Menu & Menu Planning

INTRODUCTION
“The menu is the heart of any
restaurant; It showcases everything you
have to offer for food and beverages.”
 The menu is designed carefully what the outlet
wants to cater for, keeping in mind the type of
customers.
 The main advantage of a well-planned menu is that
it leads to consumer satisfaction.
 It also helps to motivate the employees for a
responsible and successful service.
DEFINITION
Menu can be define as:

• List of food item served in an establishment.

• The arrangement of food offered by the

organization.
The Purpose Of Menu

 To list items sold in the restaurant.

 To educate customers
 List of price
 Menu description
 Act as a marketing tools
 Major determinant for the budget.
 Gives customers a sense of who you are as an operation.
 Part of an organization’s brand identity
 TYPES OF MENU
1. Table d'hôte
 Food items grouped together & sold for one price.
 Comprises a complete meal at a predetermined price.
 It usually includes three to five course meal available at a
fixed price.
2. A la carte
 Food items priced individually.
A multiple choice menu, with
each dish priced separately.
3. Static Menu
 Same menu items are offered every day.
 Frequently used if restaurant’s concept
is built around the menu, including:
 Décor

 Advertising campaign
Market segment identified as the
target audience
 Examples: Mc Donalds
4. Cycle Menu
 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.
 Offersvariety with some degree of control over
purchasing, production, and cost.
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5. Single Use
 Planned for service on a
particular day and not used
in the exact form a second
time.
 Usedin on-site foodservice in
which the customer does not
vary much from day to day.
6. Du jour menu – List the items “of the
day”. These menus change daily and are
focused on seasonal ingredients, preparing
the freshest food possible.
7. Selective Menu - A menu that
includes two or more food choices in
each menu category such as appetizers,
entrees, vegetables, salads, and
desserts.
TYPES OF MEALS
 Breakfast is the first meal taken after rising from a
night's sleep, most often eaten in the early morning
before undertaking the day's work. Among English
speakers, "breakfast" can be used to refer to this meal
or to refer to a meal composed of traditional breakfast
foods (such as eggs, oatmeal and sausage) served at
early morning.
 Brunch is a combination of breakfast and lunch eaten
usually during the late morning but it can extend to as
late as 3 pm. The word is combination of breakfast and
lunch. Brunch originated in England in the late 1800s,
served in a buffet style manner, and became popular in
the United States in the 1930s
 Lunch is a midday meal of varying size depending on
the culture. During the 20th century gradually
focused toward a small or mid-sized meal eaten at
midday. Lunch is the second meal of the day after
breakfast.
 High tea (also known as meat tea or tea time in
Ireland) usually refers to the evening meal or dinner
of the working class, typically eaten between 5 pm
and 7 pm. Consists of a hot dish, followed by cakes
and bread, butter and jam. Occasionally there would
be cold cuts of meat, such as ham salad.
 Elevenses is a snack that is similar to afternoon tea,
but eaten in the morning. It is generally less savoury
than brunch, and might consist of some biscuits with
a cup of coffee or tea. The name refers to the time of
day that it is taken: around 11 am.
 Dinner usually refers to the most significant, and
important, meal of the day, which can be the
noon or the evening meal. The average dinner
time in the U.K. for those who call their evening
meal dinner has been found to be at 7.47pm.
 Supper may refer to a late- evening snack or else
as an informal family meal (which would be eaten
in the kitchen or hall room) as opposed to dinner
which would be eaten in the dining room. It is
common for social interest and hobby clubs that
meet in the evening after normal dinner hours to
announce that "a light supper" will be served after
the main business of the meeting. Normally taken
between 10 pm to 11 pm.
Classic menu sequence
 1 - Hors-d oeuvre / Appetizer
Are of spicy in nature in order to stimulate the appetite for the dishes
that are to follow in the course. Served from a rotating trolley or a tray
a small amount of each variety being placed on the plate to make up a
portion.
 2 - Potage / Soup
Soup also act as an appetizer for the further courses to come. Soups
like clear soup(consommé) and the other a thick soup (crème, veloute,
puree) are served during this course.
 3 - Oeuf / Egg
Oeufs are the dishes made from egg. There are many styles of cooking
and preparation of eggs such as boiled, poached or scrambled. The
omelette is the most popular item.
 4 - Farinaceous / Farineaux / Pasta or Rice
This is Italy's contribution to the courses of the menu. It includes
different kinds of rice and pasta. Pasta dishes are spaghetti, lasagne
and gnocchi.
 5 - Poisson / Fish
Poisson are the dishes made from fish. Fish, being soft-fibred, prepares
the palate for the heavier meats that follow.
 6 - Entrée / Entree
The first in the meat course Entrées are generally small, well garnished
dishes which come from the kitchen ready for service. They are always
accompanied by very rich gravy or sauce. The following items can be
served as entrees: Brains, Liver, Kidney, Oxtail.
 7 - Sorbet / Sorbet
Because of the length of the French classical menu, this course is
considered to be the rest between courses. It is water and crushed ice
slush flavoured with fruit juice or champagne and served in a glass.
 8 - Releve / Joints
This is the main meat course on the menu, normally larger than entrees and take the
form of butcher’s joints which have to be carved. These joints are normally roasted. A
sauce or a roast gravy with potatoes and green vegetables are always served with this
course.
 9 - Roti / Roast
At this stage the balance of the courses is gradually returning from heavy to light. Roast
always contain roast of game or poultry: - chicken, turkey, duck, pheasant, quail.
 10 - Legumes / Vegetables
Served only with its accompanying sauce. These are vegetable dishes that can be
served separately as an individual course or may be included along - with relevé or
roast courses.
 11 - Salades / Salad
Small plates of salad taken after main course, quite often simply green salad and
dressing.
 12 - Buffet Froid / Cold Buffet
In this course Chilled meat and fish(small) pieces are served.
 13 - Entremets / Sweets
Entremets on a menu refers to desserts. This could include hot or
cold sweets, gateaux, soufflés or ice-cream.
 14 - Savoureux / Savory
A dish of pungent taste, such as anchovies on toast or pickled fruit.
 15 - Fromage / Cheese
The range of cheeses and various accompaniments, including
biscuits, breads, celery, grapes or apples.
 16 - Cut Fruits & Nuts
Dessert is a course that typically comes at the end of a meal. All
forms of fresh fruit and nuts may be served in this course.
 17 - Boissons / Beverage
All types of hot or cold beverage.
 MODERN MENU COURSE
 There are few courses presented in the menu, such as:
1. Appetizer - a small portion of a food served at the beginning of
a meal to stimulate the appetite.
2. Soup - Soup also act as an appetizer may be thick soup (crème)
and clear soup (consommé).
3. Salad - Small plate of salad, quite often simply green salad and
dressing.
4. Fish - Fish is served, usually before the main course. Prepares
the palate for the heavier meats that follow.
5. Main course - The main meat course on the menu, larger other
course. A sauce or a roast gravy with potatoes and green
vegetables are always served with this course.
6. Dessert – The sweet items at the end of a meal.
7. Cheese - The range of cheeses and various accompaniments,
including biscuits, breads, celery, grapes or apples.
TYPES OF MEAL COURSE
 In dining, a course is a specific set of food items that are served together
during a meal, all at the same time. A course may include multiple dishes or
only one, and often includes items with some variety of flavors. An average
meal consists of one or more meal courses.
 The most typical meals course are:

1 course meal 2 course meal 3 course meal

- Main course - Appetizer & Main course, - Appetizer,
OR Main course &
- Main course & Dessert Dessert
TYPES OF MEAL COURSE (CONT…)

4 course meal 5 course meal 6 course meal

-Appetizer/ - Soup, Fish, Main - Appetizer,
Soup, Salad, course, Dessert & Soup, Fish,
Main course & Cheese, OR Salad, Main
Dessert - Soup, Appetizer, Salad, course &
Main course & Dessert Dessert
MENU DESIGN AND LAYOUT
 Menu design and layout have been called as the silent salesperson
of the restaurant. The menu cover is a symbol of the restaurant’s
identity.
 For menu of single page, the page must encased in plastic
laminate. If the menu is more extensive, there is more space on
the back for dessert and beverages. The focal point for single page
menu is just above the center, an ideal place to list a special item
that may be highlighted to increase sales. This item should also
yield a good profit margin because it is a high selling items.
 For menu of more than 1 page, the outside cover may have the
name of the restaurant and a picture of appropriate to its style.
The layout, type face, illustrations, graphic design, paper color and
menu copy are matter of personal choice. Menus with two or more
pages may be laid out in an appealing way with signature item or
special dishes highlighted or boxed in the focal point. Beverages
may appear on the back page or even as a suggestion to accompany
a certain dish.
MENU EXAMPLE
 INFLUENCES ON THE MENU
1.Health and eating
Customers are increasingly looking for the availability of choices that will enable them
to achieve a balance diet.
Customers are also requiring more specific information on methods of cooking and
ingredients used to produce their meal such as low fat milk, less sugar drink.
2. Dietary requirements
Customers may therefore require a certain diet for medical reasons, some
may need to know about the ingredients used in a dish.

Allergies Food items that are known to cause allergies include the gluten in
wheat, rye and barley, peanuts, sesame seeds and other nuts such
as cashew, pecan and walnuts, as well as milk, fish, shellfish and
eggs. Cause anaphylactic shock resulting the lips, tongue or throat
swelling dramatically over a very short period of time.
Diabetic Refers to the inability of the body to control the level of insulin
within the blood. Avoidance of dishes with a high sugar content.
Low cholesterol Diets will include limited quantities of animal fats. Other items
eaten may include grilled fish or meat, fruits and vegetables, low
fat milk and yogurt.
Low sodium/salt Reduction in the amount of sodium or salt consumed.
3. Cultural and religious dietary influences
Various faiths have differing requirements with regard to the ingredients that may be consumed,
cover preparation methods, cooking procedures and equipment used.

Hindus Do not eat beef and rarely pork. Some will not eat any meats, fish or eggs.
Diets may include milk and vegetarian dishes.
Jews Do not eat pork or pork products, shellfish or animal fats and gelatin from
beasts considered to be unclean or not slaughtered according to the
prescribed manner – kosher (clean).
Muslims Will not eat meat, offal or animal fat unless it is halal meat. Will not
consumed alcohol even used in cooking.
Sikhs Do not eat beef or pork. Some will keep to a vegetarian diet.
Rastafarians Will not eat any processed foods, pork or fish without fins (ex: eels). Will
not consume tea, coffee or alcohol.
Roman Catholics Usually will not eat meats on Ash Wednesday or Good Friday. Some of
them not eat meat on Friday.
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4. Vegetarianism
It may derive from cultural, religious, moral,
ethical or physiological considerations.

Vegetarians semi Do not eat red meats or all meats. Diet will may include fish, poultry
and dairy products.
Vegetarians lacto Do not eat meat, fish or poultry but may eat milk, milk products and
ovo eggs.

Vegetarians lacto Do not eat meat, fish and eggs but may eat milk and milk products.

Vegans Do not eat any foods of animal origin. Diet only consist of
vegetables, vegetable oils, cereals, nuts, fruits and seeds.
Fruitarians Diet may include mainly raw fruits and dried fruits, nuts, honey and
olive oil.
5. Ethical Influences
Customers have become increasingly aware of ethical issues, such as:

 Ensuring sustainability of foods consumed

 Fair trade
 The acceptability of genetically modified foods or
irradiated foods
 Reducing food packaging and food waste
 Reducing the effects that food production and food
transportation have on the environment generally
MENU ENGINEERING
 Menu engineering is a way to design a menu in order
to push your most profitable dishes and up-sell to
your guests.
 The goal is simple: to increase profitability per guest.
 With the right menu engineering, you will be able to
feature the most popular, important and profitable
dishes on your menu, you will make it easy for your
guests to choose a dish, you will be increasing your
profit margins and you will have a menu that is
memorable.
 Stars:high popularity,
high profit
 PlowHorses: high
popularity, low profit
 Dogs: low popularity, low
profit
 Puzzles: low popularity,
high profit
Strategies for Menu Engineering
 Plowhorses – increase menu price or
change the ingredients or cut portion size
 Stars – remain the menu and consider a
modest price increase
 Puzzles – reposition these items on the
menu or do promotion to increase sales
volume
 Dogs – remove from the menu
immediately and replace with new item
STEPS IN MENU PLANNING
1. Plan dinner meals or other entrees for entire cycle
2. Select luncheon entrees or main dishes, avoiding those used on dinner menu
3. Decide on starch item appropriate to serve with entrée
4. Plan dessert for both lunch & dinner
5. After luncheon & dinner meals have been planned, add breakfast & any others
6. Evaluate if clientele, government regulations & managerial considerations have
been met
CONSIDERATIONS IN MENU PLANNING
The menu is the most important part of the restaurant concept. Responsibility for developing the menu
may begin with the chef, individually or in collaboration with the owner, manager, cooks or servers.

1. CAPABILITY AND CONSISTENCY

• The capability of the chefs or cooks to produce the quality and quantity of food
necessary is a basic consideration.
• The use of a standardizes recipes and cooking procedures will help ensure
consistency.

2. EQUIPMENT
• In order to produce the desired menu items, the proper equipment must be installed in
an efficient layout.
• Menu items are selected to avoid overuse of one piece of equipment.

3. INGREDIENTS AVAILABILITY
• Availability requires that a constant, reliable source of supply at a reasonable price be
established and maintained. High quality ingredients make a high quality product.
• The operator takes advantage of the seasons when items are at their lowest price and
best quality.
4. PRICE
• Price is the major factor in menu selection.
• Food cost and portion size and control are the best indicators of the price to charge for
dishes on a menu.

5. NUTRITIONAL VALUE
• Restaurant guests are becoming increasingly concerned about the nutritional value of
food.
• This is creating a higher demand for the healthier items, such fish and shellfish
because have far less fat than other protein foods..

6. MENU TRENDS
• Defining a specific dining behavior or demand in cuisine among a certain population
would then qualify as a menu trend.
• Focus on certain areas of the country as well as consider multiple demographic
variables such as age, income and ethnic.

7. ACCURACY IN MENU
- Restaurants must be accurate and truthful when describing dishes on the menu.
- Menu accuracy in menu descriptions such as spicy, marinated, fresh, sizzling, crunchy.