WEEK 2:

MENU PLANNING
 Learning Outcome
At the end of class, students are
expected to understand:
Types of Menu
Menu psychology
Considerations in menu planning
Menu Engineering
Factors affecting menu planning
 Definition of Menu
List of items available for selection by
a customer
The most important internal control of
the foodservice system
The menu gives customers a sense of
who you are as an operation; it is part
of organization’s brand identity
Different foodservice operations have
different menus because
organizational objectives and
customers are different
 Introduction
The menu is a key component of a
foodservice operation
It establishes the inputs needed by the
system
A change in menu can impact all aspects
of the foodservice system
The menu is a major determinant for the
budget
Reflect the “personality” of the foodservice
operation
 Impact the layout of the operation and the
equipment needed to produce it
 Express the character of a foodservice
operation and is largely responsible for its
reputation, good or bad
To the production employee, the menu
indicates work be done
To the wait staff; the foods to be served
To the dish room staff; the number and types
of dishes, glasses and flatware requiring
washing and sanitizing
 Types of Menu

Static menu A la carte

Cycle menu Table d' hote
Single menu Prix fixe
Du jour
Tasting
menu (menu
dégustation)
 Static Menu
Definition: Same menu items are offered
every day; that is a restaurant-type menu
Traditionally, the static menu has been
characteristics of many restaurant
The entire concept for a restaurant
frequently is built around the menu
including the décor, advertising
campaign and market segment
identified as the target audience
 Cycle Menu
Definition: Series of menus offering
different items daily on a weekly, biweekly
or some other basis, after which the
menus are repeated
In many onsite foodservice operations,
seasonal cycle menus are common
Cycle menus typically are used in health
care institutions and schools
Offer variety with some degree of control
over purchasing, production and cost
 Single Use Menu

Definition: Menu that is planned for

service on a particular day and
not used in the exact form a
second time
This type of menu is used frequently
for special events
Á la carte menu is one in which each individual
items are listed separately, each with its own
price
Table D’ Hôte menu is one in which a selection
of complete meals are offered at set prices
Prix fixe means “fixed price”menu
Tasting menu
Also known by its French name, menu dégustation.
Offered in addition to the regular menu
Gives patrons a chance to try a larger number of the
chef’s creations
 Menu Psychology

 Designing and laying out a menu in such a way as

to influence the sale of foods served on that menu
 Position products on the menu matters for what
people will choose
 Typically, the eyes move from top center, to top
right then to the top left
 Positioning high profit margin products in these
locations increases their order rate and maximizes
sales opportunities through indirect sales techniques
Eye Gaze Motion
CONSIDERATIONS IN MENU PLANNING
Capability and Consistency
• Capability of the chef to produce the dish
• The use of standard recipe important to
ensure menu consistency

Ingredients availability
• Reliable source of supply at reasonable price
• Take advantage of season ingredients
• High quality ingredients make a high quality
product

Equipment availability
• Proper equipment must be installed at
efficient layout
• Avoid overuse of one piece of equipment
CONSIDERATIONS IN MENU PLANNING
Price
• Based on food cost and other cost
• Attractive price

Accuracy in menu
• Menu must be accurate and truthful
• Menu description

Menu trends
• Follow latest trend
• Promotion and marketing strategies
 Menu Structure

 Breakfast
 Morning Tea
 Brunch – mid to late morning
 Lunch
 High Tea
 Dinner
 Supper-evening meal, typically a light or
informal one
 Building the Menu

Variety and Balance

Flavor
Do not repeat foods with the same or similar
tastes.
Texture
Refers to the softness or firmness of foods,
and their feel in the mouth.
Do not repeat foods with the same or similar
texture.
 Building the Menu

Variety and Balance

Appearance
Serve foods with a variety of colors
and shapes.
Nutrients
Menus should provide enough
nutritional variety to allow customers
to select nutritionally balanced
meals.
 Building the Menu

Variety and Balance

Cooking Methods
They play an important role in determining
the flavors, textures, and appearance of
food.
It is a good idea to offer a variety of
roasted, braised, grilled, sautéed, and
simmered foods.
 Building the Menu
Kitchen Capabilities & Availability of Equipment
Equipment Limitations
Know the capacities of your equipment and
plan menus accordingly
Spread the workload evenly among your
equipment
Personnel Limitations
Spread the workload evenly among the
workers.
Spread the workload throughout the day
Offer items the cooks are able to prepare
 Factors Affecting Menu
Planning

 Customer satisfaction
 Socio cultural factors – include customs,
values, demographic characteristics
 Food habits – practices and associated
attitudes that predetermine what, when,
why and how
 Food preferences – express the degree of
liking for a food item
 Nutritional influences
 Customer Preferences

Facilities must produce food that is

appealing to their customers
Tastes vary by region, by neighborhood, by
age group, and by social and ethnic
background
Prices must be kept in line with the
customers’ ability and willingness to pay
 Factors Affecting Menu Planning

Aesthetic factors:
Flavor is the taste that occurs from a
product in the mouth and often
categorized as salty, sour, sweet or bitter
A balance should be maintained among
flavors such as mild and highly seasoned,
light and heavy
Texture refers to the structure of foods
and is detected by the feel of foods in
the mouth
Consistency of foods is the degree of
firmness, density or viscosity, runny,
gelatinous, thin, medium and thick
Color on the plate – combination of
colors of foods always should be
considered is selecting menu
The shape of food can be used to create
interest in a menu through the variety of
forms in which foods can be presented
 The Importance of Appearance
We eat for enjoyment as well as for
nutrition and sustenance
Cooking is not just a trade but an art
that appeals to our sense of taste,
smell and sight
“The eye eats firsts”
The first impressions of a plate of
food set the customer’s expectation
If the color of foods are pale and
washed out, with no color
accent, customer expect the
flavors to be bland
If the food looks careless served,
tossed onto the plate in a sloppy
manner, customer assume it was
cooked with the same lack of
care
If the size of the plate makes the
steak look small, customer will
definitely feel unsatisfied
 Sustainability
This concepts are having an increased
influence on menu planning in many
foodservice operations
Focus on one or more of the following:
Use of locally grown/ produced items
Use of “in season” foods
Use of sustainable seafoods
Limited use of processed foods
Replacement of meat with vegetarian
 Management Decision in
the Menu’s Design
 The selling price of an item is based on its
cost
 Not only Food cost- cost of food purchased
but also labor and overhead costs to run the
operation
 Menu planning is the responsibility of a team
rather than an individual
 Input on availability of food, comparative
cost and new products in the market
 Production Capability

To produce a given menu, several

resources must be considered
Labor is one of important factor
The number of labor hours and the skill of
personnel at a given time determine the
complexity of menu items
Employees’ days off may need to be
considered in menu planning because relief
personnel may not have equal skill of
efficiency
Production capability also is affected
by the layout of the food production
facility and the availability of large
and small equipment
The menu should be planned to
balance the use and capacity of
ovens, steamers, fryers, grills and other
equipment
Refrigeration and freezer capacity
must also be considered
 Potential Misrepresentation
on a Menu
Quantity: Misleading or unclear terms
describing portion size or amount being
served should be avoided (eg extra-
large salad)
Quality: Quality grades exist for many
products including meat, poultry, eggs,
dairy products, fruits, and vegetables
and should be accurately used
Price: Extra charges for service or special
requests for food items should be
brought to customers’ attention
Brand names: Any product brand that is
advertised must be the one served
Product identification: The products being
served or the substitute being used must
be clearly identified on the menu
Point of origin: Claim of origin should be
accurately documented
Means of preservation: For preservation,
food may be canned, chilled, bottled,
frozen or dehydrated. If a method is
identified on the menu it should be
correct
Food preparation: Any descriptions
of food preparation techniques
should accurately describe what
preparation method was used
Verbal and visual presentation: If a
picture of a meal or menu item is
shown, the actual meal or menu
item must be identical
Dietary or nutritional claims:
Misrepresentation of nutritional
content of food is not permitted
Accurate and truthful descriptions are required:
Point of origin
Grade or quality
Cooking method
Size or portion
“Fresh”
“Imported”
“Homemade”
“Organic”
Size or portion
Appearance
 Menu Engineering
Techniques for analyzing menu sales and
providing helpful information for
increasing gross profit
Also a process of comparing the
popularity and profit contribution of
menu items
The study of the profitability and
popularity of menu items and how these
two factors influence the placement of
these items on a menu
Menu Engineering
 Stars
Star are both profitable and
popular
Should normally be left alone
unless there is a valid reason for
change
The popularity of stars is sometimes
possible to increase their menu
prices without affecting volume
Thus increasing their profitability
 Plowhorses
Plowhorses are popular but relatively
unprofitable
They should be kept on the menu
but attempts should be made to
increase their contribution margins
without decreasing volume
A possibility is to decrease standard
portion size slightly and at the same
time improve the appearance of
the product
 Puzzles
 Puzzles are comparatively profitable but
relatively unpopular
 They should be kept on the menu but
attempts should be made to increase their
popularity without decreasing their
profitability substantially
 Example including repositioning items to
more favorable locations on the menu
 Featuring items as specials suggested to
diners by the server
 Changing the appearances or the menu
descriptions of these items to increase their
appeal
 Dogs
Because Dogs are both unprofitable
and unpopular, they should be
removed from the menu
Replaced with more profitable items
unless:
There are valid reason for continuing to
sell a dog (promotes other sales)
Its profitable can somehow be
increased to an acceptable level
Any Questions?
Review and SCL
session