The Menu
Unit goals: Students will be able to identify the parts and type of
a menu; analyze how the menu functions as the restaurant’s
game plan; explain the pricing methods of menu items; describe
six factors to consider when planning a menu; explain the role of
standardized recipes in food production
Unit Assessments: Using their knowledge, skills and resources
students will work in small groups to plan a an appropriate menu
that would be suitable for the given restaurant concept and target
market; A summative assessment Unit test
The Menu
Menus are restaurants game plans; it must reflect the concept of the
restaurant and vice versa as well. The menu influences every step of a
food-service operation. The concept is based on what the guests in the
target market expect; the menu must satisfy or exceed their expectations.
The responsibility for developing the menu begins with the chef and owner
of the restaurant. It may include the cooks and servers, dietician too.
Food quality is ranked above cleanliness, service, & value according to
Restaurants and Institutes Magazine survey.
Menu Terms:
Appetizer a small portion of food served before a meal
Entrée - the main course of a meal; there should be at least 8 entrees
on the menu
Side dish a portion of food that goes with the entrée
Condiment something added to the food to make it taste better
Daily Special – special addition to a menu, often clipped onto the
menu, advertised via a card tent on the table or explained by the
server
Four challenges face today’s restaurateurs
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providing tastier presentations
offering healthier food options
pleasing savvy customers
creating flavors that are nothing short of extraordinary
Things to consider when designing a menu
Capability and Consistency
The capability of the chefs and cooks to produce quality, quantity
consistently is a basic consideration. The use of standardized recipes and
cooking procedures will help to ensure consistency. The menu complexity
and number of people in the kitchen also affect capability and consistency.
Standardized recipes are well tested lists of quantities of ingredients and
simple step-by-step method so that anyone with basic cooking skills can
produce a consistent quality product. The yield or number and size of
servings are also indicated. Standardized recipes increase staff efficiency,
eliminate errors in food orders and also waste.
(product name)
Johnny Applecake
(ingredient list & quantity)
1 box yellow cake mix
2 eggs
21 ounce can of apple pie filling
Whipped cream for topping
(preparation procedures)
(cooking temperature) Preheat oven to 350F. Mix all three
ingredients together in a large bowl. Pour the batter into a
greased (equipment) 13” x 9” x 2” pan. (cooking time) Bake for
30 minutes. Serve topped with whipped cream. (yield &
portion size) Yield- 12 2”x3” portions
Equipment
Proper equipment must be installed in an efficient layout in the kitchen.
There should be a systematic flow from receiving to guests. Overuse of one
piece of equipment should be avoided. Equipment is often secured after
the menu is developed.
Availability of ingredients
A constant reliable source of supply at a reasonable price must be
established and maintained. High-quality, fresh ingredients make a highquality product. Fresh is important! Some items are seasonal so seasonal
menus accommodate this change in availability. Also natural disasters such
as hurricanes and droughts can affect the availability.
Price
The customer perception of price-value relationship is critical. You must
create a sense of value. To do this increase the perception of the value of
what you are providing and lower the price you charge.
Menu specific traits of price-value
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amount of product (portion size)
quality of product
reliability/consistency of product
uniqueness of product
Restaurant specific traits of price-value
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service and convenience
comfort of dining experience
consistency of service
tie-in offers or freebies included with the purchase
The concept and target market determine the range of menu prices. Also,
what the competition is charging for similar items is important. All costs
such as food, labor, operating expenses and profit, must be factored into
price as well.
Menu Pricing Strategies
 comparative: prices are based on what competition is charging; this
is a high risk method
 price the individual items: based on costs and expected revenue;
this is moderate to low risk method
 psychological pricing: based on how a customer reacts to menu
prices, $5.95 is more appealing than $6.00. The move to a higher
dollar category is not as favorable as moving within a dollar
category, ie. $12.25 to $12.95 is more acceptable than $12.95 to
$13.25. This is a moderate risk method.
Nutritional value
Customers want lower fat, lower sodium; healthier preparation methods.
Vegan and gluten-free dishes are becoming more in demand. Specific
ingredients known to cause allergic reactions need to be identified as well.
Contribution margin
How much profit margin can be obtained from the item? $5 steak sold for
$10.95 yields $5.95 profit.
Flavor – the sum of the sensory experiences people have when food
enters their mouth- aroma, taste, texture, sight and sound!
The American palate is diverse and ever-changing. Ethnic flavors and
cooking methods are popular. Use of words like: aromatic, spicy, tangy,
crispy, marinated, sizzling add to the guests’ perception and desire for the
product.
Truth & Accuracy in Menu
By state law, restaurants must be accurate and truthful when describing
dishes on the menu.
Things that must be accurate:
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Brand names
dietary and nutritional claims
quantity
location of ingredients
quality or grade
proper cooking techniques
pictures
descriptions of food products
Kid’s Menus
Restaurants that cater to families often have separate kid menus that are
bright in color, rich with illustrations and humor, perhaps even puzzles and
games. Menu items should be familiar to children.
Menu Items
Items selected will depend on the type of restaurant. The number of items
and range is critical and must be balanced. Too many items complicate the
demands on the kitchen, too few bore the customers. Adding a new menu
item can be risky. Often large chains will do extensive research before
adding a new item to its menu. A smaller restaurant can offer a new item
as a special; if successful then add the item to the menu.
Appetizers and soups should be interesting but not filling and presented
well because it is the first impression of the food to come.
Lunch and Dinner menus
Lunch guests often have 45 minutes - start to finish, and demand lunches
below the $10.00 price point. Dinner guest often have residence time of 90
minutes, want larger portions and more menu choices
Menu Types
A la carte –each food and beverage item is priced and served
separately
Semi-a la carte – appetizers and desserts priced separately. Entrees
include a salad or soup, potato or rice, vegetable and possibly a
beverage.
Table d’hote – pricing method in which a complete meal is offered at
a set price
Du jour menu – “of the day”
Cycle menus - provide some variety for people who eat in the same
place every day. Foods change daily for a set period of time, at the
end of that period of time, the menu repeats itself. Cycles are usually
7, 10, 14 or 28 days long. KHS cafeteria is a cycle menu –Gumbo
Wednesday
Fixed menu - a menu in which the same foods are offered every day.
Hybrid – a menu that is a combination of two types of menus
Menu Design
Colors, lettering, paper and wording all convey a message to the customer.
Menu items are presented or listed in the order they are consumed. The
three most common menu formats are: menu boards, spoken menus and
printed menus.
Menu board – menu is written and displayed for all customers to see; fast
food restaurants, casual dining ie. Panera Bread
Spoken menus – server lists and describes the menu to the customer, no
printed menu is used
Printed menus- these range from paper with printed menu on one side
and nutritional values or games/puzzles on the other side to a menu in a
fancy folder or laminated stapled folder.
Overall Menu Checklist
Menu Influences
Eating trends
costs
target customers
Type of food served
equipment
skill of workers
Fixed cycle
Cycle menu
A la Carte menu
Semi A la Carte menu
Table d’hote menu
du jour menu
font colors & size
style of lettering
Culture/competition
Menu Type
Hybrid menu
Menu Style and Design
Cover design
Weight & type of paper
reflect the ambiance of the restaurant
Pictures, graphics and icons
focal point is center of the page
Menu Format
Printed menu
Menu board
Spoken menu
soups/salads
entrées
Menu Categories
Appetizers
Accompaniments/sides desserts
beverages