1. Chapter 1 Menu Planning What Kind of Stuff Should I Sell?

2. Things to Consider When Planning a Menu
Chapter Outline
Things to Consider When Planning a Menu
Types of Menus
Know Thy Guest

3. Learning Objectives
Identify what influences what a foodservice operation sells.
Identify the categories of menu misrepresentation.
Be familiar with the many types of menus that foodservice operations use.

4. Learning Objectives
Design a menu that meets the needs of the operation, works within the operation’s constraints, and contains no areas of misrepresentation.
Develop menu items that address consumers’ desires.

5. Things to Consider When Planning the Menu
Can you produce the items? Can you serve the items correctly – and profitably?

6. Things to Consider When Planning the Menu
Restaurant Layout and Design
New restaurants are flexible: control over design and location can reflect initial menu
Existing locations offer challenges:
Does design reflect menu changes?
Will the facility support the new equipment required for menu changes
Changes in beverage options usually not an issue

7. Things to Consider When Planning the Menu
Product Availability/Consistency
Fresh ingredients may cost a premium in off season
Consider offering “specials” as availability changes

8. Things to Consider When Planning the Menu
Type of Equipment
Extensive menus require more equipment
Consider equipment that multi-tasks
Be cautious when purchasing new equipment
Learn to cook on anything

9. Things to Consider When Planning the Menu
Storage
Never enough space
Extensive menus require many ingredients
Options
Rent expensive storage space
Find vendors who will make frequent, even daily deliveries
Reduce items on the menu

10. Things to Consider When Planning the Menu
Labor
Do your employees have the skill sets to produce the menu items?
Can you balance the labor costs with sales?
Options
Convenience foods
Fewer, less ambitious menu items

11. Things to Consider When Planning the Menu
Guest Desires
Ever-changing tastes
Changing dietary trends
Changing economy
Food show influences

12. Things to Consider When Planning the Menu
Food and Beverage Trends
Know what’s hot, and whether it is a trend (long-running) or a fad (short-lived)
Trends include décor, style of service, hours of service
Pay attention to every detail

13. Things to Consider When Planning the Menu
Truth in Menu
Don’t mislead people
National Restaurant Association’s 11 categories of misrepresentation to be avoided:
Quantity – should perhaps list actual weights or volume
Quality – be accurate
Price – Are beverage refills free?

14. 11 categories of misrepresentation to be avoided (cont.)
Brand Name – Don’t print “Jello” if it’s a no-name gelatin
Product Identification – Maple syrup or maple- flavored syrup?
Point of Origin – Does your beef really come from Colorado?
Merchandising Terms – be careful
Preservation – Fresh means never bottled, dried, frozen or canned

15. 11 categories of misrepresentation to be avoided (cont.)
Means of preparation – Is the patty grilled or broiled? (health issue for some)
Illustrations/graphics – Forget it
Nutrition – Nutrition labeling is coming, be prepared and be accurate

16. Types of Menus What Food is Available, and When
Meal Part (Day Part) Menu – specific menu for time of day or meal
Cycle Menu – a permanent limited menu with changing specials (e.g., pasta on Monday, salads on Tuesday)
Daily Menu – printed menu with standard offerings and daily specials (special occasion menu)

17. Types of Menus What Food is Available, and When (cont.)
Limited Menus – offer a limited number of items
Downtime Menu
Early-bird Menu
Night-owl Menu

18. Types of Menus Limited Menu (cont.) Casual Menu
Most typical of limited menus
Not priced as low as down-time menu
Offers a larger selection than down-time menu
Good for places with small kitchens and large dining rooms or lounges where speed is important

19. Types of Menus
Pricing
A la Carte Menu – every item is priced individually; no value means or combination plates
Fixed-price Menu – one price for a set meal or combination of food and beverage items (also known as prix fixe, all-inclusive, table d’hote, taster, d’gustation or chef’s tasting and paired wines menus)

20. Types of Menus Pricing (cont.)
Café Menu – reduced-priced, limited menu used in an area away from the main dining area
Variation: Sunday Supper Menu – usually includes a few choices at a fixed price. Designed to create business at an otherwise slow time

21. Types of Menus Menu Formats
Tabletop Menu (tabletop display, table tent)
Menu Board (Chalkboard) – may feature take-out items
Verbal Menus – verbal list of the day’s specials

22. Types of Menus Menu Formats (cont.)
Interactive Menu – guests may mix and match orders (e.g., type of sauce, type of pasta, etc.).
“Bingo” Catering Menu – client picks items from a number of columns to create customized menu for an event
Computerized Wine List – guests enter entrée choices into hand-held or tabletop computer and receive wine recommendations

23. Types of Menus Menu Formats (cont.)
Chef’s Menu – “Oh, let the chef order for me.”
Options
Ask for advance notice from the guest as to preferences and have them prepared (see “drawbacks” below)
Select special items from the menu
Put something special together that is not on the menu (Drawbacks: requires knowledge of costs, knowledge of available wines for pairing, etc.)

24. Types of Menus Special Menus Drink List Dessert Menu Room Service Menu
Catering Menu