The Menu and Menu Planning

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THE MENU ANDMENU PLANNINGFBM-341 Food and Beverage Management


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Objectives

Discuss how customers view menus.

State the role and purpose of the menu in a foodseoperation.

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 planning a menu.

17/01/2010 FBM-341 Food and Beverage Management


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Outline

1. Menu planning from the customer Point of view

2. The purpose of the menu3. The role of the menu in foodservice op.

4. Static and Changing menu

5. Type of menus

6. Using the menu as a selling tool

7. Common mistakes in menus

8. Truth in menu

9. Factors Affecting Menu Planning

10. Menu Planning



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Introduction

The menu Lists items available for selection customer

Most important internal control of the food sesystem

Helps to determine the budgetGives customers a sense of who you are as aoperation

Part of an organizations brand identity17/01/2010 FBM-341 Food and Beverage Management


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Introduction

The success of most restaurant is often direcassociated with planning of the MENU.

Goals for success1. Increase () amount of money cost spends2. Increase () frequency of customer visits

3. Attract new cost and biz



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Introduction

Menu informs customers and influences theirpurchasing decisions.

Menu as a merchandising tool for customer

Foodservice operation must be CUSTOMER-

DRIVENOn day-to-day working foodservice are MENUDRIVEN



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Introduction

Once the market research iscompleted, the MENU shoulddeveloped.

Layout, Design, Decor, Theme,Equipment, Staffing depend onthe selected MENU



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MENU PLANNING FROM THE

CUSTOMERS POINT OF VIEW



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Menu from customers point of view

Customer views a menu as what an establishmoffer for Sale.

The appearance of Menu reveals theprofessionalism of the operation.

A handwritten = Homey atmosphere Professional Typeset = Sophisticated And Elegant Atmosphere



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Menu from customers point of view

A menu with small print and difficult to read = opera

trying to hide something .



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THE PURPOSE OF THE MENU



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1. Menu as a source of information

By listing the food and beverage offeringsA menu informs customer what is for sale

Menu set the tone for the dining experience

It convey the atmosphere, theme and conce

along with the items are offered for sale



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1. Menu as a source of information

Informal menu conveyfeeling of casual dining

Formal menu sets an

elegant for diningexperience



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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 offepotential customer

Research is done on a Demographic of local area and feasibility s



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Once customer segment determined, the menu should be pl

target or focus



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1. Posting menu outside the restaurant

2. Attractive menu design influence customers to enter

3. Distributed menu through local tourist information center, h

4. Descriptive terminology Special of the day Signature item

Chefs Recommended



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ROLE OF MENU IN DAY- TO-DAY

FOOD SERVICE OPERATION



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The role of the Menu in FS operation


MarketResearch Concept Theme Me


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Menu

Type ofService

Size ofkitchen

Amount ofinventory

Type ofFoodServe

Skill Leveland # ofstaff

EquipmentNeeds


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1. Products on the MENU

2. Equipment and Kitchen Space Requirements

3. Number and Skill Level of Staff



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STATIC AND CHANGING MEN



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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 selec

offered.



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Changing or Cycle Menu

Offering from time to time

Different items each day on a weekly, bi- weekly, or some o

basis, after which the cycle is repeated

Seasonal cycle menus are common Used in healthcare insand schools operations that serve the same clientele daily

offering variety on the menu items to satisfy their custome



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TYPES OF MENUS



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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 offer traditional breakfast items and light and h

options.



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Breakfast and Brunch Breakfast (cont.)

Brunch Mid- to late-morning meal.

Combo of breakfast & lunch type items. Commonly served on weekend or catered event



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Lunch

Difficult meal to deliver to customers. More complicated than those served at breakfast.

Must be produced faster than dinner items.



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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-goprogram.



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Dinner

Traditionally includes entre, potato, vegetable, & salad Supper lighter or late evening meals, menu similar to b

brunch, lunch

Menus getting shorter, but appetizer section is getting lo

Ethnic cuisines impact menus

Desserts commonly included on menu



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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.



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The Classic Menu

1. Hour doeuvre (Appetizer)

2. Potage (Soup)

3. Oeufs (Eggs).

4. Farineux (Starches)

5. Poisson (Fish)

6. Entre (Light Meat)

7. Sorbet (Ice)

8. Releve (Meat)

A small portion

Clear soup and Cream Soup succonsomm

Omelet, Poached, Scrambled

Generally Pasta

Individual portion of fish

Small portion of Poultry, beef, Po

but served without vegetables Sbetween main course to

Refresh the palate

Traditionally, roast meat served potatoes and vegetables



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The Classic Menu

9. Roti (Roast)

10. Legumes (Vegetables)

11. Salade (Salad)

12. Roti Froid (Cold meat) 13. Entremets (Sweets)

14. Savory (Savory)

The main event. Usually roasted

served with a small green salad.

Vegetables, usually served with s

Assortment of dressed greens.

Cold meat, Ham, Roast Chicken

Desserts

This course, served only in BRITA

rarebit



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The Classic Menu

15. Fromage (Cheese)

16. Fruit

17. Digestive (Beverages)

Assortment of Chees

Fresh, Dried, or Cand

Coffee, tea, cordials,brandies, and cigar



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2. The Modern Menu

Social changes, from a more egalitarian to a lifestyle that llittle time available to devote to fine dining, have led to a r

number of courses in the modern menu.

1. A LA CARTE Menu D

2. TABLE DHOTE Menu

3. PRIX FIXE Menu



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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 maystructure their meal in any way they choose.



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2. TABLE DHTE / Table of Host Menu

All the specific courses of the

meal at a fixed (set) price

Menu Selections are decided bythe chef.



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3. The PRIX FIXE Menu

A prix fixe menu offers a set meal at a set

price, usually with no choices, thoughoccasionally there are some, with asupplemental 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 reducesproduction costs by permitting the kitchen to

operate at a predetermined pace and flow.



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THE MENU STYLES

Classic Menu -17

1. Appetizer2. Soup3. Eggs4. Starch5. Fish6. Light Meat7. Sorbet8. Meat9. Roast

10. Vegetables11. Salad12. Cold Meat13. Dessert14. Savory15. Cheese16. Fruit17. Beverages


Modern American Menu

1. Cold Appetizer

2. Soup

3. Fish

4. Sorbet

5. Meat

6. Salad

7. Dessert / Coffee

Common Menu

1. Cold or Hot A

2. Salad

3. Main Course

4. Dessert / Co


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USING THE MENU AS A SELLINGTOOL


U i h M S lli l


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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


U i h M S lli T l


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Using the Menu as a Selling Tool

Menu can influence customers buying decision in

ways

1. By offering suggestions

2. By highlighting special items

3. By the arrangement menu items on the pa


1 Off S i h M


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1. Offer Suggestions on the Menu

A menu can be a excellent selling tool to supplement the s

selling of staff

Accompaniments will increase guests dinning satisfaction

increase operations sale and revenue


2 Hi hli ht S i l It


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2. Highlight Special Items

Because customers

spend a short timescanning a menu

Planners use severaltechniques to emphasize

the items


2 Hi hli ht S i l It


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2. Highlight Special Items

Most menus separate their offering into lists osimilar items

The menu items located in the FIRST and LAS

positions on the list are generally order mostfrequently



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COMMON MISTAKES IN MENUS


Common Mistakes in Menus


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There are items that appear on menthat reduce the menusability to saleitems

The Mistakes effect on Sale abilitythe menu




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1. Lack of Specials = Special of the 2. Menus that are too crowded, placetoo close together.

3. Use of uncommon terminology w/clarification.4. Lack of logical order.



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TRUTH IN MENU


Truth in menu


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Truth in menu

1. In writing a menu, ensure that the totaaccuracy of all information included

2. Every statement made orally by serverwritten on a menu must be COMPLETE

accurate E.g. Fresh-squeezed Orange juice mus

fresh, not frozen or canned.


Truth in menu


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Truth in menu

1. Extreme are must be taken before using

descriptions such as Imported

Homemade

Natural Real

Fresh


Important points to consider


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Important points to consider

1. Point of origin of ingredients2. Means of preservation and methodpreparation fresh, homemade

3. Quantity Representation quarter-

pound hamburger, double shot,extra etc.

4. Use of brand names



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FACTORS AFFECTING MENUPLANNING


Factors Affecting Menu Planning


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Factors Affecting Menu Planning

1. Customer satisfaction.

2. Producing menu items at an acceptable pric

3. Government regulations.4. Management decisions.


Customer Satisfaction


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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




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Should be a primary concern for planning menus.

Motivated by increasing public awareness of the importance

nutrition.

Food Guide Pyramid.

Most on-site foodservice operations have registered dietitian

consultant for nutritional aspects of menu planning.


Government Regulations


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Government Regulations

Menus will be impacted by local, state, and/or federal regula

Required to meet menu planning guidelines, if receive stafederal funding.

Required to plan meals in advance for periodic review by

federal reviewers.


Management Decisions


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Management Decisions

1. Food Cost include both raw and prepared food costs for

menu item.

2. Production Capability skill of personnel and layout of the

3. Type of Service holding capability and amount of employ

4. Availability of Foods improvements in transportation mak

available.



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SYSTEMATIC APPROACH TO MENPLANNING


Systematic approach to menu planning (1)


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y pp p g ( )

Conduct a market study

Perform a competitive analysis

Interview restaurant critics/reviewers

Attend food shows

Develop a unified theme Include current trends

Analyze nutritional content17/01/2010 FBM-341 Food and Beverage Management



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y pp p g ( )

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




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y pp p g ( )

Increase sales with menu merchandising of appetizers and d

Test recipes and make adjustments

Standardize recipes

Conduct taste testing

Establish garnish, plating, and portion standards


COMMERCIAL FOODSERVICE MENU


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Restaurants menu is a powerful

merchandizing and marketingtool.

Outcome of menu planning

should be

A menu that is efficiently andconsistently produced in the kitchen

Pleasing to guests


Summary


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y

The menu drives the entire foodservice operation. Foodservice manunderstand the role and purpose of the menu so that they can maximize its

A menu sells an operations offering and informs its clientele about what iserves as a marketing tool , as a form of advertising , and, with its descriptivemerchandising tool by enticing the customers to order menu items. Aaffects the types of food and beverage served, as well as the number and an operations staff.


Summary


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There are two basic kinds of menus: static and changing, winclude five menu types: la carte, du jour, cyclical, table and limited. Each type of menu has benefits and drawbackdifferent types haveapplications for different kinds of foodoperations. An alternative used by some operations is acombination of one or more of the various types.

A menu is a power selling tool and can be used effectively influence customers buying decisions. By offering suggestthe menu, highlighting special items, and arranging the ord

menu items in a logical way, management can affect the smenu items. Menu planners must be very careful that all descriptions areflect the items served. They are bound by ethics and TruMenu regulations not to mislead their customers.



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THANK YOU

School of Management,Walailak University, Thailand


The Menu and Menu Planning

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