How to create a menu from start to finish!
Foundations of Menu Planning guides readers through the menu planning process in the same order in which a professional menu planner conducts the process. Menus are marketing mechanisms, cost control tools, and critical communication devices for successful food service operations. Beginning with identifying and defining a target market, the book progresses through understanding various menu styles, creating beverage menus, costing recipes, determining menu prices, and analyzing and engineering an existing menu. A unique chapter on unwritten menus, a capstone project for creating an original menu, and a concluding look at the menu-first approach to building a successful foodservice operation reinforce the book’s reputation as the most comprehensive resource of its kind on the market.
The Second Edition incorporates a wide range of new information including: strategies for incorporating nutrition into menus based on the Dietary Guidelines for Americans 2015-2020 and shifts in menu pricing strategies from the traditional table d’hote to the more contemporary prix fixe with supplemental charges. Also included are trends in menu planning, from small plates and signature cocktails, to online menu design and layout and menu engineering to maximize profitability.
Author(s): Daniel Traster
Edition: 2nd
Publisher: Pearson
Year: 2017
Language: English
Pages: 272
Cover......Page 1
Title Page......Page 4
Copyright Page......Page 5
Dedication......Page 6
Brief Contents......Page 8
Content......Page 9
Preface......Page 12
Acknowledgments......Page 16
About The Author......Page 17
Which Comes First, the Menu or the Market?......Page 18
Demographic Studies......Page 19
Competitive Analyses......Page 20
Logistical Constraints on Menus......Page 25
Equipment......Page 26
Summary......Page 27
Capstone Project......Page 28
2 Nutrition and Menu Planning......Page 29
Why Is Nutrition Important to Menu Planning?......Page 30
Nutrition Basics......Page 32
Water......Page 33
Principles of a Healthy Diet......Page 34
Allergies and Food Safety Warnings......Page 36
Creating a Healthy Menu......Page 37
Vegetarian and Vegan Diets......Page 38
Low-Sodium Diets......Page 42
Low-Carbohydrate Diets......Page 43
Gluten-Free Diets......Page 44
Lactose-Free Diets......Page 45
Comprehension Questions......Page 46
References......Page 47
3 Menu Styles and Headings I—Traditional Basics......Page 48
Menu Pricing Styles......Page 49
Ingredient and Flavor......Page 55
Temperature and Texture......Page 56
Breakfast Menus......Page 57
Cereals......Page 60
Appetizers......Page 61
Salads......Page 63
Sides or Accompaniments......Page 64
Cheese and Charcuterie......Page 65
Summary......Page 67
Capstone Project......Page 68
4 Menu Styles and Headings II—Beyond the Basics......Page 69
Take-Out Menus......Page 70
Cycle Menus and Noncommercial Businesses......Page 71
Banquet and Special Occasion Menus......Page 79
Tasting Menus......Page 86
Catering Menus......Page 89
Fusion and Small Plates Menus......Page 95
Brunch Menus......Page 101
Lounge Menus......Page 103
Dessert Menus......Page 106
Children’s Menus......Page 107
Comprehension Questions......Page 109
Capstone Project......Page 110
5 Beverage Menus......Page 111
Naming and Categorizing Wines......Page 112
Pairing Wine and Food......Page 113
Portion Sizes......Page 114
Beer Menus......Page 116
Liquor and Cocktail Menus......Page 123
Cold Beverages......Page 125
Hot Beverages......Page 126
Special Concerns over Alcohol......Page 130
Non-Restaurant Menus......Page 131
Discussion Questions......Page 137
Capstone Project......Page 138
6 Standardized Recipes and Recipe Costing......Page 139
As-Purchased, Edible Portion, and Yield Percentage......Page 140
AP and EP Costs......Page 142
Recipe Costing......Page 143
Spice Factor......Page 148
Q Factor......Page 149
Summary......Page 151
Technology Assistance: Setting Up a Recipe Costing Template in Excel......Page 152
Comprehension Questions......Page 154
Capstone Project......Page 155
Menu Pricing Strategies......Page 156
Food Cost Percentage Pricing Methods......Page 157
Prime Cost Pricing Methods......Page 159
Gross Profit Pricing Method......Page 160
Matching Competitors’ Prices......Page 162
Choosing the Right Pricing Method......Page 163
Factors That Affect Menu Prices......Page 166
Pricing Psychology......Page 167
Special Menu Pricing Situations......Page 173
Discussion Questions......Page 175
Capstone Project......Page 176
8 Menu Copy......Page 177
Descriptive Copy That Communicates Information......Page 178
Truth in Menus......Page 179
Selling the Product......Page 183
History and Other Institutional Copy......Page 188
Summary......Page 195
Case Study......Page 196
References......Page 197
9 Unwritten Menus......Page 198
Selling and Informing without a Menu......Page 199
Buffet Layout......Page 202
Buffet Food Arrangement......Page 206
Guaranteed Guest Counts......Page 207
Verbal Specials......Page 208
Discussion Questions......Page 210
Capstone Project......Page 211
10 Layout of the Written Menu......Page 212
Menu Size and Layout......Page 213
Menu Construction......Page 215
Covers and Treatments......Page 220
Printing In-House versus Printing Professionally......Page 221
Print Quantities......Page 222
Other Types of Menus......Page 223
Web Menus......Page 225
Summary......Page 229
Case Study......Page 230
Reference......Page 231
11 Evaluation : Menu Engineering......Page 232
Menu Analysis......Page 233
Popularity......Page 234
Profitability......Page 235
Menu Engineering Categories......Page 238
Further Considerations......Page 240
Point-of-Sales Systems and Ongoing Changes......Page 243
Technology Assistance: Setting Up a Menu-Analysis Template in Excel......Page 244
Comprehension Questions......Page 245
Case Study......Page 246
Capstone Project......Page 247
The Menu’s Marketing Function......Page 248
The Menu as a Control Tool......Page 254
The Chicken and the Egg Paradox......Page 262
Case Study......Page 263
C......Page 264
L......Page 265
M......Page 266
T......Page 267
Y......Page 268
