Kazazian

Workbook

Building Menu Muscle

How to Make the Most Out of Any Menu

Part 1:

Menu Format & Design Techniques

Building Menu Muscle

How the Menu can Increase Sales & Profit

By boosting check average Increase guest frequency and visits per month Increase profitability by increasing selection rates on high gross profit items Improve kitchen efficiency resulting in shorter ticket times and quicker table turns

Menu Format
FROM: Plastic laminated menu

Durable & easy clean-up Can be expensive May cause operators to resist necessary menu changes

TO: Plastic jacket with paper inserts

Usually less expensive over time Less expensive to change and replace inserts More flexibility

The menu is probably the single most important thing in the restaurant that will make the biggest difference at the lowest cost of anything youll do.
-- John Gruner
1

Building Menu Muscle

Add more menu categories

Does not add more products to inventory Do more cross-utilization of existing product Gives the impression of more menu choices Tends to make the menu more interesting

For example Pizza Dinner Classics Steaks Sandwiches From the Grill Local Favorites Dinner Specialties Pastas Burgers Lighter Fare Lunch Specialties Seafood Combination Dinners Side Orders Chili & Tacos

Identify your Prime Menu Items

Prime menu items are those that you would prefer to sell and can be based on the following factors
q

Gross

margin intensity (prep)

Final

time

Building Menu Muscle

q

and different Superior winning / .

Desserts
Sales Price Fudge Brownie Sundae Apple Honey Cobbler Strawberry Cheesecake Low-Fat Strawberry Shortcake Apple Caramel Crunch Cake Banana Split 3.95 3.25 3.25 2.99 3.79 3.79 Food Cost 1.03 0.46 1.14 0.45 1.02 0.68 Food Cost % 26% 14% 35% 15% 27% 18% Gross Profit 2.92 2.79 2.11 2.54 2.77 3.11

Profitability Rating - Desserts

1. Banana Split 2. Fudge Brownie Sundae 3. Apple Honey Cobbler 4. Apple Caramel Crunch Cake 5. Low-Fat Strawberry Shortcake 6. Strawberry Cheesecake Gross Profit 3.11 2.92 2.80 2.77 2.54 2.11

Building Menu Muscle

Consider eye scanning patterns for strategic placement of menu categories

One - Panel Two - Panel

1
3 4

1
5 6

Three - Panel

5 6

Menu Case Study

Use design & graphic techniques to highlight prime menu items

Many industry experts recommend that the three items you want to sell most should be positioned first, second and last within a menu category.

Place non-prime menu items in the middle or center positions

Entrees
Grilled Red Snapper
Fresh snapper with sauteed and lump crabmeat served with steamed season vegetables

14.95

High Profit

Stuffed Shrimp
Eight large Fried Shrimp, battered and stuffed with Monterey Jack cheese and jalepeno

12.95

High Profit

Marinated Chicken Breast Rio Grande Chicken

8.95 9.95 Low Profit

Marinated Boneless Breast grilled and topped with a slice of pineapple Seasoned Grilled breast topped with Green Chili Sauce, sauteed red onions and Monterey Jack cheese

Grilled Chicken with Raspberry Sauce

8.45

Boneless Breast of Chicken grilled and served with crisp garden vegetables and our homemade raspberry sauce

Pan-Grilled Shrimp Pasta

9.95

A generous portion of shrimp over black pepper angel hair with mushrooms, green onions, fresh garlic and spicy butter sauce

Crab Alfredo Pasta

10.95

High Profit

Sweet Crabmeat served over linguini in a creamy Parmesan cheese sauce

Menu Case Study

Use design & graphic techniques to highlight prime menu items

B o x i n g
ENTREES

GRILLED RED SNAPPER

Fresh snapper with sauted and lump crabmeat served with steamed season vegetables

CRAB ALFREDO PASTA

Sweet Crabmeat served over linguini in a creamy Parmesan cheese sauce

14.95

10.95

STUFFED SHIMP
Eight large Fried Shrimp, battered and stuffed with Monterey Jack cheese and Jalapeno

12.95

GRILLED CHICKEN WITH RASPBERRY SAUCE

Boneless Breast of Chicken grilled and served with crisp garden vegetables and our homemade raspberry sauce

RIO GRANDE CHICKEN

Seasoned grilled breast topped with green Chili Sauce, and sauted red onions and Monterey Jack cheese

8.45

9.95

PAN-GRILLED SHRIMP PASTA

A generous portion of shrimp over black pepper angel hair with mushrooms, green onions, fresh garlic and spicy butter sauce

9.95

Menu Case Study Background Shading

ENTREE S
Grilled Red Snapper
Fresh snapper with sauteed and lump crabmeat served with steamed season vegetables 14.95

Stuffed Shrimp
Eight large Fried Shrimp, battered and stuffed with Monterey Jack cheese and jalepeno

12.95

Marinated Chicken Breast

Marinated Boneless Breast grilled and topped with a slice of pineapple

8.95 9.95

Rio Grande Chicken

Seasoned Grilled breast topped with Green Chili Sauce, sauteed red onions and Monterey Jack cheese

Grilled Chicken with Raspberry Sauce Chicken

Boneless Breast of Chicken grilled and served with crisp garden vegetables and our homemade raspberry sauce

8.45

Pan-Grilled Shrimp Pasta PanA generous portion of shrimp over black pepper angel hair with mushrooms, green onions, fresh garlic and spicy butter sauce

9.95

Crab Alfredo Pasta

Sweet Crabmeat served over linguini in a creamy Parmesan cheese sauce

10.95

Building Menu Muscle

Changes to Consider r

Changes to Makee
ACTIVITY PERSON RESPONSIBLE ASSISTANCE FROM DUE DATE STATUS / COMMENTS