are particularly suited for family, casual, or neighborhood restaurants
Menu Planning Principles
Type of Place and Customers n Important to understand your customers and provide food that are appropriate for your type of place and your type of customer n Factors to consider: – Geography and culture – Economics – Population Density – Age
Facility, Staff, and Equipment Limitations n Consider the size of your dining room and kitchen n Consider staff knowledge and cost of training n Consider the equipment you have available
Balance and Variety n Feature different cooking methods n Use different tastes and textures n Offer cold and hot appetizers, fish and chicken options n Offer special dishes for special needs guests like vegetarians or customers with allergies n Include recent food trends n Offer various price levels
Truthfulness n Truth in menu laws: designed to protect consumers from fraudulent claims related to food and menus
Truth in Menu Laws n Quantity – Amounts and weights must be accurate n – Terms used to encourage must be accurate Quality – “Prime” meat must actually be prime Price n Brand Names n – Must be represented accurately n Point of Origin n Merchandising Terms n Product Identification – If it says it includes lobster, it must include lobster Means of Preservation n Methods of Preparation n Verbal and Visual Presentation n – Pictures must be accurate n Dietary and Nutritional Info
Organizing and Designing the Menu
Organization n Menu categories are listed in the sequence they are eaten – Items are also organized within each category § Chicken entrees listed together
Design n Materials, colors, and images communicate your message as strongly as the words – Make sure the menu contains your restaurant’s vitals (name, address, and phone) – Design the shape and size of the menu so it is in keeping with your restaurant’s concept – Avoid too many photos inside the menu – Emphasize the items on the menu not their prices – Use print, not hard to read script
Writing a Menu n Make sure language reflects concept n Make food sound attractive n Eliminate all unnecessary words n Do not use restaurant jargon n Make sure it is easy to read n Be positive
Pricing Menu Items Pricing Methods
Copycat Method n Go to nearby restaurant that offers similar items and copy their prices n Simple but not wise – They may have a completely different situation than your restaurant n However, checking out competitor’s prices is important
Pricing Terms n Raw Food Cost: per portion cost of all ingredients in the dish n Overhead Cost: cost of opening the doors – Rent, Mortgage, Utilities n Labor: employee salary n Profit: what’s left after everything else
Factor Method n The Factor Method determines the menu price by using a pricing factor n Many restaurants try to keep their raw food cost at 37% of their menu price – To Determine Pricing Factor…. § PF = 100 / raw food cost $$ – Example: 100 / 37 = 2. 7
Factor Method n You mark up every item on the menu by the same amount – Multiply the raw food cost by the pricing factor § Example: Ingredients for a burger cost $2. 11. A restaurant establishes that 37% of their menu price is their raw food cost (therefore they have a pricing factor of 2. 7). How much should the burger cost on the menu? – $2. 11 x 2. 7 = 5. 697 $5. 70
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