3 - Menu

What is

?

The word menu comes from the French and means “a detailed list.” The term is derived from the Latin minutes, meaning “diminished,” from which we get our word minute. Based on this, perhaps, we can say that a menu is “a small, detailed list.”

Menu For guest The menu is much more than just a list of available foods.

It also communicates the operation’s image and contributes to the overall dining experience by helping to build interest.

Menu

For employees

The range of food items served in an establishment, including their organization into a number of courses

The arrangement by which the items are offered

The physical object on which the list of these items (and courses) is written for guests to choose from

Menu For managers

The menu is a sales tool that often will direct the customer as what to buy. It also tells them 1. What food & beverages must be purchased 2. The types of equipment they have to have 3. The number of workers they must hire 4. The skill level of the workers

Consideration Considerationin incompiling compilingmenu menu

Supplies Supplies>> >>

Type Assess the type of meal required Assess the type of kitchen & staff available in relation to equipment & skills Assess the type of food service area & its number capacity in relation to the chinaware, silverware & glassware available Lillicarp, D., R. & Cousins, J.A. (1994). Food and beverage service (4th ed.). p.61

Consideration Considerationin incompiling compilingmenu menu

Balance Balance>> >>

Supplies

Seasonal supplies Local availability of supplies

Lillicarp, D., R. & Cousins, J.A. (1994). Food and beverage service (4th ed.). p.61

Consideration Considerationin incompiling compilingmenu menu

Food Foodvalues values>> >>

Balance Light to heavy to light Vary the sequence of preparation of each course Change the seasoning, flavoring & presentation Ensure the garnishes are in harmony with the main dishes Lillicarp, D., R. & Cousins, J.A. (1994). Food and beverage service (4th ed.). p.62

Consideration Considerationin incompiling compilingmenu menu

Language Language>> >>

Food values Use commodities & methods of cooking which will preserve the natural nutritive properties of raw materials

Lillicarp, D., R. & Cousins, J.A. (1994). Food and beverage service (4th ed.). p.62

Consideration Considerationin incompiling compilingmenu menu

Menu Menustructure structure>> >>

Language The menu should be written either in the real name or in local language The menu should be easily understood by the customer Ensure the proper spelling, correct terms & correct sequence within course Lillicarp, D., R. & Cousins, J.A. (1994). Food and beverage service (4th ed.). p.62

Menu Structure French • • • • • • • • • • • • • • • • •

Hors-d’oeuvre froid Hors-d’oeuvre chaud Potage Oeuf Farineux Poisson Entrée Sorbet Relevė/ Grosse piece Rôti Legume Salade Rôti froid Entrements Savory Fromage Fruit

English Cold appetizer Hot appetizer Soup Egg Starch Fish Intermediate course Sorbet Main course Roast Vegetable Salad Cold roast Sweet Savory Cheese Fruit

Example

Modern

Prawn cocktail Fried calamari Cream of corn soup Scrambled egg w/ ham Spaghetti Bolognaise Deep fried fish Sweetbread w/ asp. Champagne sorbet Chicken chasseur Roast chicken Sauté broccoli Green Salad Fish terrine Pudding, soufflé Quiche, pies

Cold appetizer Warm appetizer Soup

Fruits

Main course with vegetables

Dessert

Types of food menu ? • A la carte • Table d’hôte • Set Menu • Du Jour Menu • Static Menu • Cycle Menu • Degustation Menu • California Menu

A la carte menu ™ A la carte menu offers choices in each course and where each item is individually priced and charged for. ™ Menu items when selected by the guests are cooked to order. ™ Guests may structure their meal in any way they choose. Often a dessert menu is presented separately at the end of the meal. Brown, G. & Hepner, K. (2004). The Waiter’s Handbook (3rd ed.). Pearson Education. p. 14

” all items are listed and priced separately „

Table d’hôte ™ Offers some (usually limited) choice of dishes within each category and is charged at a fixed price per person for the whole menu. ™ Generally no additional choices from the à la carte menu and no substitutions.

Brown, G. & Hepner, K. (2004). The Waiter’s Handbook (3rd ed.). Pearson Education. p. 14

Set menu ™Is one that offers set items (one for each course) prearranged by the host. ™Set menus are used mainly for functions, such as weddings and banquets Brown, G. & Hepner, K. (2004). The Waiter’s Handbook (3rd ed.). Pearson Education. p. 19

Du jour menu ™A du jour menu is a group of food items served only for that day. (Du jour means “of the day”.) ™The term is most often associated with the daily special, the “soup of the day” being one example.

Static menu ™Menu that is used for several months (or larger) before replaced with a new one .

Cycle menu ™ A cycle menu refers to several menus that are offered in rotation. ™ In other words, series of table d’hôte menus that are offered in rotation. ™ A cruise ship, for example, may have seven menus it uses for its seven-day cruise. ™ At the end of the seven-day cycle the menu is repeated .

Degustation menu ™Degustation literally means “tasting”. ™A degustation menu lists a range of items, usually specialties of the establishment, which are served in small portions. Culinary Institute of America. (2001). Remarkable Service (1st ed.). John Wiley & Sons, p. 28

California menu ™The California menu, called that because it originated there, offers breakfast, snack, lunch, fountain and dinner items that are available at any time of the day .

Menu for various occasion Breakfast

Luncheon Dinner

Brunch Afternoon

Formal dinner

Special occasion

Evening

Breakfast • Breakfast Beverages • Breakfast menu

Breakfast beverages • The standard morning beverages are coffee, tea & hot chocolate. Juices, milk, mineral water & other drinks are extras, specially ordered by the guest

breakfast menu >>

Continental breakfast • Consist of: fresh fruit, juices, coffee/tea, breads (rolls or toast), butter, jam & marmalades + honey • Extras: egg dishes, cheese, sausages & others

American/English breakfast • Consist of: Continental breakfast + cereal, egg dishes, meat dishes, griddle + milk • Buffet

Brunch • The brunch is a late breakfast or an early lunch • The menu offers items from both meals • The brunch is an extended breakfast buffet or American breakfast

Luncheon Lunch menu should offer guests items that are light enough, priced moderately enough and prepared quickly enough for people who have to get back to work.

Afternoon • Afternoon menus are intended to attract people with free afternoon

Dinner • Normally require the most elaborate dishes, organization and variety. • Dinner menus should reflect the atmosphere, decor, theme and patronage of the operation.

Formal dinner • Formal dinner menu follow the traditional courses included in classic French menus. They are appropriate for very formal occasions.

Evening menu • Some places operate after dinner hours. This may be to catch those who are out at the theater or some other attraction, or it may be that there is a good trade potential for night workers.

Special occasion • Must fit the occasion and specific clientele of the meal.

Menu Design •Menu writing •Layout •Format •Typeface •Artwork (illustration, photos, color) •Paper •Cover

Menu Menudesign design

continuous continuous>> >>

Menu writing HEADING, mean the name of menu items

DESCRIPTION, will include the main ingredient, important secondary ingredient, method of preparation & garnish

Menu Menudesign design

continuous continuous>> >>

Menu writing PREPARATION TIME, preparation time is the time required to cook and dish up a food item on the menu.

MEAL ACCOMPANIMENT, will include condiments, decorative garnishes, sauces and foods that complement the entrée. Dahmer, S., & Kahl, K. W., (2002). Restaurant Service Basics (1st ed.). John Wiley & Sons, Inc. pp. 49-50

Menu Menudesign design

Menu writing

SUPPLEMENTAL INFO, including address, telephone number, operating hours, history of the restaurant, etc.

layout layout>> >>

Menu Menudesign design

format format>> >>

Layout

AREA 1: THE FOCAL POINT AREA 2: THE SECONDARY FOCAL AREA AREA 3: THE NEGLECTED AREA

2

2 1

3

1

3

Menu Menudesign design

typeface typeface>> >>

Format SINGLE PANEL

TWO PANEL FOLDED

TWO PANEL MULTI PAGE

HORIZONTAL TWO-PANEL FOLDED THREEPANEL FOLDED

MULTI PANEL FOLDED

MULTI PANEL VARYING SIZE

Menu Menudesign design

artwork artwork>> >>

Typeface The size of type is important to both understanding and speed of reading. Type that is too small makes reading difficult, but type that is too large takes up too much space.

Menu Menudesign design

Artwork

paper paper>> >>

Menu Menudesign design

Paper

cover cover>> >>

Menu Menudesign design

Cover

The paper used for a menu cover should be chosen carefully

Common Mistakes 1. 2. 3. 4. 5. 6. 7. 8.

LACK OF SPECIALS MENU IS PRINTED TOO SMALL MENUS THAT ARE TOO CROWDED USE OF UNCOMMON TERMINOLOGY WITHOUT CLARIFICATION EVERY ITEM TREATED THE SAME SOME OF THE OPERATION’S FOOD AND BEVERAGES ARE NOT LISTED BASIC INFORMATION ABOUT THE PROPERTY AND ITS POLICIES ARE NOT INCLUDED PRINTED MENUS WITH HANDWRITTEN CHANGES

Common Commonmistakes mistakes

Lack of specials • Regular patrons of a foodservice establishment generally look for “special of the day” to reveal the quality of the kitchen personnel and to provide some variation from the regular menu.

Menu Menuisisprinted printedtoo toosmall small>> >>

Common Commonmistakes mistakes

Lack of specials • Specials allow the kitchen personnel to exhibit their creativity and if a special sells well, it may earn a permanent place on the menu.

Menu Menuisisprinted printedtoo toosmall small>> >>

Common Commonmistakes mistakes

Menu is printed too small • Not every guest has a same vision, and lighting in some dining rooms is quite dim. • Guests can’t order what they can’t read

menu menutoo toocrowded crowded>> >>

Common Commonmistakes mistakes

Menu that are too crowded • Menu items are placed too close together or when the print on the menu is hard to read or understand, customers may be confused and may not order as much as they would if the menu were easy to read.

Uncommon Uncommonterminology terminology>> >>

Common Commonmistakes mistakes

all alltreated treatedthe thesame same>> >>

Uncommon terminology • Culinary terminology may be unfamiliar to some customers. • Generally, if a foodservice customer does not understand the terminology used to describe a menu item, he or she will not ask for an explanation but will simply not order the item.

Common Commonmistakes mistakes

Every item treated the same • A menu designer should use positioning, boxes, color, decorative borders, larger type, or some other device to call attention to the most profitable or bestselling items.

some someare arenot notlisted listed>> >>

Common Commonmistakes mistakes

no nobasic basicinformation information >> >>

Some items are not listed

• Some operations do not list all of the wines or specialty drinks they offer, or they have a line like “selected desserts” rather than a complete listing of the desserts they sell.

Common Commonmistakes mistakes

handwritten handwrittenchanges changes>> >>

No basic information • It’s surprising how many restaurants do not include their address, phone number, hours of operation, payment policies, etc., on the menu.

Common Commonmistakes mistakes

The correct one

address, telephone number and opening hours.

handwritten handwrittenchanges changes>> >>

Common Commonmistakes mistakes

exercise exercise

Handwritten changes menu

Questions ???