The Menu and Menu Planning

THE MENU AND MENU PLANNING
FBM-341 Food and Beverage Management
Objectives
Discuss how customers view menus.
State the role and purpose of the menu in a foodservice operation.

Discuss how a menu is used as a marketing tool. Tell how to use a menu as a selling tool. List the common mistakes found on menus.
List and explain the points that must be considered when planning a menu.
17/01/2010 FBM-341 Food and Beverage Management 2
Outline
1. 2. 3. 4. 5. 6. 7. 8. 9. Menu planning from the customer Point of view The purpose of the menu The role of the menu in foodservice op. Static and Changing menu Type of menus Using the menu as a selling tool Common mistakes in menus Truth in menu Factors Affecting Menu Planning
10. Menu Planning

Introduction
The menu Lists items available for selection by a customer Most important internal control of the food service system Helps to determine the budget Gives customers a sense of who you are as an operation Part of an organizations brand identity
Introduction
The success of most restaurant is often directly associated with planning of the MENU. Goals for success
1. Increase () amount of money cost spends 2. Increase () frequency of customer visits 3. Attract new cost and biz
17/01/2010
Introduction
Menu informs customers and influences their purchasing decisions. Menu as a merchandising tool for customer Foodservice operation must be CUSTOMERDRIVEN On day-to-day working foodservice are MENUDRIVEN
17/01/2010
Introduction
Once the market research is completed, the MENU should developed. Layout, Design, Decor, Theme, Equipment, Staffing depend on the selected MENU
17/01/2010
MENU PLANNING FROM THE CUSTOMERS POINT OF VIEW
17/01/2010
Menu from customers point of view

Customer views a menu as what an establishment offer for Sale. The appearance of Menu reveals the professionalism of the operation.
A handwritten = Homey atmosphere Professional Typeset = Sophisticated And Elegant Atmosphere
17/01/2010
Menu from customers point of view

A menu with small print and difficult to read = operation is trying to hide something .
17/01/2010
10
THE PURPOSE OF THE MENU
17/01/2010
11
1. Menu as a source of information

By listing the food and beverage offerings A menu informs customer what is for sale Menu set the tone for the dining experience It convey the atmosphere, theme and concept along with the items are offered for sale
1. Menu as a source of information

Informal menu convey feeling of casual dining Formal menu sets an elegant for dining experience
17/01/2010
13
2. Menu as a Marketing tool

Menu must designed to satisfy the guest
When guests satisfy = guests return When guests not satisfy = ? The goal of Market Research is determine what option must offer for potential customer Research is done on a Demographic of local area and feasibility study

Once customer segment determined, the menu should be planned to target or focus
17/01/2010
15

1. Posting menu outside the restaurant 2. Attractive menu design influence customers to enter
3. Distributed menu through local tourist information center, hotel etc.

4. Descriptive terminology Special of the day Signature items Chefs Recommended
17/01/2010
16
ROLE OF MENU IN DAY- TO-DAY OF FOOD SERVICE OPERATION
17/01/2010
17
The role of the Menu in FS operation
Market Research
Concept
Theme
Menu
17/01/2010
18

Type of Service Equipment Needs Size of kitchen
Menu
Skill Level and # of staff
Type of Food Serve Amount of inventory
17/01/2010
19

1. Products on the MENU 2. Equipment and Kitchen Space Requirements 3. Number and Skill Level of Staff
17/01/2010
20
STATIC AND CHANGING MEN
17/01/2010
21
Static Menu
Same menu items are offered everyday Customers choice of a place to dine is made easier When menu constant over time, may grow bored with selections offered.
17/01/2010
22
Changing or Cycle Menu
Offering from time to time

Different items each day on a weekly, bi- weekly, or some other
basis, after which the cycle is repeated

Seasonal cycle menus are common Used in healthcare institutions and schools operations that serve the same clientele daily should offering variety on the menu items to satisfy their customers
TYPES OF MENUS
17/01/2010
24
Breakfast and Brunch Breakfast
Breakfast
Fewer people eat breakfast than lunch or dinner,
accounts for ~20% of daily restaurant traffic.

Commercial and on-site foodservice operations usually offer traditional breakfast items and light and healthful options.
Breakfast and Brunch Breakfast (cont.)
Brunch
Mid- to late-morning meal. Combo of breakfast & lunch type items. Commonly served on weekend or catered events.
17/01/2010
26
Lunch
Difficult meal to deliver to customers.
More complicated than those served at breakfast. Must be produced faster than dinner items.
17/01/2010
27
Lunch (cont.)
Lunch-to-go
Quickly growing trend for workers. Must travel well. Cheap and fast. Packaging, while adding cost, is
secret to successful lunch-to-go

program.
Dinner
Traditionally includes entre, potato, vegetable, & salad
Supper lighter or late evening meals, menu similar to breakfast, brunch, lunch Menus getting shorter, but appetizer section is getting longer Ethnic cuisines impact menus Desserts commonly included on menu
1. The Classic Menu

In order to enjoyed, the Greeks believed, it should not be overpowered by the preceding course.
Cold foods were severed before Warm foods. Light foods before Heavy foods.
With the meal building to a climax at the Main Course, then gradually relaxing to Lighter foods.
17/01/2010
30
The Classic Menu

1. Hour doeuvre (Appetizer) A small portion Clear soup and Cream Soup such consomm Omelet, Poached, Scrambled Generally Pasta
2. Potage (Soup)
3. Oeufs (Eggs). 4. Farineux (Starches) 5. Poisson (Fish) 6. Entre (Light Meat)
Individual portion of fish

Small portion of Poultry, beef, Pork or lamb, but served without vegetables Served between main course to Refresh the palate Traditionally, roast meat served with sauce, potatoes and vegetables
FBM-341 Food and Beverage Management 31
7. Sorbet (Ice)
8. Releve (Meat)
17/01/2010
The Classic Menu

9. Roti (Roast) 10. Legumes (Vegetables) 11. Salade (Salad) 12. Roti Froid (Cold meat) 13. Entremets (Sweets) 14. Savory (Savory)
17/01/2010
The main event. Usually roasted game, often
served with a small green salad.

Vegetables, usually served with sauce. Assortment of dressed greens. Cold meat, Ham, Roast Chicken Desserts This course, served only in BRITAIN, is a Welsh rarebit
The Classic Menu

15. Fromage (Cheese) Assortment of Cheeses
16. Fruit
17. Digestive (Beverages)
Fresh, Dried, or Candied fruit

Coffee, tea, cordials, brandies, and cigar
17/01/2010
33
17/01/2010
34
17/01/2010
35
2. The Modern Menu

Social changes, from a more egalitarian to a lifestyle that leaves little time available to devote to fine dining, have led to a reduced number of courses in the modern menu.
1. A LA CARTE Menu D 2. TABLE DHOTE Menu 3. PRIX FIXE Menu

2. The Modern Menu
Guests generally create their own meal from the dishes offered on the full menu, ordering LA
CARTE, literally, from the card or Menu

Dishes individually priced, and guests may
structure their meal in any way they choose.
17/01/2010
37
2. TABLE DHTE / Table of Host Menu
All the specific courses of the meal at a fixed (set) price
Menu Selections are decided by the chef.
17/01/2010
38
3. The PRIX FIXE Menu

A prix fixe menu offers a set meal at a set price, usually with no choices, though occasionally there are some, with a
supplemental charge for a luxury item such

as lobster or caviar. Sometimes a glass of wine is included in the price. Most of the time the price of a prix fixe menu is relatively low because it reduces production costs by permitting the kitchen to
operate at a predetermined pace and flow.

THE MENU STYLES

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Classic Menu -17 Appetizer Soup Eggs Starch Fish Light Meat Sorbet Meat Roast Vegetables Salad Cold Meat Dessert Savory Cheese Fruit Beverages
Modern American Menu
Common Menu in USA
1.
2. 3. 4. 5. 6.
Cold Appetizer
Soup Fish Sorbet Meat Salad
1.
Cold or Hot Appetizer
2.
3. 4.
Salad
Main Course Dessert / Coffee
7.
Dessert / Coffee
17/01/2010
40
USING THE MENU AS A SELLING TOOL
17/01/2010
41
Using the Menu as a Selling Tool
The average customer spend only about 3 minutes
examining a menu.
Highlight menu items to influence what the guests order
17/01/2010
42
Using the Menu as a Selling Tool

Menu can influence customers buying decision in three ways
1. By offering suggestions
2. By highlighting special items
3. By the arrangement menu items on the page
17/01/2010
43
1. Offer Suggestions on the Menu
A menu can be a excellent selling tool to supplement the suggestive selling of staff
Accompaniments will increase guests dinning satisfaction and increase operations sale and revenue
17/01/2010
44
2. Highlight Special Items

Because customers spend a short time scanning a menu Planners use several techniques to emphasize the items
17/01/2010
45
2. Highlight Special Items
Most menus separate their offering into lists of similar items
The menu items located in the FIRST and LAST positions on the list are generally order most frequently
17/01/2010
46
COMMON MISTAKES IN MENUS
17/01/2010
47
Common Mistakes in Menus
There are items that appear on menus that reduce the menus ability to sale the items
The Mistakes effect on Sale ability of the menu
Common Mistakes in Menus
1. Lack of Specials = Special of the Day.

2. Menus that are too crowded, placed too close together. 3. Use of uncommon terminology w/out clarification. 4. Lack of logical order.
TRUTH IN MENU
17/01/2010
50
Truth in menu 1. In writing a menu, ensure that the total accuracy of all information included
2. Every statement made orally by server or written on a menu must be COMPLETELY accurate
E.g. Fresh-squeezed Orange juice must be fresh, not frozen or canned.

17/01/2010
Truth in menu
1. Extreme are must be taken before using descriptions such as
Imported

17/01/2010
Homemade
Natural Real Fresh
Important points to consider

1.
2.
Point of origin of ingredients

Means of preservation and method preparation fresh, homemade
3.
4.
Quantity Representation quarterpound hamburger, double shot, extra etc.

Use of brand names
17/01/2010
FACTORS AFFECTING MENU PLANNING
17/01/2010
54
Factors Affecting Menu Planning

1. Customer satisfaction.
2. Producing menu items at an acceptable price. 3. Government regulations.
4. Management decisions.
Customer Satisfaction
Sociocultural factors customs, values, and demographic characteristics Food habits and preferences
Small-scale surveys
Formal and informal interviews Observations of plate waste
Customer Comment Card (CCC)

Tallying of menu selections
Customer Satisfaction
Should be a primary concern for planning menus. Motivated by increasing public awareness of the importance of nutrition.
Food Guide Pyramid.

Most on-site foodservice operations have registered dietitian or consultant for nutritional aspects of menu planning.
17/01/2010
57
Government Regulations
Menus will be impacted by local, state, and/or federal regulations. Required to meet menu planning guidelines, if receive state and/or federal funding.
Required to plan meals in advance for periodic review by state or

federal reviewers.
17/01/2010
58
Management Decisions
1. Food Cost include both raw and prepared food costs for each menu item. 2. Production Capability skill of personnel and layout of the facility.
3. Type of Service holding capability and amount of employees.

4. Availability of Foods improvements in transportation make foods available.
17/01/2010
59
SYSTEMATIC APPROACH TO MENU PLANNING
17/01/2010
60
Systematic approach to menu planning (1)

Conduct a market study
Perform a competitive analysis

Interview restaurant critics/reviewers
Attend food shows

Develop a unified theme Include current trends Analyze nutritional content

Ensure variety and balance of menu items Price menu accurately Check on availability of food products Match menu with skill level of kitchen personnel and balance production stations Control labor costs

Increase sales with menu merchandising of appetizers and desserts Test recipes and make adjustments Standardize recipes Conduct taste testing Establish garnish, plating, and portion standards
17/01/2010
63
COMMERCIAL FOODSERVICE MENU

Restaurants menu is a powerful merchandizing and marketing tool. Outcome of menu planning should be
A menu that is efficiently and
consistently produced in the kitchen

Pleasing to guests
Summary
The menu drives the entire foodservice operation. Foodservice managers must
understand the role and purpose of the menu so that they can maximize its potential. A menu sells an operations offering and informs its clientele about what is for sale. It serves as a marketing tool , as a form of advertising , and, with its descriptive copy, as a merchandising tool by enticing the customers to order menu items. A menu also
affects the types of food and beverage served, as well as the number and skill levels of an operations staff.
17/01/2010
65
Summary
There are two basic kinds of menus: static and changing, which include five menu types: la carte, du jour, cyclical, table dhte, operations. An alternative used by some operations is a combination of one or more of the various types.
and limited. Each type of menu has benefits and drawbacks, and different types have applications for different kinds of foodservice
A menu is a power selling tool and can be used effectively to influence customers buying decisions. By offering suggestions on the menu, highlighting special items, and arranging the order of menu items in a logical way, management can affect the sales of menu items. Menu planners must be very careful that all descriptions accurately reflect the items served. They are bound by ethics and Truth in Menu regulations not to mislead their customers.
THANK YOU
School of Management, Walailak University, Thailand
17/01/2010
67

The Menu and Menu Planning

Caricato da

Informazioni sul documento

Descrizione originale:

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

The Menu and Menu Planning

Caricato da

Copyright:

Formati disponibili

THE MENU AND MENU PLANNING

FBM-341 Food and Beverage Management

State the role and purpose of the menu in a foodservice operation.

10. Menu Planning

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

MENU PLANNING FROM THE CUSTOMERS POINT OF VIEW

FBM-341 Food and Beverage Management

Menu from customers point of view

FBM-341 Food and Beverage Management

Menu from customers point of view

FBM-341 Food and Beverage Management

THE PURPOSE OF THE MENU

FBM-341 Food and Beverage Management

1. Menu as a source of information

1. Menu as a source of information

FBM-341 Food and Beverage Management

2. Menu as a Marketing tool

2. Menu as a Marketing tool

FBM-341 Food and Beverage Management

2. Menu as a Marketing tool

3. Distributed menu through local tourist information center, hotel etc.

FBM-341 Food and Beverage Management

ROLE OF MENU IN DAY- TO-DAY OF FOOD SERVICE OPERATION

FBM-341 Food and Beverage Management

The role of the Menu in FS operation

FBM-341 Food and Beverage Management

The role of the Menu in FS operation

FBM-341 Food and Beverage Management

The role of the Menu in FS operation

FBM-341 Food and Beverage Management

STATIC AND CHANGING MEN

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

Changing or Cycle Menu

Offering from time to time

basis, after which the cycle is repeated

FBM-341 Food and Beverage Management

Breakfast and Brunch Breakfast

accounts for ~20% of daily restaurant traffic.

Breakfast and Brunch Breakfast (cont.)

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

secret to successful lunch-to-go

1. The Classic Menu

FBM-341 Food and Beverage Management

The Classic Menu

Individual portion of fish

The Classic Menu

The main event. Usually roasted game, often

served with a small green salad.

The Classic Menu

Fresh, Dried, or Candied fruit

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

FBM-341 Food and Beverage Management

2. The Modern Menu

1. A LA CARTE Menu D 2. TABLE DHOTE Menu 3. PRIX FIXE Menu

2. The Modern Menu

CARTE, literally, from the card or Menu

structure their meal in any way they choose.

FBM-341 Food and Beverage Management