1. Menuing

2.  Menuing Basics  Engineering Your Menu  Beef Lexicon  Beef User’s Guide  Beef Menu Classics Your Menu for Success

3.  Beef defies changing tastes and fleeting trends… a menu anchor  Beef is a nutritional powerhouse and infinitely adaptable  Customers crave beef!  Latest beef trends at www.BeefFoodservice.comwww.BeefFoodservice.com  Beef sells more meal options – increases your profit dollars  Sign up for BeefFoodservice Quarterly eNewsletter for quick trend/industry beef updates Nothing Sells, Sizzles or Satisfies Like Beef!

4.  Single most important marketing tool  Must make great first impression  Carefully orchestrated and well thought-out menus directly affect your bottom line  Enhance your options by offering a beef special of the day or limited time offer Menuing Basics

5.  Sell more profitable dishes by using gross profit  “Product extensions”  Make a profitable and popular beef cut stand out by adding other dishes using that cut  Create a “Signature Dish” symbol for your most profitable and popular dishes  Offer two portion sizes of your popular beef entrees to fit a variety of customer appetites & price points  Add beef to salads/pastas/appetizers/soups to provide beef options for smaller appetites through the menu sections  Add starch/vegetable parings to your entrees. This will boost the nutrition balance of a meal & keep entrée portion sizes profitable Engineering Your Menu

6.  Keep menu look consistent with restaurant concept (casual for casual)  Ensure spelling accuracy  Dollar signs aren’t necessary  Never put desserts on the main menu  Use large font size, but avoid ALL CAPS  Educate your guests, but avoid unnecessary descriptors like “fresh” Design & Layout ENGINEERING YOUR MENU:

7.  People order first and last items  Place most profitable dishes in these spots  Start your steak list with Beef Flat Iron Steak and end with Beef Ranch Steak  Encourage diners to order more by separating courses into different sections  Appetizers  Soups  Salads Design & Layout ENGINEERING YOUR MENU:

8.  If it reads delicious and sounds yummy, guests will dig in  Be creative  Use the following descriptions to enhance the appeal of the beef entrees currently on your menu Beef Lexicon Cooking Methods: Grilled Smoked Wood-Grilled Seared Pan-Roasted Pan-Broiled Wood-Fired Sautéed Pan-Fried Roasted Fire-Roasted Slow-Roasted Braised Preparation Methods: Dry-Aged Blackened Basted Marinated Herb-Crusted Infused (i.e., Garlic-Infused) Glazed (i.e., Wine-Glazed) Smothered Seasoned Stuffed Laced (i.e., Citrus-Laced) Rubbed Dry-Rubbed Serving Methods: Hand-Carved or Hand-Cut Sliced Juicy, Moist, Tender Sizzling, Succulent Mouth-Watering Home-Style Classic Fork-Tender Shredded Hand-Selected Bistro-Style Lean

9.  Appetizers & Small Plates  Beef Short Ribs, Sliders, Steak Quesadilla  Soups & Stews  Beef Bourguignonne, Chunky Beef Chili, Beef Stroganoff, Beef Vegetable Soup  Salads  Steak and Bleu Cheese Salad, Beef Taco Salad, Steak Caesar Salad Beef Menu Classics

10.  Sandwiches & Other Handhelds  French Dip, Rueben, Chicago-Style Italian Beef, Sloppy Joes, Fajitas  Burgers  Cheeseburger, Bacon Cheeseburger, Steak Burger, Patty Melt, BBQ Burger  Ribs  Deviled Short Ribs, BBQ Back Ribs, Braised Short Ribs Beef Menu Classics

11.  Steaks  Steak Diane, Carne Asada, Steak Frites, Ribeye, Strip, Sirloin,  Roasts & Brisket  Chateaubriand, “Prime” Rib, Standing Rib Roast with Yorkshire Pudding, Pot Roast, BBQ Brisket, Carved Roast Beef Beef Menu Classics

12.  Kabobs & Skewers  Beef Kabobs, Beef Satay  Ground Beef  Meatloaf, Meatballs, Lasagna, Chopped Steak, Shepherd’s Pie  More Beef Classics  Orange Beef, Teriyaki Beef, Beef & Broccoli, Beef Milanesa (Schnitzel), Corned Beef, London Broil  For menu inspirations, go to www.BeefFoodservice.comwww.BeefFoodservice.com Beef Menu Classics

13.  Beef remains a favorite when dining out  Enhance profits by engineering your menu to sell most profitable dishes  Design a menu that is visually appealing and accurate  Think of your menu as your #1 marketing tool  Words alone can make diners crave beef…be creative! Your Menu for Success