MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
Menu Planning Fundamentals
1. 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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
9. 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
10. 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
12. 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
13. 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
14. 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
15. 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
16. 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
17. Role of Menu in day-
to-day of food service
operation
3
17
18. 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
19. 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
21. 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
22. 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
24. 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
25. 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
26. 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
27. 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
28. 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
29. 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
30. 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
31. 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
32. 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
35. 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
36. 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
38. 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
39. 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
40. 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
44. 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
45. 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
46. 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
47. 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
48. 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
49. Prime Space of Menu
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaa
FBM-
FBM-341 Food and Beverage Management 49
50. Prime Space of Menu
aaaaaaaaaaaaa
FBM-
FBM-341 Food and Beverage Management 50
51. Prime Space of Menu
aaaaaaaaaaaaa
FBM-
FBM-341 Food and Beverage Management 51
52. Prime Space of Menu
aaaaaaaaaaa
FBM-
FBM-341 Food and Beverage Management 52
54. 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
55. 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
57. 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
58. 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
59. 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
61. 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
62. 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
63. 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
65. Aesthetic Factors
Includes:
Flavor
Texture
Consistency
Color
Shape
Combinations of foods
FBM-
FBM-341 Food and Beverage Management 65
66. 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
67. 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
69. 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
70. 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
71. 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
72. 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
76. 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
77. 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
78. 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
79. 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
80. 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
81. 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
82. 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
83. 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
