1. 1 MENU Design From design to evaluation

2. Rationale Everything starts with the menu. The menu dictates much about how your operation will be organized and managed, the extent to which it meet its goals, and even how the building itself - certainly the interior - should be designed and constructed. 2

3. Must be Accurate Truth-in-menu laws exist cannot mislabel a product “fresh” must be fresh, not fresh frozen “USDA Choice” actually “USDA Good” Point of origin must be correct as well as items offered must be delivered. 3

4. 4 How and When Items Must Be Prepared  To stimulate guest interest, the menu planner may offer a dish prepared in a variety of ways: Cooking methods Poached, broiled, batter-dipped, deep fried  The finished product must be prepared using the method indicated on the menu  Small quantities cooking (a la carte)  Batch cooking

5. 5 Menu Design -Type style and/or lettering -Names of food items -Include menu description -Popular items are at the top of a list -Clip-ons, inserts (daily specials) -Operations address -Beverage service notice

6. 6 Basic Rules Of Menu Planning  Know your guest - Food preference - Price - Age  Know your operation - Theme or cuisine - Equipment - Personnel - Quality standards - Budget

7. Selecting Menu Items Must have Menu categories: Appetizers Salads Entrees Starch items (potatoes, rice, pasta) Vegetables Desserts Beverages 7

8. Menu Balance  Business balance - balance between food cost, menu prices, popularity of items, financial and marketing considerations  Aesthetic balance - colors, textures, flavors of food  Nutritional balance 8

9. Elements Of Menu Copy  Headings -Appetizers -Soups -Entrees  Sub-heading -Under entree: Steak, seafood, today’s specials 9

10. 10 Elements Of Menu Copy  Descriptive copy (describe the menu items) -should be believable and made in short, easy-to-read sentences -no description is needed for self- explanatory item. i.e. Low Fat Milk

11. 11 Truth-in-menu  Grading (foods are graded by size, quality, in line with official standards)  “Freshness” (cannot be canned, frozen or fresh- frozen)  Geographical origin (cannot make false claims about the origin of a product)  Preparation (if the menu says baked, it cannot be fried instead)  Dietary or nutrition claims (supportable by scientific data)

12. 12 Supplemental Merchandising Copy Includes information such as:  Address  Telephone number  Days and hours of operation  Meals served  Reservations and payment policies  History of the restaurant  A statement about management’s commitment to guest service

13. 13 Menu Layout  Sequence:  Appetizers, soups, entrees, desserts Depends on the operation (side orders, salads, sandwiches, beverages) Depends on popularity and profitability  Placement:  artworks; space; boxes; clip-on; etc.

14. 14 Menu Fonts Format:  Menu’s size  General makeup Typeface:  Printed letters  Font size  Type face

15. Menu Layout Artwork:  Drawings, photographs, decorative patterns, borders Paper:  Texture Cover:  Color  Texture 15

16. 16 Common Menu-design Mistakes  Menu is too small  Type is too small  No descriptive copy  Every item treated the same  Some of the operations’ food and beverages are not listed  Clip-on problems  Basic information about the property and its policies are not included  Blank pages

17. Evaluating Menus  Must set standards  Determine how menu is helping to meet standards 17

18. 18 Menu Evaluation: Questions Most Often Asked  Is the menu attractive?  Do the colors and other design elements match the operation’s theme and decor?  Are menu items laid out in an attractive and logical way?  Is there too much descriptive copy? Not enough? Is the copy easy to understand?  Is attention called to the items managers most want to sell, through placement, color, description, type size, etc.?

19. 19 Menu Evaluation: Questions Most Often Asked  Is the typeface easy to read and appropriate to the restaurant’s theme and decor?  Is the paper attractive and stain- resistant?  Have the menus been easy to maintain so that guests always receive a clean, attractive menu?

20. Techniques to influence buying decisions Keep customer focus on Descriptions Strawberry Shortcake Sautéed foie gras, house made drop biscuits, viridian farms strawberries, fennel- strawberry marmalade Black truffle-fines herb Dumpling Parisienne carrots and turnips, horseradish bavarois and port reduction 20

21. Reduce Price Influence Place prices after the description & centering makes it difficult for customers to scan for the lowest price. 21 Pan Seared Duck Breast Over Kalamata Olive and Rosemary Ravioli, with a local Blackberry Demi Glace -26 Warm Peaches & Donuts Fresh White’s Farm Poached Peaches with Belgian Chocolate filled donut Holes & Toasted Pistachios -10

22. Reading Ability  Use fonts that make it easy for all to read. 22

23. Featured Areas Eyes are drawn to “featured” choices placed in boxes 23

24. 24 Nutritional Content Priority Concerns of menu Planner Wants and needs Concept of Value Item Price Object of Property Visit Socio-Economic Factors Demographic Concerns Ethnic Factors Religious Factors Guest Quality of Item Cost Availability Peak Volume Production and Operating Concerns Sanitation Concerns Layout Concerns Equipment Concerns Flavour Consistency Texture/Form/Shape Visual Appeal Aromatic Appeal Temperature Priority Concerns Of The Menu Planner