MENU PLANNING
CLM 160- Section: [Insert]
[Insert other course information (optional): blended, honors]
Credit Hours: 3.00
Lab Hours: 0.00
Lecture Hours:
3.00
IAI Core:
IAI Majors:
Semester: [Insert]
Course Begins: [Insert]
Course Ends: [Insert]
Days: [Insert]
Times: [Insert]
Room: [Insert]
Instructor:
[Insert]
Email: [Insert your @mchenry.edu email address or LMS information]
Phone: [Insert]
Office Hours: [Insert]
Office Location: [Insert]
Other Contact Information: [Insert]
Website (optional): [Insert]
Required Course:
Textbook(s): [Insert]
Supplies (if desired): [Insert]
Course Description:
Menu Planning is designed to cover all aspects of menu planning including marketing, nutritional needs,
menu layout and design, writing the menu, menu pricing, menu analysis, kitchen staff capabilities and the
menu as a management tool.
Course Note: This course requires intermediate reading and intermediate writing skills.
Course Prerequisite: CLM 100 with a grade of C or higher.
Section Notes:
[Insert if applicable]
Course Objectives:
1. Factors That Impact Menu Item Selection
A. Define foodservice terms related to menus.
B. Identify elements of the marketing environment.
C. List factors that impact menu item selection.
D. Select menu items.
E. Discuss the impact of internal concerns when selecting menu items.
2. Meeting Nutritional Needs and Food Preferences of Customers
A. Outline the factors that influence food item selection by customers.
B. Identify the sources of carbohydrates, proteins, and fats on the menu.
C. Provide nutritional information to customers.
D. Identify preparation and cooking methods that preserve nutrients in quantity cooking.
E. Recognize the various types of vegetarian diets.
F. Identify procedures for preparing food items for customers with allergies.
3. Menu Layout and Design
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A. List and describe the purposes of a menu.
B. Explain how the menu communicates and reinforces the foodservice operation’s brand.
C. Explain how the menu reinforces marketing.
D. Explain how the menu is a powerful sales tool.
E. Explain how the menu can guide customers to select desired items.
F. Explain how to use menu layout and pricing psychology to influence customer purchases.
G. Explain the principles of menu layout and design.
Menu Pricing
A. Explain the meaning of price and its use in strategic marketing.
B. Describe the impact of the external environment on price.
C. Outline a variety of pricing strategies used by an organization.
D. List, compare, and contrast basic pricing methods.
E. Explain methods for pricing employee meals.
F. Explain the relationship of gross profit margin and profitability to pricing menu items.
The Alcoholic Beverage Menu
A. Identify and list ways to present a liquor menu.
B. List and describe typical elements of wine and spirits lists and the methods used to
merchandise them.
C. Categorize and describe spirits, beers, ales, liqueurs, and cordials.
D. Price the beverage menu.
Menu Item Sales Performance Analysis
A. Analyze menu item sales performance.
B. Calculate sales volume percentage and sales dollar percentage.
C. Define profitability and target contribution margins.
D. Analyze and evaluate the menu using item counts, subjective evaluation, popularity
indexes, contribution margin and day-part information.
Menu Sales Mix Analysis
A. Perform a menu sales mix analysis.
B. Describe other purposes for a menu sales mix analysis.
C. Determine menu items’ popularity.
D. Determine menu items’ profitability.
E. Classify menu items as stars, plow horses, puzzles or dogs.
F. Change the menu based on the results of the menu sales mix analysis.
Know Your Customer
A. Explain the difference between demographic studies and feasibility studies.
B. Describe how competition can influence a restaurant’s menu listings.
C. Differentiate between the popularity of certain foods among age groups, ethnic origins,
education, occupation and income.
D. Explain the difference between fads and trends and how to use them to advantage.
Costs
A. Develop a cost card from a standardized recipe including a conversion of invoice costs
into recipe costs.
B. Describe the difference between AP (as purchased) and EP (edible portion).
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C. Calculate the cost of a complete meal.
D. Calculate the cost of a salad bar or an “all you can eat” buffet.
Menu Analysis
A. Analyze a menu for profitability.
B. Apply menu engineering to menu analysis.
C. Apply menu scoring methods to menu analysis.
Menu Content
A. Identify the categories that are used on menus and differentiate when each is used.
B. Explain the criteria that are used to determine specific menu listings.
Writing the Menu
A. Explain the importance of utilizing descriptive terminology to explain and sell menu
listings.
B. Explain the importance of accurately-described menu listings.
C. Explain the eleven sections of the Accuracy in Menu position paper adopted by the
National Restaurant Association.
Menus, Restaurants and Marketing
A. Explain the difference between marketing and sales.
B. Define the 4 P’s of marking – place, product, price and promotion – and how they relate
to restaurant operations.
C. Detail the role of public relations and publicity in a restaurants marketing plan.
Quick Service Menus
A. Discuss how simplicity impacts a quick service menu.
B. Explain how speed, holding qualities, packing and minimum handling of products are
important to menu planning.
C. Explain the importance of standardization of menu items.
D. Describe the role of test marketing in menu selection for quick service operations.
E. Explain how the menu interrelates to other facets of the quick service industry such as
concessions, delis, drive-thrus and delivery.
Family-Style Restaurant Menus
A. Explain the primary structure for family-style restaurant regarding pricing, staffing and
complexity of listings.
B. Describe the importance of variety and balance in family-style restaurant menus.
C. Generate menus that have familiar listings as well as innovative and cutting-edge listings.
Theme, Ethnic and Fine Dining Menus
A. Differentiate the characteristics of theme, ethnic and fine dining restaurants and their
respective menus.
B. Utilize descriptive terminology to influence the success of a theme, ethnic or fine dining
menu.
C. Describe the elements of menu cover design that are critical to tying together the theme
of the restaurant.
Banquet Menus
A. Explain the function of the sales department.
B. Describe how banquets are package for selling
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C. Describe the elements of a function sheet.
D. Explain how to differentiate between banquet menus and show menus.
18. Buffets
A. Describe the advantages that a buffet offers over a traditional menu.
B. Describe how visual appeal takes the place of descriptive terminology.
C. Explain the importance of line movement and table placement.
D. Describe how to set up buffet tables to control costs.
E. Describe the different types of buffets.
19. Cafeteria and Cycle Menus
A. Explain how to use various time frames for cycle menus.
B. Explain how cycle menus fit into different types of food service.
C. Describe the difference between the various cafeteria designs.
D. Explain the difference between the two categories of cafeterias.
E. Explain the principles of writing cafeteria menus.
F. Describe the concepts for food arrangement in a cafeteria line.
20. The Menu as a Management Tool
A. Illustrate how profitability is tied to a menu.
B. Explain how product mix can define an operation’s problem areas.
C. Describe how a menu interrelates with each department in a food service operation.
Course Outline:
I.
Factors That Impact Menu Item Selection
A. Marketing environment.
B. Selecting menu items.
C. Changing a menu.
D. Internal operational concerns when choosing new items.
II.
Meeting Nutritional Needs and Food Preferences of Customers
A. Factors influencing food selection.
B. Sources of nutritional components on the menu.
C. Nutritional information for customers.
D. Nutritional cooking methods.
E. Types of vegetarian diets.
F. Addressing food allergies.
III.
Menu Layout and Design
A. Purposes of the menu.
B. Relationship of menu design to marketing.
C. Menu psychology.
D. Menu layout and design principles.
IV.
Menu Pricing
A. Use of price in strategic marketing.
B. Impact of external environment on prices.
C. Pricing strategies.
D. Pricing and gross profit margin.
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V.
VI.
VII.
VIII.
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E. Pricing methods.
F. Employee meal pricing.
The Alcoholic Beverage Menu
A. Alcoholic beverages in restaurants.
B. Merchandising wine.
C. Merchandising spirits.
D. Merchandising beers and ales.
E. Pricing alcoholic beverages.
Menu Items Sales Performance Analysis
A. Sales evaluation measures.
B. Popularity evaluation measures.
C. Profitability evaluation measures.
D. Other measures used to evaluate menus.
Menu Sales Mix Analysis
A. Purposes of a sales mix analysis.
B. Performing a sales mix analysis.
C. Changing the menu based on analysis.
Know Your Restaurant
A. The existing operation
B. Product availability
C. Product cross utilization
D. Equipment availability
E. Product and traffic flow
F. Staff skill level
Costs
A. Standardized recipes and cost.
B. Costing meat items.
C. Beverage costs.
D. Single service items.
E. Complete meal costing.
F. Buffets and salad bars.
Menu Analysis
A. Identifying Stars, Plow Horses, Puzzles and Dogs
B. Using menu engineering.
C. The four key menu categories.
D. Menu scoring.
E. Computer applications.
Menu Content
A. List of menu categories.
B. Balancing the menu with cooking methods, textures, shapes, size and color.
Writing the Menu
A. Importance of descriptive copy.
B. Negative terminology.
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XIII.
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C. Accuracy in menu copy.
D. Truth and menu act.
E. Nutritional labeling laws.
F. Natural, organic and related food labeling laws.
Menus, Restaurants and Marketing
A. Marketing versus sales.
B. The 4 P’s of marketing (place, product, price and promotion).
C. The “other P’s”: public relations and publicity.
D. Creating the plan and measuring the results.
Quick Service Menus
A. Evaluating quick service menus.
B. Comparing various types and styles of quick service menus.
C. Importance of standardizing a quick service menu.
D. Test marketing of menu items.
Family-Style Restaurant Menus
A. Evaluate family-style restaurant menus.
B. General principles that apply to family-style restaurant menus.
C. Typical menu layout of family-style restaurant menus.
Theme, Ethnic and Fine Dining Menus
A. General characteristics of theme and ethnic restaurants.
B. General characteristics of fine dining restaurants.
C. Food and culture.
D. Elements of menu cover design to support the theme of a restaurant.
Banquet Menus
A. Banquet organizational structure.
B. Banquet menu planning.
C. Fixed menus.
D. Function of the sales department and menu development.
Buffet Menus
A. Buffet and traditional menus.
B. Compare visual appeal to descriptive terminology in buffet menus.
C. Supporting display material.
D. Line movement and zoning.
Cafeteria and Cycle Menus
A. Types of cycle menus.
B. Cafeteria design and layout.
C. Principles of writing a cafeteria menu.
D. Non-profit food service and menu development.
The Menu as a Management Tool
A. Food cost and the menu.
B. Food cost and the operation.
C. Menu profitability.
D. Successful product mix.
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Assignments and Grading Criteria
[Insert. Must include the value of each project, skill, exam, etc. as it relates to the final grade.]
Policies
Attendance policy: Attendance is a mandatory expectation of this program. If a student will be late or
absent, they are expected to contact the instructor just as they would for a job. A student may be
withdrawn at ANY time, at the discretion of the instructor for excessive tardiness or absences. Excessive
is defined as:
2 tardies = 1 absence
3 non-consecutive absences = drop of one full letter grade
3 consecutive or 5 non-consecutive absences = student may be withdrawn
Late work/make-up policy: [Insert]
Weekly Course Schedule
[Insert date of each class meeting, topics to be covered, assignment due dates, testing dates, final exam
date, etc. Table format below is optional.]
Dates of
Class
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Teaching Schedule
The scheduling of the activities and teaching strategies on this syllabus, but not the objectives or content,
may be altered at any time at the discretion of the instructor.
Withdrawals: The last day to drop this course is [Insert date according to Important Class Dates for term
https://catalog.mchenry.edu/syllabi/Pages/default.aspx]. Failure to attend class does not constitute official
withdrawal. If students are considering a withdrawal, they should consult directly with the instructor and an
academic advisor. Students may withdraw from a class through the Registration Office, either in person or by
fax: (815) 455-3766. In their request, students should include their name, student ID number, course prefix,
number and section, course title, instructor, reason for withdrawing, and their signature. Withdrawal from a
course will not be accepted over the telephone.
Academic Support for Special Populations Students
Students with Disabilities:
It is the policy and practice of McHenry County College to create inclusive learning environments. If you
are a student with a disability that qualifies under the American with Disabilities Act – Amended
(ADAA) and require accommodations, please contact the Access and Disability Services office for
information on appropriate policies and procedures for receiving accommodations and support.
Disabilities covered by ADAA may include learning, psychiatric, and physical disabilities, or chronic
health disorders. Students should contact the Access and Disability Services office if they are not certain
whether a medical condition/disability qualifies. To receive accommodations, students must make a
formal request and must supply documentation from a qualified professional to support that request.
However, you do not need to have your documentation in hand for our first meeting. Students who
believe they qualify must contact the Access and Disability Services office to begin the accommodation
process. All discussions remain confidential. The Access and Disability Services office is located in
Room A260 in A Building in the Atrium. To schedule an appointment to speak with the manager, please
call (815) 455-8766. Information about disabilities services at MCC can be found at:
www.mchenry.edu/access
Students in Career/Technical Programs
As a student enrolled in a career or technical education program at McHenry County College, you may be
eligible for services and assistance under the Carl D. Perkins III Grant. Grant funds are used, in part, to
assist students who are at risk of not succeeding in their educational pursuits. The traits that often prevent
students from succeeding are: economic disadvantage, academic disadvantage, disability/disabilities,
single parent, displaced homemaker, enrollment in a program in which their gender is under represented,
and limited English proficiency (LEP). The definitions of each trait are available in the Access and
Disability Services office. Students with one or more of these traits are referred to as Perkins Special
Populations Students.
If you would like to know if you are eligible for services at any time during the semester, please do not
hesitate to contact the Manager, Access and Disability Services. The office is Room A260, and phone
number is (815) 455-8676.
Additional syllabus information and resources can be found at www.mchenry.edu/syllabusinfo.
STUDENTS ARE RESPONSIBLE FOR KNOWING ALL SYLLABUS INFORMATION.
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