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Chapter 4 The Menu. Objectives After reading and studying this chapter, you should be able to: – Identify factors to consider when planning a menu – List.

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Presentation on theme: "Chapter 4 The Menu. Objectives After reading and studying this chapter, you should be able to: – Identify factors to consider when planning a menu – List."— Presentation transcript:

1 Chapter 4 The Menu

2 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

3 The Menu Heart of any restaurant – Important factor: quality of food Considerations: – Needs of guests in target market and trends – Capability of cooks – Equipment capacity and layout – Consistency and seasonal availability of ingredients – Price and pricing strategy 3

4 The Menu (cont’d.) – Nutritional value – Contribution theory – Accuracy in menu – Type of menu – Actual menu items – Menu analysis – Menu design and layout – Standard recipes – Food-cost percentage 4

5 Capability/Consistency Capability to produce the quality and quantity of food necessary – Basic consideration Standardized recipes – Ensures consistency Well tested List quantities of ingredients and step-by-step methods to produce a quality product 5

6 Capability/Consistency (cont’d.) Elements that have an effect on capability and consistency: – Menu complexity – Number of meals served – Number of people to supervise 6

7 Equipment 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 7

8 Availability 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 8

9 Price 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 9

10 Factors in Pricing Menu items – Selected to complement the restaurant image – Must be appealing to its target market 10

11 Menu Pricing Strategies Comparative approach: – Analyze competitions’ prices Individual items are selected and priced Cost must equal predetermined food-cost percentage Ratio method: – Price individual item and multiply by ratio amount necessary to achieve desired food-cost percentage – May lead to weighted average approach Food-cost percentage, contribution margin, and sales volume are weighted 11

12 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 12

13 Nutritional Value Greater public awareness of healthy food and individual wellness prompted: – Changes in cooking methods – Changes in type of cooking oil – Demand for healthier items, like chicken and fish – Use of boiling, poaching, steaming, roasting, etc. Opposed to frying – Lower-fat menu items – More meatless and vegetarian options 13

14 Contribution Margin Difference between sales price and item cost – Amount left over goes towards covering fixed and variable costs Example: – Steak selling price: $14.95 – Steak cost: $ 5.00 – Contribution margin: $9.95 14

15 Flavor Flavor is a sensory impression of a food or other substance determined by chemical senses Other factors: – Aroma – Texture – Sight – Sound 15

16 Accuracy in Menu Restaurants must be accurate and truthful when describing dishes on the menu – Beef described as prime must be prime Some restaurants have been heavily fined for violations of accuracy in menu Menu-labeling calorie count requirement – New York became the first municipality to enact 16

17 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 17

18 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 18

19 Menu Items Menu items depend on the type of restaurant: – Range of items is critical to the overall success Include: – Appetizers and soups – Salads – Entrees – Desserts – Matching/pairing 19

20 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 20

21 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 21

22 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 22

23 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 23

24 Menu Design and Layout Should reflect the ambience of the restaurant – Menu size may range from one to several pages – Come in a variety of shapes Generally 9” x 12” or 11” x 17” – 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 24

25 Menu Design and Layout (cont’d.) 25 Figure 4.5: Focal point of a single-page menu Figure 4.6: Focal point of a two- or four-page menu

26 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 26


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