• Things to Consider When Planning a Menu

• Types of Menus

• Know Thy Guest

• 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.

• 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.

Can you produce the items?Can you serve the items correctly – and

profitably?

• 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

• Product Availability/Consistency– Fresh ingredients may cost a premium in off

season– Consider offering “specials” as availability

changes

• Type of Equipment– Extensive menus require more equipment

– Consider equipment that multi-tasks

– Be cautious when purchasing new equipment

– Learn to cook on anything

• 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

• 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

• Guest Desires

– Ever-changing tastes

– Changing dietary trends

– Changing economy

– Food show influences

• 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

• 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?

• 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)

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

– 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

• 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)

• 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

• 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

• 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

• 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.)

• Special Menus– Drink List– Dessert Menu– Room Service Menu– Catering Menu