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The Importance of the Menu
The Importance of the Menu
The importance of the menu to a foodservice operation cannot be emphasized too often or too much. The fact that it is an early topic in this book underscores its importance for those studying the management of foodservice operations. The menu is also called “the driver” of a foodservice operation. This descriptive term indicates that every part of a foodservice operation is affected by the menu and stresses how the menu is a managerial tool for controlling many aspects of a foodservice operation. As you learn more about menus and menu planning, keep in mind menus from your favorite restaurants or your recent meals in other types of foodservice operations.
SELLS: It is a great silent sales person and stimulates sales. Great pain is taken while compiling the menu.
IMAGE: It is a signature of a restaurant. It has to be attractive, informative and appealing. It promotes the image of the property.
IDENTITY: It identifies the restaurant theme.
EXPERIENCE: It contributes to the dining experience. Guests find something to talk about the menu and often collect menus for the home.
INFORMATIVE: It informs the guest about every aspect of the restaurant. Eg. Price of a dish, budget meals, description of a dish etc.
GUIDE: It helps the guest in making a good choice for himself. The menu is divided into different courses and every course has a choice so guest can choose from a variety of dishes.
TYPES AND CATEGORIES OF MENUS
TYPES AND CATEGORIES OF MENUS
Menu can be categorized in a variety of different ways and there are different types of menus, which are often associated with particular types of foodservice operations. A classic way to categorize menus is by how often they repeat.
Static Menu
Static Menu
are those that basically stay the same every day and are most typically used in quick service to upscale casual restaurants. These types of menus may be presented on a menu board or in some type of printed format, sometimes laminated so it is easily cleaned, that is handed to the customer. Typical sections of a lunch or dinner static menu include appetizers, salads, entrees (often further divided), sides, desserts, and beverages. Choices may be limited, as they are in some quick service, such as McDonald's or Five Guys, and quick casual restaurants, such as Panera and Chipotle, or choices may be extensive requiring a menu that resembles a small book, such as the Cheesecake Factory.
Cycle Menus
Cycle Menus
are most often used in non-commercial foodservice operations that serve the same group of customers every day, such as corporate dining (business and industry), healthcare, schools, and long-term care or CCRCs. A cycle menu follows a particular pattern designed to meet the needs of the operations customers and repeats on a regular basis. The length of the cycle should be set with the customer in mind. For instance, a hospital can typically use a shorter cycle menu, perhaps five to seven days, for patients, since most do not stay in the facility for many days. However, a foodservice operation in a continuing care retirement community may need a cycle as long as six weeks since customers may be eating in the CCRC dining room on a daily basis. Cycle menus are often planned seasonally so an operation might have a spring, summer, and fall/winter cycle.
Daily or single use menus
Daily or single use menus
change on a daily basis or may be planned for a special event with a one-time use. Daily menus are often used in fine dining or for foodservice operations that feature locally sourced products, which are available in the market on a given day. Alice Water’s Chez Panisse restaurant uses a daily menu to highlight seasonal and locally available foods with a “farm to table” approach. Single-use menus are planned for catered events like banquets or parties, and are also used in many operations for “daily specials.”
Other ways to categorize menus
Other ways to categorize menus
Menus can also be categorized in a variety of other ways including any of the following:
Menus can also be categorized in a variety of other ways including any of the following:
The Function of the menu – such as a tasting menu, catering, hotel room service, dessert, wine, or drinks
The Function of the menu – such as a tasting menu, catering, hotel room service, dessert, wine, or drinks
Meal/Time Period – such as breakfast, lunch, happy hour, or dinner
Meal/Time Period – such as breakfast, lunch, happy hour, or dinner
Style of service – such as American, French (table side cooking), or Russian (platter service)
Style of service – such as American, French (table side cooking), or Russian (platter service)
Pricing styles – such as a la carte (each item is individually priced), table d’hôte (a selection of complete meals offered at set prices), prix fixe (one price for the entire menu), and most commonly seen in U.S. restaurants, a combination of pricing styles to best cater to the target customer of the operation.
Pricing styles – such as a la carte (each item is individually priced), table d’hôte (a selection of complete meals offered at set prices), prix fixe (one price for the entire menu), and most commonly seen in U.S. restaurants, a combination of pricing styles to best cater to the target customer of the operation.
Amount of selection – selective (customer has many choices typical of a family or casual restaurant), non-selective (no choice as with many tasting menus, hospital special diet menus, or sit-down banquets), or limited or semi-selective (typical of small operations, fine dining or themed restaurants)
Amount of selection – selective (customer has many choices typical of a family or casual restaurant), non-selective (no choice as with many tasting menus, hospital special diet menus, or sit-down banquets), or limited or semi-selective (typical of small operations, fine dining or themed restaurants)
ADVANTAGES AND DISADVANTAGES OF VARIOUS TYPES OF MENUS
ADVANTAGES AND DISADVANTAGES OF VARIOUS TYPES OF MENUS
These different categories overlap among each other and types of foodservice operations, both commercial and non-commercial, and offer both advantages and disadvantages to management and control. For example, static menus would be easiest for forecasting, purchasing and labor scheduling since they are the same every day, but cycle menus have those same advantages over daily menus. However, it can take restaurant chains a year or more to plan or make a change to a static menu. Daily menus are the most flexible and can be easily changed to adjust to product or market price changes. Static, and to an extent cycle menu, offer the customer a predictable dining experience, but daily menus offer a new dining adventure with every visit to the foodservice operation. Of course, foodservice operations often combine elements of these different types of menus to gain the advantages offered by each. For example: many restaurants using a static menu offer daily specials or features, which give some flexibility to offer menu items that are seasonal, or trendy, or use product that needs to be sold and not wasted.
Reference:
slideshare.net/akhil_menezes/menu-its-types-and-menu-planning?fbclid=IwAR3jLwF4iAcfcWIEOGPsmL4NBS3R2CudjN4Z2aRVEJnnM9kKhKQiF5eEuEE
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