Menu Planning
PCAP 3
Gilbert Noussitou 2008
L3-1
Menu Planning
Gilbert Noussitou 2008
L3-2
Menu Planning
Gilbert Noussitou 2008
L3-3
Menu Planning
Gilbert Noussitou 2008
L3-4
Menu Planning
A hot dog in the park
is better then
A steak at the ritz’
Humphrey Bogart
Gilbert Noussitou 2008
L3-5
The Mission Statement
Il Treviso is a waterfront restaurant catering to local and nearby
communities, as well as the large number of tourists who come to
Victoria.
Il Treviso’s mission is to prepare and provide to our guests an array
of fine seafood, meat and pasta dishes from various regions of Italy
in a seaside-villa like setting. The breathtaking view of the coast
and the Olympic mountains in the background will offer our guests
a unique romantic experience.
Our commitment is to offer guests good value while using the
freshest locally available ingredients, at a price commensurate with
the production techniques, atmosphere and view afforded by our
waterfront location.
Gilbert Noussitou 2008
L3-6
Menu Planning:
Who Are The Customers?
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Where do they come from?
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How much disposable income do they have for my operation?
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Where do they live?
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How do they get here?
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How old are they?
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What is their ethnic background?
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In what type of community am I located?
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Are there community, code, or other restraints?
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Where else can these customers eat?’
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What does the competition offer?
Gilbert Noussitou 2008
Cont…
L3-7
Who Are The Customers? (cont.)
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Should I meet competition or should it be avoided by
differing?
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What other types of food or service might work?
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How far are they willing to travel for lunch? Dinner?
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Is my concept, menu and location so unique and desirable
(point of difference) that people will come from
communities beyond my accepted market?
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How do I reach these people? What marketing techniques
will I use? How often do I use these different techniques?
Is it cost effective?
Gilbert Noussitou 2008
L3-8
Menu Planning:
Considerations
• Know your customer
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The type of restaurant & its classification
The season and/or climate
Know local products/markets/cuisine/trends
The budget and food cost guidelines
The potential number of guests
The facilities available
………...and your wishes if at all possible
Gilbert Noussitou 2008
L3-9
Menu Types by Region / Religion
• International cuisines
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Indian
Asian
South American
North American
European
African
Gilbert Noussitou 2008
• Religious types
– Jewish (Kosher)
– Muslim (Halal)
– Hindu (mostly vegetarian)
– Buddist (Vegan)
– First nations (sacred foods)
See; http://www.cscscc.gc.ca/text/prgrm/chap/di
et/diete-03_e.shtml
L3-10
Menu Planning
Choosing the Dishes: Basic Rules
• Go from the Lightest to the most nutritious and finish with
the finest
• Contrast: alternate white and red meats, white & brown
sauces, lean & fat fish, soft and firm textures etc…..
• Respect the basics of nutrition: major groups of food,
balance of macronutrients etc.
• Avoid repetitions: names, garnishes, cooking methods etc.
• Select products that people will recognize and enjoy
• Avoid mistakes due to personal tastes
Gilbert Noussitou 2008
L3-11
Menu Planning
Choosing the Dishes
The menu should be nutritionally and gastronomically balanced
Gilbert Noussitou 2008
L3-12
Menu Planning
Writing Menus
• Know the proper meaning and spelling of culinary
terms
• Use simple words and meaningful expressions that
guests will know and understand
• Customers don't know anything about your food;
explain clearly and briefly what the dish is all about
• Include information such as: the cut, the size
sometimes, the cooking method, the sauce, important
ingredients & accompaniments, & perhaps the garnish.
Gilbert Noussitou 2008
L3-13
Menu Planning
Writing Menus
• The menu should be comfortable, pleasant to the eye and
to the touch (nice paper & other materials)
• Language is a major consideration; easy to read language
and font, print size and colour are all important
• Grammar and spelling must be respected
• Use a logical order and reading pattern
• Consider location of profitable items, specials etc.
Gilbert Noussitou 2008
L3-14
Menu Planning
Writing Menus
• The menu is a SELLING TOOL; it will convince the
guest to either buy that item or not; come back
another day or not
• The menu can also misinform the guest, which can
result in:
– an unhappy customer
– a waste of food
– a waste of time
– in all cases, a waste of money
Gilbert Noussitou 2008
L3-15
Menu Planning:
Main Points for Set Menus
• Understand the order of the menu:
– Go from the lightest to the most nutritious and finish with the finest
• Avoid repetitions
– use of ingredients: cream, fruits, cheese, salads, etc.
– cooking/preparation methods: sauté, seared, roast, poach, salad etc.
• Know and apply the basics of nutrition (balance):
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Use foods from the four basic groups
Portion sizes
Balance of macronutrients
Be aware of possible common allergies (dairy, nuts, gluten, soya,
additives, etc.)
• Contrast, yet balance:
– of the 5 components of taste
– of colours, shapes, textures, temperatures, etc.
• Availability of raw ingredients (consistency)
– Seasonal, local (regional), etc.
Gilbert Noussitou 2008
L3-16
Pricing methods
1. Simple Markup Pricing:
– Ingredients Markup (or Factor Pricing):
Total Portion Cost X Cost Markup (Factor)
– Prime Ingredient Markup
“Meat” + Basics (Accompaniments)
Primary Ingredient + Standard “Plate Costs” x Markup
– Ratio Pricing Method
Based on the relationship between food costs and nonfood costs. Represents the amount of non-food cost and
profit for every dollar expended on food cost
Gilbert Noussitou 2006
L3-17
Pricing methods
2. Ratio Pricing Method
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Based on the relationship between food costs and non-food
costs. Represents the amount of non-food cost and profit
for every dollar expended on food cost
non-food costs + required profit = ratio
food cost
Ratio x Food Costs = Amount of non-food cost & profit rqrd
Non-food cost and profit + Food cost = Selling price
Gilbert Noussitou 2006
L3-18
Pricing methods
3. Simple Prime Cost
(Same as simple markup pricing but includes labor in the cost)
Based on the most significant costs in a food service
operation: i.e. Foods, Beverages and Labor
Cost of Raw Food + Average Labour Costs per Guest =
Desired Prime Cost %
Gilbert Noussitou 2006
L3-19
Pricing methods
4. Specific Prime Cost
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(A fair share of labor costs is attributed to each item)
Items are classified in two categories:
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Extensive Preparation Labour and
Little Preparation Labour
Appropriate percentages of total food costs and labour costs are
allocated to each of the categories.
Example:
60% of expended food costs is for extensive labor items
40% of expended food costs is for little labor items
55% of expended Labor costs is for extensive labor items
45% of expended labor cost is for little labor items
Gilbert Noussitou 2006
L3-20
Pricing methods
5. Contribution Margin Pricing
The amount that the sale of menu items “contributes” to
pay for all non-food items is known as the contribution
margin. It can be derived from operating budget:
Non food cost + rqrd profits = Ave. Contr. Marg. / Guest
Number of Guests
Gilbert Noussitou 2006
L3-21
Pricing methods
6. Subjective Pricing method:
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Reasonable Pricing Method (Fair, Good Value)
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The Highest Price Method (Max. Guest Will Pay)
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The Loss Leader Method (Attractive)
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The Intuitive Price Method (A Wild Guess)
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Competition Pricing Method (Important)
Gilbert Noussitou 2006
L3-22
Recipe Costing Form
Maple Glazed Carrots
Feb 22 / 2010
COST
Ingredients
Quantities
As Purch.
Yield %
Edible Ptn
Total Cost
Carrots
5 lbs
$16.35/22.68 kg
85%
$0.848/kg
$1.866
Butter
125 g
$3.10/454 g
100%
$6.828/kg
$0.854
Salt
10 g
$6.25/20 kg
100%
$0.3125/kg
$0.003
Pepper
1.5 g
$8.73/540 g
100%
$0.0162/kg
$0.025
Maple Syrup
125 g
$9.60/L
100%
$9.60/L
$0.120
Parsley
20 g
0.31/150 g
50%
$0.0042
$0.083
2 kg
Desired F.C. % : 28%
Portion Size: 100 g
Total Yield:
Gilbert Noussitou 2008
$4.03
Portion Cost: $0.202
Total Cost per Recipe
Suggested Selling Price:
$0.73
L3-23
Menu Analysis (Engineering)
• In menu engineering, Items are compared to each
other for their popularity and profitability within
their own category.
• Based on their performance, each item is then
assigned to one of four classifications:
STARS: Winners (popular & profitable)
PLOWHORSES: Marginal (popular but not profitable)
PUZZLES: Potential (profitable but not popular)
DOGS: Losers (not profitable & not popular)
Gilbert Noussitou 2008
L3-24
Menu Analysis (Engineering)
• With these four classifications come simplified
strategies to help maximize your menu’s profit
potential:
» Retain Stars
» Re-price Plowhorses
» Reposition Puzzles
» Remove Dogs
Gilbert Noussitou 2008
L3-25
Menu Analysis: The Four Box Analysis
Profitability (CM)
High
“Puzzles”
“Dogs”
Low
Gilbert Noussitou 2008
“Stars”
“Plowhorses”
Popularity (Menu Mix)
High
L3-26
Menu Analysis: Key Points
• Profitability:
Contribution Margin = Menu S.P. – Food Cost
Average Contribution Margin = Total Contribution Margin
Total # of Items Sold
• Popularity:
Menu mix = % of sales represented by each item
Expected popularity = Total Sales (within a category)
# of Items on Menu
Popularity Index = 70% of Expected Popularity
Gilbert Noussitou 2008
L3-27
Menu Analysis: The Process
1) Menu Evaluation
2)Menu Item Classification
4) Four Box Analysis
5) Menu Summary Sheet
6) Menu Engineering Graph
7) The Human Touch
  
☺
☺
Gilbert Noussitou 2008
L3-28