marketing and the menu
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Marketing and the Menu. Types of Menus. A la carte Offers food separately at separate prices Cyclical Repeated – institutional food services California All meals any time Du jour “of the day” changes daily Limited Few selections – quick service restaurants Table d’hote

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Presentation Transcript
types of menus
Types of Menus
  • A la carte
    • Offers food separately at separate prices
  • Cyclical
    • Repeated – institutional food services
  • California
    • All meals any time
  • Du jour
    • “of the day” changes daily
  • Limited
    • Few selections – quick service restaurants
  • Table d’hote
    • Complete meal grouped together
five steps to menu planning
Five Steps to Menu Planning
  • List all possible items
  • Eliminate items that are difficult to purchase, prepare or serve
  • Tailor items to fit customers, cuisine and theme
  • Choose items within the price range that can be prepared well
  • Make final selections for the printed menu
what makes a menu
What makes a menu?
  • Size
  • Cover material
  • Cover art
  • Descriptions
  • Portion size
  • Price
  • Arrangement
  • Negative/white space
  • Color
  • Menu material
  • Fonts
menu analysis is it a dog or a star
Menu AnalysisIs it a dog or a star?
  • List all items on the menu
  • Determine the number of each item sold in a specific time period (usually a month). This number is called the menu mix.
  • Determine each item’s menu mix percentage by dividing its menu mix by the total number of items sold in that period.
slide6
List each item’s food cost
  • List each item’s selling price
  • Determine each item’s contribution margin (how much of the selling price is profit)
  • Determine the menu contribution margin (how much total profit did it generate for the month)
  • Calculate the average contribution margin achievement rate – this is the average profit a dish made in a month
slide7
Determine the contribution margin category by comparing the average contribution margin to the item contribution margin – above the average it is high, below it is low
  • Determine the menu mix percent category – low below 7 high above 8
  • Determine Menu Item Classification
slide8
Dog – low contribution margin, low menu mix (doesn’t make much profit, sells very little)
  • Puzzle – high contribution margin, low menu mix (makes lots of money, but doesn’t sell well – can it be fixed?)
  • Plowhorse – low contribution margin, high menu mix (doesn’t make much profit, but sells lots)
  • Star – high contribution margin, high menu mix (makes lots of money and sells well, too bad they can’t all be stars!!)
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