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Menu Planning

Menu Planning

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Published by e4u007
Guide to Menu Planning
Guide to Menu Planning

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Published by: e4u007 on Jun 03, 2010
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07/23/2013

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Chapter. 4
Menu Planning
Structure:
4.0 Objective4.1 Introduction:4.2 Objectives:4.3 Menu Planning Procedures:4.4 Constraints In Menu Planning:4.5 Menu Merchandising4.5.1 Components Of Menu Designing:
4.0 Objective
Study the procedure of planning a menu
Learn how menus are designed
What are difficulties faced while planning a menu
What are ways and means of promoting menus
4.1 Introduction:
The word ‘MENU’ comes to us from French and according to the OED, means a detailed list of the dishes to be served a banquet or meal; a bill of fare. A restaurant’s menu is not only a veryimportant marketing tool in that it tells the guests about products and prices, but it also dictatesmany back-of-house management activities.
4.2 Objectives:
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 dinningservice management, your menu must, above everything else, reflect your guest’s tastes and preferences – not 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 whatguests 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 productdevelopment, 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 tomarketing concerns. It is important that you clearly understand all aspects of qualityrequirements and develop menus that incorporate these standards into your food menus. Highquality and good nutrition go hand – in – hand. A menu that helps achieve quality objectiveswould also offer enough choices to the guests so that they can order a nutritionally well- balanced meal. Other aspects of food quality include flavour, texture, colour, shape,consistency, palatability, flair and guest appeal. As you plan the menu, remember to balanceit so that textures, colours, shapes and flavours are not repetitive.
4.
The menu must be cost effective : Both commercial and institutional food service operationsshould plan menus that recognize financial restraints. Generally, commercial propertiescannot attain their profit objectives unless their product costs, which the menu often dictates,fall within a specific range. In institutional food service operations, minimising costs is alsothe menu planner’s responsibility. Whether you plan a menu for a commercial or aninstitutional 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 formulatemenus. You must not mislabel a product, describe it inaccurately, or deceive the guest byyour menu presentation. The menu is a powerful advertising tool. It can influence whatguests 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.
4.3 Menu Planning Procedures:
The next step in the process of menu planning is the Procedures. Always begin by focusing onyour guests. Take into account the factors that motivate guests and help determine their wantsand needs. Quality is the foremost factor, which concerns the menu planners most. The nextfactor being the want or need of the guest. The following points should be taken into accountwhile planning a menu:-i.Retention of adequate product quality levels.ii.Cost of ingredientsiii.Availability of ingredients.iv.Skill of the production staff.v.Availability of equipment and the space required to prepare them.Tools required for planning a menu: - Since the task of menu planning is fairly complex find aworkplace that is free from interruptions and distractions and gives you plenty of elbow room.Some of the aids that you will want to have close at hand as you develop your menu include:i.Copies of old menus, including the menu you currently use in your operation.ii.Standard recipes.iii.Inventory information and lists of seasonal foods, best buys etc.iv.Cost per portion
 
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:
i.
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.
ii.
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.
iii.
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.
iv.
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.
v.
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.
vi.
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.

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