Merchandising the Menu Chapter 10: Merchandising the Menu

Merchandising Merchandising: the presentation of a product to the appropriate market at the right time in an organized and attractive display. It is important to list additional pertinent information, such as liquors and wines, appetizers, salads, steaks, seafood, sandwiches, desserts, take-out service and specials. Additional information on a menu might include: a list of the credit cards accepted by the establishment; the hours of operation, the address, phone number, and e-mail address of the restaurant; professional association memberships; catering information, take-out service, and banquet accommodations. Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d Listing Liquors: brand name should be given; options should be listed in the order in which they are consumed at mealtime Wine Lists: large selections should be presented on a separate menu Appetizers: should be listed before soups; the number of appetizers should increase as the number of entrées increase Salads: listed after appetizers and soups Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d Steaks: consider cut, thickness, size, portion and the manner in which it is prepared Seafood: list how the seafood is prepared and served Sandwiches: if a specialty item, they should be listed with entrées. Specials: two types What the restaurant is known for Profit generators Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d Desserts: Can be listed after entrées or on a separate menu Take-out Service: presented on a separate menu Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Evaluating the Sales Menu Special Occasions menu is evaluated for: Print Balance Variety Composition Descriptive Copy Listing of Items Color Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009