The Menu The Menu The Term Menu refers

The Menu

The Menu § The Term Menu refers to § A planned order of courses of which the dishes harmonize with each other and it is normally offered at a fixed price.

The Menu § A list of available foods § Communicate the operation’s image and contributes to the overall dining experience § Helps to set a mood and build interest and excitement § The menu dictates what food must be prepared § Chief in house marketing and sales tool § The menu has an impact on almost every aspect of a food service operation such as purchasing, types of equipment, number of workers, skill level of worker

What is Menu Planning § Menu planning is a complex work requires knowledge of the entire operation. A lot of time they menu planner revise an already existing menu § Good Menu Planning – Work will flow more smoothly – Guest will be served more effectively – Financial goals will be easy to attain § Bad Menu Planning – Significant operating problems will affect guests, employees and the financial health of the operation

Possible Sources to create menu – Old menu: the operation’ s own previous menus may list menu items that were once popular but were dropped from the current menu for one reason or another. It may be time to consider them for the revised menu. – Trade magazines: trade magazines can be excellent sources of recipes for new menu items. – Cookbooks – websites

“The Menu Planning” Who Do It? § In multi-units, quick-or casual service restaurants for example, may not do any planning at all; their menus will likely be developed at corporate headquarters after extensive market research. § In hospitals and Schools, menus may be planned by staff dietitians. § At a large independent restaurant, a menu may be planned by a committee that includes the restaurant manager, the head chef. § Menu planning may be done by the owner, chef or the head cook in a small restaurant.

The Menu § The printed menu for a specific meal period is an advertisement for the institution and is symbol of quality for the guests. § The meal plan is communicated to the guest through the menu.

10 Basic Rules in Menu Planning Before the menu can be written it is important to have the following information available: § 1 Standardized Recipes § 2 Accurate cost calculation § 3 Market analysis When planning a menu the following factors must be considered: § 4 Type of establishment and personnel skills. § 5 Season and climate § 6 Customer expectation § 7 Up to date nutrition information § 8 Variety Menu preparation should include attention to: § 9 Menu terminology (correctly writing, no spelling error) § 10 Accurate descriptions and truth advertising

1 Standardized Recipes § Standardized recipes are the basis for good menu planning. They guarantee consistent quality, accurate portion control and food cost calculations, and proper purchasing.

2 Accurate cost calculation § Accurate menu pricing is the most important factor in the success of the hospitality organization. Prices, based on consumer demographics, is the starting point in financial calculations. Pricing also depends on such factors as type of establishment and targeted customer base. § Menu prices must be based on accurately calculated food costs of standardized recipes.

3 Market Analysis § Conducting frequent market surveys will measure customer satisfaction and track menu trends and customer preferences. § Market surveys for product purchased will help to control the price of product.

4 Type of Establishment and Personnel Skill § The menu is influenced by: § The type of establishment: four, five stars hotels, restaurant, urban restaurant, cafeteria… § Physical facilities (production and service space) and equipment. § Number of available employees and their culinary and service skills. § Balanced distribution of work among employees and equipment.

5 Season and Climate § Excellent transportation and storage systems and modern preparation methods make it possible to have food items year round. Still, foods in season should be considered in menu planning. § Many guests prefer a menu that reflects the seasons for economic, ecological, and health reasons.

6 Customer Expectations § The wishes and expectations of the customer should be foremost in menu planning. § Guest preferences are learned by interviewing guests, reading surveys, comment cards, trade journals, production and sales record § § The following factors should be considered: Age of guests Origin, nationality, and religion Social class

7 Nutrition § The nutrition conscious guest demands a varied, healthy, nutritionally sound menu. § The quality of the food is more important than the quantity (refer to customer profile) § To fulfill these expectation, the following points should be considered: § Use many fresh products. High fiber products should be included

7 Nutrition § Nutrient cooking method are preferable such as poaching, steaming, grilling. § Caloric content of meals should reflect customers preference. § Attention should be given to balance nutrients in meal. § Knowledge about nutrition should be applied in menu planning and food preparation.

8 Variety § The most important principle in menu planning is variety. Each course of the menu must differ in its composition from the other courses. Attention should be paid to: § § § Ingredients Methods of preparation Shape and color of foods taste Food presentation Repetition of a previous day’s menu should be absolutely be avoided.

9 Menu Design and text § The printed menu should contain: § Accurate name and address of the establishment § Date (for special menu) § Description of meal (Lunch, dinner) § Price, if appropriate.

10 Accuracy and Truth in Advertising § The menu must accurately describe and present all the relevant information a guest needs to evaluate the foods offered. § Swiss food (china? ) laws protect the guest from false advertising and misleading information. This is especially important if the customer cannot easily verify if the food information offered is accurate.

Periods of Meals and Menus § Breakfast – Simple fast and inexpensive such as fruits, eggs, cereal, sausages § Lunch – Usually in hurry, easy and quick, provide variety or sometimes a cycle menu for lunch special § Dinner – To be eaten in a leisurely fashion than breakfast or lunch, guests are looking for dining experience or special dinner occasion

Types of Menu (conti) § Specialty – Children’s – Senior citizens’ – Alcoholic beverage – Dessert – Room service (KNOB MENU, DOORKNOB) – Take-out – Banquet – California (ALL DAY MENU) – Ethnic

Type of Meals and Menus Commercial Menu Pricing Styles: § Table d’hote § A la Carte § Combination Noncommercial Menu Styles § Menu Schedules: § Fixed Menus § Cycle Menus

Commercial Menu Pricing Styles § 3 categories • Table d’hote § Offer a complete menu for one price, guests are given few if any choices; for example a set menu for choosing soup or salad, or offer a choice of dessert • A la Carte § Food and beverage items are listed and price separately. Guest can choose from Appetizers, entrees, side dishes, and dessert; prices of the menu items are added up as the cost of the meal • Combination § Combination menus offer an extensive list of complete meal packages and an extensive a la carte section; Chinese and ethnic restaurants are most likely feature combination menu

Noncommercial Menu Styles § Many noncommercial food services offer the same types of menus as the commercial operation does § All Menus in all types of operations have 2 things in Common: 1. Inform guests about items that are available 2. Drive planning for all resources required to produce and deliver the items

Menu Schedules § Fixed Menus – Single menu used daily. – Work best when guests are not likely to visit frequent or there are enough items listed on the menu to offer an acceptable level of variety for repeat guest. § Cycle Menus – Provide variety for guests eat at an operation frequently, might be daily. – Can be both a la carte or table d’hote.

The Menu Design § Because almost every guest will look at the menu, managers must be sure it conveys the right message. § In an elegant restaurant with a romantic atmosphere, an elaborate menu tied with gold cord and printed on expensive paper with a leather cover; can help set the tone for the guests “dinning experience’

Commercial Menu Styles § Menus come in all shapes and sizes, reflecting the extreme diversity of food service operations. Some are printed on parchment; others are written on a blackboard. § But all menus in Commercial Operations can be categorized by how the menu items on them are priced.

Basic Rules of Menu Design § Copy § Layout § Cover § Common Menu Design Mistakes

Knowing the Operation § Cost (Budget): § Menu planners must recognize financial constraints when planning menus. § Commercial properties cannot attain profit and objectives; and noncommercial operations cannot minimize expenses unless product costs fall within budgetary limits.

Knowing the Operation § Ingredient Availability: § Today however most items are available year round, although the cost for some products may vary significantly during the year. Transportation problems, weather, and global economic condition can also affect the availability and /or cost of items. § Menu planners recognized these potential concerns when they plan menus for short time periods (quarterly instead of yearly). They are creative about menu item substitutions.

Knowing the Operation § Equipment Concerns 1: § A menu planner must know the types and capacities of equipment in the kitchen. § Menu planners can choose a wider variety of menu items if there is equipment on hand for BAKING, STEAMING, BROILING, FRYING, etc. § In contrast an operation with limited equipment must have a limited menu unless there is extensive use of convenience foods.

Knowing the Operation § Equipment Concerns 2: § When choosing menu items, planner should spread the workload evenly among the equipment. For example, if most a menu’s items are deep-fried, fryers may be overloaded while the ovens and broilers are underutilized. For most restaurants, the entrees chosen should reflect a good distribution between frying, baking, broiling, roasting and other methods of preparation. § Menu planners are increasingly giving diners options about cooking methods.

Knowing the Operation § Personnel Concerns: § The number of employees and the skills of those employees will help determine what items can be placed on the menu. § A menu planner should not put items on the menu that the kitchen staff does not have the skills to prepare.

Knowing the Operation § Peak volume production and Operating concerns: § Equipment limitations affect the quantity and variety of food that can be produced as do food preparation processes. § For example menu planners can use menu items that are prepared to order and include those that can be prepared in small quantities several times during a meal period. They can also incorporate items that are produced in large quantities only once for each dining period. § The best method to produce each menu item must be carefully considered and the available kitchen equipment and personnel must be able to efficiently produce the required number of items when they are needed.

Selecting Menu Items (conti) § § § § § Only those new menu items that marketing research has indicated that guests may like should be considered. Once the pool of possible menu items has been narrowed down to items our guest may like, some of them must be eliminated because of: Cost Incompatibility with the operation’s theme, cuisine. Insufficient equipment capacity. Inadequate kitchen space. Insufficient number of employees. Incompatibility with employee skills. Inconsistence availability of some ingredients. Inability to meet the operation’s quality standards. Potential sanitation problems.

Menu Copy § Layout – Sequence-order for items are placed – Placement-placing the menu item names and descriptive copy – Format-menu size, shape and general make up – Typeface-hand write or type print in various size – Artwork-drawing, photographs, decorative pattern and borders – Paper-kind of paper with different texture vary from coarse to silk smooth

Menu Design § § The menu items must be organized into a menu that encourage guests to read A well designed menu complements an operation’s overall theme, blends in with the interior décor, communicates with guests, and helps sell the operation as well as its menu Menus must be clean and neat, without handwritten corrections. Correctly spelled. Written in the native language of the guests.

Menu Copy (conti) § Cover – A well design cover communicate the image, style, cuisine and even the price range of the operation. – A well design cover helps to set the mood and creates expectations of the dining experience offered. – Name, durable, grease resistant, colors.

Common Menu Design Mistakes § § § § Menu is too small. Type is too small. No or inadequate descriptive. Every item is treated the same. Some of the operation’s food and beverages are not listed. Clip on problems. Basic information of the property is not included. Blank pages.

Evaluated Menu § Production record and sales history indicate how well menu items are selling. § Popularity and profitability on each menu item. § Require the use of pre-cost standard recipes.

Evaluated Menu (conti) General Questions to ask when evaluating a menu Have guest complained about or praised the menu? How does the menu compare with the competitors? Has the guest check average remained steady or increased? 4. Enough variety? 5. Price correct? 6. Right mix of high and low profit items being sold? 7. Menu attractive? 8. Colors and other design elements match the operation’s theme and décor? 9. Are menu items laid out attractively and logically? 10. Typeface easy to read? 11. Paper match the restaurant’s theme and décor? 12. Menu easy to maintain? § 1. 2. 3.

Menu Engineering Software § § § Menu engineering software processes menu mix and contribution margin data for each item. Menu mix relates to the sales of a particular menu item to the total number of menu item sold. Each item is classified as low or high in popularity. Contributing margin = selling price-food cost Compare the item CM to the average CM of all items to find out low or high CM. (Profitability)