Menu Planning What Kind of Stuff Should I Sell

Chapter 1Menu PlanningWhat Kind of Stuff Should I Sell?Chapter Outline Things to Consider When Planning a MenuTypes of MenusKnow Thy GuestLearning ObjectivesIdentify 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.Learning ObjectivesDesign 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.Things to Consider When Planning the MenuCan you produce the items?Can you serve the items correctly – and profitably?Things to Consider When Planning the MenuRestaurant Layout and DesignNew restaurants are flexible: control over design and location can reflect initial menuExisting locations offer challenges:Does design reflect menu changes?Will the facility support the new equipment required for menu changesChanges in beverage options usually not an issue Things to Consider When Planning the MenuProduct Availability/ConsistencyFresh ingredients may cost a premium in off seasonConsider offering “specials” as availability changesThings to Consider When Planning the MenuType of EquipmentExtensive menus require more equipmentConsider equipment that multi-tasksBe cautious when purchasing new equipmentLearn to cook on anything Things to Consider When Planning the MenuStorageNever enough space Extensive menus require many ingredients Options Rent expensive storage spaceFind vendors who will make frequent, even daily deliveriesReduce items on the menuThings to Consider When Planning the MenuLaborDo your employees have the skill sets to produce the menu items?Can you balance the labor costs with sales?OptionsConvenience foodsFewer, less ambitious menu itemsThings to Consider When Planning the MenuGuest DesiresEver-changing tastesChanging dietary trendsChanging economyFood show influencesThings to Consider When Planning the MenuFood and Beverage TrendsKnow 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 detailThings to Consider When Planning the MenuTruth in MenuDon’t mislead peopleNational Restaurant Association’s 11 categories of misrepresentation to be avoided:Quantity – should perhaps list actual weights or volumeQuality – be accuratePrice – Are beverage refills free?11 categories of misrepresentation to be avoided (cont.)Brand Name – Don’t print “Jello” if it’s a no-name gelatinProduct Identification – Maple syrup or maple-flavored syrup?Point of Origin – Does your beef really come from Colorado?Merchandising Terms – be carefulPreservation – Fresh means never bottled, dried, frozen or canned11 categories of misrepresentation to be avoided (cont.)Means of preparation – Is the patty grilled or broiled? (health issue for some)Illustrations/graphics – Forget itNutrition – Nutrition labeling is coming, be prepared and be accurateTypes of MenusWhat Food is Available, and WhenMeal Part (Day Part) Menu – specific menu for time of day or mealCycle 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)Types of MenusWhat Food is Available, and When (cont.)Limited Menus – offer a limited number of itemsDowntime Menu Early-bird Menu Night-owl Menu Types of MenusLimited Menu (cont.)Casual MenuMost typical of limited menusNot priced as low as down-time menuOffers a larger selection than down-time menuGood for places with small kitchens and large dining rooms or lounges where speed is importantTypes of MenusPricingA la Carte Menu – every item is priced individually; no value means or combination platesFixed-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)Types of MenusPricing (cont.)Café Menu – reduced-priced, limited menu used in an area away from the main dining areaVariation: Sunday Supper Menu – usually includes a few choices at a fixed price. Designed to create business at an otherwise slow timeTypes of Menus Menu FormatsTabletop Menu (tabletop display, table tent) Menu Board (Chalkboard) – may feature take-out itemsVerbal Menus – verbal list of the day’s specialsTypes 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 eventComputerized Wine List – guests enter entrée choices into hand-held or tabletop computer and receive wine recommendationsTypes of Menus Menu Formats (cont.)Chef’s Menu – “Oh, let the chef order for me.”OptionsAsk for advance notice from the guest as to preferences and have them prepared (see “drawbacks” below)Select special items from the menuPut something special together that is not on the menu (Drawbacks: requires knowledge of costs, knowledge of available wines for pairing, etc.)Types of Menus Special MenusDrink ListDessert MenuRoom Service MenuCatering Menu