Marketing and the Menu.PPTVIP

Marketing and the Menu Chapter 6 What is a Menu? 6.1 The Menu as a Tool Menu is the most important document that defines the purpose, strategy, market, service, and theme of an operation. Menu should help sell items to the customer Menu is a guide for purchasing Menu is also most important advertisement for the restaurant Also the use of specialty menus Before writing a menu for an establishment, menu planner must know the important characteristics of the operation Who are the customers, food they serve, purpose of the operation etc. Menu Cont. Menus are planned different depending on the foodservice operation Commercial = includes any type of operation that sells food and beverages for a profit, such as full-service restaurants, quick-service chains, recreational sports centers, and hotel restaurant. Noncommercial = establishments are generally those operations that operate food services to support the actual purpose of the establishment ex. schools, colleges, airlines, and hospitals Types of Menus A la Carte Food sold individually Cyclical Rotating menu (used in institutions etc) California Menu lists all meals available at any time during the day Du jour Menu offers different food each day Limited Menu offers few selections, used by quick-service and cafes Table d’hote Menu offers a complete meal of several items grouped together for a single price The Order of Courses Most menus organize foods according to the orders in which they are eaten Appetizers and soups Sandwiches Salads Entrees Vegetables Desserts Beverages Foods within a major classification should be prepared using a variety of cooking methods Entrees can be divided up into categories Different types of menu (breakfast, brunch, lunch, afternoon and dinner) BALANCE ENTIRE MENU Developing a Menu Menu Content = refers to the selections of food items in each menu category Physical layout of the facility, including space for storage, preparation, and service areas Skill level and number of employees Ava