Chapter 50 Menus

© Goodheart-Willcox Co., Inc. Menu Formats The type of menu varies depending on the type of operation

© Goodheart-Willcox Co., Inc. Menu Formats The same operation may have different menus for different meal periods, times of the year, and special events All foodservice professionals should be familiar with the basic menu formats

© Goodheart-Willcox Co., Inc. Static Menu Advantages of a static menu:static menu –Customers know their favorite items are always available –Easier for the kitchen to perfect the preparation and service of the menu items Disadvantage: –Repeat customers might become bored with the same menu offerings  What types of restaurants commonly have this type of menu?

© Goodheart-Willcox Co., Inc. Cycle Menu Cycle menus are effective in operations that serve the same customers day after dayCycle menus

© Goodheart-Willcox Co., Inc. Cycle Menu The changing menu keeps diners from getting bored with the menu offerings The kitchen can easily control inventory and ordering Over a period of time, the kitchen staff prepares menu items repeatedly and can perfect them

© Goodheart-Willcox Co., Inc. Market Menu The market menu is a traditional European model for menusmarket menu This menu format –allows chefs to use the best products available –requires an experienced chef and well-trained staff –is most often found in fine-dining establishments

© Goodheart-Willcox Co., Inc. Table d’ Hôte Menu Table d’ hôte (tahbul DOHT) is French for “table of the host”Table d’ hôte This format comes from the tradition of hotels and inns offering a set meal to lodgers

© Goodheart-Willcox Co., Inc. Table d’ Hôte Menu Today, a banquet is the most common use of this format

© Goodheart-Willcox Co., Inc. Menu Formats Based on Pricing Menus are also classified by the method used to price the meals The most common menu formats based on pricing are –à la carteà la carte –prix fixeprix fixe

© Goodheart-Willcox Co., Inc. Combining Formats Restaurateurs often combine different menu formats to offer choices for their guests –Restaurants with static menus may offer daily specials on a cycle or market format –A restaurant with an à la carte menu may also offer a tasting menu on a prix fixe basis

© Goodheart-Willcox Co., Inc. Menu Planning Includes composing and pricing the menu The goal is to create a mix of menu items that satisfies diners while maximizing profits

© Goodheart-Willcox Co., Inc. Menu Mix When choosing the menu mix, consider –the amount diners are willing to spend –regional tastes –current food trends –the variety of items –a combination that distributes the workload in the kitchen The ultimate goal is a combination of items that generates the most sales and the greatest profits

© Goodheart-Willcox Co., Inc. Menu Pricing Menu pricing based on what competitors are charging, fails to take food costs into account Competent operators base their menu price on the actual cost of the menu item Two pricing methods based on food cost are markup and food cost percentage

© Goodheart-Willcox Co., Inc. Markup The markup method involves adding a set amount to the cost of the menu item Food cost + Markup = Menu price The markup contributes to paying for labor and other expenses, as well as, providing a profit Different markups may be used for various menu categories

© Goodheart-Willcox Co., Inc. Food Cost Percentage The most common method used to set menu prices is to base the price on the operation’s standard food cost percentage The standard food cost percentage is the percentage of sales an operation budgets to spend on food products

© Goodheart-Willcox Co., Inc. Food Cost Percentage The following formula is used to calculate a menu price using this method: Food cost per portion ÷ Standard food cost percentage = Menu price

© Goodheart-Willcox Co., Inc. Menu Mechanics The goal of menu mechanics is to create a menu presentation that communicates effectively to the customer and maximizes sales

© Goodheart-Willcox Co., Inc. Menu Descriptions The description of a dish is designed to –inform the customer about the ingredients and preparation of the dish –help sell the item

© Goodheart-Willcox Co., Inc. Menu Descriptions Menu text should –be accurate and truthful –be descriptive but brief –be written in language that customers can understand –include the portion size of the main protein source –describe the cooking method –highlight unique ingredients

© Goodheart-Willcox Co., Inc. Menu Design and Layout Many restaurants choose a professional graphic designer or a printer that specializes in menus to design and produce menus There is a growing trend toward producing menus in-house using computerized desktop publishing

© Goodheart-Willcox Co., Inc. Menu Design and Layout For either method, decisions must be made on –size, shape, and color of the menu card –type of paper –whether to use a holder or menu cover –layout or arrangement of items on the menu card –size, color, and typeface of menu text –illustrations and graphics to be used