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This chapter focuses on developing a sales menu by identifying and discussing menu classifications, selecting menu listings based on variety, balance, and composition, and understanding truth-in-menu and nutrient claims. It also covers menu layout and design.
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ObjectivesUpon completion of this chapter, the student should be able to: • identify and discuss the major classifications on a menu. • select and describe menu listings based on variety, balance, and composition. • define and discuss truth-in-menu. • distinguish between nutrient and health claims on a menu.
Creating a Menu Part of Concept Development is creating a menu that compliments the desired concept. Step 1: Menu Classifications Step 2: Menu Listings Step 3: Layout and Design
Step 1: Menu Classifications Menu Classifications are the categories of offerings found on a menu. • Appetizers • Soups • Salads • Sandwiches • Entrées • Hot entrées (meats, poultry, fish and seafood) • Cold entrées (main course salads and cold plates) • Accompaniments • Desserts
Step 2: Menu Listings Menu Listings are the offerings within each classification on the menu. Menu Listings should take the following into consideration: • Demographics • Type of restaurant • Geographical location • Accessibility of product • Equipment capacity • Skill level of employees
Variety Variety is offering customers choice within the menu listings. • Hot and cold items • Cooking techniques • Colors • Configurations • Tastes • Heights • Textures
Balance A menu is considered when the number of food items in each of the classifications is proportionately balanced based on the established concept. • A white tablecloth restaruant offering 10 appetizers, 3 soups, 4 salads, 25 entrées, and 8 desserts would be balanced.
Composition Composition refers to the presentation of food on the plate. • Balance • Variety • Traditional combinations
Copy Copy are the words on the menu. Three types of copy: • Descriptive • Merchandising • Accent
Descriptive Copy Descriptive Copy describes and sells the menu listings to the customer. • Often includes: • Product • Size of portion • Geographic origin • Primary and secondary ingredients • Method of preparation • Appropriate accouterments • Keep explanation simple, clear, concise • Exclude words like “best,” “super,” etc. • Use appropriate food terminology
Merchandising Copy Merchandising copies provides foodservice information and policies. • Often includes: • Hours of operations • Phone, address, and website • Credit cards accepted • Gratuity information for large parties
Accent Copy Accent Copy is creative terminology that is used for a menu classification or menu listing that compliments the concept. • For Example: A restaurant in a theater district may use menu classifications such as: Act 1 = Appetizers Act 2 = Entrees The Grand Finale = Desserts
Truth-in-Menu • Descriptions must be completely accurate • Legislation in some states to deter deceptive advertising • NRA’s Accuracy in Menus • Appendix A
Quantity Quality Price Brand names Product identification Points of origin Merchandising terms Means of preservation Food preparation Verbal and visual preparation NRA’s Accuracy in Menus(Appendix A) Representation of:
Menu Labeling Regulations • 1990 - Nutritional Labeling and Education Act (NLEA) • 1994 - NLEA includes medium sized restaurants • 1995 - small restaurants must comply • 1997 FDA determines all nutrients and health claims must be scientifically substantiated throughout the whole restaurant industry
