Presenter: Mrs. C. Campbell-BogleSeptember, 2013

THE JOB OF THE MENU

What is a Menu?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, we can say that a

menu is “a small, detailed list.”

Instead of menu, some use the term bill of fare. A bill

is an itemized list, while fare means food, so we can

say the term means “an itemized list of foods”.

The Purpose of the MenuThe job of the menu is basically to inform – inform patrons

of what is available at what price, and also to inform

workers of what is to be produced. However, it is more

than that. The menu is the central management document

around which the whole foodservice operation revolves.

“Start with the menu” is a familiar byword of the

foodservice trade. The menu should be known in the initial

stage when planning a foodservice enterprise because it

describes the very nature of the undertaking and the

scope of the investment.

Who Prepares the Menu?Menu planners must be skilled in a number of areas:Know the operation and the potential marketKnow a great deal about foods (how they are combined in

recipes, their origin, seasonal preparation, presentation, and description)

Know how various recipes can be combinedKnow how operational constraints (costs, equipment,

labour force) affect the final menu selectionKnow how to visualize how the menu will appear

graphicallyKnow to communicate with patrons through the menu

WHO THEN SHOULD PREPARE THE MENU?

Who Prepares the Menu?NO ONE PERSON IN THE ORGANIZATION MAY POSSESS

ALLTHE SKILLS

It is likely that a group can be formed whose

membership combines all of the skills mentioned. A

management team can be formed, even in small

establishment, the cook and the host can meet.

Menu planning is a time-consuming task, and should

not be done quickly or haphazardly menu planning is

the most critical step in defining the operation.

Tools needed for Menu PlanningA quiet room

A large desk/table

Materials – a file of historical records, a menu

reminder list, a file of menu ideas, sales mix data

A list of special-occasion and holiday menus

Costs and seasonality of possible menu items

The Importance of Menu Planning

To the Customer

Menus must be planned for the people eating the food. The

customer is the main reason for being in business. Taste of

preferences of the cooks/chefs of little importance, if

customers don’t like the selections they will not return.

Prices must be kept in line with the customers ability and

willingness to pay. The menu communicates the

operation’s image to the customers. The menu sets the

mood and build interest and excitement. It gives a variety

to choose dishes. The customers know about the contents

of the dish.

The Importance of Menu Planning

To Production/Service Staff

It is a tool for the kitchen to do all the mise

en place of its production. The menu helps

to spread the workload evenly among the

workers and throughout the day. The menu

offers items that the cooks/chefs are able

to prepare and serve.

The Importance of Menu Planning

To Management

The menu should be viewed as the managerial tool for

controlling cost and production. The menu is the chief

in-house marketing and sales tool. The menu also tells

management what food and beverage items must be

purchased; the types of equipment they should have;

the number of workers they should hire, the skill level

of those workers – the menu impact on almost every

aspect of a food service operation. It is record for cost

control purpose and also to regulate the portion size.

Class Activity

Discuss in your groups how the menu

serves as

CONTROL TOOL

MARKETING TOOL

Presentation next class

THANK YOU!

ReferenceKotschevar, L. H & Withrow, D (2008).

Management by Menu. John Wiley and Sons, Inc. Hoboken, New Jersey