Menu Planning objectives
Meet or exceed guest expectations
Attain marketing Objectives
Meet quality standards
Be cost effective
Be accurate
Balance tradition and Innovation
Match available equipment/facilities
Ten Commandments of Menu Design
 Speak Plainly
 Say what is important
 Be descriptive
 Say it correctly
 Describe accompaniments
 Less is More
 Maintain a sense of perspective
 Spell Correctively
 Punctuate appropriately
 Follow rules of good Typography
Knowing your operation
 Theme or cuisine- An ethnic restaurant has a very different menu
than a family-oriented or quick-service chain restaurant.
 Equipment- A menu planner must know the types and capacities of
equipment in the kitchen.Menu planners can choose a wider variety of
menu items if there is equipment on hand for baking, steaming , broiling ,
frying etc.
 Personnel-The number of employees and the skills of these employees
will help determine what menu items can be placed on the menu.
 Quality Standards- Every item on the menu has to meet the
operations quality standards.
 Budget-Menu planners must recognize financial constraints when
planning menu’s.
Menu balance
Once all the items have been selected , the menu should be reviewed
for business , aesthetic and nutritional balance.
 Business balance- it refers to the relationships between the
food costs, menu selling prices, the popularity of items, and
other financial and marketing considerations.
 Aesthetic balance – the degree to which meals have been
constructed with an eye to the colours , textures and flavours
for foods.
 Nutritional Balance- has historically been more important for
non commercial and commercial food service operations than
for commercial properties.
MENU DESIGN
 A well designed menu complements an operation’s
overall theme, blends in with the interior décor ,
communicates with guests, and helps sell the
operation as well as its menu items. The headings
and descriptive copy informs guests about menu
items and help increase sales. The layout of the
menu include the right sequence , placing the
menu items names and descriptive copy ,
determining the menu’s format , choosing the right
typeface , sequence , placement and formatting.
Evaluating Menu
No matter how well planned and designed , a Menu should
be evaluated periodically.
 Have the guests complained periodically
 How does the menu compare with those of competitors.
 Are menu items prices well, is there enough variety in
the menu.
 Is the design of the menu readable, easy to understand.
 Does the paper match the restaurant’s theme and décor.
 Are they easy to maintain.
 T.hey are the face off the menu establishment so they
need to be used carefully.
 A good menu followed be good service and food decides
the fate of the restaurant.