Chapter The Menu

Menu Trends Menu items from other countries. Vegetables (meatless entrées). Self-contained foods (wraps and calzones). Focaccia and flavored breads. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Pattern An outline of the menu item categories for each meal (appetizers, entrées, and desserts). Number of menu item choices in each can vary according to the goals of the foodservice operation. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Structure Issues to consider in menu structure: Location of foodservice Name of the foodservice (what it says to a customer) Primary target audience Menu priorities Capabilities of the staff ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Structure (cont.) Balancing labor & food cost is challenge Menu planner concerns: Adding variety to seasonal menus Keeping cycle menus exciting Offsetting high-priced items with low priced “Grazing” – eating small amounts of food throughout the day Grazing = flexibility + frequency + food ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Breakfast and Brunch Breakfast Fewer people eat breakfast than lunch or dinner, accounts for ~20% of daily restaurant traffic. Commercial and on-site foodservice operations usually offer traditional breakfast items and light and healthful options. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Breakfast and Brunch (cont.) Mid- to late-morning meal. Combo of breakfast & lunch type items. Commonly served on weekend or catered events. On-site foodservice operations may serve brunch in lieu of both breakfast & lunch on weekends and for special occasions. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Lunch Difficult meal to deliver to customers. More complicated than those served at breakfast. Must be produced faster than dinner items. Meal most eaten away from home. 60% of individuals consume a commercially prepared meal at least once a week. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Lunch (cont.) Lunch-to-go Quickly growing trend for workers. Must travel well. Cheap and fast. Packaging, while adding cost, is secret to successful lunch-to-go program. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Lunch (cont.) Catering Remains one of the big profit makers. Time is most important factor (usually part of the contract). Offered by many restaurants. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Catering ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

School Lunch The goals of the USDA School Meals Initiative (SMI) for Healthy Children are: Incorporate culinary principles of taste & presentation Incorporate regional, cultural, ethnic, & other preferences Provide safe meals for children Make meals accessible to all children Reinforce classroom nutrition education ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

School Lunch (cont.) Increase appreciation for food origins, cultural food history, variety of foods, and relationship to environment and agriculture Support & teach principles of “social meal” Educate in preparation & service of healthy, economical meals Serve in encouraging environment with adequate time for meal service Link with school nutrition policy promoting healthy food choices throughout the school ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

School Lunch (cont.) Schools can choose one of four systems for their menu planning: Enhanced Food-based menus NuMenus (Nutrient Standard Menu Planning) Assisted NuMenus (Assisted Nutrient Standard Menu Planning) Traditional Food-based ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Dinner Traditionally includes entrée, potato, vegetable, & salad Supper – lighter or late evening meals, menu similar to breakfast, brunch, lunch Menus getting shorter, but appetizer section is getting longer Ethnic cuisines impact menus Desserts commonly included on menu ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Factors Affecting Menu Planning Customer satisfaction. Producing menu items at an acceptable price. Government regulations. Management decisions. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Customer Satisfaction Sociocultural factors – customs, norms, values, and demographic characteristics. Food Habits and Preferences Small-scale surveys Formal and informal interviews Observations of plate waste Customer comment cards Recording of menu selections ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Nutritional Influence Should be a primary concern for planning menus. Motivated by increasing public awareness of the importance of nutrition. Food Guide Pyramid Most on-site foodservice operations have registered dietitian or consultant for nutritional aspects of menu planning. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Food Guide Pyramid ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Aesthetic Factors Includes: Flavor Texture Consistency Color Shape Combinations of foods ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Government Regulations Menus will be impacted by local, state, and/or federal regulations. Required to meet menu planning guidelines, if receive state and/or federal funding. Required to plan meals in advance for periodic review by state or federal reviewers. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Management Decisions Food Cost – include both raw and prepared food costs for each menu item. Production Capability – skill of personnel and layout of the facility. Type of Service – holding capability and amount of employees. Availability of Foods – improvements in transportation make foods available. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Planning Responsibility of team rather than an individual. General Considerations: Quantity. Quality. Price. Brand names. Product identification. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Planning General Considerations (cont.) Points of origin. Merchandising terms. Means of preservation. Food preparation. Verbal and visual presentation. Dietary or nutritional claims. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Planning Process General principles applicable to on-site and commercial foodservice operations More variety needed in on-site foodservice Person eating out often goes to restaurant for particular menu item Do not want change every day or week ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

On-site Foodservice Operations Steps in Menu Planning: Plan dinner meats or other entrées for entire cycle. Select luncheon entrées or main dishes, avoiding those used on dinner menu. Decide on starch item appropriate to serve with entrée. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

On-site Foodservice Operations Steps in Menu Planning (cont.): Plan desserts for both lunch & dinner. After luncheon & dinner meals have been planned, add breakfast & any others. Evaluate if clientele, government regulations, & managerial considerations have been met. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Commercial Foodservice Operations Systematic approach to menu planning. Conduct a market study Perform a competitive analysis Interview restaurant critics/reviewers Attend food shows Develop a unified theme Include current trends Analyze nutritional content ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Commercial Foodservice Operations Systematic Approach (cont.) Ensure variety and balance of menu items Price menu accurately Check on availability of food products Match menu with skill level of kitchen personnel & balance production stations Control labor costs ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Commercial Foodservice Operations Systematic approach (cont.) Increase sales with menu merchandising of appetizers and desserts Test recipes and make adjustments Standardize recipes Conduct taste testing Establish garnish, plating, & portion standards ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Menu Pricing One of the most difficult decisions management makes Covers cost of food, labor, additional operating costs (rent, energy, promotional advertising) Includes perception of value and competition ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Pricing Methods Factor Pricing Prime Cost Actual Cost Raw food cost x pricing factor = menu sales price Prime Cost Raw food cost & direct labor cost of employees involved in preparation of a food item but not service. Actual Cost Actual food cost – actual labor cost + other variable cost + fixed cost + profit ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458

Pricing Psychology Odd-cent pricing – creating an illusion of a bargain. Price ends in an odd number ($4.75). Price ends in a number other than zero ($4.77). Price is just below zero ($4.99) Pricing by the ounce – customers weigh their own portions. Two-tier – upscale amenities & menus for patients willing to pay for special items or service. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458