Week 6 The Menu And Menu Planning 3 2552

Week 6 The Menu and Menu Planning E-mail: tpavit@wu.ac.th . 2248 http://tourism.wu.ac.th FBM-341 Food and Beverage Management 1

Objectives Discuss how customers view menus. State the role and purpose of the menu in a foodservice operation. Discuss how a menu is used as a marketing tool. Tell how to use a menu as a selling tool. List the common mistakes found on menus. List and explain the points that must be considered when planning a menu. FBM- FBM-341 Food and Beverage Management 2

Outline 1. Menu planning from the customer Point of view 2. The purpose of the menu 3. The role of the menu in foodservice op. 4. Static and Changing menu 5. Type of menus 6. Using the menu as a selling tool 7. Common mistakes in menus 8. Truth in menu 9. Factors Affecting Menu Planning 10. Menu Planning FBM- FBM-341 Food and Beverage Management 3

Introduction The menu – Lists items available for selection by a customer Most important internal control of the food service system Helps to determine the budget Gives customers a sense of who you are as an operation Part of an organization’s brand identity FBM- FBM-341 Food and Beverage Management 4

introduction The success of most restaurant is often directly associated with planning of the MENU. Goals for success 1. Increase ( ) amount of money cust spends 2. Increase ( ) frequency of customer visits 3. Attract new cust and biz FBM- FBM-341 Food and Beverage Management 5

introduction Menu inform s customers and influences their purchasing decisions Menu as a merchandising tool for customer Foodservice operation must be ”CUSTOMER-DRIVEN“ On day-to-day working foodservice are MENU-DRIVEN FBM- FBM-341 Food and Beverage Management 6

introduction Once the market research is completed, the MENU should developed. Layout, Design, Decor, Theme, Equipment, Staffing depend on the selected MENU FBM- FBM-341 Food and Beverage Management 7

Menu Planning from the customer’s point of view 1 8

Menu from customer’s point of view Customer views a menu as what an establishment offer for Sale The appearance of Menu reveals the professionalism of the op. A handwritten = Homey atmosphere Professional Typeset = sophisticated and elegant atmosphere FBM- FBM-341 Food and Beverage Management 9

Menu from customer’s point of view A menu w/ small print and difficult to read = op is trying to hide something FBM- FBM-341 Food and Beverage Management 10

The Purpose of the Menu 2 11

1. Menu as a source of information By listing the food and beverage offerings A menu informs customer what is for sale Menu set the tone for the dining experience It convey the atmosphere, theme and concept along w/ the items are offered for sale FBM- FBM-341 Food and Beverage Management 12

1. Menu as a source of information Informal menu convey feeling of casual dining Formal menu sets an elegant for dining experience FBM- FBM-341 Food and Beverage Management 13

2. Menu as a Marketing tool Menu must designed to satisfy the guest When guests’ satisfy = guests’ return When guests’ not satisfy = ? The goal of “Market Research” is determine what op must offer for potential customer Research is done on a Demographic of local area and feasibility study FBM- FBM-341 Food and Beverage Management 14

2. Menu as a Marketing tool Once customer segment determined, the menu should be planned to target or focus FBM- FBM-341 Food and Beverage Management 15

Menu: an effective Marketing Tool 1. Posting menu outside the restaurant 2. Attractive menu design influence customers to enter 3. Distributed menu through local tourist information center, hotel etc. 4. Descriptive terminology “Special of the day” “Signature items” “Chef’s Recommended” FBM- FBM-341 Food and Beverage Management 16

Role of Menu in day- to-day of food service operation 3 17

The role of the Menu in FS operation Market Research Concept Theme Equipment MENU Type of Needs Service Skill level and Size of Number of staff Kitchen Type of Food Amount of Served inventory FBM- FBM-341 Food and Beverage Management 18

The role of the Menu in FS operation 1. Products on the MENU 2. Equipment and Kitchen Space Requirements 3. Number and Skill Level of Staff FBM- FBM-341 Food and Beverage Management 19

Static and Changing Menu 4 20

Static Menu Same menu items are offered everyday Customer’s choice of a place to dine is made easier When menu constant over time, may grow bored w/ selections offered. FBM- FBM-341 Food and Beverage Management 21

Changing or Cycle Menu Offering from time to time Different items each day on a weekly, bi- weekly, or some other basis, after which the cycle is repeated Seasonal cycle menus are common Used in healthcare institutions and schools operations that serve the same clientele daily should offering variety on the menu items to satisfy their customers. FBM- FBM-341 Food and Beverage Management 22

Types of Menus 5 23

Breakfast and Brunch Breakfast – Fewer people eat breakfast than lunch or dinner, accounts for ~20% of daily restaurant traffic. – Commercial and on-site foodservice operations usually offer traditional breakfast items and light and healthful options. FBM- FBM-341 Food and Beverage Management 24

Breakfast and Brunch (cont.) Brunch – Mid- to late-morning meal. – Combo of breakfast & lunch type items. – Commonly served on weekend or catered events. FBM- FBM-341 Food and Beverage Management 25

Lunch Difficult meal to deliver to customers. – More complicated than those served at breakfast. – Must be produced faster than dinner items. FBM- FBM-341 Food and Beverage Management 26

Lunch (cont.) Lunch-to-go – Quickly growing trend for workers. – Must travel well. – Cheap and fast. – Packaging, while adding cost, is secret to successful lunch-to-go program. FBM- FBM-341 Food and Beverage Management 27

Dinner Traditionally includes entre, potato, vegetable, & salad Supper – lighter or late evening meals, menu similar to breakfast, brunch, lunch Menus getting shorter, but appetizer section is getting longer Ethnic cuisines impact menus Desserts commonly included on menu FBM- FBM-341 Food and Beverage Management 28

1. The Classic Menu In order to enjoyed, the Greeks believed, it should not be overpowered by the preceding course. Cold foods were severed before Warm foods Light foods before Heavy foods With the meal building to a climax at the Main Course, then gradually relaxing to Lighter foods. FBM- FBM-341 Food and Beverage Management 29

The Classic Menu 1. Hour d’oeuvre A small portion (Appetizer) 2. Potage (Soup) Clear soup and Cream Soup such consommé 3. Oeufs (Eggs). Omelet, Poached, Scrambled 4. Farineux Generally Pasta (Starches) Individual portion of fish 5. Poisson (Fish) Small portion of Poultry, beef, 6. Entrée (Light Meat) pork or lamb, but served without vegetables Served between main course to 7. Sorbet (Ice) refresh the palate 8. Releve (Meat) Traditionally, roast meat served with sauce, potatoes and vegetables FBM- FBM-341 Food and Beverage Management 30

The Classic Menu 9. Roti (Roast) The main event. Usually roasted game, often served with a small green salad. 10. Legumes ก (Vegetables) Vegetables, usually served with 11. Salade (Salad) sauce. Assortment of dressed greens 12. Roti Froid (Cold meat) Cold meat, Ham, Roast Chicken 13. Entremets F (Sweets) Desserts 14. Savory (Savory) This course, served only in BRITAIN, is a Welsh rarebit FBM- FBM-341 Food and Beverage Management 31

The Classic Menu 15. Fromage (cheese) Assortment of Cheeses . 16. Fruit Fresh, Dried, or Candied fruit 17. Degestif (Bevrages) Coffee, tea, cordials, brandies, and cigar FBM- FBM-341 Food and Beverage Management 32

FBM- FBM-341 Food and Beverage Management 33

2. The Modern Menu Social changes, from a more egalitarian to a lifestyle that leaves little time available to devote to fine dining, have led to a reduced number of courses in the modern menu. 1. A LA CARTE Menu D’ 2. TABLE D’HOTE Menu 3. PRIX FIXE Menu FBM- FBM-341 Food and Beverage Management 35

1. À LA CARTE Menu Guests generally create their own meal from the dishes offered on the full menu, ordering À LA CARTE, literally, “ from the card ” or “ Menu ” Dishes individually priced, and guests may structure their meal in any way they choose. FBM- FBM-341 Food and Beverage Management 36

2. TABLE D’HÔTE / Table of Host Menu All the specific courses of the meal at a fixed (set) price Menu Selections are decided by the chef. FBM- FBM-341 Food and Beverage Management 38

Sample TABLE D’HÔTE Menu Radicchio Salad With Crispy Bacon and Garlic Croûtons Mushrooms With Chive and White Wine Bouchée Honeydew Melon With Sliced Oranges and Grapefruit Tomato and Mint Soup Veal Escalopes With Mushrooms and Madeira Wine Lamb Cutlets en Croûte With Mint Jelly Darne of Scottish Salmon With Yoghurt and Lime Bouquetiére of Vegetables Profiteroles with Hot Chocolate Sauce Oranges in Cointreau FBM- FBM-341 Food and Beverage Management 39

3. The PRIX FIXE Menu A prix fixe menu offers a set meal at a set price, usually with no choices, though occasionally there are some, with a supplemental charge for a luxury item such as lobster or caviar. Sometimes a glass of wine is included in the price. Most of the time the price of a prix fixe menu is relatively low because it reduces production costs by permitting the kitchen to operate at a predetermined pace and flow. FBM- FBM-341 Food and Beverage Management 40

THE MENU STYLES Classic Menu -17 Courses Modern American Menu Common Menu in USA 1. Appetizer 1. Cold Appetizer 1. Cold or Hot 2. Soup 2. Soup Appetizer 3. Eggs 4. Starch 3. Fish 2. Salad 5. Fish 4. Sorbet 3. Main Course 6. Light Meat 5. Meat 4. Dessert / Coffee 7. Sorbet 6. Salad 8. Meat 7. Dessert / Coffee 9. Roast 10. Vegetables 11. Salad 12. Cold Meat 13. Dessert 14. Savory 15. Cheese 16. Fruit 17. Beverages FBM- FBM-341 Food and Beverage Management 42

Using the Menu as a Selling Tool 6 43

Using the Menu as a Selling Tool The average customer spend only about 3 mins examining a menu. Highlight menu items to influence what the guests order FBM- FBM-341 Food and Beverage Management 44

Using the Menu as a Selling Tool Menu can influence customer’s buying decision in three ways 1. By offering suggestions 2. By highlighting special items 3. By the arrangement menu items on the page FBM- FBM-341 Food and Beverage Management 45

1. Offer Suggestions on the Menu A menu can be a excellent selling tool to supplement the suggestive selling of staff Accompaniments will increase guests’ dinning satisfaction and increase operation’s sale and revenue FBM- FBM-341 Food and Beverage Management 46

2. Highlight Special Items Because customers spend a short time scanning a menu Planners use several techniques to emphasize the items FBM- FBM-341 Food and Beverage Management 47

3. Plan the order of items on the menu Most menus separate their offering into lists of similar items The menu items located in the FIRST and LAST positions on the list are generally order most frequently FBM- FBM-341 Food and Beverage Management 48

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Common Mistakes in Menus 7 53

Common Mistakes in Menus There are items that appear on menus that reduce the manus’ ability to sale the items The “Mistakes” effect on “Sale ability” of the menu FBM- FBM-341 Food and Beverage Management 54

Common Mistakes in Menus 1. Lack of Specials = “Special of the Day” 2. Manus that are too crowded, placed too close together 3. Use of uncommon terminology w/out clarification 4. Lack of logical order FBM- FBM-341 Food and Beverage Management 55

Truth in Menu 8 56

Truth in menu in writing a menu, ensure that the total accuracy of all information included Every statement made orally by server or written on a menu must be COMPLETELY accurate E.g. Fresh-squeezed Orange juice must be fresh, not frozen or canned FBM- FBM-341 Food and Beverage Management 57

Truth in Menu Extreme are must be taken before using descriptions such as * imported * homemade * natural * real * fresh FBM- FBM-341 Food and Beverage Management 58

Important points to consider 1. Point of origin of ingredients 2. Means of preservation and method preparation – fresh, homemade 3. Quantity Representation – quarter-pound hamburger, double shot, extra etc. 4. Use of brand names FBM- FBM-341 Food and Beverage Management 59

Factors Affecting Menu Planning 9 60

Factors Affecting Menu Planning 1. Customer satisfaction. 2. Producing menu items at an acceptable price. 3. Government regulations. 4. Management decisions. FBM- FBM-341 Food and Beverage Management 61

Customer Satisfaction Sociocultural factors – customs, values, and demographic characteristics Food habits and preferences • Small-scale surveys • Formal and informal interviews • Observations of plate waste • Customer Comment Card (CCC) • Tallying of menu selections FBM- FBM-341 Food and Beverage Management 62

Nutritional Influence Should be a primary concern for planning menus. Motivated by increasing public awareness of the importance of nutrition. Food Guide Pyramid Most on-site foodservice operations have registered dietitian or consultant for nutritional aspects of menu planning. FBM- FBM-341 Food and Beverage Management 63

Food Guide Pyramid FBM- FBM-341 Food and Beverage Management 64

Aesthetic Factors Includes: Flavor Texture Consistency Color Shape Combinations of foods FBM- FBM-341 Food and Beverage Management 65

Government Regulations Menus will be impacted by local, state, and/or federal regulations. – Required to meet menu planning guidelines, if receive state and/or federal funding. – Required to plan meals in advance for periodic review by state or federal reviewers. FBM- FBM-341 Food and Beverage Management 66

Management Decisions 1. Food Cost – include both raw and prepared food costs for each menu item. 2. Production Capability – skill of personnel and layout of the facility. 3. Type of Service – holding capability and amount of employees. 4. Availability of Foods – improvements in transportation make foods available. FBM- FBM-341 Food and Beverage Management 67

Systematic approach to menu planning 10 68

Systematic approach to menu planning (1) Conduct a market study Perform a competitive analysis Interview restaurant critics/reviewers Attend food shows Develop a unified theme Include current trends Analyze nutritional content FBM- FBM-341 Food and Beverage Management 69

Systematic approach to menu planning (2) Ensure variety and balance of menu items Price menu accurately Check on availability of food products Match menu with skill level of kitchen personnel and balance production stations Control labor costs FBM- FBM-341 Food and Beverage Management 70

Systematic approach to menu planning (3) Increase sales with menu merchandising of appetizers and desserts Test recipes and make adjustments Standardize recipes Conduct taste testing Establish garnish, plating, and portion standards FBM- FBM-341 Food and Beverage Management 71

COMMERCIAL FOODSERVICE MENU Restaurant’s menu is a powerful merchandizing and marketing tool Outcome of menu planning should be … • A menu that is efficiently and consistently produced in the kitchen • Pleasing to guests FBM- FBM-341 Food and Beverage Management 72

summary FBM- FBM-341 Food and Beverage Management 73

summary FBM- FBM-341 Food and Beverage Management 74

Menu Evaluation Exercise Learning Objective: Upon completion of the exercise the student will be able to look more objectively at menus. The student will have an opportunity to evaluate a menu according to the criteria discussed in the next FBM- FBM-341 Food and Beverage Management 76

Assignment: Go to a local foodservice establishment and ask the manager or server for a copy of the menu. Most operators are very willing to distribute copies of their menus. Answer these questions about the menu you have obtained, and about the restaurant from which it was obtained. Then evaluate the menu according to the checklist that follows FBM- FBM-341 Food and Beverage Management 77

1. What is the name of the restaurant? Describe briefly the location and type of operation (fast food, cafeteria, fine dining, coffee shop, etc) 2. What menu type best describes the menu you obtained? Explain the reasoning for your choice, and give examples from the menu to support your answer. FBM- FBM-341 Food and Beverage Management 78

CHECKLIST FOR MENU EVALUATION 1. Clientele For what type of clientele is the menu intended? Does the menu appear to cater to that particular clientele by offering menu choices that this group would prefer? 2. Nutritional Concerns Does the menu prone healthful choices for consumers who are trying to limit their intake of fats and cholesterol? What items on the menu are "heart healthful?" If it does not offer any healthful items, what would you suggest to make the menu more healthful? FBM- FBM-341 Food and Beverage Management 79

CHECKLIST FOR MENU EVALUATION 3. Menu Offerings How are the special items on the menu highlighted? Which items does management want to encourage the customers to choose? 4. Common Menu Mistakes Are any of the menu mistakes discussed in the text found in this menu? What problems do these mistakes cause for the dining customer? FBM- FBM-341 Food and Beverage Management 80

CHECKLIST FOR MENU EVALUATION 5. Descriptive Copy a. Do you fully understand the ingredients and method of preparation for all menu items from the descriptions given on the menu? Note any items that are inadequately described and explain the problem this may cause. b. Does the menu include any uncommon culinary terminology without clarification? What problems can this cause? FBM- FBM-341 Food and Beverage Management 81

CHECKLIST FOR MENU EVALUATION 6. Physical Layout and Condition a. Is the layout of the menu easy to follow and read? b. Are menu items listed in the order they are eaten? c. Is the menu in good condition, or is it stained or tattered? d. In viewing the menu, what is your impression of the operation? FBM- FBM-341 Food and Beverage Management 82

CHECKLIST FOR MENU EVALUATION 7. Comments and Impressions What is your overall impression of the menu? What suggestions would you make for improvements? FBM- FBM-341 Food and Beverage Management 83

Week 6 The Menu And Menu Planning 3 2552

by School of Management, Walailak University, Thailand on Jan 17, 2010

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Week 6 The Menu And Menu Planning 3 2552 Presentation Transcript