Menu

The traditional menu definition is a list of food or drink items available for purchase, or a

list of food or drink items that will be served. While the majority of the time the meaning

of menu is applied to food and beverages, that’s not always the case.
The word menu is also used frequently in the context of electronic devices and
computer programs. There it usually refers to a navigable list of options a user can
interact with.

And, of course, the meaning of menu can be applied in virtually any context where a list
of services or options is presented to a customer or user. Think of a dog groomer with a
menu of services.

HISTORY AND ORIGIN OF MENU

The word menu was originated in the year 1541 when the Duke Henry of Brunswick,
was holding a party where was constantly referring to a piece of paper

An exquisite lady was enquiring with the Duke about the food items in a nasal tone
saying, “may I know”. This phrase was later converted to the word “Menu”.

In 1718, we get the first recorded description of menu, where in a party the guest were
able to look at the names, recipes and ingredients of the preparations in the look called
“ Ecriteau” in French which means “Bill of Fare”

PRESENTATION OF MENU

 It is usually the style of presentation of menu along with the prices mentioned. There
are ways of presentation of menu.

Book form

Card form

Board form

Place mats
Book form- this type of presentation of menu is very common in large establishments
where there are more items. The items are listed along with their respective prices.
Most of the restaurants follow this style.

Card Form- the food items along with their pricing are written on a card for smaller
establishment.
Board Form- It is mostly found in fast food centres, food courts or pavilion where a
large board is displayed with the names of the dishes and their pricing.

Place mats- such form of menu presentation is generally found in food service areas
where turnover of the guest is very high and fast efficient service is required. Place mats
are printed papers placed on the guest table with the names and prices displayed. Once
the guest is done with their meal, the mats are immediately removed and new ones are
placed. Usually followed in coffee shop, fast food centres etc.
TYPES OF MENU

Table d'hôte (table of the host)

It is a fixed menu generally of a starter, a main course, a dessert and a beverage at last,
and is served at a stated price which is for the entire meal.

Cater to a large number of people in a short period of time like institution, industries,
transport catering etc.

À la carte (in the style of a card)

It is the selection from the menu card where each item is priced separately.

In this the menu is presented in form of a card. All the food items are listed along with
their individual respective pricing. It is most popularly used menu.
Other forms of menu are:-

CARTE DU JOUR- (menu for the day): It is a card comprising of food items listed with
composite pricing and has been planned for the day. Mostly used for institutional/
industrial/ welfare catering.
PLAT DU JOUR- (dish of the day/ chef’s special): A special food item prepared by the
chef for a particular day. It is quite expensive.

PLATS DU JOUR-(plates/ dishes of the day): When there are multiple special items it is
not verbally promoted but written in a card with individual pricing.

   TABLE D’HOTE                                                                                     A LA CARTE

Traditional                                                        1.modern

Compositely priced                                        2. Individually priced

3.Wider choices
Limited Choices

4.portion size bigger

Portion size smaller

Suitable for clubs, welfare institutions 5. Suitable for commercial establishments like
 restaurants
etc. 

Caters to a large no. of people in a

6. Cater to a limited no. of   people
limited  time

Requires less space, equipment’s

and skilled people 7. Requires more space, equipment’s and skilled
people

Life cycle is less as it is cyclic in

8. Life cycle is more, is changed after 6 months
nature

OBJECTIVES OF MENU PLANNING

1.  The menu must satisfy guest expectations.

2.  The menu must attain marketing objectives.

3.  The menu must help achieve quality objective.

4.  The menu must be cost effective.

5.  The menu must be accurate.

1.             The menu must satisfy guest expectations: Because guest satisfaction is a

byword of dinning service management, your menu must, above everything else, reflect
your guest’s tastes and preferences – neither the chef’s, the food and beverage
director’s nor those of the manager of the particular dinning outlet.

2.             The menu must attain marketing objectives: While part of marketing is

discovering what guests want, another important aspect is providing for their needs at
convenient locations and times and at prices that they are willing and able to pay. In
some cases, excellent product development, pricing and promotion will convince guests
that you have what they desire – even if up until now they never knew what it was that
they’d been looking for.

3.             The menu must help achieve quality objective: Quality concerns are closely
related to marketing concerns. It is important that you clearly understand all aspects of
quality requirements and develop menus that incorporate these standards into your food
menus. High quality and good nutrition go hand – in – hand. A menu that helps achieve
quality objectives would also offer enough choices to the guests so that they can order a
nutritionally well-balanced meal. Other aspects of food quality include flavor, texture,
color, shape, consistency, palatability, flair and guest appeal. As you plan the menu,
remember to balance it so that textures, colors, shapes and flavors are not repetitive.

4.             The menu must be cost effective: Both commercial and institutional food
service operations should plan menus that recognize financial restraints. Generally,
commercial properties cannot attain their profit objectives unless their product costs,
which the menu often dictates, fall within a specific range. In institutional food service
operations, minimizing costs is also the menu planner’s responsibility. Whether you plan
a menu for a commercial or an institutional operation, you must select menu items that
are within the operation’s budget.

5.             The menu must be accurate: You are responsible for telling the truth when
you formulate menus. You must not mislabel a product, describe it inaccurately, or
deceive the guest by your menu presentation. The menu is a powerful advertising tool.
It can influence what guests order and their expectations. If your food service operation
does not deliver the type of products that your menu represents, your guests may feel
cheated and never return

MENU PLANNING CONSIDERATION

1.  Colour repetition- repetition of colour in the dishes of a menu will be monotonous

for a guest which would harm the appetite of the guest
2.  Balance of Heaviness- while fixing a menu the balance of heaviness should always
be kept in mind i.e., from light to heavy and ultimately to light

3.  Repetition of Ingredients- As with repetition of colour, repetition of ingredients or

taste will also harm the appetite of a guest and will be monotonous and irritating for the
guest

4.  Kitchen Skills- the efficiency of kitchen department and its output capacity is an
essential factor in determining the type of

menu

5.  Seasonal Favorites- availability and usage of seasonal fresh fruits and vegetables
are other factors to be considered while planning a menu. A good menu should always
include seasonal favorites in its courses for example mango in summers, carrot in
winters etc.

6.  Local Favorites- The favorites of the local people, their eating habits and food
culture needs to be taken into consideration while planning a menu

7.  Availability of equipment’s – while planning the menu, availability of the

equipments required to prepare as well as serve the food needs to be considered.

 CONSTRAINT OF MENU PLANNING

Age- The preference of food items varies with age group. The children and aged people
prefer less spicy food while the younger likes rich and spicy dishes.  Ideal menu should
take care of people in each and every age group.

Profession- People in different profession have different food preferences, athletes,

sport person will go for high carbohydrate while people in entertainment business will
prefer low fat/ cholesterol diet.

Nationality- people of different nation have different food preferences. An European will
like mild continental food, while Indian, Thai and Mexican will prefer spicy food

Group size- when group size is large it is difficult to serve elaborate menu.