1. MENU PLANNING AND DEVELOPMENT (HTF255)

2. Chapter 1
INTRODUCTION TO MENU

3. 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

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

5. 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.

6. 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.

7. PURPOSE OF MENU
Source of information
Marketing tool
Selling tool

8. Menu as a Source of information1
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.

9. 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

10. 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.

11. 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.

12. 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

13. 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.

14. 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.

15. 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

16. 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.

17. 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?

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

19. 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.

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21. REFERENCES

22. THE END… THANK you…