1. Menu Developement

2. Purpose of the Menu? The menu is the most important sales and communication tool available to the restaurant operator. It communicate to the customer what is available for purchase, and it encourages customers to purchase certain items according to their placement on the menu Menu marketing and management p. 39

3. Purpose of the Menu Internal uses: To the back of the house staff it communicates what must be prepared To the front of the house what is available Equipment needed Guides food purchases Directs production and work schedule Menu marketing and management p. 40 Menu marketing and management p. 39

4. Purpose of the Menu External use: The menu lists the products and services offered for sale in the restaurant As your primary communication with the customer, the menu should be very clear as to what products and services are offered and what is included in the price for each Menu marketing and management p. 39

5. Purpose of the Menu Menu marketing and management p. 7 & 39 Brand Image A brand encompasses those things used to identify the goods and services offered by a restaurant Is an important part of the success of a foodservice operation. It communicates to the customer, as well as to the employees the restaurants mission and organizations value Differentiates the restaurant from its competitors

6. Brand Image Purpose: To create an image in consumers minds that signifies a specific, desired perception of value for price Generating customer loyalty and visibility in the community It includes: Name, Logo, Symbol and/or design And is reinforced by exterior and interior décor, the type of service, the level of quality, the menu, the menu items, the price. Menu marketing and management p. 7

7. Brand Image Menu marketing and management p. 7 & 39 How does the menu support the brand Image? The menu components must support each other The perceived value by the customer must match what the restaurant offers. Needs to reflect the type of dining offered In line with the theme/decor of the outlet with regards to color, graphic, size and type Carries same logo

8. Menu Item selection Menu innovation is a critical component of a Restaurants competitive advantage, growth positioning, and long term financial health. We need to carefully develop menu selections to create "WOW" flavors and visual appeal, balanced with targeted food cost, profit contribution and an eye for consistent execution.

9. Menu item Selection The menu development process includes the identification and selection of menu items to place on the menu This process must consider the target market and the brand identity!

10. Menu item selection While the menu is the central document that dictats what is to be done in any foodservice operation, it is completely dependant on the people for its fullfillment. It controls and directs but it can not act. The menu developer almost never has a free hand in developing the menu.

11. Menu item selection Constrains in the development are: -Customers -Concept -Suppliers -Facilities, equipment -Labor -Financial considerations Personal aversions of a chef for specific food items should not affect the menu item selection

12. The Menu Equipment and Facilities Labor skill and retainment Profit and financial constrains Product availability Seasonal considerations Customer expectations Location of the establishment Ethnic and religious consideration s The perfect Menu Food trends and new technologies

13. Number of Menu Items Regardless of the number of dishes on the menu, statistically sales will be concentrated on 8 – 12 dishes. Therefore an a la carte menu should consist of a maximum of 20 to 25 items which should be distributed as follows: 6 - 8 Appetizers 2 - 3 Soups 10 – 12 Main Courses 4 – 5Desserts Advantages of a limited a la carte menu: Reduce food cost better quality consistency regular food inventory turn over less confused customers You are in the Business to sell food not to store it

14. Menu psychology The menu has been called the most effective sales and marketing tool available to the restaurant operator. Evaluate what can best favor your interest and still please your customer Various strategies can be applied in the menu design to enhance sales and profit: Favor items that require the least labor and work, thereby saving labor cost Favor unique or special dishes Favor the items that have the largest contribution margin Menu marketing and management p. 42 - 46

15. Menu psychology Once the favored items have been determined, their layout on the menu is crucial to maximize sales. You will have to consider several points in designing your menu; Placement on the page Use of graphics Use of different type

16. Menu psychology Placement on the page The favored items should be placed in the most noticeable locations where customers eyes naturally focus.

17. Menu psychology Focus Areas and scanning sequence on a Menu Page The beginning and the end of a list are more memorable than the middle of a list

18. Menu psychology Use of graphics Graphics can be used to draw attention to the item you want to sell. Reinforce your brand by placing the logo next to the item you want to sell Surround the favorite items with a box Drawings and photos should be avoided

19. Menu psychology Use of different Type Different color types can be used to highlight the items you want to sell Bold type or unusual typefaces, if used carefully, can also draw attention.

20. Menu layout and design For the menu to be an effective communicator and sales tool, solid principles of layout should be applied: The overall look of the menu should be appealing, not dirty or greasy. The cover of the menu should reinforce the restaurants décor and be thematically consistent. The cover should include the logo and/or name of the restaurant. The cover (or typically the back cover) is often used to provide information such as the address, telephone number, e-mail address. Menu marketing and management p. 46 - 50

21. Menu layout and design Readability Once the customer opens the menu he should be able to read it Use simple language Easy readable typeface and size Uncluttered Tidy (space) Easy understandable

22. Menu layout and design The size and shape of the menu should be such that the customer can handle the menu easily; Menu format: Single page Two – panel Three – panel Multipage Blackboard (slate) Door knob menu

23. Menu layout and design Menu categories:  Appetizers Cold appetizers Hot appetizers Salads Soups or Appetizers (including cold and hot appetizers) or Appetizers and Soups or Appetizers and Salads  Main Course Main course (including fish, seafood, meat, poultry etc.) with assigned vegetables and starch Fish and Seafood with assigned vegetables and starch Meat and Poultry with assigned vegetables and starch  Side Dishes If main courses are listed without assigned vegetable and starch  Dessert

24. Menu layout and design Type sizes: The name of the dishes are best printed in at least 12 Points while the description should be no less then 10 points. It also depends on the lightning of the restaurant A large print version for visual impaired guest can be made available. Best use lowercase letters only with the exception for beginning of the line, country names and names

25. Menu layout and design Typeface: Should support the theme of the restaurant Clarity and readability must take precedence over creativity

26. Menu layout and design Type weight: Normal or medium – weight type is easiest to read on a menu Color: Strong contrast should exist between the background paper and the print. Black ink on white or light cream paper offers a good contrast. Other colors may support the brand identity, but should be selected carefully. Use colors that reflect the characteristics of the Restaurant or food outlet

27. Menu writing The primary objective of your menu is to clearly communicate intended visual and narrative messages to customers. stimulate imagination sufficient information So they can make purchase decisions If customers are able to imagine each menu item, then they can quickly filter out those ones that they don’t like, and are now left with potential choices.

28. Menu writing You must use language, graphics, and menu design in a calculated and thoughtful manner. Every word has the power to raise sensory images in your customers’ minds. Don’t present surprises that are not expressly communicated. Do not substitute ingredients: food allergies, sensitivities, religious

29. Menu writing Do not use negative language or reprimand customers “We are not responsible for fish cooked beyond medium doneness” “No substitutions” You should avoid the use of dollar signs ($) if possible. You should consider avoiding the use of the words dollar or dollars. Your menus should reinforce your guest’s decisions to return to and build confidence and comfort in your restaurant.

30. Menu writing Truth in menu Providing accurate information is not only a strategic objective, is also a legal requirement. Menu claims involving portion size, place of origin, preparation methods, qualitative attributes (“homemade,” “fresh”, “aged,” etc.) and health-related benefits must not mislead customer- purchase decisions.

31. Menu Writing Truth in Menu Pure vanilla - pure is pure Grilled - not grill marked and finished in the oven Homemade - home-style or house-made Smoked Wild Scottish Salmon – wild, caught from Scotland “World’s Finest” and “Award Winning”- The award needs to be real Dijon mustard accepted as a style, not an origin Quarter pounder w/ Cheese …4 oz. at the beginning of cooking

32. Menu writing Simple terminology and description which can be understood by the customer. Do not exaggerate nor use superlative words, this often leads to disgruntled customers, when what they actually received did not meet their expectation. No fantasy names, no more “a la …” Classical names of menu dishes should be omitted Tournedos Rossini Sauce Robert

33. Signature items & Specialties Critical for the success of any restaurant and a criterion for a good menu is the establishment of the house special or signature item. Develop items for the restaurant that are unusual, unique or superior in quality to what your competition is doing Devise your specials or signature items and let your customer know through menu listing or verbal recommendation. Is a dish that cannot be easily duplicated by competitors and/or prepared at home

34. Signature Item A signature item is a dish that : – is specifically developed by or for your establishment – is always served in your establishment and for which you are known – can be distinguished by its quality, preparation method, service method or the presentation of food. When this item is served you want to draw the attention of other diners in the dining room to it. In any case it should give the diner an unique experience. Most signature items are classical dishes that are developed through special preparation methods or service styles.

35. Specialties Are dishes that are served on irregular basis from products that are either: in good supply need to be used from the inventory seasonal available exceptional in profit margin Should be limited to 2 – 3 items

36. Review; Answer the following questions…… 1.Why is the menu item selection crucial for a food service establishment? 2.What are the constrains in the menu development? 3.What do you have to consider in the development of the perfect menu? 4.What colors and shapes you would use for the menu? 5.What are the advantages of a menu with restricted choice of dishes? 6.What are the differences between signature & specialty items?

37. Assignment Design an a la carte menu with the following criteria's; Mediterranean restaurant with 80 seats The Restaurant’s cliental are middle class families 80% are normal customers and 20% are vegetarians The Restaurant is catering for lunch and dinner 5 days / week the restaurant operates with: Kitchen; 1 Executive chef, 1 Sous-chef, 3 Chef de partie, 2 Commis, 2 Apprentice Service: 1 Patron, 2 Chef de service, 3 waiters, 2 Apprentices The color scheme of the Restaurant is Brown, orange and lime green