1. Management by Menu The Cycle of Cost Control

2. Types of Menus  The Cycle: repeats itself  Static or Fixed: same foods every day  Market Menu: product availability  Limited Menus: like the Renegade Room  A la Carte; each item priced separately  Café Menus: California Menu (24-hour)  Fixed Price: prix fixe, table d’hote

3. Menu Language  Truth in advertising  Nutritional statements  Size and portion statements

4. What does the menu convey  To the guest  To the server  To the Cook  To the manager

5. How much information is enough  Appetizers, soups, salads, sandwiches, entrées, accompaniments, desserts, beverages  Hot or cold options  Descriptive copy

6. Variety  Hot & cold  Cooking techniques  Color  Configuration  Taste  Height  Texture

7. Balance and Composition  In food items  Nutritionally  Presentation of the food on the plate  Healthy Choices

8. Layout and design  Heading and sub-headings  Most expensive items placement  Profitable items at the top/bottom  Less profitable in the middle

9. Design  Headings, sub-headings and menu items  Readability  Reflect the atmosphere  Font style:  Normal, bold, italics, script  Font size: upper and lower case  Spacing

10. Descriptive Copy  Short sentences  Simple and clear  Exclude exaggerations like: magnificent  Include: chilled, glazed, flaky grilled, medallions, sautéed, toasted and whipped

11. Artic Char

12. Flank Steak, Calabacitas, Potato

13. Apple Dumpling

14. Beef Barley Soup

15. White Chocolate Coeur a ‘la Crème

16. Molten Lava Cake

17. Paella