Menu Development

MENU
DEVELOPME
NT
LEARNING OBJECTIVE
i. Describes the role of menu
ii. Explain the menu as a communication tool
iii. Describe the limited versus extensive menus
iv. Describe the market area
v. Explain the restaurant clientele
vi. Describe the competition
vii. Discuss the marketing plan
DEFINITION OF MENU
• Khan (1991) suggests that "menus are statements"
of the food and- beverage items provided by a
foodservice establishment, primarily based on
consumer needs and/or demands and designed to
achieve organisational objectives”.
• Mooney (1994) and Kreck (1984) note that menu
can be interpreted as a list of product range that a
restaurant offers and the same time it can be a
piece of literature or display used to communicate
the product range to the customer.
• 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 guide for purchasing
 Menu is also most important advertisement for the
restaurant
 Before writing a menu for an establishment, menu
planner must know the important characteristics of the
operation. For example, who are the customers, food
they serve, purpose of the operation etc.
Menus are planned different depending on the foodservice
operation.
Commercial Non-commercial
• Includes any type of operation that sells • Prepares and serves food in support of
food and beverage for a profit, such as some establishment main function or
restaurant, catering and banquets, retail purpose. For example:
and airlines. • Schools and universities provide on
• Restaurant categories by quick service, campus food service to student and
fine dining, casual, theme restaurant, staff.
buffet. • Health care facilities such as hospitals
• Catering and banquet segment, the and long term care facilities (nursing
menu usually chosen by the host of an homes and independent living centres
event for a specified number of people. for seniors)
• Retail store offer prepared meals that
can be eaten in store or taken home.
These product can be found in
supermarket, convenience stores and
speciality shops selling limited items.
• Airlines will offer meals sometimes
more than one, to help passenger adjust
time and differences.
Types of Menu
1. A la carte
• Menu with all the dishes
individually priced.
• Customer compile their
own menu from list.
• The meal is cooked to
order.
2. Table d'hôtel
• In some restaurant food items
are sold as multi course meals.
• Choice of food will be less and
the charges will be for the meal
not for individual items.
• There is limited or no choice.
The menu is comparatively
small.
• Food is kept in fully prepared
form and can be served
immediately.
• Also known as “Prix Fixe Menu”
3. Du Jour Menu
• This type of menu
references a special dish for
the day. The Du Jour menu
can change daily and often
depends on the availability
of seasonal items.
• Often, the du jour is offers
at a discount to customer.
Some restaurant also like to
offer a soup du jour of the
day.
4. Static Menu
• This is common type of
menu which has been
accepted widely. Different
food items will be
categorized into different
groups and subgroups
such as appetizers,
entrees, salad, soups and
dessert.
• Most of the fast food
restaurant use this type of
menu.
CAN YOU GUESS ANY
OTHER TYPE OF MENU??
Common Menu-design Mistakes
1. Menu is too small
2. Type is too small
3. No descriptive copy
4. Every item treated the same
5. Some of the operations’ food and beverages are not
listed
6. Clip-on problems (printing)
7. Basic information about the property and its policies
are not included
8. Blank pages
Marketing Plan
• The marketing plan shows the steps or actions
that will be utilize in order to achieve the plans
goals.
• Use to describe the methods of applying a
company marketing resources to fulfil
marketing objectives.
• A marketing plan should be based on where a
company needs to be at the same point in the
future.
Factors that Owner need when developing
marketing plan
1. Market research
• Gathering and classifying
data about the market the
organization is currently in.
• Examining the market
dynamics, patterns,
customers, and the current
sales volume for the
industry as a whole
2. Competition
The marketing plan should
identify the organization's
competition. The plan should
describe how the organization
will stick out from its
competition and what it will do
to become a market leader.
Homemade
3. Market Plan Strategies
• Developing the marketing and promotion
strategies that the organization will use.
• Such strategies may include advertising,
direct marketing, training programs, trade
shows, website, etc.
4. Marketing plan budget
• Strategies identified in the
marketing plan should be
within the budget.
• Top managers need to
revise what they hope to
accomplish with the
marketing plan, review their
current financial situation,
and then allocate funding
for the marketing plan.
5. Marketing Goals
• The marketing plan should include
attainable marketing goals. For example,
one goal might be to increase the current
client base by 100 over a three-month
period, guest satisfaction, to have loyal
customer, customer trust with service that
we offer and etc.
6. Monitoring of the marketing plan results
• The marketing plan should include the

process of analyzing the current position
of the organization. The organization
needs to identify the strategies that are
working and those that are not working.
MARKETING MIX
Put the right product at the right place, right price and right
time.
Factors when developing a menu
1. Market area
• Analyse the
demographics (income,
population, age, gender,
family size, occupation,
social class) of your
market to determine if
your proposed concept,
menu and pricing is
correct.
2. Identify your target market.
• It is important to understand who is your target
market is and develop and price your menu
accordingly.
• For example, if you are opening in an area of
school with a lot of student who like to snacking
after school suggested to open casual themes
restaurant- one that serve pasta, pizza,
sandwich and burger, as a manager or owner
you must develop a menu that is moderately
priced.
3. Competitors charges and offering
• As a owner, you should compare your menu
prices with your potential market competitors.
By simply perform some market research by
visiting these competitors and taking note of
their menu prices. Use this competitive pricing
analysis as a test of reasonableness to
determine whether your menu and prices are
in line.
Conclusion
1. Know your guest 2. Know your operation
• Food preferences • Theme or cuisine

• Price • Equipment
• Age • Personnel
• Quality standards
• Budget

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MENU

• The marketing plan should include the

• Food preferences • Theme or cuisine

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