Section 12.1 The Menu There are several factors to consider when developing a menu. In addition to considering the necessary factors, a chef must choose from among different menu types.

The Importance of the Menu The menu determines: the customers the restaurant will attract the restaurant’s layout and equipment the skills workers must have the type and number of supplies menu A listing of the food choices a restaurant offers for each meal.

The Importance of the Menu Influences on a menu: target audience and what prices they will pay type of foodservice operation location, culture, and eating trends

Menu Types The most popular types of menus include: fixed cycle cycle menu A menu that is used for a set period of time, such as a week, a month, or even longer. At the end of this time period, the menu repeats daily dishes in the same order. fixed menu A menu that offers the same dishes every day for a long period of time.

Menu Types The most popular types of menus include: à la carte semi-à la carte à la carte A menu that offers each food and beverage item priced and served separately. semi-à la carte A menu with the appetizers and desserts priced separately.

Menu Types The most popular types of menus include: table d’hôte prix fixe prix fixe Offers a complete meal for a set price. With a prix fixe menu, the customer chooses one selection from each course offered. table d’hôte A menu that lists complete meals, from appetizers to desserts and sometimes beverages, for one set price.

Menu Types The most popular types of menus include: meal-based A menu that shows dishes available for a single meal.

Menu Types In family-style and hotel restaurants, you will find foods listed as à la carte, semi-à la carte, and table d’hôte. A banquet is an example of a table d’hôte menu, except everyone is served the same meal.

Menu Types Breakfast menus may be à la carte or continental. continental menu A breakfast menu that provides mostly a selection of juices, beverages, and baked goods.

Menu Types Lunch menus usually provide a wide selection of à la carte items.

Menu Types Dinner menus usually include the same food categories as lunch, but are more complex.

Section 12.2 Menu Planning and Design Foodservice professionals have developed several principles to plan successful menus. Once the menu is planned it needs to be organized to appeal to the customer.

Menu Basics A clear and accurate menu will help your operation sell its food and meet customers’ expectations. Menus may be planned by chefs, dieticians, foodservice directors, and main offices of chain restaurants. How could a menu help meet your expectations of a restaurant?

Menu Basics Balance on the plate includes: placement serving size number of foods proportion proportion The ratio of one food to another and to the plate.

Menu Basics Give examples of the truth-in-menu guidelines listed. Brand Names Must Be Represented Accurately Examples might include Hunt’s Ketchup, Green Giant Frozen Vegetables, and Butterball Turkey Dietary/Nutritional Claims Must Be Accurate Low-sodium or fat-free foods must be prepared to keep these characteristics; nutritional claims must be supported with statistical data Food Preservation Must Be Accurate Terms such as fresh, frozen, chilled, dehydrated, dried, bottled, and canned must be used correctly to describe menu items

Menu Basics Give examples of the truth-in-menu guidelines listed. Quantity Must Be Accurate If a sirloin is 16 ounces, for example, the menu must state that this is the weight prior to cooking Ingredient Locations Must Be Accurate If Dover Sole is on a menu, for example, then the sole must actually be from Dover, England Quality or Grade Must Be Accurate When listing a quality or grade for meats, dairy products, poultry, and vegetables or fruits, they cannot be substituted for a different quality when preparing the dish

Menu Basics Give examples of the truth-in-menu guidelines listed. Cooking Techniques Must Be Accurate If broiled swordfish is on your menu, for example, you cannot serve the swordfish baked Pictures Must Be Accurate For example, apple pie à la mode must be apple pie served with ice cream Food Product Descriptions Must Be Accurate If shrimp cocktail is described as “four jumbo shrimp on a bed of crushed ice with a zesty cocktail sauce and lemon wedge,” it must appear and be presented exactly this way

Menu Basics Menus need to change from time to time because costs of ingredients may change. Menu descriptions should be appealing, short, and understandable.

Menu Style and Design A menu’s cover design, color, style of lettering, paper weight, and descriptions all influence how customers feel about the restaurant.

Menu Style and Design Three types of menus: printed printed menu Any form of printed menu list that is handed to customers as soon as they sit down.

Menu Style and Design Three types of menus: menu board menu board A handwritten or printed menu on a board on a wall or easel.

Menu Style and Design Three types of menus: spoken spoken menu A server states what foods are available and the prices of each.

Menu Categories Generally, menu categories are listed in the order in which they are eaten: appetizers soups salads cold and hot entrées sandwiches accompaniments desserts cheeses and fruits beverages

Section 12.3 Pricing Menu Items The final step in creating a menu is setting the prices. Choose the correct pricing to help make your business a success.

Menu Pricing Menu prices are influenced by: labor competition customers atmosphere location supply costs

Pricing Methods Explain each of the pricing methods that are listed. Explanation Factor Method Uses a pricing scale based on a percentage of the good and non-food costs needed to operate a restaurant successfully Markup-on-Cost Method To find the selling price of an item, take the food cost of the item and divide it by the desired food cost percentage Contribution Margin Method Uses a general contribution of customers to costs besides food for running a kitchen; add the contribution margin per guest to an item’s standard food cost

Pricing Methods Explain each of the pricing methods that are listed. Explanation Average Check Method Prices an item near an average check total that you would like each customer to spend Competitors’ Pricing Method Charges approximately what the competition charges for similar menu items Psychological Pricing Method Bases menu item prices on how a customer is likely to react to the price

Pricing Methods Different pricing methods carry different levels of risk.

Pricing Methods Track how well menu items are selling: Review your records to see how well each menu item sold. Decide which items to keep on the menu and which to take off, or which to modify in terms of price or ingredients.