Menu Planning

Menus are often overlooked by restaurant owners, but they are a crucial element that showcases the kitchen's abilities and strengths. A well-designed menu can entice customers and even answer some of their questions before they ask.

To maximize profits, consider the menu's layout and place higher-priced items second from the top and second from the bottom. Customers are more likely to order from these spots.

The importance of the menu

It's also essential to regularly review your menu and remove dishes that don't sell well. This will help you maintain a balanced menu and ensure that every dish contributes to revenue and profits.

Types of menus

Understanding Menu Types: Table d'Hote and A La Carte

Menus come in two distinct types: the table d'hote (otherwise known as the set menu) and the à la carte (from the card). The main difference between them is that the dishes on each menu have different prices. Additionally, the table d'hote has an all-inclusive price for the entire meal.

 The table d'hote menu (Set Menu)

A menu with a fixed number of courses.

Limited choice within each course

The price is fixed.

The food is usually available at a set time, say between 6:00 and 7:30 PM.

The à la carte menu

The choice is wider than the table d'hote.

Each dish is priced separately.

Each dish is generally cooked to order.

Maximizing the Potential of Set Menus in Restaurants

While set menus can be a great option for restaurants, it's important to be aware of their potential drawbacks. One of the biggest challenges is forecasting how much food to prepare, as too many dishes can lead to wastage. To avoid this, it's best to keep the menu simple and straightforward.

For instance, opt for a Roquefort and bacon salad as a starter instead of a more complex salmon and avocado terrine that's better suited for an à la carte menu. Simple dishes like this are easy to prepare and have minimal wastage.

In case you run out of a particular dish from the set menu, be ready to offer a more expensive item with less profit. Therefore, it's best to keep the set menu simple, easy to prepare, and cost-effective, so that all dishes can be cooked quickly and efficiently upon order.

Menu Planning and Dish Creation

Designing a Menu: Tips from Professional Chefs

Planning a menu is crucial for a good dining experience. Professional chefs take great care when designing their menus, considering various factors such as taste, fashion, health, seasonality, time, budget, and practicality. Selecting the right wine list to complement the menu is just as important in achieving a well-balanced menu.

To come up with ideas for the menu, start by identifying your goals, target audience, and kitchen capacity in terms of staff, ability, equipment, and the cost of each dish. Many chefs draw inspiration from the seed of an idea when creating new dishes. Talking to people, reading up on dishes in restaurant guides, newspapers, and magazines, as well as watching television shows that showcase culinary creations can spark new ideas.

Enhancing Your Menu: Tips to Keep in Mind

When creating or revamping a menu, it's crucial to keep a few things in mind. Take a look at the following tips to ensure your menu is well-rounded and visually appealing to customers:

  • Consider the balance of meat options. Do you have too many chicken, fish, pork or cheese dishes? Ensure that your menu offers a good variety of options.

  • Think about the color scheme of your dishes. Are there too many brown or beige dishes? Consider using colorful and vibrant ingredients to make your menu items pop.

  • Be mindful of dairy products and spicy dishes. Don't overload your menu with too many dairy products or chili-hot options.

Tips for Crafting a Well-Rounded Menu

Here are some tips to keep in mind when putting together a menu that will satisfy your customers and keep your profits high:

  • Prioritize seasonal ingredients to ensure the best flavors and freshest produce.

  • Take into account the weather and opt for lighter fare in the summer and heartier dishes in the winter. Make sure to also include popular comfort food options.

  • Offer a well-rounded selection of dishes, including fish, meat, vegetables, cheeses, and desserts. Aim for a balance between beef, lamb, chicken, offal, fish, and vegetarian options, as well as fruit-based, chocolate-based, and cream-based desserts.

  • Keep in mind that beef can be costly, so be prepared to take a hit on profits if you decide to include it on the menu.

  • Encourage waitstaff to steer customers towards other dishes to increase overall profits.

  • Make sure to include simple, plainly cooked dishes such as grilled salmon or a light salad, or be able to provide them upon request.

  • Strive for a balance of hot and cold dishes to appeal to a wide variety of tastes.

  • To prevent wastage and falling gross profits, it’s important to identify and eliminate unpopular dishes from your menu.

  • Your specials board can reflect your ability to source quality ingredients. For instance, if you acquire fresh fish from a trusted supplier at an affordable price, consider featuring it on the specials board.

  • A convenient way to manage your menu is to write it on a blackboard. This way, you can easily erase or modify dishes based on ingredient availability.

  • It's important to avoid following food fads as this can result in a menu that is inconsistent and difficult for your kitchen staff to manage. It can also lead to dishes that are far from authentic, like sushi that isn't prepared in the traditional way.

  • With speciality items like game meat, it's best to be flexible as availability can be unpredictable. Be prepared to make substitutions based on ingredient availability.

Truth and Accuracy in the Menu

Ensuring Accuracy and Compliance in Restaurant Menus

When crafting a restaurant menu, it's crucial to take great care in ensuring that it is entirely accurate. Most restaurant managers strive to be honest with their customers, as any dishonesty would ultimately harm the business.

It's important to be aware of any inadvertent inaccuracies and adhere to government regulations. In recent years, a few unscrupulous operators have led to a crackdown on the entire food service industry by specific regulatory agencies.

All states have laws that prohibit organizations from misrepresenting products in any way with the intent to deceive buyers. Several states have introduced "truth in menu" legislation to ensure compliance.

Special Diets and Menu Costs

Satisfying Dietary Requirements for Customers

Customers with special dietary needs, such as allergies, diabetes, low cholesterol or low salt diets, may require special attention. In most cases, those with medical conditions or strict eating guidelines know what they can and cannot consume. In the event that a customer specifies that they are avoiding certain ingredients, the staff should consult with the chef to determine if the requested meal avoids these items. Avoid guessing, as it is crucial to ensure that the meal meets the customer's dietary requirements.

Allergies

Common Food Allergies

Allergies can be triggered by a variety of foods, such as gluten, wheat, rye, and barley. This particular allergy is known as coeliac. Additionally, allergies can also be caused by peanuts and their by-products, sesame seeds, cashews, pecans, walnuts, milk, fish, shellfish, and eggs.

Diabetic

In diabetic individuals, the body is incapable of regulating blood glucose levels. To maintain healthy blood sugar levels, it is recommended to avoid high-sugar dishes and certain items from the cholesterol list.

Low cholesterol

  • A low-cholesterol diet can be achieved by avoiding polyunsaturated fats and limiting animal fats. Opt for lean meat, fish, fruits, vegetables, low-fat milk, cheese, and yogurt.

Low salt (or sodium)

  • A low-salt (or sodium) diet is recommended. Consider reducing the amount of salt used while cooking or eliminating it altogether for better health.

Cultural and religious dietary requirements

As our culture becomes more diverse, it may help to be aware of differing requirements by certain faiths and cooking methods.

Muslims

Muslims and Halal Dietary Laws

As part of Islamic dietary laws, Muslims avoid consuming meat, offal, or animal fat unless it is halal meat.

Hindus

Dietary Restrictions for Hindus:

  • Beef is prohibited

  • Pork is rarely consumed

  • Some Hindus will avoid all meat, fish, and eggs.

Jews

Dietary Restrictions in the Jewish Faith

Observant Jews adhere to specific food guidelines, such as avoiding pork or pork products, shellfish, and animal fats or gelatin from animals deemed unclean or not slaughtered as prescribed. Additionally, there are restrictions on cooking practices and methods of preparation. It is not permissible to consume meat and dairy products at the same meal.

Sikhs

Sikh Dietary Restrictions

Here are a few key points to keep in mind when creating meals for Sikhs:

  • They do not eat beef or pork.

  • They do not consume halal meat.

  • They may prefer a vegetarian diet.

Vegans

Defining Vegans and Their Dietary Restrictions:

  • Vegans avoid consuming any food derived from animals.

  • Their diet consists solely of vegetables, vegetable oils, cereals, fruits, and seeds.

Projecting menu costs

Strategic Pricing for Long-term Business Success

Pricing is a critical element in achieving optimal profits and ensuring the longevity of your business. When devising a pricing strategy, consider the following key factors:

  • Customer demographics and their ability to pay

  • Quality of products purchased

  • Standards of cooking to be achieved

  • Expected levels of service and comfort for customers

  • Competition within the market

  • Future business plans

By taking these factors into account, you can develop a strategic pricing approach that sets your business up for long-term success.

Examples of menus

In the catering industry, menus come in all shapes and sizes. Here are just a few examples of the many kinds of menus created daily in a wide range of establishments within the industry.

English menu

  • Smoked mackerel mousse with oatcake

  • Roast rib of beef, Madeira sauce

  • Brussels sprouts with chestnuts

  • Parsley potatoes

  • Ice cherry souffle with hot cherry sauce and sponge fingers

  • Coffee and mint

Menu for a Cocktail Party

  • Cocktail canapes

  • Assorted sandwiches

  • Filled bridge rolls

  • Sausage rolls - chipolatas

  • Chicken bouchées' - quichelettes

  • Celery filled with Roquefort cheese

Afternoon Tea Menu

  • Brown or white bread and butter, jam, honey

  • Sandwiches - fish paste, cucumber, tomato, egg and cress, meat paste.

  • French pastries -  coffee eclairs, choux buns, fruit tartlets, sponge fancies, madeleines, frangipane, barquettes, macaroons, mirlitons, meringues.

  • Sliced fruit cake, chocolate gateau, millefeuilles

  • Toasted tea cakes, muffins, Sally Lunns, Chelsea buns

  • Pot of tea - Indian or China