v.Sales historyvi.Production recordsvii.A glossary of menu terms.
4.4 Constraints In Menu Planning:
The resource available to the food service operation affects the menu. The following are theconstraints, which you face while planning a menu:
Facility Layout / design and equipment : - You must have the space and equipment availableto produce all the items offered on the menu. If not, your staff may need to prepareconvenience foods.
Available Labour: You must hire an ample number of employees with the required skills tomanage, prepare, and serve all the items on the menu. If skilled labour is not available to prepare menu items, you may need to implement training programs or reconsider includingsuch items on the menu.
Ingredients: Before you make your final selection, choose the standard recipe, which your production staff will use. Also, make certain that all the ingredients required by each recipewill be available during the life span of the menu.
Marketing Implication: Guest preferences should be a primary concern when you plan themenu. Even though certain menu items may be practical to serve from your property’s pointof view if your guests do not care for them you should eliminate them. Another marketingconcern of menu planning deals with the meal period involved.
Quality Levels: You must know what level of quality the guests expect and how toincorporate quality requirements into the food items offered on the menu. The level of your employee’s skills and knowledge and the availability of equipment and specific ingredientsall affect the quality of food.
Costs: Food items that are expensive to prepare should be priced at a level, whichcompensates for their high costs. You must know the cost of preparing specific menu itemsand their possible selling prices. If the cost of a menu item is excessive, you may decide notoffer it.
4.5 Menu Merchandising
A menu is the primary communications, sales and public relations tool of a restaurant. It may not bring your customers into the restaurant, but once they are there, the menu determines what theywill order and how much they will spend. Thus a menu is important to running a successful and profitable restaurant.A menu card is a compilation of items available in the restaurant put on paper in form of wordsand illustrated in printed. It should be colourful, attractive, clean and reflect quality, style andtheme of the restaurant. A dirty, poorly printed, hard to read menu creates a negative impression.