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Menu Planning |
 Available Food & Beverage
ItemsListed and Priced (Written, Printed or on the Board)Aim: to transmit the right message from management to the
guest. It is a Communication & Selling toolsObjectives: Menu should 1. look good, 2. easy to read &
understand , 3. Reflect the Character of the operation and 4. �Help� the guest to buy
more, provoke customer�s positive reaction.Action Plan to reach our target guest: Use the right 1. Menu Layout (size, shape, paper quality, color, typography, logo, pictures) 2. Language & Vocabulary 3. Menu items (compatibility with restaurant theme & style, available equipment, staff, space, food variety, nutritional factors, costs, guests needs) 4. Menu Structure
Table d�H�te Menu: List of a
complete meal (3 to 8 course) for one price. This menu can be called �fixed price� or
�meal package�. The guest eats a complete menu that has been planed in advance for
them.� la Carte Menu: Food &
Beverage items are listed and priced separately. The guest choose from various appetizers,
main courses, deserts.Combination Menu: some restaurants
offers both, Table d�H�te & � la Carte Menus. (Chinese Restaurants, Fast Food).
The guest can compare between the meal packages with the � la Carte Menu
Important notes:
The 3
parts of the Main Course should include : Other information like sauces or butter served with.
Example: served with Mushroom Sauce
Example for Cold Apetizers:
Pricing a Menu - Psychology Try to avoid whole numbers and try to shade prices just
below them. Price below �0� give the guest the feeling that the price is balanced in
their favour. Ex. A price of TL 3.950.000 is preferred over TL 4.000.000.Price increases are not always viewed in the same way by
guests: A price raise from TL. 5.595.000 to 6.250.000 is seen as a bigger jump than a
raise from TL 6.250.000 to 6.750.000Managers should know whether a market is flexible or
inflexible and how guest will respond to price changes. A test can be made by changing
prices briefly to see what guest reaction is. The test should be repeated several time.Provide a variety of prices (see how to
Structure a Group of Item
One technique that can be used to attract guests from competitors is to real
lower the price, in order to bring more guests into the restaurant.This technique will succeed if our lowered-priced items are considered by guests as a
substitute for what the competition offers. If there is no difference (quality) the guest
may see price as a determining factor in selecting our restaurant.However, if there are none priced related differences (atmosphere, view, entert.) this
technique will not work.Increasing prices is also a way of reacting to pressures from competition.With higher price, fewer menu items will need to be sold in order to maintain the
restaurant profit. On the other hand, providing high prices might be a result of providing
better quality than competitors.
The most common method to price a food item is to use the Food Cost Method:For instance if a �Green Salad� has a food cost of TL 600.000 the management wants a
30 percent (average) food cost (which means 70 percent gross profit) the selling price
would be : (600.000 : 0.30 = 2.000.000)Variable food costs can be used to price menus: between group of items or even within a
group of item
Cycle
Menu : used by hotels, schools, hospitals�Table d�H�te
Menus planned in advance, cycle ranges from 1 to 4 weeksBreakfast
Menu : should be simple, fast, and inexpensive. Many
hotels provide a buffet service. The Breakfast room should be
located far away from hotel guest room (noise)Lunch
Menu : Like breakfast guest, lunch guest are in a hurry.
Quick to prepare, lighter and less elaborated than dinner menuDinner
Menu : More elaborate Menu, Guest are willing to pay more,
but also expect a greater selection of items, atmosphere, better
serviceChildren
Menu : The Goal is to make the kids busy, the menu can be
drawings that the kids can color. Menu should be simple, tasty and
nutritious. Portion size and price should be lowSenior
Menu : Soft, simple, very light and tasty, for seniors
watching their weight, diabetic, without salt for sodium
restricted guest.Special
Occasion Menus : Chirtmas, New Year Eve, Bayrams,
Birthdays, Parties. Menus can elaborated and usually very
profitable.
Alcoholic
BeverageDessertRoom ServiceTake-OutBanquetCaliforniaReligiousBuffetReceptionBarDiscothequeNight Club
A Bererage Menu should include the following types of Beverages: Cold and none Alcoholic Beverages:WaterMineral WaterCola-FantaFruit JuicesHot and none Alcoholic Beverages: CoffesTeasHot ChocolateAlcoholic Beverages Aperitif BeveragesBeersWhite WineRed WineRos�
WineDessert WineChampagneSparkling WineDistilled BeveragesLiquorCocktail
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25 % food cost for high-labour menu items