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THE MENU ANDMENU PLANNINGFBM-341 Food and Beverage Management
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Objectives
Discuss how customers view menus.
State the role and purpose of the menu in a foodseoperation.
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 planning a menu.
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Outline
1. Menu planning from the customer Point of view
2. The purpose of the menu3. 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
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Introduction
The menu Lists items available for selection customer
Most important internal control of the food sesystem
Helps to determine the budgetGives customers a sense of who you are as aoperation
Part of an organizations brand identity17/01/2010 FBM-341 Food and Beverage Management
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Introduction
The success of most restaurant is often direcassociated with planning of the MENU.
Goals for success1. Increase () amount of money cost spends2. Increase () frequency of customer visits
3. Attract new cost and biz
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Introduction
Menu informs customers and influences theirpurchasing decisions.
Menu as a merchandising tool for customer
Foodservice operation must be CUSTOMER-
DRIVENOn day-to-day working foodservice are MENUDRIVEN
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Introduction
Once the market research iscompleted, the MENU shoulddeveloped.
Layout, Design, Decor, Theme,Equipment, Staffing depend onthe selected MENU
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MENU PLANNING FROM THE
CUSTOMERS POINT OF VIEW
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Menu from customers point of view
Customer views a menu as what an establishmoffer for Sale.
The appearance of Menu reveals theprofessionalism of the operation.
A handwritten = Homey atmosphere Professional Typeset = Sophisticated And Elegant Atmosphere
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Menu from customers point of view
A menu with small print and difficult to read = opera
trying to hide something .
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THE PURPOSE OF THE MENU
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1. Menu as a source of information
By listing the food and beverage offeringsA menu informs customer what is for sale
Menu set the tone for the dining experience
It convey the atmosphere, theme and conce
along with the items are offered for sale
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1. Menu as a source of information
Informal menu conveyfeeling of casual dining
Formal menu sets an
elegant for diningexperience
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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 option must offepotential customer
Research is done on a Demographic of local area and feasibility s
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2. Menu as a Marketing tool
Once customer segment determined, the menu should be pl
target or focus
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2. Menu as a Marketing tool
1. Posting menu outside the restaurant
2. Attractive menu design influence customers to enter
3. Distributed menu through local tourist information center, h
4. Descriptive terminology Special of the day Signature item
Chefs Recommended
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ROLE OF MENU IN DAY- TO-DAY
FOOD SERVICE OPERATION
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The role of the Menu in FS operation
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MarketResearch Concept Theme Me
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The role of the Menu in FS operation
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Menu
Type ofService
Size ofkitchen
Amount ofinventory
Type ofFoodServe
Skill Leveland # ofstaff
EquipmentNeeds
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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
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STATIC AND CHANGING MEN
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Static Menu
Same menu items are offered everyday
Customers choice of a place to dine is made easier
When menu constant over time, may grow bored with selec
offered.
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Changing or Cycle Menu
Offering from time to time
Different items each day on a weekly, bi- weekly, or some o
basis, after which the cycle is repeated
Seasonal cycle menus are common Used in healthcare insand schools operations that serve the same clientele daily
offering variety on the menu items to satisfy their custome
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TYPES OF MENUS
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Breakfast and Brunch Breakfast
Breakfast Fewer people eat breakfast than lunch or dinner
accounts for ~20% of daily restaurant traffic.
Commercial and on-site foodservice operations offer traditional breakfast items and light and h
options.
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Breakfast and Brunch Breakfast (cont.)
Brunch Mid- to late-morning meal.
Combo of breakfast & lunch type items. Commonly served on weekend or catered event
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Lunch
Difficult meal to deliver to customers. More complicated than those served at breakfast.
Must be produced faster than dinner items.
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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-goprogram.
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Dinner
Traditionally includes entre, potato, vegetable, & salad Supper lighter or late evening meals, menu similar to b
brunch, lunch
Menus getting shorter, but appetizer section is getting lo
Ethnic cuisines impact menus
Desserts commonly included on menu
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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.
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The Classic Menu
1. Hour doeuvre (Appetizer)
2. Potage (Soup)
3. Oeufs (Eggs).
4. Farineux (Starches)
5. Poisson (Fish)
6. Entre (Light Meat)
7. Sorbet (Ice)
8. Releve (Meat)
A small portion
Clear soup and Cream Soup succonsomm
Omelet, Poached, Scrambled
Generally Pasta
Individual portion of fish
Small portion of Poultry, beef, Po
but served without vegetables Sbetween main course to
Refresh the palate
Traditionally, roast meat served potatoes and vegetables
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The Classic Menu
9. Roti (Roast)
10. Legumes (Vegetables)
11. Salade (Salad)
12. Roti Froid (Cold meat) 13. Entremets (Sweets)
14. Savory (Savory)
The main event. Usually roasted
served with a small green salad.
Vegetables, usually served with s
Assortment of dressed greens.
Cold meat, Ham, Roast Chicken
Desserts
This course, served only in BRITA
rarebit
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The Classic Menu
15. Fromage (Cheese)
16. Fruit
17. Digestive (Beverages)
Assortment of Chees
Fresh, Dried, or Cand
Coffee, tea, cordials,brandies, and cigar
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2. The Modern Menu
Social changes, from a more egalitarian to a lifestyle that llittle time available to devote to fine dining, have led to a r
number of courses in the modern menu.
1. A LA CARTE Menu D
2. TABLE DHOTE Menu
3. PRIX FIXE Menu
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2. The Modern Menu
Guests generally create their own meal from the
dishes offered on the full menu, ordering LA
CARTE, literally, from the card or Menu
Dishes individually priced, and guests maystructure their meal in any way they choose.
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2. TABLE DHTE / Table of Host Menu
All the specific courses of the
meal at a fixed (set) price
Menu Selections are decided bythe chef.
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3. The PRIX FIXE Menu
A prix fixe menu offers a set meal at a set
price, usually with no choices, thoughoccasionally there are some, with asupplemental 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 reducesproduction costs by permitting the kitchen to
operate at a predetermined pace and flow.
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THE MENU STYLES
Classic Menu -17
1. Appetizer2. Soup3. Eggs4. Starch5. Fish6. Light Meat7. Sorbet8. Meat9. Roast
10. Vegetables11. Salad12. Cold Meat13. Dessert14. Savory15. Cheese16. Fruit17. Beverages
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Modern American Menu
1. Cold Appetizer
2. Soup
3. Fish
4. Sorbet
5. Meat
6. Salad
7. Dessert / Coffee
Common Menu
1. Cold or Hot A
2. Salad
3. Main Course
4. Dessert / Co
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USING THE MENU AS A SELLINGTOOL
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U i h M S lli l
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Using the Menu as a Selling Tool
The average customer spend only about 3 minutes
examining a menu.
Highlight menu items to influence what the guests
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U i h M S lli T l
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Using the Menu as a Selling Tool
Menu can influence customers buying decision in
ways
1. By offering suggestions
2. By highlighting special items
3. By the arrangement menu items on the pa
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1 Off S i h M
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1. Offer Suggestions on the Menu
A menu can be a excellent selling tool to supplement the s
selling of staff
Accompaniments will increase guests dinning satisfaction
increase operations sale and revenue
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2 Hi hli ht S i l It
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2. Highlight Special Items
Because customers
spend a short timescanning a menu
Planners use severaltechniques to emphasize
the items
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2 Hi hli ht S i l It
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2. Highlight Special Items
Most menus separate their offering into lists osimilar items
The menu items located in the FIRST and LAS
positions on the list are generally order mostfrequently
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COMMON MISTAKES IN MENUS
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Common Mistakes in Menus
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Common Mistakes in Menus
There are items that appear on menthat reduce the menusability to saleitems
The Mistakes effect on Sale abilitythe menu
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Common Mistakes in Menus
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Common Mistakes in Menus
1. Lack of Specials = Special of the 2. Menus that are too crowded, placetoo close together.
3. Use of uncommon terminology w/clarification.4. Lack of logical order.
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TRUTH IN MENU
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Truth in menu
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Truth in menu
1. In writing a menu, ensure that the totaaccuracy of all information included
2. Every statement made orally by serverwritten on a menu must be COMPLETE
accurate E.g. Fresh-squeezed Orange juice mus
fresh, not frozen or canned.
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Truth in menu
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Truth in menu
1. Extreme are must be taken before using
descriptions such as Imported
Homemade
Natural Real
Fresh
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Important points to consider
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Important points to consider
1. Point of origin of ingredients2. Means of preservation and methodpreparation fresh, homemade
3. Quantity Representation quarter-
pound hamburger, double shot,extra etc.
4. Use of brand names
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FACTORS AFFECTING MENUPLANNING
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Factors Affecting Menu Planning
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Factors Affecting Menu Planning
1. Customer satisfaction.
2. Producing menu items at an acceptable pric
3. Government regulations.4. Management decisions.
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Customer Satisfaction
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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
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Customer Satisfaction
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Customer Satisfaction
Should be a primary concern for planning menus.
Motivated by increasing public awareness of the importance
nutrition.
Food Guide Pyramid.
Most on-site foodservice operations have registered dietitian
consultant for nutritional aspects of menu planning.
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Government Regulations
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Government Regulations
Menus will be impacted by local, state, and/or federal regula
Required to meet menu planning guidelines, if receive stafederal funding.
Required to plan meals in advance for periodic review by
federal reviewers.
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Management Decisions
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Management Decisions
1. Food Cost include both raw and prepared food costs for
menu item.
2. Production Capability skill of personnel and layout of the
3. Type of Service holding capability and amount of employ
4. Availability of Foods improvements in transportation mak
available.
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SYSTEMATIC APPROACH TO MENPLANNING
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Systematic approach to menu planning (1)
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y pp p g ( )
Conduct a market study
Perform a competitive analysis
Interview restaurant critics/reviewers
Attend food shows
Develop a unified theme Include current trends
Analyze nutritional content17/01/2010 FBM-341 Food and Beverage Management
Systematic approach to menu planning (2)
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y pp p g ( )
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
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Systematic approach to menu planning (3)
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y pp p g ( )
Increase sales with menu merchandising of appetizers and d
Test recipes and make adjustments
Standardize recipes
Conduct taste testing
Establish garnish, plating, and portion standards
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COMMERCIAL FOODSERVICE MENU
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Restaurants menu is a powerful
merchandizing and marketingtool.
Outcome of menu planning
should be
A menu that is efficiently andconsistently produced in the kitchen
Pleasing to guests
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Summary
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y
The menu drives the entire foodservice operation. Foodservice manunderstand the role and purpose of the menu so that they can maximize its
A menu sells an operations offering and informs its clientele about what iserves as a marketing tool , as a form of advertising , and, with its descriptivemerchandising tool by enticing the customers to order menu items. Aaffects the types of food and beverage served, as well as the number and an operations staff.
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Summary
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y
There are two basic kinds of menus: static and changing, winclude five menu types: la carte, du jour, cyclical, table and limited. Each type of menu has benefits and drawbackdifferent types haveapplications for different kinds of foodoperations. An alternative used by some operations is acombination of one or more of the various types.
A menu is a power selling tool and can be used effectively influence customers buying decisions. By offering suggestthe menu, highlighting special items, and arranging the ord
menu items in a logical way, management can affect the smenu items. Menu planners must be very careful that all descriptions areflect the items served. They are bound by ethics and TruMenu regulations not to mislead their customers.
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THANK YOU
School of Management,Walailak University, Thailand
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