The Physical Menu Design Considerations

The Physical Menu Overview □The physical appearance of a menu is important to the business of a restaurant. Goal □The goal of this lesson is to examine the components and layout of a typical menu and understand the importance of menu design in terms of marketing strategy of a restaurant.

OBJECTIVES At the end of this lesson the student will be able to: □Define the components of a menu □Understand the importance of menu cycle and pricing strategy □Use menu as a marketing tool

Considerations □The Writer □Meaning of the message □Concept, information, experience □Express meanings in words/ symbols □Objectives, policy, philosophy □Transmit message via printed menu □Style, cover, copy, print, color, art, location □The Customer □Receives message □Translates – develops expectation □Understands – acts, buys, returns to restaurant

Menu Management □Menu Cycle □Static □Cyclical menus □Market Menu □Pricing Strategy □A la carte □Table d’hote □Day parts □Children’s

Menu Design □Menu Groups □Apps, salads, entrees, veggies, dessert □Group Classifications □Veal, beef, seafood, vegetarian □Group Specifications □Solid, cubed, ground, roast, cooked □Specific menu items

Physical Layout Design □Single Page □Two-fold □Letter fold – vertical or horizontal □Three-fold Research indicates that consumers read menus in a predictable fashion

Menu Copy □The printed page □Treat menu as an advertising medium □It is the only piece of advertising that you know the customer will read □Cover information □Should relay the identity of the restaurant □Should include the location and address of restaurant □List foods □Description of food □Method of preparation, essential ingredients, method of service, product quality, cut of food product, size □Institutional copy – history

Menu Engineering □A strategy to get the most out of your menu (Menu Mix) □Compares menu item popularity with its contribution margin (Profitability) □Plow Horse (high demand/ low profit) □Dog (low demand/ low profit) □Star (high demand/ high profit) □Puzzle (low demand/ high profit)