Menu Design and Engineering

MENU DESIGN AND ENGINEERING
HTF552
Chapter
Know Your Customer
1
Fatimah Abd Ghani

fatimah.abdghani@gmail.com
LEARNING OBJECTIVES
Upon completion of
this chapter, students
should be able to:
LECTURE OUTLINE
Introduction
Demographics
Age Groups
Ethnic Origins
Education, Occupation and Income
Popularity Polls
3
INTRODUCTION
One of the most important aspects of menu planning is
determining and defining the customer
The location of a restaurant determines who will patronize it
People stay close to (a three-mile radius / ab. 8km) their homes

or places of work when dining out.
Important to know who resides or works within this area
Menu caters to customers in that particular area
4
DEMOGRAPHICS
The study of location and potential customer is known as demographics.
The statistical data of a population showing average
age, income, education, etc
Two
Two (2)
(2) factors
factors must
must be
be evaluated:
evaluated: Four
Four (4)
(4) sources
sources of
of information:
information:
Demographic study itself 1. Feasibility studies

identifying the customer
in our market
2. Demographic surveys
Matching of these customers, 3. Psychographic studies

along with their needs and
preferences, to the proper menu
4. Personal knowledge
5
DEMOGRAPHICS
1. Feasibility Studies
Important to menu planner
Demographics Competition
6
DEMOGRAPHICS
2. Demographic Surveys
Demographic studies list the Restaurant expenditures

general population by: breakdown by category:
Age group Fast food

Median age Coffee shop
Ethnic origins
Fine dining, etc.
Household type
Marital status
Occupation
Education
Housing
Income
No. of vehicles
7
DEMOGRAPHICS
3. Psychographic Studies
Data referred to as VALS -preferences of population studied
Values Attitudes Lifestyles

Values Attitudes Lifestyles
How frequently How daring or traditional

theyfrequently
How dine out? a groups
How daring is ?
or traditional
they dine out? Reveal a groups is ?
information
such as
Habits with regard to
How much they recreational, educational
Habits with regard to and
spend on average?
How much they culturaleducational
recreational, activities and 8
spend on average? cultural activities
DEMOGRAPHICS
4. Personal Knowledge
Failure of a restaurant business is due to:-
Wrong menu listings Not knowledgeable management
Lack of working capital Poor service
Selling prices Poor quality
Dirty operation
The restaurant business comprises many details, each one affecting overall
performance. But it all starts with the menu.
A personal feel for the market is an important tool if used properly.
9
DEMOGRAPHICS
Competition
Definition: In broad sense is any business that sells food
Strict sense- competition includes any foodservice that sells a similar

product at a price similar to your operations
Two types of competition:
Direct competition-other
Indirect competition- supermarket
restaurants
10
DEMOGRAPHICS
Competition
Competition is healthy.
It promotes:
A good price-value relationship
Excellent service
A quality product
In a competitive market, businesses are forced to excel in order to succeed
A market can support only a given number of similar operations
The maximum numbers of competing business are operating in a market,

the situation is known as market saturation
11
DEMOGRAPHICS
Competition
Market saturation is unhealthy to get into as number of available

customers spread is so thin. Personal knowledge is important.
Turning a problem into an opportunity.
Analysis of demographic study necessary for matching customers with

their needs and generalizations based on observation and experience.
12
DEMOGRAPHICS
Putting Them Together
Best possible benefit: demographic and psychographic data

used in combination
Age Groups
Vital to proper menu selection. Age groups are bracketed as

follows:
Children Teens Young adults
Middle-aged adults Older adults 13

AGE GROUPS
Children
Influence and often dictate the decision as

to where a family will dine out
Heavily influenced by television, both

in advertising and programming
14
AGE GROUPS
Children
Parents want their children to have a well-balanced meal
Children tend to opt for high fat, high-sugar,

high calorie food
15
AGE GROUPS
Children
16
AGE GROUPS
Teenagers
Pose special problems of their own
On one hand, they still cling to their childhood

eating habits; on the other hand, they are
beginning to mature into adulthood
Refining their tastes & requiring a nutritionally

balanced diet
17
AGE GROUPS
Teenagers (Cont)
Considered as two (2) separate market:
As part of family unit that is dining out. More nutritionally

1 oriented-result of parents coercion than independent choice
2 As a marketing of their own- revert to junk food syndrome
Large market with more disposable income
Portion sizes
Offer petite or small-appetite meals for teenagers & senior citizens

18
AGE GROUPS
Young Adults
In the 25 to 34 year old age group.
Singles
Three (3) divisions: Couples with no children
Families
19
AGE GROUPS
Young Adults (Cont)
Overall, they are;
Health conscious Choosing vegetarian menus in

addition to traditional
Concerned about physical Affinity for burgers &

fitness- consequently about junk foods
lighter, healthier and more
natural food Trendy
20
AGE GROUPS
Young Adults (Cont)
Single Young married couples
have more disposable income Both partners are working high

disposable income large portion
do not cook, eat out more on eating out.
Purchasing a home smaller

not as concerned with price amount for eating out. Price
conscious
restaurant needs to be trendy with
appropriate dcor & fun
Raising a family price conscious
menu offers variety that reflect & restaurants catering to children
theme & decor & families become very attractive.
21
AGE GROUPS
Middle-aged
Patrons from 35 54
Traditional in its menu selection, fairly sophisticated tastes, prefers fully

flavoured foods.
Patrons from 18 49 preference for hamburgers & sandwiches & more

likely to eat out for lunch.
22
AGE GROUPS
Middle-aged (Cont)
Preferences for seafood, chicken, pasta entre items & baked items
Strong desire for upscale treatments of retro or comfort foods

Mainstream and some non-mainstream ethnic cuisine very
popular
Willing to try unfamiliar foods
Overall strong preferences for familiar cuisines
Family dines out price is a factor
Special occasions price is less of a factor
23
AGE GROUPS
Matures
Patrons aged 55 to 75
Prefers smaller portion Prior to retirement price is less

of a factor
Balanced meal
After retirement price becomes
Familiar food more important
Predominant mainstream ethnic
Coffee shops & cafeterias cuisine very popular
24
ETHNIC ORIGINS
Many members of ethnic groups do not partake exclusively basic foods
of their native land.
Stereotyping is a dangerous thing. Dietary needs of special

groups e.g. Jews, Muslims, Hindus, Buddhists & persons
from certain geographical areas
Important to note that particular foods appeal to certain

ethnic groups most of the time; this is not to suggest
that this holds true all the time.
25
EDUCATION, OCCUPATION &
INCOME
They are tied together to influence each other.
Education & occupation play a minor role. Income key

factor affordability for the market, specifically disposable
income.
Disposable income is that part of earnings & investment

income left over after basic needs have been met.
26
POPULARITY POLLS
Available disposable income. Two (2) things happen:
1. People tend to eat

2. They tend to trade up
out more often
Available listings that are popular with restaurant-going population as a

whole.
Concerned with trends within a demographic area. Items altered to gain

customer acceptance.
27
POPULARITY POLLS
A fad is an idea that comes and

goes quickly. Following fads costs
Trends stay around for a while &
money
many times become the norm.
following trends can make
money. Aware of trends, do not
overreact. Avoid embracing the
trend completely
28
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Questions?
30
REMINDER
Read Chapter 2
31
HTF552
Chapter
Know Your Restaurant
2
Fatimah Abd Ghani

32
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Existing Operation
The New Restaurant
34
EXISTING OPERATION
Everything starts with the menu
Fully understand the capabilities

and limits of restaurant involved
either existing or new
35
Excellent restaurant menu design will do a number of things to
enhance your business. Here are just a few:
Reduce Complaints, restaurant patrons are much less likely to complain

when they order from a well-designed restaurant menu.
Increased check averages because great restaurant menu design will

enhance the entire experience making your guests feel more comfortable
spending money in your restaurant.
Happier customers, as your guests look at the menu, the will imagine the
food tasting better, and in turn will have that perception when they get
their food.
Chapter 1: Know Your Customer 36

EXISTING OPERATION
THE EXISTING OPERATION
Product availability 1
Product cross-utilisation 2
Selling price 3
Equipment availability 4
Physical capabilities of station 5
Product and traffic flow 6
Staff skill levels 7
Theme 8
37
EXISTING OPERATION
Product Availability
Every item listed available at all

times
Seasonal ingredients introduced

through table tents, clip-ons, or
verbally by wait staff
Seasonal menus used as a

marketing strategy
An anticipated sales volume,

assurances sought from purveyors
of supply on demand
38
EXISTING OPERATION
Product Cross-Utilization
Optimum situation is to use ingredients already on hand
Increases purchase of existing items decreases cost per unit
Avoid increases in number of items carried in inventory because this

decreases cash flow and increases chance for theft and waste
Decide how well new item will sell in relation to added cost of expanded
inventory
Strike a balance between cross-utilisation and over-utilisation, which

can result in menu monotony
39
EXISTING OPERATION
Selling Price
3 If it is, selling price includes

1 Food cost is a key factor in
factor to reflect additional
determining selling price
labour cost
Price compatible with price

2 Should not be more involved 4
range of present menu
or more labour intensive where demographically
than current menu listings identified customers are
willing to pay
40
EXISTING OPERATION
Equipment Availability Station Capability
1 1
2 2
41
EXISTING OPERATION
42
EXISTING OPERATION
A station (work centre) is an area where a
group of closely related tasks are performed
Station Capacity: Several pieces Worker Capability: Ability of

of equipment must be person working at the station to
considered keep up with the extra
requirement
Whether station, as a whole, can A station swamped at peak
handle increased demand hours due to:
Improper selection of
employees, poor training, or
improperly written menu.
Solution: Change menu to reflect production

capabilities of physical plant
43
EXISTING OPERATION
Product Flow and Traffic Flow
Analyze whether an addition results in flow change
Problem with traffic and product flow:
Observe actions of employees

during production
Focus-group meetings
44
EXISTING OPERATION
Staff Skill Levels
Evaluation of both kitchen and service staff skill levels
Prior to an evaluation, consideration given to

demographics and determination of acceptance by
customers of such upgrading
After confirming that it is viable, evaluation of staff skill

levels be carried out
45
EXISTING OPERATION
Production staff expressed in four (4) levels:
Line cook: ability to cook an item to order and plate

according to specifications & standards
Prep cook: ability to follow structured and tested

quantity recipes
Chef: carry out more complicated recipes
Chef: with the genius to create cutting-edge recipes
46
EXISTING OPERATION
47
EXISTING OPERATION
Self-service Russian Service
Predominant in QSR Order prepared in kitchen and
plated at table by server
Customers to place & pick up orders
themselves
Variation used in Oriental restaurants
American or table service French Service

An order is prepared and plated in Order partly prepared in kitchen, but
kitchen, and delivered to customer finished and plated at table
More predominant in coffee shops
and theme restaurants
Self-service and American service are
sometimes combine
48
EXISTING OPERATION
Russian and French service reserved for fine dining
The safest rule: stay within the bounds of the style presently in
use.
Theme
New items are compatible with theme & dcor
An excellent way is to walk the item through purchasing,
storage, production and service
49
THE NEW RESTAURANT
Menu becomes a planning tool.
Everything starts with the menu holds true here, for most part.
Feasibility study done prior to menu planning. Demographic

dictates type of restaurant opened.
Once style of restaurant is determined, menu can be planned.
50
THE NEW RESTAURANT
Equipment
te cor d selected
de d e an
St
aff
d
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in e
hi
Th
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rm
d
Menu
51
THE NEW RESTAURANT
Theme, dcor and menu are

intertwined
Theme and
dcor
determined Items selected match theme
Descriptive terminology reinforce and

elaborate theme and dcor
52
THE NEW RESTAURANT
Equipment
selected
Menu must be reviewed on an item-by-item basis and

equipment needed to produce each item.
Determine sizes and numbers needed
to produce the menu
53
THE NEW RESTAURANT
Three (3) factors are considered:
Three (3) factors are considered:
Number of different menu items produced on
each piece.
Capacity of dining room seats & anticipated

turnover of seats
Projected sales mix of proposed menu
Compare manufacturers stated capacity and estimated

number of each item sold = size and number of
pieces to be purchased
54
THE NEW RESTAURANT
Planning layout of necessary equipment
Two (2) most important factors affecting layout are:
Product flow encompasses all food stuffs necessary to produce the

menu from raw state (receiving) to finished product (restaurant) & to
ware washing
Traffic flow concerns itself with people & their patterns of movement
with the product
55
THE NEW RESTAURANT
Key goals: No backtracking and no crossovers
Chances are, if product flow is smooth, traffic flow

will be smooth as well.
Check to make sure that some flexibility is built in

plan and equipment selection
Any menu additions must be within the scope of

equipment availability
56
THE NEW RESTAURANT
Staffing
Prior to hiring develop job descriptions
With careful hiring practices, employees are skilful at

performing their jobs and more trainable; thus turnover is
minimized
Review proposed menu to determine skill levels which is an

integral part of job description
57
Questions?
58
REMINDER
Read Chapter 7
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HTF552
Chapter
Costs
3
Fatimah Abd Ghani

61
LECTURE OUTLINE
Standardized Recipes and Cost Cards
Costing Meat Items
Coffee Cost
Carbonated Beverages
Single-Service Items
Complete Meals
Buffets and Salad Bars
Keep Current
Computer Applications
62
INTRODUCTION
One of the most important functions of menu planning is charging the

correct amount for items listed on the menu
To determine selling price, exact costs must be found
Selling prices are figured based on food cost
Caution! Ingredient costs vary and change from day to day but the
concept is the same
63
STANDARDIZED RECIPES AND
COST CARDS
Standard recipes are an important component of the cost control system
Standard recipes control quantity and quality of ingredients,

as well as the portions to be served
Standard recipes are essential tools to figure costs
Standard recipes must be followed
64
COST CARDS
There are 2 methods to write standard recipes:
As Purchased (AP) method Edible Portion (EP) method
All ingredient quantities are listed All ingredient quantities are listed
in the form in which they are using the edible portion only of
purchased that ingredient
65
COST CARDS
Most recipes do not come with headings of AP or EP,
but the ingredients described will give a clue
The EP method, though time consuming is the

preferred method, as it is more exact
Conversion charts are available to assist in determining costs

( page 55)
66
COST CARDS
Example of cost card fig. 3-1, page 56
Objective of cost card is to get an accurate cost per portion so

that selling price can be determined.
67
COST CARDS
Steps to fill out cost card:
1 Copy all ingredients from std recipe
2 List the amount and unit used
3 List the cost of each ingredient and the unit (from the invoice)
4 Break the invoice unit down to the same as the recipe unit.
Figure the cost per recipe unit, AP or EP
5 Figure the extended cost( no. of units x recipe cost per unit)
6 Add all the cost of ingredients in the extension column
7 Divide the total cost by the no. of portions

68
COSTING MEAT ITEMS
Listings such as roasts, steaks, or chops are figured individually
Shrinkage and trim must be taken into account
To calculate cooking loss and trim, each restaurant should

conduct their own tests, although charts are available
Steaks and chops are listed on the menu as precooked weight,

the cost is the same as the invoice cost
But, if the operation were to cut its own steaks,

then the trim loss would have to be considered
69
COFFEE COST
Multiply amount of water x ? To get total amount
1
Multiply total by 10% (absorption)

2
Subtract loss to get net yield (per urn)

3
Divide net yield by amount served per cup

4
Divide cost of coffee by no. of cups, to get cost per cup

5
70
CARBONATED BEVERAGES
Need to consider premix or postmix
Premix is carbonated water and syrup mixed at the factory
Postmix is carbonated water and syrup mixed at location
71
SINGLE-SERVICE ITEMS
Condiments such as mustard,

ketchup, pickle, chili sauce, soya
sauce, mayonnaise and garnishes
must be costed
Even though these are low cost items

but they should not be overlooked, as
in the long run the cost may
accumulate to quite a lot!!
72
COMPLETE MEALS
Steps to find the cost of a complete meal:
(F&B Department/F&B Controller)
STEP 1: Get the total cost of accompanying items
STEP 2: Figure the cost of the entre (main course)
STEP 3: Figure any additional costs for each listing

(e.g. Side dish or special garnish)
STEP 4: Q factor is added. (include all incidentals not covered in cost cards,
for example salt, pepper, sauces, butter) Usually the total is figured on a
monthly basis and divide by the no. of customers
73
BUFFETS AND SALAD BARS
The objective is to get an average cost per customer
using the inventory method
The formula is:
Starting inventory (no. of units)
Plus Additions to the table( no. of units)
Minus Ending inventory (no. of units)
Equals No. of units of product sold
Times Unit cost of product
Equals Total cost of product used

74
BUFFETS AND SALAD BARS
This formula should be used for each product on the buffet table
Replace items as necessary, at the end of service,

subtract reusable leftovers
If leftover is thrown away, it is not subtracted as it

becomes part of the cost
No. of units used is multiplied by cost per unit.

Add the cost of each item
Divide total by the no. of customers to get a net cost per customer
75
KEEP CURRENT
Cost card filed for each menu item should be updated
Key ingredients should be monitored and changed accordingly
76
COMPUTER APPLICATIONS
Computer programs are available
Recipe data and invoice costs are entered and the program
figure the cost per portion on the cost cards
Sophisticated programs that have a complete accounting

package may even automatically adjust cost
Cost per portion is monitored and the user alerted!!
77
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HTF552
Chapter
Pricing the Menu
4
Fatimah Abd Ghani

79
LECTURE OUTLINE
Introduction
Understanding the Income Statement
Markup Methods
Similarities and Differences
Selecting a Method
Psychological Pricing
Price-Value Relationship
Product Mix
Menu Precost
80
INTRODUCTION
Once cost has been figured, the next step
is to determine selling price
PROFIT STARTS WITH THE MENU!!
Managers should develop a profit mentality(profit oriented)
Sales must exceed costs before profit can be realized
Controls are important, otherwise waste

and theft can cut down profit
81
UNDERSTANDING THE
INCOME STATEMENT
Refer to page 77, fig. 4-1
Sale Total of all selling price multiply by no. of units sold
Cost of Opening inventory plus

food sold purchases minus closing inventory
Food cost Food cost in RM/$ and divide it by sales.

percentage (percentage gives a more meaningful discussion of costs)
82
UNDERSTANDING THE
INCOME STATEMENT
Gross profit Sales subtract cost of food sold
Labor
Total payroll
expense
Other
Other costs controlled by
Controllable
management, e.g. Paper goods, detergent
Expenses
Non-
Other costs management has no
controllable
control over, e.g. Utilities, rent, insurance, property taxes
Expenses
83
UNDERSTANDING THE
INCOME STATEMENT
Total Add all expense lines (labor, controllable and uncontrollable)

Expenses except Food Cost, then subtract this figure from Gross Profit
Pre-tax
Gross profit less total expenses
Profit
Fig 4-2 shows expenses and costs as a whole
84
MARKUP METHODS
1 2
The No-Method Method The Factor Method
Take the desired food cost

Charging what the competitor
percentage and divide it into
charges
100%, to get the factor.
Multiply the factor by the item
It is popularly used cost (from the cost card)
Refer to Fig. 4-3
85
MARKUP METHODS
3 4
The Markup on Cost Method The Gross Markup Method
This method takes into account

Take the food cost of the item all expenses, profit as well as
and divide it by the desired food cost to determine selling
food cost percentage. price
i) Divide gross profit by the no.
Refer to Fig. 4-4 of customers served. (to get
cost per customer)
ii) Add the cost per customer
to the cost of item to get the
selling price
Refer to fig. 4-5

86
MARKUP METHODS The Gross Mark
Up Method
In this method all costs (except food) are accounted for, as well
as profit. Secondly, all other expenses and profit have been
divided equally among all customers
This method is also known as the quasi-communistic approach

to the restaurant business
This method is appropriate for operations with a tight item-cost

range, for example when one price is charged for all entrees, as
well as for all-you-can-eat buffets or salad bars
87
MARKUP METHODS
5 6
The Ratio Method The TRA Method
This method also takes into Developed by the Texas

account all expenses and profit Restaurant Association
In this method, add labor cost, Takes into account all expenses
other controllable costs, non- and profit
controllable costs and profit (these To figure selling price, add labor
equal gross profit). cost percentage, controllable
Divide these costs by the cost of expense percentage, non-
controllable expense percentage,
food sold (the result is the ratio) and profit percentage. The result is
To the ratio, add 1.00 (sales as a cost percentage without food.
percentage) then, multiply this Subtract it from 1.00 (sales). This
figure by the item cost to get is food cost percentage.
selling price. Divide the cost of item by the
Refer to fig.4-6 food cost percentage to get selling
price.
88
MARKUP METHODS
The advantage of this method is that it is easy to adapt to any changes. If

several expenses increases, for example increase in utilities, insurance, or
if you want to increase profit all you have to do is adjust the formula
Refer to fig. 4-7
89
SIMILARITIES AND
DIFFERENCES
From all these methods (except for the No- Method method and the
Gross Markup method ) the selling prices calculated are the same!!
The reason for this is that, in order to get a selling price that achieves
a profit, an appropriate amount must be charged that covers the cost
of the item and allows enough money left over to offset other costs
and profit
In the Factor, Markup on Cost, Ratio, and TRA methods show that
costs and profit are divided in the direct relation to the selling price
90
SIMILARITIES AND
DIFFERENCES
In the Gross Markup method, however, labor, overhead, and profit are
divided equally among all customers, not in a direct relationship
between cost and selling price
In this method, once all customers ordering from the full menu are
served, all expenses and profit are covered
91
SELECTING A METHOD
Which method?
Many operators prefer the TRA method, because it forces

them to look at the complete financial figure
Sometimes corporate policy dictates by telling its

management team to multiply the item food cost by a
certain factor or divide the item food cost by a certain
percentage
Many foodservice managers still cling to the 40% food cost theory
Charging what the competitor charges is not a rational method,

however it is also important. It must also cover all costs and profit
92
PSYCHOLOGICAL PRICING
Psychological pricing theories take into account the customer and how
she reacts to certain pricing structures
Odd-cents price, charging RM1.45 or RM1.49 instead of RM1.50 the

customer perceives this as a better price-value relationship as the
restaurant is charging the exact amount rather than rounding up to the
nearest amount, it also gives the illusion of a discount
Quick-service restaurants that depend on high volume and low prices use
this method
For prices of RM7 to RM10 best ending figure is 5
For over RM10 ending figure is 0, as this price is confined to finer

restaurants
93
PSYCHOLOGICAL PRICING
Another factor is the left most digit, for example 69 and 71 is perceived as
of greater distance than 67 and 69(this is important when contemplating
price increase)
Most quick-service and family-style restaurants use psychological pricing

as they are very competitive, and want the image of high value and low
cost
Some theme and ethnic restaurants use, while some dont depending on
their demographic markets
Fine-dining restaurants do not use, as they are trying to create an image

of quality and luxury and no discounts
However, Psychological pricing can change the selling price that was
determined by the markup formulas
94
PRICE-VALUE RELATIONSHIP
A menu listing must have a value associated with it
Price point or the dollar point is a point after which a customer will no
longer buy that item, ie. the point of resistance
Price point and price-value relationships are evident in the industry
The selling price must be in keeping with the value received
95
PRODUCT MIX
Different categories
Different categories on
on the
the menu
menu have
have different
different
food costs
food costs assigned
assigned to
to them
them
Not every
Not every item
item on
on the
the menu
menu is
is marked
marked up
up to
to give
give
that desired
that desired percentage
percentage food
food cost
cost
The percentage
The percentage food
food cost
cost comes
comes from
from anan aggregate
aggregate of
of all
all items
items
sold at
sold at their
their various
various costs,
costs, this
this is
is known
known as
as product
product mix
mix
ItIt is
is the
the product
product mix,
mix, the
the actual
actual no.
no. of
of items
items sold
sold at
at their
their various
various
markups, that
markups, that makes
makes up
up the
the cost
cost of
of food
food sold
sold on
on the
the income
income statement
statement
Refer to
Refer to Tables
Tables 4-4,
4-4, 4-5,
4-5, and
and 4-6
4-6
96
MENU PRECOST
Menu precost is the step in determining new menu
selling price. It tells what is likely to occur to the food
cost in the future
Refer to Table 4-6 and page 90.
It is very important for the management to keep good

records of guest checks, printout of point-of-sale
register, up-to-date cost cards of each item to
determine product mix or menu precost
97
CONCLUSION
Obviously, determining the correct selling prices on

the menu is time consuming
To accomplish this, accurate cost cards and income

statements are needed
Profits starts with the menu!!
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HTF552
Chapter
Menu Analysis
5
Fatimah Abd Ghani

100
LECTURE OUTLINE
Introduction
Stars, Plow Horses, Puzzles and Dogs
Using Menu Engineering
The Four Key Menu Categories
Using the Categories
Making Decisions
Menu Scoring
Which Method to Use
101
INTRODUCTION
When measuring a menu to see whether it is successful 2 criteria:
1 Profitable in terms of individual item profitability
2 Most profitable items must be those that sell best
Ideally, the most profitable item on the menu is also the best seller.
The system breaks down a menus components to analyze which items

are making money and which items are selling.
The analysis leads to decisions about which menu items to:

leave alone
increase or decrease selling price
promote
eliminate 102
STARS, PLOW HORSES,
PUZZLES AND DOGS
Method 1
rates menu by measuring each entre according to its

Menu Engineering
profitability (gross profit/GP) and its sales.
Four (4) Stars Puzzles

classifications
Plow Horses Dogs
Theory of
CM (GP) of each item is determined:
contribution margin
Formula SP FC = CM
Food Cost (FC) cost of item + garnish cost + accompaniments

103
USING MENU ENGINEERING
1. Column Entre items are listed
A
2. Column Total no. of purchases for each item
B obtained from point-of-sale (POS) or tally
sheet
3. Column Each items sales are then divided by total
C no. of purchases
To determine items menu mix percentage.
4. Column Each items menu mix percentage is
D categorized as either high or low
5. Column Each items selling price
E
104
6. Column Each items standard food cost (FC):
F obtained from cost card and composed of
cost components =
standard recipe + garnish +
accompaniments
7. Column CM for each item:. SP (E) FC (F) E F
G =G
8. Column Total menu revenue: no. of purchases (B)
H multiply by selling price (E) B x E = H
9. Column Total item food cost: Multiply each
I items standard FC (F) by no. of items
purchased (B) F x B = I
1 Column Total menu CM: Multiply each items CM
0. J (G) times items total no. of purchases (B)
GxB=J 105
12 Column Each items CM categorized as HIGH or
. L LOW. Whether item exceeds menus
average CM determined by dividing total
CM (J total) by total no. of items sold (B total)
J total/B total = L
J total = 10, 538
B total = 3,000
10,538/3,000 = 3.51
L = 3.51
Average CM. Any item whose CM > 3.51
is categorized as HIGH and < 3.51
categorized as LOW
13 Column Categories: Star, Plow Horses, Puzzle, or
. M Dog
14 Column Decisions: Retain, reposition, replace, or
. N re-price each item. 106
THE FOUR KEY MENU
CATEGORIES
Menu items are grouped into four (4) categories:
Stars Menu items high in both popularity & CM. Most popular
items on menu, signature items
Plow Horses High in popularity but low in CM. Demand generators,

may be lead or signature item. Significant to restaurants
popularity with price-conscious buyers.
Puzzles Low in popularity but high CM. Yield high profit/item sold,
but hard to sell.
Dogs Low in popularity and low in CM. Losers , unpopular &

generate little profit.
107
USING THE CATEGORIES
Stars
Popular and Profitable
Must maintain rigid specifications for quality, quantity, and presentation
Located in a highly visible position on menu
Test occasionally for price rigidity
Highest priced stars of the menu superstars

less price sensitive than others
Able to carry larger portion of any increase of food and labor costs
May able to absorb price increase for plow horse

108
Plow Horses
Popular But Less Profitable
An important reason for a restaurants popularity

Less profitable/unprofitable Solution: increase price but done carefully
Highly price sensitive, pass on only FC increase to menu price
If requires high skills/labor intensive, consider price increase.
If marginally profitable, drop and make substitution.
Another possibility: place plow horses increase onto superstar item
When increasing the price, test for negative effect on demand (rigidity)
Price increase in stages and psychological pricing
Necessary to increase price again, pass only additional cost, and no more 109
Plow Horses
If item image-maker or signature item, hold current price as long as
possible in high price sensitivity
If non signature item with low CM, move plow horse to lower-profile
position. Shift demand to more profitable items through
merchandising & menu positioning
Another solution: reduce items standard portion without making
difference noticeable
Option: try adding value through table dhote packaging
Option: use item to create a better value alternative
110
Puzzles
Unpopular But Very Profitable
Best solution: decrease its price

Have a CM too high and is facing price resistance. Customer does not
perceive it as a fair value. Solution: leave price alone but feature at
discounted price or as daily special
Do not lower CM to a point where puzzle draws menu share from a star
Option: reposition puzzle & feature in a more popular location on menu
Option: merchandise by using tents, chalkboards or suggestive selling
Option: rename it
111
Puzzles
Limit no. of puzzles. Create difficulties in quality consistency, slow
production down, cause inventory and cost problems
Evaluate effect on image
Option: take them off if a puzzle

is low in popularity
requires costly/additional inventory,
has poor shelf life,
requires skilled/labor intensive preparation, and
is of inconsistent quality.
112
Dogs
Unpopular and Unprofitable
Eliminate all dog items if possible

Occasional request or special carry item in inventory but not on menu.
Item make to order on request. Charge extra for this service
Raise dogs price to puzzle status. Take advantage of hot, trendy, or
cutting-edge listings
When replacing dogs add items that will immediately become stars
Popular dogs convert to puzzles by increasing prices
Do not be afraid to terminate dogs

113
MAKING DECISIONS
Ite Categor Decision Made
m y
1 Puzzle High CM but low unit sale. Lowering
selling price to 5.75 could increase sales
(reprice)
2 Star Leave it alone (retain)
3 Plow Lowest SP and lowest CM, which makes
Horse it best price-value relationship. If SP
increased to 4.75, still the lowest priced,
but CM increases (reprice)
4 Plow Probably a signature item based on high
Horse no. sold. An increase in SP would break
the 5.00 barrier. A decrease in portion
size or change formula could ruin sales.
Leave it alone (retain)
5 Dog Eliminate & replace with a new & 114
MAKING DECISIONS
Item Categor Decision Made
y
6 Star Leave it alone
7 Plow Reducing portion & cost to $2.20. CM
Horse would increase. Assuming a mini. Drop in
sales, item would become a star.
8 Plow Try break price barrier by packaging it
Horse with side item & selling for $5.25. Cost
would increase to $1.85.
9 Star Leave it alone
10 Dog Eliminate & replace with trendy new
item. Once change put into effect
remains to be seen whether positive or
negative.
115
MAKING DECISIONS
Trial for a month or so another menu engineering test should be run.
Periodically for trendy, cutting edge restaurant.
Less for a theme, ethnic, family or fast food operation
By utilising menu engineering, management can stay in touch with

changing food costs
market conditions
customer demographics
customers eating habits
116
MENU SCORING
Another method of evaluating menu profitability
Devised to ascertain whether menu changes actually improved the

profitability by comparisons of a menu score
Advantage is that it is quick to complete because it does not track every

menu item
117
MENU SCORING
A Determine menu that contribute major portion of
sales income. Select those to be evaluated & list
them.
B Prepare menu count for no. of each item sold for
period evaluated from either POS or sales check tally.
C List SP from menu for each item tested
D Calculate FC for each item or obtain from cost card &
list.
E Calculate items FC percentage by dividing item FC
by item SP
F Calculate menu score as follows:
118
MENU SCORING
1 Total items sales dollars
(no. of items sold (B) x item selling price (C) Column B x C = column F
Total the item FC dollars by:

2
no. of sold (B) x item food cost (D)
Column B x D = column G
Total sales dollars for all items (column F)

3 Total FC dollars for all items (column G)
Total no. of items sold (column B)
Composite FC by:
4 dividing total FC (column G) and total sales (column F)
Put composite FC percentage at bottom of column E.
Dollar meal average obtained by:

5
total sales (column F) divided by total no. items sold (column B)
119
MENU SCORING
Gross profit percentage
6 Subtracting composite FC percent (bottom no. under column E)
from sales in percent (always 100%)
7 Average gross profit dollars per meal.

Average sales x gross profit percent (step 5 x step 6)
Percentage of menu being tested.
8 Total no. of items sold (total of Column B)
divide by total no. of customers served.
Menu score
9
Gross profit dollar average (Step 7) x percent of menu being tested (Step 8)
Step 7 x Step 8 = menu score (Step 9)
The higher the score, the more profitable the menu will be
Scores must be compared over time and must be compared in the same
operating unit
A menu score in one restaurant cannot be compared with another
restaurant
120
WHICH METHOD TO USE
Both basically accomplish the same thing.
They tell management what is selling, what is not, what is profitable &
what is not.
Tools to work with to implement change successfully & to look at menu

in terms of profitability = success.
121
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HTF552
Chapter
Menu Content
7
Fatimah Abd Ghani

123
LECTURE OUTLINE
Introduction
Appetizers
Soups
Salads
Cold Entrees
Hot Entrees
Sandwiches
Vegetables
124
LECTURE OUTLINE
Side Dishes
Starches
Desserts
Cheeses
Fruits
Beverages
Listings
Variety
125
INRODUCTION
Menus can be broken down into

many different types, styles or
classifications
A la carte:
each item on the menu is priced
separately. The customer selects what
they wish to eat and the cost of the
meal is determined by the total
cost of their selection
126
INTRODUCTION
Table dhote:
a complete meal at a given price. Traditionally it offers
no selection, but nowadays choices are offered
A prix fixe menu is a table dhote menu with one

price charged regardless of the entre chosen. Prix
fixe are normally used in fine dining restaurants
127
INTRODUCTION
Static menu:
menus that stay the same from day to day
Cycle menu:
menus that change daily & normally set up on a
cycle of several days or weeks
( refer to chap. 16)
128
INTRODUCTION
The number of categories used is

determined by the needs of that restaurant
Factors such as style, dcor, type of service,

price range and demographics are
taken into consideration when determining categories
129
INTRODUCTION
1.
1. Appetizers
Appetizers 8.
8. Side
Side dishes
dishes
2.
2. Soups
Soups 9.
9. Starches
Starches
3.
3. Salads
Salads 10.
10. Desserts
Desserts
4.
4. Cold
Cold entrees
entrees 11.
11. Cheeses
Cheeses
5.
5. Hot
Hot entrees
entrees 12.
12. Fruits
Fruits
6.
6. Sandwiches
Sandwiches 13.
13. Beverages
Beverages
7.
7. Vegetables
Vegetables
In fine-dining restaurants, most of the categories are used,

whereas in other operations, such as theme, ethnic or
family style restaurants several are used. QSR use only a
few.
130
APPETIZERS
Appetizers
Appetite and teaser

Intention is to tease the palate and awaken
the digestive system to want more.
The portion size is small
Usually sharp to the taste. If the food is bland,
it is served with a tangy, sharp, pungent
sauce.
Food used may vary from fruits and vegetables
to meat, seafood, and poultry
In some operations appetizers are the entire
meal. Several appetizers are ordered with
drinks, and they call this dinner
Tapas bars offer a similar service with patrons ordering small

portions of several items.
131
SOUPS
Soups
In some operations with limited menu listings soups and

appetizers are included in the same category.
Many variations may be applied in the preparation of soups

Many operators use leftovers to create soups of high-selling,
high-profit item
132
SALAD
Salad
Come in 2 sizes
Accompanying salad
Accompanying salads are served prior to the main
entre, but in a fine-dining restaurant with a
traditional style service they are served after the
entre as a means of cleansing the palate.
May take the place of appetizer or soup or in addition
to these.
Ingredients include fresh, crisp vegetables, may also
have fruits, meat, seafood and poultry.
Entre salad
Salads are popular because of their healthy ingredients, and low cost, giving
them high gross profit.
Descriptive terminology include clean, crisp, well chilled and colourful.
133
COLD ENTREES
Cold Entrees
Consist of salad, a bed of greens topped with meat,

poultry, seafood, fish, cheeses, or fruits or any combination
of these.
The variety is limitless. Crisp greens topped with grilled
chicken or seafood are very popular. Fresh fruits chilled,
arranged on a platter served with a fruit sherbet or chicken
salad is another popular choice.
In cold meat and cheese platters leftovers may be used.
134
HOT ENTREES
Hot Entrees
Listings for hot entrees are broken down into

groups: meat, poultry, fish and seafood,
extenders, and non-meat entrees
135
HOT ENTREES
Hot Entrees: Meat
Meat is the largest group, menu listings endless
Include beef (most popular), veal, pork, lamb and

variety meat. Cooking methods, roasting,
braising, steaming, broiling, barbecuing, smoking,
grilling etc
Consumer increase awareness of healthy food has

led to menu planners to follow the trend
Some religion prohibit certain meat items

136
HOT ENTREES
Hot Entrees: Poultry
Poultry has always been & continues to be a

popular food, ranking 2nd behind beef
May be fried, baked, broiled, grilled and smoked.

Roast chicken is often served with dressing or stuffing
Game birds such as duck, quail, and pheasant

may also add variety to a menu
137
HOT ENTREES
Hot Entrees: Fish & Seafood
138
HOT ENTREES
Hot Entrees: Extenders
Commonly known as casseroles, may be made from fresh

ingredients or prepared from leftovers
Low cost ingredients keep costs down in an institutional

foodservice
Variety is endless
Examples are chicken potpie, risotto, pasta, au gratins
139
HOT ENTREES
Hot Entrees: Non-meat Entrees
Non meat or vegetarian entrees are a recent feature in

restaurants and is increasing
Vegetarian eating preferences are described as flexitarian
Vegans..most restrictive
Ovo-lacto..eat no meat but eat eggs and dairy products
140
SANDWICHES
Sandwiches
Found in most menus except in fine-dining

Served hot or cold
Made from meat, poultry, fish seafood, cheeses
and vegetables, accompanied with condiments
and spread
Hamburger is listed under sandwiches
141
VEGETABLES
Vegetables
Popular as an accompaniment and as an entre
Low cost, nutritious, low in calories, well accepted by

customers and when properly prepared is very colourful
142
SIDE DISHES
Side Dishes
The miscellaneous part
Add-ons
With proper merchandising can increase sales

143
STARCHES
Starches
Low-cost, high profit category, so should

be properly merchandised
Include potatoes, pasta, couscous and rice
With proper use of this category a smart

restaurant manager can increase profits
144
DESSERT
Dessert
The easiest category to get add-on sales
Need prominent menu listing and suggestive selling!! (fig 7-5, page
133)
Use table tents, lobby display and rolling carts
Well rounded selection is important, including pastries, baked

goods, ice creams, sherbets, sorbets, puddings, mousses,
gelatins, fresh fruits.. 145
CHEESES
Cheeses
As a course only used in fine restaurants
Listing is limited
When used should have a well rounded assortment
Varieties include Brie, Gouda, Edam, bleu Camembert
Sometimes listed in conjunction with fresh fruits
146
FRUITS
Fruits
Popular on institutional menus and restaurant menus
Canned, frozen or fresh
Fresh fruit plates for luncheon or light supper in

conjunction with other cold entrees, listed as an
alternative to desserts, or as a garnish add colour and
taste for the customers
147
BEVERAGES
Beverages
148
LISTINGS
Listings
No regulations on categories, based on personal

choice
Rule of thumb: the higher the average selling price,
the greater the number of categories should be
used
Example, QSR use sandwiches, sides and
beverages, whereas fine-dining use most
Number of categories also have impact on how
long guests take to read the menu and affect
turnover rate, and in turn can affect overall profit
149
LISTINGS
Listings
When categories are determined, next step is to

determine specific listing in those categories
Consider factors such as demographics,

popularity, selling price. Production of items, and
nutritional requirements
Need to go through several tests before being

placed on the menu, known as menu patterning
150
VARIETY
Variety
Temperature Cooking
methods
Textures
Shapes, sizes
and color
Balance
(several connotations)
Composition
(makeup of the plate)
151
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152
Questions?
153
GROUP DISCUSSION
1. Appetizers 8. Side dishes

2. Soups 9. Starches
3. Salads 10. Desserts
4. Cold entrees 11. Cheeses
5. Hot entrees 12. Fruits
6. Sandwiches 13. Beverages
7. Vegetables
EASTERN WESTERN
154
REMINDER
Read Chapter 11
155
Questions?
156
REMINDER
Read Chapter 11
157
HTF552
Chapter
Writing The Menu
8
Fatimah Abd Ghani

158
LECTURE OUTLINE
Descriptive Terminology
Explaining
Selling
Negative Terminology
Accuracy in Menus
Nutritional Labeling Laws
Natural, Organic, and Related Food Labeling Terms
159
DESCRIPTIVE TERMINOLOGY
Descriptive terminology is used on a menu for 2 reasons:
To explain a product
To sell that product
Although functions would be among the duties of service personnel,

dont count on it
Sometimes theyre either swamped, forget or do not care
The menu must do it. If both the menu and the service
personnel sell and explain, thats a plus
160
EXPLAINING
Although majority of customers understand most of the listings, some wont
The assumption must be made that:
All of the customers wont understand any of the listings and

therefore all listings should be fully described
Thats one of the things that make our industry so great INDIVIDUALITY
Listings should/must be accurately described for several reasons:

Customers want to know how your restaurant or your chef prepares them
To sell products
To assist customers when making decision
Anticipate these problems when writing the menu
Describe fully and accurately each menu listing. Accuracy is a must

161
SELLING
Next, the item must be sold. The item must be fully described
as well as romanced in order for it to sell
It must sound so good that the customer cant pass it up. To do this, adjectives
are used profusely. Use a complete sentence, maybe two to sell the item
New York Strip Steak
A generous 12 oz. Portion of USDA Choice well-marbled beef, carefully

charcoal broiled to your specifications
Thus we have a complete menu listing. It both explains and sells the item.
Customers immediately eliminate items they personally dislike
162
SELLING
From a correctly written menu, customers can choose from several items they
cannot pass up. They will select one listing with the intention to return to try the
others. Thus, a properly written menu has a residual effect: repeat business
Of course, the item selected must be properly prepared

and must meet customers expectations.
Most menus are written with descriptive terminology limited

strictly to entrees but it should extend to other categories as well.
What must be sold are the add-ons, items that increase the average check.
Descriptive terminology should be used throughout the entire menu, including

all the headings or category listings.
Choose headings that tie into the theme of the restaurant
163
NEGATIVE TERMINOLOGY
Although written in positive framework, some terms still have negative
overtones or a negative psychological effect on customers
Destroy the positive effects the menu writer has attempted to convey
Examples of negative terminology:
Roquefort dressing: 50 sen extra

Fifteen percent gratuity will
be added to your check
No shoes, no shirt, no service.
Dont undo all the positive selling by a negative comment

164
ACCURACY IN MENUS
165
ACCURACY IN MENUS
Introduction to the Accuracy in Menus Paper
Success is based upon providing customer satisfaction
A keystone in this effort is the accurate

representation of the products served
Not only the printed menu, but also photographs, graphic illustrations
and other printed materials as well as depiction by employees
Creativity and appealing merchandising is in no way restricted, but

description and phrases must accurately reflect the food served
You can substantiate your written and

spoken words with product, invoice or label
166
ACCURACY IN MENUS
Representation of Quantity
Proper operational procedures should preclude any

concerns with misinformation on quantities
Steaks are often merchandised by weight and the generally

accepted practice of declared quantity is that prior to cooking
The use of terms such as extra large salad or extra tall

drink may invite problems if not qualified
167
ACCURACY IN MENUS
Representation of Quality
Federal and state standards of quality grades exist for many restaurant
products including meats, poultry, eggs, dairy products, fruits and
vegetables
They imply certain quality
168
ACCURACY IN MENUS
Representation of Price
Pricing structure includes a cover charge, service charge or gratuity,

there must be appropriately brought to the customers attention
If extra charges are made for request,

these should be stated at the time of ordering
Any restrictions when using a coupon or

premium promotion must be clearly defined
If a price promotion involves a multiunit company,

clearly indicate which units are participating
169
ACCURACY IN MENUS
Representation of Brand Names
Any product brand that is advertised must be the one served
A registered or copyrighted trademark or brand name must

not be used generically to refer to a product
Nescafe Instant Coca-Cola
Kraft Cheese Ladys Choice Mayonnaise
170
ACCURACY IN MENUS
Representation of
Product Identification
Because many food products are similar, substitutions are often made
Substitutions are due to non delivery, availability, merchandising

consideration or price. These changes are reflected on your menu
Margarine and butter Peanut oil and corn oil
Noodles and egg noodles Mayonnaise and salad dressing
171
ACCURACY IN MENUS
Representation of Point of Origin
A potential area of error is in describing the point of origin of a menu offering
The product may substantiate claims, by packaging labels,

invoices or other documentation provided by your supplier
Mistakes are possible as sources of supply change
and availability of product shifts
Idaho Potato Florida Orange Juice

Alaskan King Crab Swiss Cheese
There is widespread use of geographic names used in a
generic sense to describe a method of preparation or service
French Toast Russian Service
Irish Stew Danish Pastries
Such terminology is readily understood and accepted by
the customer and its use should not be restricted 172
ACCURACY IN MENUS
Representation of
Merchandising Terms
A difficult area to define clearly as right or wrong is use of merchandising terms

Boasting for advertisings sake, we use only the finest beef implies that USDA
Prime Beef is used, as a standard exists for this product
Advertising exaggerations are tolerated if they do not mislead
Homestyle, homemade style or our own are suggested terminology rather
than Homemade
for describing menu offering prepared according to a home recipe
Most food service prohibits the preparation of foods in home facilities
Fresh daily Finest Quality Low Calorie
Fresh Roasted Own Special Sauce Aged Steaks

173
ACCURACY IN MENUS
Representation of
Means of Preservation
The accepted means of preserving food are canning,

chilling, bottling, freezing and dehydrating
They must be accurate
Frozen orange juice is not fresh, canned peas are not frozen,
and bottled applesauce is not canned
174
ACCURACY IN MENUS
Representation of Food Preparation
The means of food preparation is often the determining factor in the

customers selection of a menu entre. Absolute accuracy is a must
Charcoal Broiled Deep Fried
Smoked Roasted
Sauteed Prepared from scratch
175
ACCURACY IN MENUS
Representation of Verbal and Visual
Presentation
Contain a pictorial representation of a meal or platter, it should portray

the actual contents with accuracy
Verbal misrepresentation includes:
Sour cream or butter with your potatoes?
When in fact, an imitation sour cream or margarine is served
The pies are baked in our kitchen, when, in fact, they are
purchased prebaked institutional pies
176
ACCURACY IN MENUS
Representation of Dietary or
Nutritional Claims
To list menu items accurately should be a priority with all professional

foodservice managers, whether or not it is law in your jurisdiction. Not to
do so can result in customers dissatisfaction and consequently, lost sales
The original intent of misrepresenting a menu listing to obtain increased

sales backfires when the patron discovers that what was ordered was not
what was received
A POSITION STATEMENT OF THE NATIONAL RESTAURANT ASSOCIATION:
In an industry such as ours, where economic survival depends upon

customer satisfaction, misrepresentation is most effectively regulated by
the severe sanction of customer dissatisfaction and loss of patronage
177
NUTRITIONAL LABELING
LAWS
Absolute Claim An absolute claim is a statement made about the exact
amount or range of a nutrient in a food. Examples:
Low fat Calorie free
Relative or Comparative A relative or comparative claim is a statement that

Claim compares the amount of nutrient in a food with the
amount of that nutrient in the reference food
Examples:
light less reduced
Implied Claim An implied claim is a statement that implies that a

nutrient is present or absent in a food. Example:
High in oat bran implies that product is high in fibre.

Implied claim refers to a nutrient
If an ingredient is added or deleted from an item, it is not an implied claim

178
CONCLUSION
Descriptive terminology is important for explaining and selling menu

listings; should not be caught up in overstating the case
Accurate menu descriptions result in a satisfied customer
Accuracy also improves the confidence
179
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HTF552
Chapter 9
Menu Layout and Printing
Fatimah Abd Ghani

181
LECTURE OUTLINE
Introduction
Cover
The Layout
Putting It All Together
Creating and Printing the Menu Layout
Analyzing Aesthetics
182
COVER
Vital to aesthetic strategy
Conveys establishments overall theme
Clues as to theme, price range, dcor and cooking style

should all be at least hinted at by cover
Symbols of identity and ties together various nuances of
restaurant
183
COVER
Padded Covers
Made with either light board or very heavy cardboard padded and
covered with simulated leather, suede, velvet, or real leather
Printing on cover limited to logo or name of establishment
Very expensive but durable when cared for properly
Changes made on inserts only. Heavy linen-type paper held

in place by a ribbon, cord, or sticky tape along center.
Limited to fine dining establishments and exclusive club
184
COVER
Custom Designed Covers
Special shape or design
Materials such as wood or metal used
Great conversation pieces for customers and

convey theme appropriately
Uniqueness in design outweighs cost when measured

against increase in sales
185
COVER
Insert Type Covers
Widely used and less expensive
Same principle as padded covers: Covers used repeatedly

while insert is changed as often as menu items and prices dictate
Primary difference: type of material used such as imitation velvet,
leatherette, or glossy finished card stock
Covers produced by local printer or purchased from general
companies. Choose from stock designs or customized design
Stock design would be less expensive, worth the
extra money to have it custom designed
Used many times and dollars spent will become infinitesimal
with use, properly reflects theme
186
COVER
Laminated Covers
Very popular in informal settings, such as coffee shops
Soiled or greasy, can simply be wiped off
Entire menu, cover and inside, is printed on cardboard
Can be folded in the middle, four-page menu, or

in thirds and six-page menu
Durable, fairly expensive but becomes quite reasonable
over the long run
Used only in restaurants where listings are permanent
and price changes not anticipated with any regularity
187
COVER
Paper Covers
Low cost.
Used when food costs are fluctuating rapidly,

selling prices and menu listings
New operation, wise to print its first menu on paper until bestselling
listings are determined
Economical enough to be given away to customers
Very reasonable means of advertisement
188
THE LAYOUT
Selecting Category Names
There is a right way and a wrong way to accomplish this.

The first consideration is the sequence of headings.
Appetizers > Soups > Salads

Cold entrees > Hot entrees
Vegetables > Sandwiches
Side dishes > Starches
Desserts > Cheeses
Fruits >
Beverages 189
THE LAYOUT
Selecting Category Names
A standard generic menu can become an individualised piece of work,

one that excites the customer into looking at all the categories and
consequently ordering additional items.
The longer customers read menu, more likely to order a meal complete
with opening and closing selections.
Sequence of headings must be in or close to order given in foregoing list.

Creates smooth flow and leads reader on a logical course.
Categories can also be combined, such as soup and appetizers. Even if

certain headings are changed, the smooth flow rule must never be
violated.
190
THE LAYOUT
Be Creative with Alcoholic Beverage
Listings
Alcohol beverage, if sold at an establishment, can impact business in

three significant ways:
1 Highest gross profit items
2 Relax customers and breakdown inhibitions, which in turn make

the meal more enjoyable.
3 Cover up delays in seating and service
Some operations holding guests in the bar with a half-full dining room,
the result being a disgruntled customer rather than satisfied one
With the profit to be made on alcoholic beverages, get them on the

menu. Same criteria used to arrange the food category headings would
apply 191
THE LAYOUT
Before Dinner Drinks
Listed on menu prior to appetizer
Creative house specialty drinks known as blender or umbrella drinks.
High selling price and high profit
Merchandise in special glasses with unusual garnishes
Feature with appealing pictures
192
THE LAYOUT
Wine
Consumed primarily with meal, listed immediately adjacent to entrees
Selected wine with each entre or a separate wine list
Menu should inform, educate, and lead customers to a proper selection
193
THE LAYOUT
After Dinner Drinks
Listed adjacent to /after desserts
House specialties: some blended ice-cream creations merchandised for

added profit
They are add-ons can increase average check.
Do not overdo it!...
194
PUTTING IT ALL TOGETHER
195
PUTTING IT ALL TOGETHER
196
197
198
199
CREATING AND PRINTING THE
MENU LAYOUT
200
MENU LAYOUT
201
MENU LAYOUT
OR
202
MENU LAYOUT
203
MENU LAYOUT
204
MENU LAYOUT
205
MENU LAYOUT
206
MENU LAYOUT
207
MENU LAYOUT
208
MENU LAYOUT
209
MENU LAYOUT
210
MENU LAYOUT
211
MENU LAYOUT
212
MENU LAYOUT
213
MENU LAYOUT
214
MENU LAYOUT
215
MENU LAYOUT
216
ANALYZING AESTHETICS
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HTF552
Chapter
Quick-Service Menu
11
Fatimah Abd Ghani

219
LECTURE OUTLINE
Introduction
Simple and Limited
Standardization
Test Marketing
Marketing
Concessions
Delis and Sandwich Shops
Drive-Thru and Delivery
Boxed To Go
220
INTRODUCTION
Quick-service food also known as fast food.
Regional and national chains and small independent operators.
Hurry up dear! Make

your decision now. I Ok..mom, I want
am busy with my big burger with
work French fries and
hot dog..
221
INTRODUCTION
In addition to the stereotype QSR, other components are:
222
SIMPLE AND LIMITED
Key to writing a QS menu is simplicity
KISS: Keep it simple, stupid
Along with simple comes limited
QSRs are , for most part, low price range

but fixed and labor costs are high.
Speed become important because:
Speed = High Turnover Rate = High Volume =High Sales

223
SIMPLE AND LIMITED
224
SIMPLE AND LIMITED
Other benefits from being simple and limited:
225
STANDARDIZATION
Standardization
Important criterion in writing QS menus is standardization
Definition: the product must be of same quality

and quantity from time to time.
QS standards must be exact & precise
Each item explored for variations by the staff. Fewer variations made,
better managements control over the operation
226
TEST MARKETING
Test Marketing
Item should be:
Test marketed to determine

customer acceptance
Tested on its effect on total product mix
227
TEST MARKETING
Test Marketing
Using blackboards, table tents, point-of-purchase signs before making them
permanent
New marketing strategy: Available for a limited time only
Some find a permanent spot and some are offered periodically as specials
increases menu
variety, and
Specials offer guest something new
stimulate new
demand
Offer as long as the demand stays high.
Removed once sales drop off. New one might be featured.
228
MARKETING
Marketing function in QSR determines which items will sell
Two (2) criteria:
High gross profit New items that bring new

customers
Market saturation:
Individual store contributes more Expands hours of

sales by adding new items/menu operation
expansion to reach greater market
(broader base).
QSR add to & delete from their menus

229
CONCESSIONS
Concessions
FS in sports arenas, stadiums , and convention centers
Many have fine dining and theme restaurants or catering service to luxury/private
boxes. Same premise as hotel room-service delivery
Concessions stands:
Simple, standardized, and fast
Volume
Taste good, easily packaged, and sold quickly
Cost control: strict inventory control prior to and after the event to
determine cash sales
230
DELIS AND SANDWICH
SHOPS Delis
Deli refers to small operation that limits sales to cold meats,

cheese, salads, bakery products, cold platters
Large delicatessens: resemble coffee shop or theme restaurant
Two (2) businesses in one: quick service and bulk sales

Sandwiches prepared to order
Salads packaged to order
Speed less important
Quality and satisfaction of customers in choosing own ingredients
231
DELIS AND SANDWICH
SHOPS Sandwich Shops
Related to delis
Do not make bulk sales of meats and salads
Make both hot and cold sandwiches to order
Provide catering services in form of cold platters and sandwiches

Emphasis on:
1. Speed
2. Individual order prep
Menu planned carefully
232
DRIVE-THRU AND DELIVERY
Drive-Thru and Delivery
Items selected must have:
Capacity to hold temperature and

Ability to be packaged for easy handling
quality over a period of time
Extension of existing QSR
Drive-thru: patrons must have Delivery: Menu can withstand

access to all regular items holding qualities
Packaging utmost importance May not offer entire menu
Own delivery or by delivery

companies
233
BOXED TO GO
Boxed to Go
Newest segment of the industry

Caters to working person- no time or inclination to cook
Would prefer to eat at home
Found in storefronts, supermarkets and extension of established restaurant
Good holding qualities
Readily packaged
Microwaveable
234
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Questions?
236
REMINDER
Read Chapter 12
237
HTF552
Chapter
FAMILY-STYLE RESTAURANT MENUS
12
Fatimah Abd Ghani

238
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Introduction
Breakfast
Club Breakfast
Lunch and Dinner
Menu Layout
Childrens Menus
Room-Service Menus
240
INTRODUCTION
Family-Style Restaurant Menu
Formerly called coffee shops
Menus are diverse. Most provide breakfast, lunch, & dinner
Some are open 24 hours a day
Offer snacks, fountain/ice-cream items,

late suppers in addition to main meals
Size and style vary from simple, small diner to heavily

decorated California coffee shop often seats 200 or more
241
INTRODUCTION
Coffee houses do not offer an extensive menu, limiting to

specialty coffees, teas, imported waters, and sodas.
Biscotti, muffins, and other baked products.
Soups, salads, and sandwiches
Primarily self-service
Coffee shops or family-style restaurants are

full-service restaurants with full menus
242
GENERAL PRINCIPLES

Moderation in selling prices, menu items, skill level of
production and service personnel, and descriptive terminology
Prices are low to high. Create high check average but at
the same time keep selling price within range of clientele
Goals: high table turnover, therefore menu items either:
ready-to-serve: prepared ahead & are available

for service when customer orders them OR
short order: prepared when customer orders

them and cooked within short period
243
GENERAL PRINCIPLES
Terminology : foreign terms avoided and kept modest

simple, exciting words to create sales
Menus create excitement and interest but

be balanced with simplicity and efficiency
244
BREAKFAST
Breakfast
Incorporate some convenience foods for menu

variety
Test items to gain customer acceptance.
Use clip-ons or taste test
Guest count higher on weekends.
Create value-priced specials on weekdays
Speed of service and variety
a la carte
245
BREAKFAST
Breakfast
Continental breakfast: fruit/juice,

Club breakfasts: fruit/juice, entre danish, muffin, biscuit/toast,
with potatoes, toast, & beverage coffee or tea
Priced lower as package and featured Nothing to cook, quick to serve,

in prime space or boxed with a border lower selling price
246
BREAKFAST
Breakfast Menu Categories
Juices
No. 1 selling and should on

every menu.
Frozen or freshly-squeezed Canned juices avoided
Variety and type depend

Juice blends on demographics
247
BREAKFAST
Fruits
Canned, frozen or fresh
Fresh fruits in season/limited season use

table tent, clip-on, or suggestion of service
staff
Not specific with content, ingredients can

change with season
Careful with type and amount purchased

affect food cost
248
BREAKFAST
Cereals
Hot: depends on demographics & amount sold
Cold: dry cereals with wide assortment, variety

pack, fast & easy to serve
Add fruit to increase check average.
249
BREAKFAST
Eggs
Backbone of breakfast
Omelets are popular and can

increase check average
Varieties listed or customers can

create their own
250
BREAKFAST
Meat
Meat and fish items to
give variety to menu
Waffles, Griddlecakes and French Toast
Griddlecakes (hot cakes and

pancakes) easy to prepare and fast.
French toast and waffles take longer

time to prepare.
Sales appeal by offering variety of

syrups and fruit toppings.
251
BREAKFAST
Bakery
Operation with bakery or use of

convenience
Operation foods
with or mixes
bakery or use of
convenience foods or mixes
Side Orders
Starches: potatoes, grits, and

other miscellaneous
Starches: items.and
potatoes, grits,
other miscellaneous items.
Club Breakfast
Combinations of a la carte items and

all inclusive except
Combinations of a lafor beverages
carte items and
.
all inclusive except for beverages. 252
LUNCH AND DINNER
Number of categories offered depend on:
Clientele: - blue-collar clientele with lower check average

- white-collar clientele with higher check average
Skill level of production staff

- Convenience foods add variety even if skill is low
Operating philosophy
Balance and variety. Offer a nutritionally balanced menu.
Each category: color, texture, cooking method temperature, etc
253
LUNCH AND DINNER
General Statements: luncheon menus are lighter,

smaller sizes, selling price lower.
Speed of preparation: breakfast focus on speed,

lunch is a divided affair, and dinner more leisurely.
254
LUNCH AND DINNER
If appetizer category is used: several selections hot and cold
Balance sought
Avoid using same cooking techniques
Health-conscious clients raw vegetables with dip

or fresh fruit and cheese.
255
LUNCH AND DINNER
On its own or combined with appetizers
At least one. If 2 or more:
Balance a clear with cream or chowder-type of soup
Critical to success
Excellent food cost
Menu versatility when used in

combination with sandwiches and salads 256
LUNCH AND DINNER
Rapidly gaining popularity as diet-conscious
Cater to white-collar clientele
Balance in the variety
Dressings: Make them distinctly yours
257
LUNCH AND DINNER
Most important, contribute highest gross-profit dollars and entire

operation judged by it
Pricing structure fall within framework of demographic guidelines
Balance with variety of cooking methods
Food groups:
Solid steak, lamb chops, chicken, shrimps. High check

average but low gross profit
Semisolid meatloaf, chicken croquettes
Extenders casserole items stews, pastas

Semisolids and extenders have lower selling price but high check average
258
LUNCH AND DINNER
Almost as critical as entre section
Balance of temperature and cooking methods
Familiar to clients should be featured
Variety with new or unusual items on menu
259
LUNCH AND DINNER
Misc. area of menu or add-ons Increase check average,

generate business during slack
Increase check average hours
Complement entre and sandwich Own creation or convenience

sections with compatible listings foods
260
MENU LAYOUT
Three-in-one menu: Most expedient (convenient & practical),
least costly
Breakfast menu: breakfast portion face up
Front side for both lunch and dinner list
One or separate depends on needs of restaurant
261
CHILDRENS MENUS
A challenge: parents want well-balanced healthful meal
children want food that taste great
Create healthful menu that appeals to children
Market concept via institutional copy or give extra plate to parents
Give prizes for clean plates OR free meals or desserts to children
Merchandise menu with artwork & descriptive terminology
262
ROOM-SERVICE MENU
Crucial to room service is Limited version of coffee house

facilities and staffing menu and list items that fit the
following criteria:
Delivery creates extra expenses 1 Good holding qualities
High cost and low sales volume 2 Transported easily

charge higher selling price or
service charge or charge more + Includes small parties and
3
service charge receptions in guests room
263
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Questions?
265
REMINDER
Read Chapter 13
266
HTF552
Chapter
Theme, Ethnic, and Fine-Dining Menus
13
Fatimah Abd Ghani

267
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Introduction
General Characteristics of Theme Restaurants
General Characteristics of Ethnic Restaurants
Food and Culture
Fine Dining
Course Sequence
Descriptive Terminology
Other Income
269
INTRODUCTION
Theme , ethnic, and fine dining restaurants are
difficult to classify because of their diversity
Some generalities:
Skill levels of staff greater than QSR and FSR

Higher average check
Theme Restaurants
General characteristics of Theme Restaurants
Built around certain characteristic or idea

Theme followed throughout operation
Building structure, dcor, employee uniforms, menu design food
items listed all tie into and augment theme
Have wait-staff service
270
GENERAL CHARACTERISTICS
OF THEME RESTAURANTS
Higher skill level of service compared to FSR
Cocktail service is common
Higher competency level for production staff
Conventional (stand alone) or commissary FS system (chain)
Chain theme restaurant: menu item easily adaptable to uniformity
for skill level and to be identical
Primarily from standardized recipes
Employees with higher degree of culinary knowledge
Selling prices range from moderate to moderately high = lower
table turnover = wider range of ingredients = more time in kitchen
= time-consuming methods of preparation
Check average higher to be profitable
271
Many are trendy restaurants.
Feature nouveau, regional, fusion, national, or

a combination of 2 or more styles of cooking
Expensive to operate and maintain
Change continuously in terms of dcor,

culinary techniques and menu listings
Patrons quite flighty, and quickly go to
another if change is not constant
Closely related to theme restaurants are
bistro which have more stable dcor and menu
272
Another style includes entertainment known as eatertainment
operations
e.g. Planet Hollywood and Hard Rock Cafe
Theme restaurants with specific focus change
menus only occasionally and dcor rarely
They are: railroad, nautical, colonial or

sports memorabilia
Less expensive to operate
More stable clientele

273
OF ETHNIC RESTAURANTS
General Characteristics
Similar but less trendy than theme restaurants
Based on long-standing cultural tradition
Feature dishes of particular culture, race, or country.
Cities with large immigrant populations offer authentic cuisines.
Check averages from modest to very expensive.
274
General Characteristics (cont)
Price range varies greatly from moderate to upper end of high range
Research the menu offerings and recipes thoroughly
Wait-staff service
Skill level of service and production staff the same as or higher than
that of theme restaurant
Menus live up to customers expectation
275
High End Nouvelle Cuisine French Restaurant
Skill level extremely high

Finish cooking in dining room on gueridon
in full view of guests
Service staff knowledgeable about wine
and wine service and ingredients of menu items
Executive chef and sous chefs full kitchen brigade
Timing is critical as preparation done
in kitchen and finishes in dining room
276
Middle Ground Oriental Restaurant
Skill level moderately high

Staff first serves the guests and leaves the
remainder on table for guests to help themselves
Server knowledgeable about menu awareness
of ingredients and preparation techniques
Production staff highly trained
277
FOOD AND CULTURE
Food preference and traditions of the
culture reflected in the restaurant
Create an authentic experience
Menu not offensive
Indian foods are traditionally very heavily spiced
Mexican cuisine might have to omit peasant food
Kosher law strict instruction to preparation. Dairy items cannot be

consumed at the same time as meat and preparation area separated
Italian cuisine red tomato sauce or marinara sauce
found prevalent in southern Italy.
Dairy-based sauces like Alfredo dominate cuisine in northern Italy. 278
FINE DINING
Fine Dining Restaurant
Elegant, formal surroundings; fine crystal and linens; highly

skilled staff; excellent food quality; and high menu prices
Stage for special nights out
Places for celebrations and other memorable events
Table turnover generally low
Check averages very high
Reverse economy of QSR
Very formal service French or Russian service 279

FINE DINING
Menu as diverse as imagination using high-quality

ingredients
French haute cuisine requires complicated preparation and
service
Table turnover as low as 0.6 to 1.0 times a night
Customer must perceive a value relationship between meal

and price paid.
Menu written using unusual, rare, expensive ingredients
prepared and served with high degree of skill.
280
COURSE SEQUENCE
TRs have more limited offering than do ERs
Both TR & ERs usually list hot and cold appetizers, entre,
vegetables, starches, desserts, and beverages.
TRs often offer sandwiches and side orders and ERs do not.
ERs opt to add cheese and fruit course
Both use a la carte
FDR use both a la carte and table dhote
Imperative to stay within either theme of ethnic origins

281
COURSE SEQUENCE
Few generic dishes
Balance is critical between courses & within courses of

theme, ethnic, and fine dining menus
Classical menus (12 or >courses) rarely used.
Modified classical menu:
Soup (normally consomme)
Fish dish (small portion)
Sorbet (palate cleanser before main dish)
Main Dish
Salad (traditionally after but now prior to main course)
Dessert
Beverage
282
283
284
OTHER INCOME
285
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Questions?
287
REMINDER
Read Chapter 14 and 15
288
HTF552
Chapter
Banquet Menu
14
Fatimah Abd Ghani

289
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Introduction
Banquet Organizational Structure
Banquet Menu Planning
Fixed Menu
Demographics
Theme
Skill Level
Pricing
Meeting Length
291
INTRODUCTION
Operations range from as few as 15 people at a luncheon to a large hotel
serving as many as 1500 or more guests at a formal dinner.
Organizational structure varies from 1 person handling the event

(booking, setup, decoration, preparation, service, and billing) to a large
hotel where functions are fulfilled by several people with their respective
jobs.
Step 1 is booking the event (sales dept.). Menus are planned with the
Chef, Banquet Captain and Food and Beverage Mgr. Takes into account
type of group, theme, budget, no. of pax, special foods if any (e.g.
Vegetarians), type of service desired.
After food tasting Banquet Event Order (BEQ) fig. 14-2, page 275 is
prepared
292
BANQUET ORGANIZATIONAL
STRUCTURE
Serves all the meals at one time
Operations range from as few as 15 people in a luncheon to 1500 or more guests
at a formal dinner
Principles of writing menus is to understand organizational structure

1st. Step: Booking the event
Handled by sales department
Hotels chef, banquet captain, food and beverage director have input regarding
the menu
Takes into account type of group, their theme, dollars they wish to spend,
number to attend, food groups, and type of service.
Needs are matched to facilities and staff skill level.
Tasting held, then final selection of menu
293
BANQUET MENU PLANNING
Once details are decided between sales department and client, function
sheet or banquet event order (BEO) Page 275 fig.14-2, prepared and sent
to:
Purchasing department Banquet service
Kitchen Accounting
Information:
1 Name of group and number
2 Menu
3 Special setup
4 Billing procedures
5 Others
294
BANQUET MENU PLANNING
The principles are:
295
FIXED MENU
Have a fixed menu and fixed sequence of courses
no selection made on part of banquet guest
Exceptions: dietary requirements or religious restrictions (vegetarians)
Service is simplified and meeting length shortened

if first course preset prior to service
Cold appetizer is preferable
Wishes of clients considered over ease of service
Sequence: appetizer, salad, entre, vegetable,

starch, dessert, and beverage
296
DEMOGRAPHICS
Dishes selected must be popular with attendees

Dishes selected must be popular with attendees
Demographics important: religious or ethnic

Demographics important:
considerations, religiousage
education, or ethnic
considerations, education, age
297
THEME
Theme for banquet carry out in two ways:
a. Room and table decorations carrying out subject
b. Menu reflects theme. Select foods that tie theme and menu together
Printed menu placed on guests table with descriptive

terminology carrying out theme and tie the event together
298
SKILL LEVEL
Consider both service and production staff
Convenience foods can extend kitchens skill level but caution in terms of
quality and cost
Always check out a product prior to committing its service to a client
Banquets are either served buffet style or American style
Perfection is a key criterion in both preparation and service

299
PRICING
Five (5) additional factors when discussing banquet selling price:
300
PRICING
Long-term pricing Ascertain how commodity futures market is and
will behave. Require some speculations
Some hotels do not quote price until 30 days

prior to event. Not in favor of client
Tax Added to price
Range from zero to several percent
Gratuities Gratuities, or tips, are normally added to bill at a

certain percentage
Functions cost: meal + tax + tip (service charge)

301
PRICING
Inclusive pricing A client requests a price quote that is inclusive
Guarantees Used to figure total bill and discussed during

price discussions.
Client must guarantee certain number of guests
Time period vary from 1 week to 24 hours.

Depends on purchasing policies and delivery
availability
302
PRICING
Work in one of three (3) ways:
303
PRICING
management determines a percentage by which it allows
Over-under Method
client to vary from the guarantee, usually 5 percent or
more liberal 10 percent
Guarantee of 500 people. Variance could range from 475

(minimum billed) to 525 maximum production. If only 450
showed up, client billed for 475
Over-only Method guarantee is the minimum, with overage coming from

predetermined percentage usually 5%, in some cases 10%
No-variance Method
No leeway. Billed for 500 & 500 are prepared
Imperative that an operation protect itself against no-shows

304
MEETING LENGTH
Important to planning the function itself. Banquets

scheduled one right after the other. Know length of time
needed to serve meal, hold meeting, clean room, and
reset for next function
305
CONVENTION MENUS
Convention is a meeting or gathering of people
who share a similar interest
Arrangements for meeting space, hotel rooms, and meals are made
Considerations in menu planning:
1. Costs, timing, preferences of group, no. of meals.
2. Menu portfolio is complementary and varied
3. Regional specialties for exposure to new/distinctive food items

306
SHOW MENUS
Show menus are used in operations that serve lunch or dinner

followed by a theater presentation or entertainment
Buffet or wait-staff service
Principles given for banquet menus apply to show menus with exception:
customer given choice of entre
307
SHOW MENUS
In developing show menus, keep two (2) factors in mind
Limited menu Quick to serve. Entrees not more than 5/6. Limited
appetizers and desserts.
Dishes served and cleared before entertainment.

Speed
Prepared prior to service. Avoid short-order foods and
items requiring a lot of handling.
Prices always higher. One price regardless of entre selected or separate

price for each entre
Price of entertainment included
308
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REMINDER
Read Chapter 15
310
HTF552
Chapter
Buffets
15
Fatimah Abd Ghani

311
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Introduction
Visual Appeal
Fresh Food
Garnishment
Supporting Display Material
Live Movement and Zoning
Table Shapes and Placement
Writing the Menu
All-You-Can-Eat Buffets
313
INTRODUCTION
Buffets
Advantages:
1. Show off artistic skills/in dramatic fashion. Ordinary
menu/occasion into festive party
2. Labor savings (fewer service personnel)
Customers waiting on themselves, except beverages
No short-order cooking
Mass production of predetermined items. Increases productivity
Tighter scheduling results in lower labor costs
3. Lower food costs: in-season menu, leftovers incorporated
Menu presented visually, selection made by viewing actual fare
itself
314
VISUAL APPEAL
Visual serves same function as descriptive terminology
Fresh food
To properly merchandise a
buffet, three (3) elements
are required: Attractive garnishing
Creative supporting display

material
315
FRESH FOOD
Cause of stale look is twofold:
Too much product being placed
Decide not only what but also

how much.
Improper food temperature

Small batch preparation and
timely table placement
Temperature critical in maintaining fresh look
Food safety: Hot foods must be kept hot, cold foods cold
Safety and appearance must not compromise service

316
GARNISHMENT
Everything on the plate must be edible
Buffet garnishment also includes decorative pieces
317
SUPPORTING DISPLAY
MATERIAL
Non-edible pieces used to enhance buffet for table color
enhancement
Ice carvings as center pieces as well as serving dishes
Flowers and greens can be used but not on or touch the platters
Buffet items labeled clearly with placards (small signs)
Height balanced look
Linen: same as the table linen. Color selected does not distract
(divert) from food served
318
LINE MOVEMENT AND
ZONING
Speed is critical to success of any buffet
Use zoning strategy. A one is a section that serves 50 people
Zoning predominates in banquet buffets where large

number of guests are arriving about the same time
In restaurants: number of zones is determined

by number of seats/estimated grouping
319
TABLE SHAPES AND
PLACEMENT
Consider:
location of kitchen adequate food

supply
traffic patterns avoid congestion
space
Multiple zones
spread tables throughout room for

maximum effectiveness as well as speed
320
WRITING THE MENU
Several factors considered:
321
WRITING THE MENU
Profit
Food cost and subsequent profit in
total rather than each specific item
Once selling price established, items
selected in a cost range to price
Labor cost included
Plate size can control costs
Demographics
One of key considerations.
Demographics: age, income,
education, sex, religion and ethnic
origins.
Dictates what and how much to place
on buffet.
322
WRITING THE MENU
Theme
Take into consideration:
Theme of group and restaurant
Menu items and supporting display
material should reinforce theme
If restaurant is general in nature, buffet
open to wide assortment of menu choices
Feature a theme party every now and then
Balance and Contrast

Items selected complement each other -
taste and flavor
Contrast in areas of texture, shape, size,
cooking methods, and color
A well-planned buffet should have vivid,
contrasting colors
323
ALL-YOU-CAN-EAT BUFFETS
Merchandized to profit by arrangement of items:
Lower-cost items first, succeeding items placed in

direct proportion to their cost
Arrange categories ( salads, starches, vegetables,

entrees and desserts) according to cost
For example: Hot Section: 1st. extenders 2nd semi-solid entrees

3rd solid entrees
Roasts should be hand carved to control portions
324
HORS dOEUVRE BUFFETS
Hors doeuvre Buffets Heavy Hors doeuvre Buffet
Primarily for cocktail parties or Same principle as above but

service prior to banquet. utensils are used.
Entirely finger food. Hot stations (pastas/stir-fry)
Scatter buffet tables encourages where portions are plated by
attendant & usually small.
people to move about &
socialize Fusion between hors doeuvre
Categorize each table differently buffet & formal buffet.
325
FORMAL BUFFET
Arrange foods to cost is eliminated
Arranged according to taste rather than cost
Follows usual category selection:

Appetizers
Salads
Cold platters
Hot foods
Desserts
More exciting and artistic
326
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327
Questions?
328
REMINDER
Read Chapter 16
329
HTF552
Chapter
Cafeteria And Cycle Menus
16
Fatimah Abd Ghani

330
LEARNING OBJECTIVES
Upon completion of
should be able to:
LECTURE OUTLINE
Introduction
Length
Types of Cycle Menus
Restaurant Use
Non-profit Food Service
Selection and Popularity
Variety
Menu-planning Procedures
Cafeterias
Cafeteria Menu
332
INTRODUCTION
Cycle Menus
Cycle Menus
Commercial restaurants use cycle

menus for daily
Commercial specials touse
restaurants augment
cycle
(greaterfor
menus in daily
quantity) regular
specials printed
to augment
menuregular printed
(greater in quantity)
menu
Major user: cafeterias, both
commercial
Major user: and nonprofit
cafeterias, FS
both
operations
commercial and nonprofit FS
operations
333
LENGTH
Cycle menus are written for a specific period of
time and are then repeated until a new cycle is written
Length of time varies depending on nature and clientele of operation
Hospital FS 1 or 2-week cycle
College FS 4 or 5-week cycle
seasonal goods and theme (based on food

Seasonal Cycle
availability)
Commercial Cafeterias 2 to 3-week
334
CYCLE MENUS
Four (4) types:
1 2
3 4
335
RESTAURANT USE
Cycle Menu: Restaurant Use
Used in two ways

Operational plan for daily specials sold on clip-
First
ons/chalkboard
Consider price, balance, and use of leftovers
Second
Production list
Price is important because customer perceives daily special
item has greater value than regular menu
Chooses items that reinforce this perception = specials with
lower ingredient cost
Balance in cooking methods, color & texture.
Chefs choice: test market new item or to use leftovers.
Restaurants develop one-week cycle for specials. 336
RESTAURANT USE
Cont
Second
Give advance notice to regular customers, takes away
elements of variety, but develops a restaurants reputation
for certain products.
Develop seasonal cyclic menus to match seasonal availability
of foods.
Inject variety on printed menu by use of du jour. today or
of the day e.g. vegetable du jour
Set up cycle menu so that purchasing & production covered
& service personnel know exactly what is to be served every
day.
Complacency tends to put the menu in a rut.
337
NON-PROFIT FOOD SERVICE
Not-for-profit foodservice once known as institutional foodservice
Misnomer (untrue): captive-audience feeding, actually patrons have

choice either to eat in or out.
338
SELECTION AND POPULARITY
339
VARIETY
An important factor. Variety achieved by avoiding repetition of items

within cycle and not repeating cycle too
Cooking methods, temperature, consistency, color, and texture taken

into account
340
MENU-PLANNING
PROCEDURES
Worksheet: Seven (7) days of the week across top
and three (3) meals on left side
Steps involved:
1. Plan main dinner entre by compiling a list and grouping

them by category and texture
Decide on frequency of popular and less popular items
2. List popular entre items
3. Complete steps 1 and 2 for lunch and breakfast
4. Add the 2nd and 3rd entrees (less popular list). Should
complement main entre
5. Plan the vegetables, starches, and soup for lunch and
dinner
6. Plan desserts with variety, as for salad category
341
MENU-PLANNING
PROCEDURES
Cont
7. Plan the salads; offer variety in type, color, and consistency.

8. List breads, condiments, and beverages
9. List hot & cold cereals, breakfast fruits, and juices
10. Review menu for color, frequency, texture, and consistency
make adjustments as necessary
342
CAFETERIAS
Two (2) categories:
Commercial for-profit restaurants Not-for-profit, in-house operations
Facilities run their own operations

Strongest customer base Majority contracted out
Owned by large chains Captive-audience feeding is self-
Popular with senior citizens defeating except for correctional
Wide variety of freshly prepared facilities, hospitals, some nursing
food with emphasis on nutritional homes
offerings Highly competitive business, menu is
of paramount importance
343
CAFETERIAS
Four (4) basic designs
Cafeteria Styles
344
CAFETERIAS
Straight Line Slowest moving
Speed at which cash is taken

and movement of line
Most common design in commercial cafeterias.

Takes up least amount of square footage
more seats in dining room
Bypass Line Variation of straight line
2nd section indented making easier

for customers to jump line
345
CAFETERIAS
Customers can go directly to area(s)
Sawtooth
of their choosing
Each section being set diagonal to previous
section. Each has its own category
or combined categories
Variation of straight line
Patrons go directly to area or areas

Free-flow System
serving those items
Layouts: shopping center concept, U shaped.
scattered around
Common in employee cafeterias
Offers quicker service with minimum of waiting

346
DEMOGRAPHICS
Cafeteria demographics: nonprofit for profit
Menu writer must ascertain needs of group in institution
Local/Unit manager is in tune with client base and fit menus to

demographic diversity of that particular group
Commercial cafeterias: free standing or located in shopping mall
Popular because of no tipping and selecting few items from wide choice
Small portions with low prices charged for quality, nutritious food
347
CAFETERIA MENUS
Customer is making the selection based on actually
viewing food rather than reading printed menu
Food merchandising of the cafeteria line takes

the place of descriptive terminology
Principles of variety: color, texture, cooking methods
Line must look appealing
Excellent holding qualities: foods produced in larger batches
Poor to moderate holding qualities: smaller batches

348
CAFETERIA MENU (cont)
Plating of final product with one motion
Fast lines mean high profits
Most successful cafeteria chains prefer foods cooked fresh from

raw ingredients to using convenience foods
Once menu is written, menu writer must next diagram serving
line
Ensures incorporation of color, texture, cooking methods, and
variety into menu executed properly
Some cases actual menu is printed for potential guests to review
in advance
349
FOOD ARRANGEMENT
Cafeteria line meal sequence:
Appetizers-
1 5 Starches
many do not serve them
2 Salads 6 Breads
Entrees: in order of solids,

3 7 Desserts: offered twice.
semi-solids, and extenders
Once at start of line fill empty tray
4 Vegetables End of line bypass or round out meal
8 Beverages
350
FOOD ARRANGEMENT
Merchandise the food.
Garnishes should be indicated for items that require them.
Include as part of overall menu plan
People eat with their eyes
Garnishing is imperative
A well-merchandised line sells, and

sales is the name of the game.
351
o u
k Y
a n
Th
352
REMINDER
Read Chapter 8
353
HTF552
Chapter
The Menus as a Management Tool
17
Fatimah Abd Ghani

354
LECTURE OUTLINE
Introduction
The Menu
Food Cost and the Menu
Food Cost and the Operation
Food Cost, the Menu, and the Operation
355
THE MENU
Standard cost
Is an ideal cost- that is, it is what a cost should be
Is determined by management and is used

as a measurement against actual cost
Is stated as a percentage for measurement purposes
After standard cost percentages have been

determined then, the menu selling can be figured out
356
THE MENU
Variable and semivariable costs
fixed costs (e.g: rent, insurance, utilities)
Variable and semivariable costs are food

and labor also called prime costs
When prime costs are high, a number of

causative factors may be involved
357
FOOD COST AND THE MENU
Compare the composite food cost percentage with the standard food
cost for the restaurant
If the composite varies from the standard, and if the variance equals
the difference between the standard amount and the actual amount on
the income statement, then the problem of the high food cost lies in
the menu pricing structure
Most restaurant managers inclination is to increase prices- may not

wisest choice- precaution: increasing prices not to exceed the price-
value relationship perceived by the customers
Alternative- eliminate high-cost/slow-selling items (dogs) and replace

them with low-cost items that have high sales potential- portion size
could be reduced
358
FOOD COST AND THE MENU
As the case of increasing prices, care must be exercised not to affect the
price-value relationship by cutting portions to the extent of causing
customer discontent
The restaurants standard food cost and the composite food cost from
the overall menu pricing structure must be equal.
359
FOOD COST AND THE
OPERATION
Purchasing
Storage
Production
Plating
360
FOOD COST AND THE
OPERATION Purchasing
Price fluctuation
Three areas Quality levels of goods purchased
Inventory turnover
361
FOOD COST AND THE
OPERATION
Storage
Two issues must be considered:

The aforementioned purchasing of unnecessary
1 items that take up storage space
The storage of goods in the proper inventory
2 level to conduct business
Foods are divided
into two categories:
1 Perishable goods
2 Nonperishable goods
362
FOOD COST AND THE
OPERATION
Production
Quantity control
Production control
Quality control
To eliminate the leftovers, which

Quantity control
increase food cost
Quality control Controlling the food cost
363
FOOD COST AND THE
OPERATION Plating
Two thing can go wrong;
1 Overportioning
2 Underportioning
364
FOOD COST AND THE
OPERATION Plating (cont)
On the menu: the portion is exp;icit, e.g: a 12-oz sirloin steak
Many times a portion is implied, such as a heaping serving of spagetti
Cutting a portion to less than what the menu states or implies is in

violation of truth in menu and may result in an irate customer
Overportioning results in a higher cost for

that item than originally intended
Portion control is an exacting science and must be followed without

exception to please both the customer and the income statement. 365
FOOD COST, THE MENU AND
THE OPERATION
OPERATIONS Actual vs Product Mix vs Standard MENU
OK OK
ACTUAL = STANDARD
PRODUCT MIX = STANDARD BUT THAN ACTUAL
PRODUCT MIX THAN STANDARD & ACTUAL
PRODUCT MIX THAN STANDARD & ACTUAL
ACTUAL HIGHER THAN STANDARD
CHECK CHANGE
OPERATIONS MENU
366

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MENU DESIGN AND ENGINEERING

Fatimah Abd Ghani

Education, Occupation and Income

The location of a restaurant determines who will patronize it

People stay close to (a three-mile radius / ab. 8km) their homes

Important to know who resides or works within this area

Menu caters to customers in that particular area

Demographic study itself 1. Feasibility studies

Matching of these customers, 3. Psychographic studies

Important to menu planner

Demographic studies list the Restaurant expenditures

Age group Fast food

Data referred to as VALS -preferences of population studied

Values Attitudes Lifestyles

How frequently How daring or traditional

Failure of a restaurant business is due to:-

Wrong menu listings Not knowledgeable management

Lack of working capital Poor service

Selling prices Poor quality

Definition: In broad sense is any business that sells food

Strict sense- competition includes any foodservice that sells a similar

Two types of competition:

A good price-value relationship

In a competitive market, businesses are forced to excel in order to succeed

A market can support only a given number of similar operations

The maximum numbers of competing business are operating in a market,

Market saturation is unhealthy to get into as number of available

Analysis of demographic study necessary for matching customers with

Best possible benefit: demographic and psychographic data

Vital to proper menu selection. Age groups are bracketed as

Children Teens Young adults

Middle-aged adults Older adults 13

Influence and often dictate the decision as

Heavily influenced by television, both

Parents want their children to have a well-balanced meal

Children tend to opt for high fat, high-sugar,

Pose special problems of their own

On one hand, they still cling to their childhood

Refining their tastes & requiring a nutritionally

Considered as two (2) separate market:

As part of family unit that is dining out. More nutritionally

2 As a marketing of their own- revert to junk food syndrome

Large market with more disposable income

Offer petite or small-appetite meals for teenagers & senior citizens

In the 25 to 34 year old age group.

Three (3) divisions: Couples with no children

Overall, they are;

Health conscious Choosing vegetarian menus in

Concerned about physical Affinity for burgers &

Single Young married couples

have more disposable income Both partners are working high

Purchasing a home smaller

Traditional in its menu selection, fairly sophisticated tastes, prefers fully

Patrons from 18 49 preference for hamburgers & sandwiches & more

Strong desire for upscale treatments of retro or comfort foods

Overall strong preferences for familiar cuisines

Family dines out price is a factor

Special occasions price is less of a factor

Prefers smaller portion Prior to retirement price is less

Stereotyping is a dangerous thing. Dietary needs of special

Important to note that particular foods appeal to certain

Education & occupation play a minor role. Income key

Disposable income is that part of earnings & investment