Marketing and the menu
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Marketing and the Menu PowerPoint PPT Presentation


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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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Marketing and the Menu

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Marketing and the menu

Marketing and the Menu


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.


Marketing and the menu

  • 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


Marketing and the menu

  • 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


Marketing and the menu

  • 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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