1. Chapter
The Menu

2. Menu Trends Menu items from other countries.
Vegetables (meatless entrées).
Self-contained foods (wraps and calzones).
Focaccia and flavored breads.
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3. Menu Pattern
An outline of the menu item categories for each meal (appetizers, entrées, and desserts).
Number of menu item choices in each can vary according to the goals of the foodservice operation.
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4. Menu Structure Issues to consider in menu structure:
Location of foodservice
Name of the foodservice (what it says to a customer)
Primary target audience
Menu priorities
Capabilities of the staff
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5. Menu Structure (cont.) Balancing labor & food cost is challenge
Menu planner concerns:
Adding variety to seasonal menus
Keeping cycle menus exciting
Offsetting high-priced items with low priced
“Grazing” – eating small amounts of food throughout the day
Grazing = flexibility + frequency + food
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6. Breakfast and Brunch Breakfast
Fewer people eat breakfast than lunch or dinner, accounts for ~20% of daily restaurant traffic.
Commercial and on-site foodservice operations usually offer traditional breakfast items and light and healthful options.
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7. Breakfast and Brunch (cont.)
Mid- to late-morning meal.
Combo of breakfast & lunch type items.
Commonly served on weekend or catered events.
On-site foodservice operations may serve brunch in lieu of both breakfast & lunch on weekends and for special occasions.
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8. Lunch Difficult meal to deliver to customers.
More complicated than those served at breakfast.
Must be produced faster than dinner items.
Meal most eaten away from home.
60% of individuals consume a commercially prepared meal at least once a week.
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9. Lunch (cont.) Lunch-to-go Quickly growing trend for workers.
Must travel well.
Cheap and fast.
Packaging, while adding cost, is secret to successful lunch-to-go program.
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10. Lunch (cont.) Catering Remains one of the big profit makers.
Time is most important factor (usually part of the contract).
Offered by many restaurants.
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11. Catering ©2004 Pearson Education, Inc.
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12. School Lunch
The goals of the USDA School Meals Initiative (SMI) for Healthy Children are:
Incorporate culinary principles of taste & presentation
Incorporate regional, cultural, ethnic, & other preferences
Provide safe meals for children
Make meals accessible to all children
Reinforce classroom nutrition education
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13. School Lunch (cont.)
Increase appreciation for food origins, cultural food history, variety of foods, and relationship to environment and agriculture
Support & teach principles of “social meal”
Educate in preparation & service of healthy, economical meals
Serve in encouraging environment with adequate time for meal service
Link with school nutrition policy promoting healthy food choices throughout the school
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14. School Lunch (cont.)
Schools can choose one of four systems for their menu planning:
Enhanced Food-based menus
NuMenus (Nutrient Standard Menu Planning)
Assisted NuMenus (Assisted Nutrient Standard Menu Planning)
Traditional Food-based
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15. Dinner Traditionally includes entrée, potato, vegetable, & salad
Supper – lighter or late evening meals, menu similar to breakfast, brunch, lunch
Menus getting shorter, but appetizer section is getting longer
Ethnic cuisines impact menus
Desserts commonly included on menu
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16. Factors Affecting Menu Planning
Customer satisfaction.
Producing menu items at an acceptable price.
Government regulations.
Management decisions.
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17. Customer Satisfaction
Sociocultural factors – customs, norms, values, and demographic characteristics.
Food Habits and Preferences
Small-scale surveys
Formal and informal interviews
Observations of plate waste
Customer comment cards
Recording of menu selections
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18. Nutritional Influence
Should be a primary concern for planning menus.
Motivated by increasing public awareness of the importance of nutrition.
Food Guide Pyramid
Most on-site foodservice operations have registered dietitian or consultant for nutritional aspects of menu planning.
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19. Food Guide Pyramid ©2004 Pearson Education, Inc.
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20. Aesthetic Factors Includes: Flavor Texture Consistency Color Shape
Combinations of foods
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21. Government Regulations
Menus will be impacted by local, state, and/or federal regulations.
Required to meet menu planning guidelines, if receive state and/or federal funding.
Required to plan meals in advance for periodic review by state or federal reviewers.
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22. Management Decisions
Food Cost – include both raw and prepared food costs for each menu item.
Production Capability – skill of personnel and layout of the facility.
Type of Service – holding capability and amount of employees.
Availability of Foods – improvements in transportation make foods available.
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23. Menu Planning Responsibility of team rather than an individual.
General Considerations:
Quantity.
Quality.
Price.
Brand names.
Product identification.
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24. Menu Planning General Considerations (cont.) Points of origin.
Merchandising terms.
Means of preservation.
Food preparation.
Verbal and visual presentation.
Dietary or nutritional claims.
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25. Planning Process
General principles applicable to on-site and commercial foodservice operations
More variety needed in on-site foodservice
Person eating out often goes to restaurant for particular menu item
Do not want change every day or week
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26. On-site Foodservice Operations
Steps in Menu Planning:
Plan dinner meats or other entrées for entire cycle.
Select luncheon entrées or main dishes, avoiding those used on dinner menu.
Decide on starch item appropriate to serve with entrée.
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27. On-site Foodservice Operations
Steps in Menu Planning (cont.):
Plan desserts for both lunch & dinner.
After luncheon & dinner meals have been planned, add breakfast & any others.
Evaluate if clientele, government regulations, & managerial considerations have been met.
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28. Commercial Foodservice Operations
Systematic approach to menu planning.
Conduct a market study
Perform a competitive analysis
Interview restaurant critics/reviewers
Attend food shows
Develop a unified theme
Include current trends
Analyze nutritional content
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29. Commercial Foodservice Operations
Systematic Approach (cont.)
Ensure variety and balance of menu items
Price menu accurately
Check on availability of food products
Match menu with skill level of kitchen personnel & balance production stations
Control labor costs
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30. Commercial Foodservice Operations
Systematic approach (cont.)
Increase sales with menu merchandising of appetizers and desserts
Test recipes and make adjustments
Standardize recipes
Conduct taste testing
Establish garnish, plating, & portion standards
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31. Menu Pricing One of the most difficult decisions management makes
Covers cost of food, labor, additional operating costs (rent, energy, promotional advertising)
Includes perception of value and competition
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32. Pricing Methods Factor Pricing Prime Cost Actual Cost
Raw food cost x pricing factor = menu sales price
Prime Cost
Raw food cost & direct labor cost of employees involved in preparation of a food item but not service.
Actual Cost
Actual food cost – actual labor cost + other variable cost + fixed cost + profit
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33. Pricing Psychology
Odd-cent pricing – creating an illusion of a bargain.
Price ends in an odd number ($4.75).
Price ends in a number other than zero ($4.77).
Price is just below zero ($4.99)
Pricing by the ounce – customers weigh their own portions.
Two-tier – upscale amenities & menus for patients willing to pay for special items or service.
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