Unit 1 Menu

A menu is a list of food and beverage items served in a food and beverage operation. It can be printed
on paper, written on a chalk board, displayed on a sign behind the register, etc.

The menu is the basic game plan for the restaurant and a tool used to meet the needs and wants of a
customer.

The menu expresses the concept and theme through the choice of foods on the menu, the prices, and
the design of the menu itself.

The menu serves as a type of contract between the foodservice establishment and the customer.

Consumer groups, governmental regulatory bodies, and even industry self-regulatory bodies ensure that
what is seen on the menu is what the customers get on their plates.

Types of Menu
Although there are many types of eating establishments offering many types of meal
experiences, there are basically only two types of food menus:

1. Table d’ hôte
2. A’ la carte

From these two types of menus there are in practice many adaptations of each.

1. Table d’ hôte means food from the hosts’ table and may be identified by:

 Being a restricted menu.

 Offering a small number of courses, usually three or four.
 A limited choice within each course.
 A fixed selling price.
 All the dishes being ready at a set time.

This type of menu usually contains the popular type dishes and is easier to control, the set price
being fixed for whatever the customer chooses, or being set depending on the main dish chosen and
occasionally may offer and additional item at a supplementary price. It is common practice in many
restaurants for a table d’ hôte menu to be offered to a customer together with an à la carte menu.

Table d’ hôte menus can be offered for breakfast, lunch and dinners. Their many adaptations are used
for:

a. Banquets : A banquet menu is a fixed menu at a set price offering usually no choice
whatsoever to the customers, unless the client informs the caterer in advance that certain guests
require, say, a vegetarian or kosher type meal, and is available to all guests at a predetermined time.
 b. Buffets: Buffet type meals vary considerably depending on the occasion, and the price paid,
from the simple finger buffet, where all items prepared are proportioned to a small size so that the
customer may consume it without the use of any cutlery, to the exotic fork buffets where hot and cold
food is available and where many large dishes will be carved and portioned for the individual guest.
Buffets are frequently prepared for such occasions as wedding receptions, press receptions,
presentations and conferences. Buffets can be classified as a form of table d’ hôte menu as they offer a
restricted menu, a limited choice of only what is on the buffet; a predetermined set price and all the
dishes are available at a set time.

c. Coffee houses: A coffee house menu is a more recent form of table d’ hôte menu that is
commonly used today in hotels and restaurants. This type of menu is characterized by:

Being a set menu offered often for twelve to eighteen hours of the day.

Being reasonably priced, with often each dish or section of the menu individually priced.

Offering a range and choice of items that are suitable for snacks, light meals, lunch or dinner.

Offering a limited range of foods that are either already cooked, are of the convenience type food
category and require little preparation time, or are simple and quick to cook.

A simplified form of service being offered, for example plate service, counter service, etc.

In some establishments the coffee shop menu may be replaced for two to three hours with a
special breakfast menu offering a restricted choice when there is a need to serve a very large number of
people in the shortest possible time.

d. Cyclical menus : A cycle menu changes foods daily for a set period of time and at the end of
that time the menu repeats itself every week, 2 weeks, or month. Some are written on a seasonal basis
to take advantage of fresh foods. They provide variety for people who eat in the same place everyday
such as schools, hospitals, and other institutions.

e. Market menu changes with the availability of food products. It takes advantage of foods that
are in season, inexpensive, and easy to get. These menus challenge the chef’s creativity to use fresh and
seasonal products. As soon as a product is no longer available it is removed from the menu. These
menus often change each day.

f. Hybrid menu is a combination of two types of menus. A popular combination is the fixed
menu and the cycle or market menu. Part of the menu changes and part remains the same. For
example a restaurant may serve a different type of soup every day of the week or have a special every
night that features the fresh foods of the season.

À la carte

It means a free choice from the card or menu and is identified by:

1. Being usually a larger menu than a table d’ hôte menu and offering a greater choice.

2. Listing under the course headings all of the dishes that may be prepared by the
establishment.
 3. All dishes being prepared to order.

4. Each dish being separately priced.

5. usually being more expensive than a table d’ hôte menu.

6. Often containing the exotic and high cost seasonal foods.

Part of an à la carte menu may contain a plat du jour or ‘specialty of the house’ section. This
consists usually of one or two main dishes, separately priced, which are already prepared and change
daily. À la carte menus are, because of their size and the unknown demand of each item, more difficult
to control than the typical table d’ hôte menus.

A special promotion menu is a form of à la carte menu which is at times offered to the guest in
addition to the à la carte menu. This type of menu is concerned with the selling of a particular part of a
menu to increase the interest for the customer, to increase the average spending by the customer and
in turn to increase the turnover and profit for the caterer. Promotions may be made by specially printing
attractive menus for such items as:

Shellfish, when an increased variety of shellfish and special dishes would be made available.

Soft fruits, when various types of berry fruits such as strawberries, raspberries, loganberries, etc. would
be featured in special dishes.

The game season, when pheasant, grouse, etc. would be featured in pâtés, soups and special main
course dishes.

Dishes cooked or prepared at the table, for example crêpe Suzette, steak Diane, etc.

Dishes that utilize seasonal produce.

Objective of Menu
The menu is the primary selling tool of any establishment that offers food and beverage for sale. For the
customer it identifies the items that are available, shows prices and any other charges and together with
other external features may characterize the style of food service offered. From the establishments
perspective the menu should meet the objectives of the marketing policy, the catering policy and the
financial policy.

The marketing policy should guide the catering policy so that the products on offer and the style
of operation best meet the needs of the target market. The catering policy is concerned with the size
and style of menu to be offered together with an appropriate style of service and this will impact on
space requirements, level and type of equipment purchased, and the level of skill and number of staff
required. The financial policy aims to achieve revenue and profitability to budget through pricing, cost
control and volume.
The Nature of Menu
The content of food menus varies with the type of menu, the segment of the market it is aimed
at, the occasion, the food cost available, the country or region, etc. Table d’ hôte menus are often of
three to four courses only. A hotel room service breakfast menu will offer three or four courses from
both a traditional breakfast and a continental style breakfast together with a number of ancillary items
such as newspapers, magazines or early morning beverages and will also offer a range of breakfast
delivery times depending on the establishment.

A’ la carte menus often differ for lunch and/or dinner periods, although it is not uncommon for
the same à la carte menu to be offered throughout the day. The heavier type items, for example thick
vegetable-based soups, farinaceous dishes, meat stews, sponge puddings would normally be found on a
lunch menu; whereas the lighter and often more delicately flavored dishes would be found on a dinner
menu, for example specialty consommés, poached fish with delicate flavors and often complicated
garnishes, hot and cold sweet and savory soufflés, etc. However, many of these traditional dishes now
feature on menus at any part of the day as part of a marketing campaign.

For a traditional full à la carte menu, the courses or sections of the menu would be divided up
into a possible 14 sections. It is from this full outline of the sequence of sections that a table d’ hôte
menu or a special luncheon or dinner menu could be constructed. The combination of the various
sections of the menu depends very much on the occasion, the prices to be charged and the wishes of
the customer. There is an established order of sequence of sections of the menu, which by tradition are
followed. This accepted sequence enables the caterer to compile the separate courses on table d’ hôte
and à la carte menus and to suggest to clients suitable special and/or function menus of varying lengths.
It is very seldom the practice for all of the possible courses of a menu to be served, but as a general rule
it is possible to state that when a large number of courses are served that the portion sizes are relatively
small. The classical European menu structure consists of 16 courses excluding coffee. They are in order
of cold starter, soups, hot starters, egg and farinaceous, fish, small hot meat dishes, large meat joint,
small cold meat course, sorbet, roast with salad, vegetable course, potato course, warm sweet course,
cold sweet course, cheese course and fresh fruit.

Menu Planning
Designing menus to enhance your profits is a key component to overall business success.

Factors affecting the menu planning

 Customer satisfaction
 Producing menu items at an acceptable price
 Government regulations
 Management decisions

Some more factors must be considered when planning a menu:

 Taste
 Variety
 Appearance
 Nutrition
  Production
 Price

Taste

Taste is a major reason customers go to restaurants.

Different individuals and cultures have different taste preferences.

Foods should be selected that taste good together.

It is also important to offer different textures in dishes such as crispy fried chicken, cream style tomato
soup, and firm broccoli.

Variety

Restaurants need to provide enough variety to meet their target market plus a few other people

Some restaurants excel at offering a large variety of foods (TGI Fridays) and others specialize in a type of
food (Red Lobster). However Red Lobster has some chicken and steak choices.

Appearance

When you are planning a menu you have to think about how the foods will look together on a plate or
on a plate next to each other.

One color meals look unappetizing. (Macaroni and Cheese, Corn, and Applesauce)

Using different shapes of food in a meal will also make the plate more interesting to the eye.

Nutrition

People eat to satisfy hunger because their body needs nutrients.

Nutrients are chemical substances in food that help maintain and supply energy for the body.

Because people have so many choices in places to eat restaurants are mainly concerned with taste and
appearance. However, due to a recent trend in healthy eating, many restaurants are now offering low
calorie and low carb options.

Institutional foodservices are much more concerned with nutrition because these people have no other
choices of places to eat and must get all their needed nutrients from that foodservice. (hospitals,
nursing homes, prisons, etc.)

Nutrients are chemical substances in food that help maintain and supply energy for the body, therefore
it is most important factor for planning.

Production Method

The kitchen staff must trained to prepare the food and have the equipment needed to prepare and cook
the food on the menu.

Some restaurants require deep fryers, large mixers, walk in refrigerators, etc.
Time must also be a factor in production. Complicated recipes that take a long time to prepare
shouldn’t be served in a quick service restaurant.

Also a variety of preparation methods should be used. Restaurants should offer fried foods, sauteed
foods, raw foods, and steamed foods.

Price

Menu items should vary in price so guests have a choice in less expensive, moderate, and expensive
items.

Setting menu prices is an important part of any foodservice business. The price charged must take into
account the ingredients used, labor involved in preparing and serving the food, rent, utilities, and hidden
costs such as condiments.

The price must also include a reasonable amount for profit and must be in a range that is expected by
customers.

Steps in Menu Planning

Menu Pricing
After a menu is planned and cost has been figured out, each item has to be priced.

There are various factors to take into consideration such as the:

 Type of Operation
 The Market
 Costs

The market is a major factor in the type of pricing.

Certainly most customers want only low prices; others seek moderate ones; some will be willing to pay
higher prices.

The Key is to establish a fine balance between the Price and Quality of Food offered by the Operation all
other parameters being the same.

Calculating menu selling price there are two main types of Pricing Techniques.

1. Subjective Pricing Method

2. Objective Pricing Method

Prices determine to a large extent whether the financial goals of the Operation are met, many managers
use very Subjective Pricing Methods.

Subjective Pricing Methods establish Prices, however, fail to relate them to Profit Requirements and
even Costs.

This Pricing method is based merely on assumptions.

The Reasonable Price Method:

The method uses a price that the Operator thinks will represent value to the guest.

In other words, the Operator puts himself in the guest’s shoes and asks “How much am I willing to pay
for this Item, considering the type of setting?”

The answer to this is the Reasonable Pricing Method.

Highest Price Method:

Using this Pricing Method, the Operator sets the Highest Price for an Item that he thinks the Guest is
willing to pay.

This is pushing the concept of Value to the Maximum. A High Price is set then “Backed Of” in order to
provide for an Error Margin in the estimate.

Loss Leader Pricing Method:

In this type of Pricing Method, the Menu Items are priced very low.

The philosophy for this Pricing method is that the Guests will be attracted to the Operation due to Low
Prices and will then buy other items while they are there (Spin Off Business).

In this case, it is very important to sell other items to make Profit. This Pricing method is used as an Early
Bird Promotion to attract specific market segments.

The Intuitive Price Method:

Like the name suggests, Prices are set by Intuition of the Operator alone. The Operator takes a little
more than a “Wild Guess” about the Selling Price.

It differs from the Reasonable Price Method in that it takes a little less effort to determine the price as
one does not consider what would represent Value to the Customer.

Drawbacks:

 Cannot relate to the Profit Requirements of the Operation.

 Cannot relate to the Cost of a Menu Item.
 Solely based on Assumptions, Guess Work and Hunches.
 Seldom works in an era where Consumers are looking for “Value for Money” and AP Prices of
Ingredients are sky rocketing.

Objective Pricing Method

Simple Mark –Up Pricing Methods

 Ingredient Mark – Up
 Prime Ingredient Mark – Up
 Mark – Up with Accompaniments Costs

Contribution Margin Pricing Method

 Ratio Pricing Method

 Simple Prime Costs Method
 Specific Prime Costs Method
 Simple Mark – Up Pricing Methods

It considers a Mark – Up from the Cost of goods Sold (In the case of a Menu Item that would be the
Standard Food Cost).

The Mark – Up is designed in such a way that it covers all Costs to Yield the Desired Profit Levels.

Simple Mark – Up Pricing Methods:

Ingredient Mark – Up Method

This Pricing method attempts to account for all Product Costs (Food Cost in case of Food and Beverage
cost in case of Beverage).

Menu Engineering
When measuring a menu to see if it is successful 2 criteria must be met to declare it a winner:

1. Must be profitable in terms of individual item profitability

2. Most profitable item must be selling the best.

Menu engineering, developed by Donald Smith Ph.D., Westin Hotels Distinguished Professor at
Washington State University

This method rates the menu by measuring each entrée as to its profitability (gross profit) and its sales. It
then combines these measurements and places each menu item into one of four classifications:-

1. Plow horses are items that are relatively popular but have a high contribution margin. Items in
this category can have their menu prices increased or the portion size cut in a attempt to
increase CM. If market is price resistant
2. Stars have both high popularity and high CM
3. Puzzles have relatively low popularity and high margins.
4. Dogs are both low in popularity and CM

Managing Plow Horses (Low CM; High Popularity)

 Increase prices carefully (in stages?)

 Relocate to low menu profile
 Shift demand (provide better value alternatives)
 Combine with lower cost items
 Assess direct labor factor
 Consider portion reduction

Managing Puzzles (High CM; Low Popularity)

• Reposition and feature
• Add value
• Rename
• Decrease price
• Limit
• Promote
• Increase visual presentation
• Use suggestive selling
• Take off menu

Managing Stars (High CM; High Popularity)

• Maintain rigid specifications

• Locate in highly visible menu location
• Test for price inelasticity
• Use suggestive selling
 • Merchandise and promote

Managing Dogs (Low CM; Low Popularity)

• Eliminate
• Raise selling price
• Replace
• Manage

Menu Merchandising

Merchandising is the art in which the brand or image from one product or service is used to sell
another. For example, McDonalds will often feature toys from recent cartoon characters with their kids
meals. By featuring a favorite character from a recent cartoon as part of the deal kids choose to buy
burgers from that chain rather than another.
The merchandising of catering operations involves the point of sale promotion of their facilities
using non-personal media. Unlike advertising it is not a paid for form of communication, but like sales
promotion is more concerned with influencing customer behavior in the short term.
It is not uncommon abroad to see restaurants producing their own labeled bottles of wine, or
coffee shops selling their own brand of coffee to customers. Hats, T-shirts, coffee mugs and other
promotional materials can both help with extra income into the business and at the same time
strengthen the brand.
There is a variety of other internal sales tools that may be used by a catering operation. These
include place mats, which in coffee shops may contain the breakfast menu with a reminder that the
operation is open throughout the day for snacks; napkins; doilies; and pre-portioned condiments which
all add to the operation’s sales message. In the bars giving away cocktail sticks, matches and drink mats
also enables a small part of the operation to be carried out of the establishment and may act as a
reminder to customers of their meal experience several days or months later.
Through all aspects of an organization’s merchandising approach, there is a very real need for it
to complement its advertising campaign. Advertising the facilities will hopefully have stimulated
customer interest. The role of merchandising is to convert that interest into purchases and increased
sales.

Gastronomical Rules of fine dining

Fine dining is about a lot more than just eating great food. It’s a culinary experience steeped in tradition,
and there’s a lot of etiquette involved. For those unfamiliar with the ins and outs of dining at finer food
establish

1. Attire

While the days of dinner jackets and women wearing gloves are long gone, dressing appropriately is still
a hallmark of any upscale restaurant. Men are expected to wear a jacket and tie, while women should
also dress for the occasion. If the dining is fine, so should be one’s clothing.

2. The Table

There are a few things to know about the table, first of which is to keep one’s elbows off it. It’s also
considered rude to plunk one’s keys, cellphone, purse or what have you on the table. Purses should be
placed on the floor, under the table, while phones should be turned off; texting and checking email
during a meal is considered the height of boorishness in any fine dining establishment.

3. The Napkin

Upon sitting down at the table, the napkin should be unfolded and placed on one’s lap. When getting up
from the table mid-meal, one would excuse him- or herself and place the napkin next to the plate, never
on the chair. Napkins are not for wiping the mouth, but for gently dabbing it. When the meal is finished,
the napkin should be placed next to the plate, not on it.

4. The Menu

If unsure of what to order, ask a waiter to make some recommendations. One thing that should never
be done, however, is to ask the chef to alter a dish for your specifications, which any chef would
consider an insult. If one has specific dietary restrictions, however, it’s a good idea to inform the server
and see if they can recommend any suitable dishes.

5. The Glasses

A restaurant serving haute cuisine may have a staggering amount of glassware on the table, and each
has its unique purpose. If unsure of which to use, just pay attention; the busperson will pour water into
the water glass, while the waiter or sommelier will pour wine into the appropriate wine glass (there are
different ones for red, white and sparkling wine/champagne). When making a toast, never clink glasses
together; simply raise the glass. It’s also considered good manners to make eye contact with one’s
dining companions when toasting.

6. The Wine

One should never discuss the price of wine. When ordering, simply point out a wine in the category of
your price point and ask the waiter (or, even better, the sommelier) for recommendations; he or she will
understand and stick to wines within the desired price range. When the wine arrives and the cork is
presented, do not sniff the wine but carefully smell it as you have a little taste. Unless the wine has gone
bad (hint: it will taste like vinegar), do not send it back just because you don’t like it.

7. The Cutlery

The fancier the restaurant, the more cutlery you’re likely to find on the table. For those confused about
which fork to use with which course, the rule of thumb is to start at the outside and work your way
inward. For example, the salad fork (which is smaller than the fork used for entrées) is on the outer left,
with the entrée fork on the right. The knife and fork should be held while eating, with cutting of food to
be done as you eat it; never cut up all your food and then eat and make sure the tines of the fork face
downward. When finished, place the knife and fork on the plate, crossing each other, and never ever
leave a spoon inside a bowl of soup.

8. Courses

Don’t order a salad for a main course. Fine dining is an experiential journey that begins with the
appetizer or amuse-bouche and ends with dessert — you bought the ticket, so take the ride. The rule of
thumb when it comes to courses is to order the same number as one’s dining companion; one person
eating while another sits without food is awkward and embarrassing. Many of the world’s most
prestigious restaurants, in fact, offer special multi-course tasting menus so that all diners can enjoy the
same specific dishes at the same time.

9. Eating

When it comes to eating etiquette, there are a few general rules to remember: don’t slurp your soup,
and don’t blow on hot food to cool it down. The fork is meant to spear food, not scoop it like a shovel.
Don’t use cutlery to gesture to your dining companions. Never stick the entire spoon or fork in one’s
mouth.

10. The Bill

If you’re hosting the meal and plan on paying, the most sophisticated move is to arrange for payment
ahead of time with the restaurant. If your guest wonders about the bill, or insists on contributing, that
makes it far easier to say the meal has already been taken care of.hments, here’s a quick refresher
course to keep you up to par.

Do’s of Menu
 Call out special items with asterisks, logos, or boxes (rough rule use 10-15% of menu space for
boxing items)
 Personalize with special names
 Be colorful
 Use awesome photographs
 Upsell by giving detailed descriptions
 Down sell by using less copy
 Announce recipe awards
 Use favorable quotes
 Mention well-known brand name products that mean quality

1-Page Menu
On a one page menu the point right above the center is the first place most people look.

2-Page Menu
On a two-page menu the customer’s eye will first look above center on the right – a great place to put a
profitable item.

3-Page Menu
On three-panel (page) menus, people most often look at the center panel first, and then move counter
clockwise.

Don’t’s of Menu
 Don’t make the print too small – no one likes to strain to read their choices. 
 Don’t make the menu so big that it is unwieldy to hold 
 Don’t give diners a menu that is stained and worn and clearly been around too long. 
 Don’t use dollar signs – list prices as just a number, and put it after the item description so
customers shop items, not prices
 Don’t ever use unappetizing photos which are worse than no photos at all