1. Fundamentals of Menu Planning

2. The Purpose of Menus Planning Tool Establishes… Establishes… –customer needs and expectations –Prices –Type of food –Service style –Worker’s skill –Required equipment –Competitors Communication Tool –Informs customers about food choices –Influences customer choices –Creates an impression

3. Types of Menus

4. Fixed Menu Offer the same items everyday Offer the same items everyday –Many neighborhood restaurants use fixed menus –Customers like it because they tend to have favorite dishes they order every time

5. A la carte Customers can choose exactly what they want as a main course, side dish, appetizer, salad, or dessert Customers can choose exactly what they want as a main course, side dish, appetizer, salad, or dessert –Offers freedom to mix and match –Often seen at upscale restaurants and hotels Modified A la carte menus serve appetizers and desserts a la carte Modified A la carte menus serve appetizers and desserts a la carte –Typically at causal dining restaurants

6. California A single menu listing breakfast, lunch and dinner foods A single menu listing breakfast, lunch and dinner foods –Offers the option to choose any item at any time of day –Popular with foodservice establishments open 24 hours –Also used in hotel room service

7. Du Jour Lists food only served that particular day Lists food only served that particular day –Means “of the day” –“Soup du jour” –The next day a different du jour menu will be available –Some restaurants have a du jour menu in addition to a la carte menu

8. Table d'hôte Offers a complete meal from appetizer to dessert and often includes beverage for a set price Offers a complete meal from appetizer to dessert and often includes beverage for a set price –Banquets are typically served in this style –Diners might choose in advance from four meals (beef, chicken, fish, or vegetarian) –Reduces production cost Prix Fixe is the same except diners may be offered choices for one for more of the courses Prix Fixe is the same except diners may be offered choices for one for more of the courses

9. Cyclical Written for a certain period of time and then repeats itself Written for a certain period of time and then repeats itself –Might repeat every three weeks –Could follow a seasonal cycle and change 4 x’s a year –Weekly cycle menus are particularly suited for family, casual, or neighborhood restaurants

10. Menu Planning Principles

11. Type of Place and Customers Important to understand your customers and provide food that are appropriate for your type of place and your type of customer Important to understand your customers and provide food that are appropriate for your type of place and your type of customer Factors to consider: Factors to consider: –Geography and culture –Economics –Population Density –Age

12. Facility, Staff, and Equipment Limitations Consider the size of your dining room and kitchen Consider the size of your dining room and kitchen Consider staff knowledge and cost of training Consider staff knowledge and cost of training Consider the equipment you have available Consider the equipment you have available

13. Balance and Variety Feature different cooking methods Feature different cooking methods Use different tastes and textures Use different tastes and textures Offer cold and hot appetizers, fish and chicken options Offer cold and hot appetizers, fish and chicken options Offer special dishes for special needs guests like vegetarians or customers with allergies Offer special dishes for special needs guests like vegetarians or customers with allergies Include recent food trends Include recent food trends Offer various price levels Offer various price levels

14. Truthfulness Truth in menu laws: designed to protect consumers from fraudulent claims related to food and menus Truth in menu laws: designed to protect consumers from fraudulent claims related to food and menus

15. Truth in Menu Laws Quantity Quantity –Amounts and weights must be accurate Quality Quality –“Prime” meat must actually be prime Price Price Brand Names Brand Names –Must be represented accurately Product Identification Product Identification –If it says it includes lobster, it must include lobster Point of Origin Point of Origin Merchandising Terms Merchandising Terms –Terms used to encourage must be accurate Means of Preservation Means of Preservation Methods of Preparation Methods of Preparation Verbal and Visual Presentation Verbal and Visual Presentation –Pictures must be accurate Dietary and Nutritional Info Dietary and Nutritional Info

16. Organizing and Designing the Menu

17. Organization Menu categories are listed in the sequence they are eaten Menu categories are listed in the sequence they are eaten –Items are also organized within each category  Chicken entrees listed together

18. Design Materials, colors, and images communicate your message as strongly as the words Materials, colors, and images communicate your message as strongly as the words –Make sure the menu contains your restaurant’s vitals (name, address, and phone) –Design the shape and size of the menu so it is in keeping with your restaurant’s concept –Avoid too many photos inside the menu –Emphasize the items on the menu not their prices –Use print, not hard to read script

19. Writing a Menu Make sure language reflects concept Make sure language reflects concept Make food sound attractive Make food sound attractive Eliminate all unnecessary words Eliminate all unnecessary words Do not use restaurant jargon Do not use restaurant jargon Make sure it is easy to read Make sure it is easy to read Be positive Be positive

20. Pricing Menu Items Pricing Methods

21. Copycat Method Go to nearby restaurant that offers similar items and copy their prices Go to nearby restaurant that offers similar items and copy their prices Simple but not wise Simple but not wise –They may have a completely different situation than your restaurant However, checking out competitor’s prices is important However, checking out competitor’s prices is important

22. Pricing Terms Raw Food Cost: per portion cost of all ingredients in the dish Raw Food Cost: per portion cost of all ingredients in the dish Overhead Cost: cost of opening the doors Overhead Cost: cost of opening the doors –Rent, Mortgage, Utilities Labor: employee salary Labor: employee salary Profit: what’s left after everything else Profit: what’s left after everything else

23. Factor Method The Factor Method determines the menu price by using a pricing factor The Factor Method determines the menu price by using a pricing factor Many restaurants try to keep their raw food cost at 37% of their menu price Many restaurants try to keep their raw food cost at 37% of their menu price –To Determine Pricing Factor….  PF = 100 / raw food cost $$ –Example: 100 / 37 = 2.7

24. Factor Method You mark up every item on the menu by the same amount You mark up every item on the menu by the same amount –Multiply the raw food cost by the pricing factor  Example: Ingredients for a burger cost $2.11. A restaurant establishes that 37% of their menu price is their raw food cost (therefore they have a pricing factor of 2.7). How much should the burger cost on the menu? –$2.11 x 2.7 = 5.697  $5.70