MENU PLANNING AND DEVELOPMENT (HTF255)

Chapter 1 INTRODUCTION TO MENU

LESSON outcome 1. Explain various definition of menu 2. Identify the major purpose of menu 3. Describe the importance of menu 4. Recognize the person who are responsible to prepare the menu and its characteristic. 5. Clarify and identify the tools use in menu planning for day to day operations of the foodservice operation 6. Explain the market research

Outline Introduction to Menu Definition Purpose of Menu The Importance of Menu Who prepares the Menu Tools needed for Menu Planning Market Research

INTRODUCTION TO MENU 1. Menu planning is initial control point of the operation. 2. The Menu is the most important part of the restaurant concept. 3. Menu expresses the character of a foodservice operation and is largely responsible for its reputation, good or bad. 4. Guests come to restaurants for a pleasurable dining experience and the MENU is the MOST important ingredient in this experience. 5. Restaurants & Institutions magazine state that restaurant patrons consider Food Quality the most important factor when choosing a restaurant. 6. Menu affect, and is affected by, the operation’s design and layout, equipment requirements, and labor needs. 7. The success of menu planning determines the success of other basic operating activities.

definition Bill of fare. A detailed list What are the definition of MENU? Menu is a detailed list of foods to be served at a meal or, in a broader sense, a total list of items offered by a foodservice. A detailed list A “bill” is an itemized list, while “fare” means food, that we can say the term means “an itemized list of foods”. Bill of fare.

PURPOSE OF MENU Source of information Marketing tool Selling tool

Menu as a Source of information 1 By listing the operation’s food and beverage offerings 2 To inform patrons products available at what price. 3 Describes the products exist (what is for sale). 4 To inform workers of what is to be produced.

MENU AS A Marketing tool “Spoken menu” to the customer As an alternative mechanism in communicating or presenting menu to the customers. Knowing the menu and restaurant Spread the information through the word of mouth regarding the main idea, concepts and theme

MENU AS A Selling tool Menu may influence the customer’s buying decision in three ways: Ability of menu to convince customers by offering the items sell through suggestion Highlighting the popular and high demand items Arrangement of menu items based on customers preferences.

Most important internal control of the food service system THE IMPORTANCE OF MENU The menu is a mission statement, it defines an operation’s concept and communicates that concept to guests. Menu is one of the single biggest influences on an operation’s development of a loyal guest base and positive return on its investment Menu is a critical to communicating and selling items to the customer Most important internal control of the food service system Major determinant for the budget. Gives customers a sense of who you are as an operation Part of an organization’s brand identity.

Tools needed for menu planning File of historical records on the performance of past menus. A menu reminder list A file of menu ideas Sales mix data indicating which items may draw patrons away from specials the operation wants to sell Cost and the seasonality of possible menu items should also available

What are the characteristics of a good menu planner? Who prepares the menu? MENU PLANNER Menu Planner must be highly skilled in a number of areas What are the characteristics of a good menu planner? 1. They must know both the operation and the potential market. 2. They must know the great deal about foods, how they are combined in recipes, their origin, seasonal preparation, presentation and description. 3. They must understand how various recipes can be combined, which menu items go together, and which do not. 4. They must be aware of how operational constraints, such as costs, equipment availability, and the skills of the available labor force, affect the final menu selection. 5. They must be able to visualize how the menu will appear graphically, what styles will look good, and which may be in appropriate for the particular operation. 6. They must be skilled at communicating successfully with patrons through the menu.

What is Market Research? Scientific process of collecting data, analyzing the results, and communicating the findings and their implication to the seller (Kotschevar & Escoffier, 2008) This link consists of information concerning the public’s buying preferences and how well the seller’s business meets those preferences as viewed by the potential buyer. The more specific the research is (e.g: research concerning a specific group of potential patrons in a specific geographic location), the more reliable will be the results.

Determine exactly what kind of information is needed So, what are the key elements of a market study? Determine exactly what kind of information is needed Decide how the research will be conducted The information obtained must coincide with other menu planning factors, such as purchasing costs and staff capabilities

Example of information needed: If a menu planner wants to create a menu that will increase sales from existing customers, the market data should be gathered only from that group. If the menu planner is attempting to draw in new customers, the that group should be targeted.

Example on how research will be conducted: Conducting interviews, mailing out questionnaires, observing customers and holding focus groups. The question s asked can be either open-ended or closed. Example of closed question, which requires only one-word answer Do you prefer seafood or steak? Example of o open-ended, which requires the respondent supply a longer answer What are the most important factors that help you decide where to eat out?

“Listen to the customer “Listen to the customer. Know what they want before they are aware of it”

Menu planning is an initial part of foodservice operation. summary Menu planning is an initial part of foodservice operation. The main purpose of menu planning are as a sources of information, marketing tools and selling tools Menu planner must be highly skill in number of areas such as operation and the current trends in foods Historical records, menu ideas list, sales mix data and cost of seasonality of food must be available during plan a menu. Market research is very important to analyze the data for customer buying preferences.

Click the Quiz button to edit this quiz

REFERENCES

THE END… THANK you…