CHAPTER 4: THE MENU

THE MENU: THE FOUNDATION FOR CONTROL

THE MENU AS A CONTROL AND MARKETING TOOL

      -          Menu is the primary sales tool for any restaurant operation.

      -          Menu must satisfy guest expectation, achieve quality goal, cost effective and accurate.

MUST SATISFY GUEST EXPECTATION

      -          Reflect your guests’ tastes

      -          Reflect your guests’ food preferences

      -          Ascertain your guests’ needs

MUST ATTAIN MARKETING OBJECTIVES

      -          Locations

      -          Times

      -          Prices

      -          Quality

      -          Specific food item

MUST HELP TO ACHIEVE QUALITY OBJECTIVES

      -          Quality Standards:  flavour, texture, colour, shape, flair and consistency

      -          National concerns: low-fat, high-fiber diets and vegetarians.

MUST BE COST-EFFECTIVE

      -          Commercial: financial restraints profit objectives.

      -          Institutional: minimizing costs operational budget.

MUST BE ACCURATE

      -          Truth in menu laws exist in some localities, cannot mislabel

BASIC RULES OF MENU PLANNING

      1.       Know your guest

      2.       Know your operation