Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Chapter 4 The Menu Courtesy of Sysco The Restaurant: From Concept to Operation, 7 th Edition 1

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Objectives After reading and studying this chapter, you should be able to: –Identify factors to consider when planning a menu –List and describe some common menu types –Discuss methods for determining menu item pricing –Identify factors to consider when determining a menu’s design and layout 2

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. The Menu Heart of any restaurant –Showcases everything you have to offer for food and beverage Do’s and Don’ts of Menu Planning 3

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Consideration in Planning a Menu One of the most important factors for patrons is the quality of the food Many considerations in menu planning Menu is the most important part of the restaurant concept 4

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Capability/Consistency Capability to produce the quality and quantity of food necessary –Basic consideration Standardized recipes –Ensures consistency Well-tested Elements that have an affect on capability and consistency 5

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Equipment Capacity and Layout Equipment must be installed in an efficient layout –Systematic flow of items from receiving clerk to guests Critical to operational efficiency Avoid overuse –Too many items requiring one piece of equipment May slow service 6

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Availability of Ingredients Constant, reliable source of supply at a reasonable price must be established –Take advantage of seasonal items when they are at their lowest price and best quality –High-quality ingredients make a high quality product Fresh must be fresh 7

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Price and Pricing Strategy Factors in building price-value: –Amount of product –Quality of product –Reliability or consistency of product –Uniqueness of product –Product options or choices –Service convenience –Comfort level –Reliability or consistency of service –Tie-in offers or freebies 8

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Factors in Pricing Menu items –Selected to complement the restaurant image –Must be appealing to its target market 9

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Pricing Strategies Comparative approach: –Analyze competitions’ prices Ratio method: –Price individual item and multiply by ratio amount necessary to achieve desired food- cost percentage –May lead to weighted average approach 10

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Calculating Food-Cost Percentage Food cost –Is reflected in pricing –Varies with sales –Provides a simple target for which to aim –Is a barometer of the restaurant’s profitability Inventory –Time-consuming –Complicated 11

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Contribution Margin Difference between sales price and cost of item –Amount left over goes towards covering fixed and variable costs 12

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Nutritional Value Guests are becoming increasingly concerned about the nutritional value of food –Demand for healthier items –Change in cooking methods –Changes in type of cooking oil –Lower-fat menu items –Increased numbers serving vegetarian, vegan, and raw fare 13

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Gluten-Free Cooking and Menu Items It is important for restaurants to stay current with food allergies and intolerances The gluten-free diet stems from a certain percentage of the population that is unable to process a particular protein 14

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Food Allergy Safety Precautions Up to 50 million Americans have an allergy which causes various reactions, affecting a person’s eyes, nose, throat, lungs, skin, or gastrointestinal tract 15

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Veganism, Vegetarianism, and Raw Foods Diet Many people and cultures in the world practice veganism and vegetarianism Challenges faced by vegetarian diet 16

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Diversity in Diet Plans and Cross-Cultural Preferences Diet plans have been around for thousands of years –Fad diets Today’s nutritional experts use the term pyramid 17

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Flavor Flavor is a sensory impression of a food or other substance determined by chemical senses Other factors: –Aroma –Texture –Sight –Sound 18 Courtesy of Ophelia’s Flavor abounds in this ostrich dish.

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Accuracy in Menu Restaurants must be accurate and truthful when describing dishes on the menu Some restaurants have been heavily fined for violations of accuracy in menu Menu-labeling calorie count requirement 19 Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. © John Wiley and Sons, Inc.

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu from Union Square Restaurant 20

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Items In the interest of sustainability, restaurateurs use local ingredients –Drive the menu at many contemporary restaurants 21

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Items Continued Depend on type of restaurant Steps useful in determining whether to add an item to the menu 22

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Appetizers and Soups Six to eight appetizers are adequate for the majority of restaurants 23

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Salads Salads have become the preferred start in a growing number of restaurants 24

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Entrees There should be at least eight entrees –Item from each of the major meat, pasta, poultry, seafood and fish categories. –Different cooking methods 25

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Desserts May include a selection of fruits, pies, cakes, ices and pastries 26

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Format Sequence 27 © John Wiley and Sons, Inc.

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Matching/Pairing with Wine New classics couple a type of wine with a general class of food –Example: Goat cheese with a Sauvignon Blanc 28

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Types Include: –Dinner-house: separate similar entrées –À la carte: individually priced items –Table d’hôte: selection of several dishes from which patrons make a complete meal at a fixed price –Du jour menu: lists items served only on a particular day 29

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. 30

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Types (cont’d.) –Cyclical: generally used in institutions Menus are repeated in cycle every few days –California: order any menu item at any time of day –Tourist: used to attract tourists –Degustation: sample of the chef’s best dishes 31

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Types (cont’d.) Lunch and dinner menus –Lunch menus need to be easy to read and food must be produced quickly –Dinner menu portions and prices tend to be larger Degustation (chef’s tasting) menus: –Sample of the chef’s best dishes –Served in several courses –Takes longer to serve 32

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Sustainable Menus Seasonal, sustainable ingredients –Drive the menu at many contemporary restaurants –Example: Founding Farmers restaurant Bankrolled by the North Dakota Farmers Union Meets leadership in energy-efficient design standards and Green Certified Restaurant operational standards 33

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Kids’ Menu Restaurants that cater to families usually have a separate kids’ menu –Bold colors and catchy make-believe characters Other amenities: –Play areas –Fun placemats –Crayons –Small take-home prizes 34

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Engineering Several approaches –Must be a balance: Price perception –Bayou and Bennett recommend analysis by: Individual menu items Categories of menu offering Meal periods or business categories –Menu management software applications: Can help answer questions 35

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Design and Layout Should reflect the ambience of the restaurant –Menu size may range from one to several pages –Printing and artwork should harmonize with the theme of the restaurant –Names of dishes should be easy to read and understand –Should include a strong focal point 36

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Design and Layout (cont’d.) 37 Figure 4.3: Focal point of a single-page menu Figure 4.4: Focal point of a two- or four-page menu © John Wiley and Sons, Inc.

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Standardized Recipes Used to maintain consistent food quality –Clearly indicates: Portion size Ingredients Weights Production steps (e.g., cooking methods and time) – Acts as a control device: Same ingredients in the same amounts are used over time 38

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Menu Trends Always linked to the behavior of an entire population –Locally grown and sourced ingredients –Healthy menu items for children –Sustainable food practices –Mobile food business(food trucks) –Culinary cocktails –Smartphone apps 39