a culinary perspective on menu developmentapimontanari.altervista.org/files/menu development.pdf ·...
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A Culinary Perspective on
Menu Development Presented by
Charlie Baggs President & Executive Chef
Charlie Baggs, Inc.
www.charliebaggsinc.com
Skip Julius CEC, CRC, CCS Product Development Leader
Gordon Food Service
www.gfs.com
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Presentation at a Glance •Consumer insights •Increased ingredient cost •Look at the menu •Rising cost strategy •How to capture customers interest •Tracking trends •Menu engineering •Concepting and menu descriptions •Pleasure principles
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Consumer Desires Overlap
Most successful products meet these characteristics
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Healthy and Wellness trend • Berries • Calcium • Plant sterols • Gluten intolerance • Nuts • Omega 3’s • Soy • Blueberries • Pomegranate • Tea
• Natural • High fiber • Whole grain • Fresh perception • Customized for consumer • Fortified • Reduced “Bad” Ingredients: HFCS,
calories, trans fat, sodium,
• Portion controlled • Flax, nutritious
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Restaurant Trends Trend: Customization pick a pair, choose a combo and make my way. Source: Datassentials October 2007 Ideas: • Supper / Snack Combos – soup and sub or sub and dessert – separate (unbundled)
beverage
Trend: Decline in core diner dayparts (dinner and lunch) NPD Consumer Visits, August 2007 Ideas: • Add more snack-like foods
Trend: Niche Focused Menus Ideas: • LTO’s that celebrate a style, region, or daypart • Bistro Bakery LTO – baguette, croissant and Bahn Mi sandwiches • Breakfast for Dinner LTO sandwiches • Italian Bistro LTO – bun and flatbread sandwiches • Calorie Controlled Flatbreads and Wraps
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Restaurant Trends Trend: Upgraded offers for kids Ideas: • Make kid size Signature dishes • Fruits – fresh whole fruit, or cut fruit or cocktail available as side or dessert options or
vegetable sticks with dressing cup or pack • Nutritional information posted for children’s menus citing accordance with acceptable
standard of childhood nutrition, and awareness of childhood obesity concerns.
Trend: Restaurants and environmental responsibility Ideas: • Waste reduction theme posters in store, sustainable paper sourced products • Segregated waste recycling waste containers
Trend: Marketing lunch menu specials for workers Ideas: • Offer “buy two get a percent off” deals. • Offer daily weekday lunch special subs & combos • Offer frequent diner cards to local work places
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Food Trends Overview
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Consumers Want Choices 1. Convenience: Dine in, dine at home, or dine on-the-go
– Cupholder Cuisine: Demands food that travels well
2. The Rise of Breakfast 3. Customization of Menu Items 4. Choice of Portion Sizes 5. Miniaturization of Treats/Indulgences 6. Choice of Sides 7. New Beverage Options 8. Bold New Flavors 9. Ethnic - Authenticity a must 10.Premiumization vs. Basic
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“Green” is “IN”
• Grass Fed • Hormone Free • Cage Free • Ethical • Fair Trade • Clean Foods • Carbon Footprint • Energy Efficient • Eco-Friendly • Free Range
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• Recyclable • Sustainable • Traceable • Vegetarian/Vegan • Locally Grown • Natural • Organic • Humanely Raised • Rainforest Alliance • Whole Foods
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Food Trends Trend: Familiar with a Twist Ideas: • Take signature ideas and offer LTO variations
Trend: Moving to smaller portions Ideas: • Half portion sandwiches, salads, entrees • Differentiate by focusing on quality – unique
sauces, premium proteins and exquisite breads.
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Food Trends Trend: Fruit & Savory (sweet & savory) Ideas: • Savory proteins accented by sharp, sweet fruit
flavors - traditional or exotic (mango was 1st) • Fruit salsas or sweet glazes can be small in
quantity applied but still provide significant identifiable flavor and texture
Trend: Shrimp has greatest seafood share on restaurant menus.
Ideas: • Add shrimp to your sandwiches, soups, salads
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Consumer Trends Overview
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Top Trends To Watch
• Healthy Foods • Reduced Portions/Tapas • Small plates menus • Bite-sized desserts • Bold Flavors (Mexican & Asian) • Local Foods & Organic Products
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Consumer Trends Trend: Communal dishes Ideas: • Combo platters, sharable Trend: Healthy, All-Natural, Better for You Items Ideas: • Incorporate nutrient-rich ingredients. perceived as
inherently good due to high levels of anti-oxidants • Fruits include: blueberries, mango, cranberries,
apples, kiwi, strawberry and oranges. • Bread ingredients could be: oats, walnuts, flax seed,
wheat grass, soy, chives, barley, buckwheat, other whole seeds.
• Condiment components include: olive oil, sesame, cinnamon, ginger, oregano, turmeric.
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Customization
• Offer sauce accompaniment
• Offer portion size alternatives
• Hot or cold serving option
• Kid or adult packaging choice
• Packaged for ‘the office’ or immediate consumption
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Increased Ingredient Cost
• Example: “The Clorox Story” Early in the 20th century hypochlorite became very
scarce and cost increased due to supply and demand.
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Your Menu is the Lifeblood of your Business.
Don’t Take it for Granted! • Capture customers'
interest • Encourage repeat visits • Review the menu now
– Profitability – Operational constraints – Labor capabilities – Current trends – Seasonal menu options
It can help to work with an
outside/objective source
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How do you create a menu that captures customers' interest?
• Demographics • Regional Issues • Psychographics • What does your customer
want • Who is your competition • What is the competition
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Know who your customer is!
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Menu Strategies And Practices
• The Menu is the #1 Merchandising Tool • Rounding Theory • Eye Gaze Patterns • Shading, Boxing, Angled Specials, Top &
Bottom of a List • Price to the Consumer, Not to Formula • Branding drives Image and Value
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Rounding Theory • Under $5.00, guests only recognize price increments
of 25¢ • Above $5.00, guests only recognize price
increments of 50¢ and 95¢. • Over $10.00, the incremental price point is $1.00. • Common pricing strategy - a $2.54 food cost and a
33% cost percentage target should be priced at $7.62.
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Rounding Theory cont.
• Manager lowers pricing to $7.75 from $7.95 • In a year, most restaurants will serve in excess of
100,000 customers. • An extra 20¢ on just half of those customers (in
pure profit) would put an extra $10,000 to the bottom line.
• Restaurant only makes $50,000, so this is a 20% increase.
• Fact Based Selling!
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Eye Gaze Patterns • Customers don’t read menus. • Customers scan menus • The eyes follow a predictable path • Strategically place high-profit items • Customer spends less than 45 seconds
scanning the menu.
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Eye Gaze Patterns Mapped
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Shading, Boxing, Angled Specials, Top & Bottom Of Lists
• You can expect a minimum 20% increase – At the top or bottom of a list. – When you shade or box.
• Patrons only scan menus. • Eye gaze motion will be drawn to
variations in text, layout or format • Combine shading, boxing and special with
other forms of merchandising 25
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Price to the Consumer, Not to Formula
• Formula pricing is lazy. • A formula price leaves Money on the table. • Customers have limited knowledge of raw
costs. • Set price points based on the value perception
of the guest and what the market will bear. • Use coffee as your example … • Fact Based Selling!
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Margin Dollars Increase by 30-50% !
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$1.50
$1.05
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Where to get Trends • NRA • The Food Institute • CIA • Food Navigator • Technomic • Google • Datamonitor • Mintel • Datassentials • NPD • Publications (Trade & Consumer)
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But…what are the real trends?
How to filter out the “noise”
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Mc Cormick Spice
Food Prod Design
NRA Stagnito's Bell Flavor Mintel Food Processing
1 Oregeno/ Heirloom Beans
Capers Fresh Herbs Chocolate - Artisan Mango Blood
Orange Acia
2 Vanilla/ Cardamom Coconut Exotic
MushroomsTea Achiote Madaga-car
Vanilla Yuzo
3 Chile/ Cocoa
Heirloom Salts Spicy Sofrito Spicy - Habenero Pomegranate
4 Coriander/ Coconut
TamarindPomegranate P-butter Ras-al-
hanout
Chocolate - Artisan, White
Blood orange
5 Lemon Grass
/Lychee
Specialty Sugars Starfruit Vanilla Tandoori Lemon -
Meyer Mocha
6 Red Curry/Masa Sea Salts Kiwi Combo
flavorsTea
Smoked
Chipotle - non trad
usesTea
7 Orange Peel/Wood Mint Coffee
flavors CharmoulaBasil - non traditional
usesSpicy
8 Allspice/ Exotic Meat Yogurt Sweet/
Hot Cumac Pomegranate Bourbon
9 Poppy Seed/Rose Chai Smokey Kaffir lime Yuzu Tamarind
10 Sage/Rye Whiskey
Lemon Grass Tamarind Acai Combo
Flavors
Flavor Trends
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Flavor Trends 1
Oregano/ Heirloom
Beans Capers Fresh Herbs Chocolate -
Artisan Mango Blood Orange Acia
2 Vanilla/ Cardamom Coconut Exotic
Mushrooms Tea Achiote Madagascar Vanilla Yuzu
3 Chile/ Cocoa Heirloom Salts Spicy Sofrito Spicy - Habañero Pomegranate
4 Coriander/ Coconut Tamarind Pomegranate P-butter Ras-al-hanout Chocolate -
Artisan, White Blood orange
5 Lemon Grass /Lychee
Specialty Sugars Starfruit Vanilla Tandoori Lemon -
Meyer Mocha
6 Red Curry/Masa Sea Salts Kiwi Combo
flavors Tea Smoked Chipotle - non trad uses Tea
7 Orange Peel/Wood Mint Sour Orange Coffee flavors Charmoula
Basil - non traditional
uses Spicy
8 Allspice/ Exotic Meat Yogurt Sweet/ Hot Cumac Pomegranate Bourbon
9 Poppy Seed/Rose Chai Smokey Kaffir lime Yuzu Tamarind
10 Sage/Rye Whiskey Lemon Grass Tamarind Acia Combo
Flavors
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1 Farmers Market Cuisine
Probiotics Mini Desserts
Small Plates Local Flavor (trumps health)
Curbside
2 Lightweight Sauces
Organic/ Natural
Local Artisan Burgers
Ethical Convenience
Build-a-Meal
3 Made-in-House Foods
Fresh Organic Local Sourcing
Green Tradition made new
Indulgent
4 Hi-Impact Ingredients
Superfruit Flatbread Serious Pizza
Emerging Cuisines
Combo Ingredients
Guilt Free
5 Global Street Food
New World Cuisine
Specialty Sandwich
Savory Desserts
Umami Fruit = Health
Organic/Natural/Fresh
6 Local Bold Flavor
Asian Apps Molecular Gastronomy
Crossover flavors
Asian + Citrus
Heritage/Local/Heirloom
7 Slow Cooking
Caffeine Power
Whole Grain
New World Cuisines
Asian/Thai/ Island
8 Eggs Meditteranean
Meditteranea
9 Hi Tech Tools
Pan Seared Sweet 'n Spicy
10 Latin Smoked
Macro Trends
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Flavor & The Menu
Data-monitor NRA NY Eats Food Navigator
COEX Mintel
1 Farmers Market Cuisine
Probiotics Mini Desserts Small Plates Local Flavor (trumps health)
Curbside
2 Lightweight Sauces
Organic/ Natural
Local Artisan Burgers Ethical Convenience Build-a-Meal
3 Made-in-House Foods
Fresh Organic Local Sourcing Green Tradition made new
Indulgent
4 Hi-Impact Ingredients
Superfruits Flatbread Serious Pizza Emerging Cuisines
Combo Ingredients
Guilt Free
5 Global Street Food
New World Cuisine
Specialty Sandwich
Savory Desserts
Umami Fruit = Health Organic/Natural/Fresh
6Local Bold Flavor Asian Apps Molecular
Gastronomy???Crossover flavors
Asian + Citrus Heritage/Local/Heirloom
7 Slow Cooking Caffeine Power Whole Graion New World Cuisines
Asian/Thai/ Island
8 Eggs Meditteranean Meditteranean9 Hi Tech Tools Pan Seared Sweet 'n Spicy10 Latin Smoked
Macro Trends
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Menu Engineering Your approach to menu analysis must have a plan
“What is your culinary Brand identity?”
Create and maintain a brand Organization of menu / menu layout Use a “Daily Menu” / daily specials Maintain quality and consistency Menu positioning 34
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Engineering Menu Profit
Real Time Pricing Set menu item performance levels
-Don’t become emotionally attached -If items don’t perform or contribute: 86 ‘em
SKU Utilization- Get Creative Specials – your best friend (BFF)
-Steer customers to higher margin items
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Consumer Food Prices Unadjusted Mar. ‘08 • All Items 4.9% • All Food 4.9 • Beef & Veal 4.7 • Pork 1.8 • Poultry 8.3 • Fish & Seafood 4.1 • Eggs 34.7 • Dairy Products 12.8 • Sugar & Sweets 2.8 • Fats & Oils 6.9
– Source: www.usda.com
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Concepting A “hamburger” doesn’t always sell itself
Less descriptive A ground beef patty with melted cheese
on a grilled bun with bacon, lettuce and tomato
More descriptive A fire grilled angus ground beef patty
topped with Wisconsin cheddar cheese, Apple wood crispy bacon, fresh lettuce and ripe tomato slices on a toasted Sour dough bun
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Menu Descriptions
• Include ingredients: spring onions, portabella mushrooms, etc.
• Add terms to make ingredients alive: caramelized, sautéed, basted, glazed, crispy, chunky, rich
• Describe colors/temperatures/sensations: chilled, cool, refreshing, soothing, blush, rosy, vibrant green
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Concepting Action Words
• Flavors (zesty, tangy, salty, etc…)
• Cooking Methods (roasted, fried, caramelization, etc…)
• Textures (soft, crispy, chewy, etc…)
• Shape & Size (chopped, julienne, minced, etc…)
• Cooking Action (drizzled, shaved, stuffed, etc…)
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Making Food Irresistible
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Great Food Gives Great Pleasure
• Food and beverage is one of three essential human needs for basic survival
• Yet, aside from love, nothing else evokes as much pleasure and passion as food!
We Choose the Food That Gives Us The Most Pleasure!!!!!
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Why it Works
Understanding Why Food Tastes So Good…or Doesn’t
PLEASURE
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Genetics: Why We Respond to Food Pleasure
Humans begin 5,000,000 BC
Hunter-Gathers
Agriculture begins
8,000 BC
0 AD
Industrial Age 1900
AD
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Genetics: Why We Respond to Food Pleasure
• 4.998 % of human history is as hunter gathers • Natural selection results in our genes being
predisposed as hunter gathers • The brain and body have 5 million years of
developing mechanisms that respond to pleasure stimulus: it’s how we survived this long!
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Food Pleasure Equation
• When you have a food choice the brain calculates how much pleasure will be generated during the eating and digestion of any food. EXPECTATIONS!
• Goal of the brain, gut and fat cell is to maximize the pleasure extracted from the environment in both food sensation and macronutrient content
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Pleasure Rule #1 Taste Hedonics
• Salt, Sugar, MSG, 5’ Nucleotides in solution yield most pleasure
• Glutamates = Umami (MSG is but one) • Umami signals presence of protein
– Salt + Glutamates = powerful hedonics • Emulsions –
– Salt-fat: butter, salad dressings, mayo – Sugar-fat: chocolate, ice cream, cream
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Pleasure Rule #2 Foods High in Umami/Glutamates
Many preferred food are naturally high in
Glutamates: • Soy Sauce • Parmesan Cheese • Tomato • Potato • Sardines • Fish Sauces
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Pleasure Rule #3 Taste Hedonics
• Salivation Response – We prefer foods that are moist or evoke saliva – Saliva is critical for solute contact with taste buds (no
taste, no pleasure) – Saliva fosters food lubrication, enhances the eating
experience – Why is there salt on crackers? – Add salt and fat (think potato chips) = perfect
“salivation” food
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Pleasure Rule #4 Balance the BASICS™ Balance Acid Sweet Intended flavor and texture Color Salt
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Pleasure Rule #5 Texture
About Texture • The brain has more difficulty “reading” a flavor
when a food has more texture • The brain reads temp first, then texture and
finally flavor • Foods like ice cream, foie gras and risotto are
sensed as richer and more sensual
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Pleasure Rule #6 Sugar and Fat Pleasure
• Pleasure magnified when mixed with fat: Emulsion Pleasure Theory
• Brain Loves Emulsions with sugar/salt
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To Summarize
Your menu is the most important thing you have. Never take it for granted!
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Culinary Quotes
•"It is the sauce that distinguishes a good chef. The saucier is a soloist in the orchestra of a great kitchen." - Fernand Point
•"Come quickly I am tasting the stars!" - Dom Pérignon, upon discovering Champagne
•"Burgundy makes you think of silly things; Bordeaux makes you talk about them, and Champagne makes you do them." - Brillat-Savarin
•"Poultry is for the cook what canvass is for the painter." - Brillat-Savarin
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