Types of the menu
There are many types of eating establishments offering many types of meal experiences, there are basically only two types of food menus: the table d’hote; and the a la carte. From these two types of menus there are in practice many adaptations of each.
Chopsticks restaurant is fall into the type of the table d’hote menu, which usually offering six courses, choice within each course is limited and also the selling price is fixed. All the dishes being ready at a set time so during the day time, the restaurant runs well by reliant on those shoppers as most of them expected for a quick service and hot food. But yet the evening trade is always disappointing. Therefore a small change can be make on the evening menu is to change it to buffet where more than 50 kinds of hot and cold food is available. For a Chinese restaurant that’s not too much difficult to prepare it but a big profit. As a same price (9.99 pounds per cover) of the day time set menu, the buffet gives people more choices. Also on the weekend, a special promotion can be making for the customers: children under 12 years for half price; a group of 5 will get 10% discount; group of 8 will get 20% discount…… People are likely to go to a buffet with some friends or familiars, and also there is a big save in the restaurant’s finance because the save of overheads (fewer employees required…..).
Structure of the menu
The structure of the menu planned with either of the food-based approaches is determined by the appropriate meal pattern. We can develop our own individualized menus while incorporating the required food components/items. We should plan a variety of foods over the menu cycle.
When planning the menus, there are factors should consider:
• The customer’s tastes- the type of people we are planning to cater for--- shoppers in the city requiring quick service.
• The staffing skills (Number and capability of staff) - over stretched staff can easily reduce the standard of production envisaged.
• Availability of kitchen facilities and equipment- Space and equipment in the kitchens will influence the composition of the menu e.g. overloading use of deep frying pan, salamanders and steamers.
• The restaurant’s budget (cost factor) - is crucial of an establishment is to be profitable. Costing is essential for the success of compiling any menu. Modern computer techniques can analyses costs swiftly and daily.
It’s very important to know when deciding the structure of the food menu: Provide menu choices. This increases menu appeal and therefore increases participation. It also allows us to place new food items on the menu for customers to try, without a loss in the buffet meal participation.
Flexibility of the menu
As a Chinese restaurant we purchase fresh food every day by the purchasing manager, menu is fully flexible and it depends on the seasonal food/vegetable we get for the day. This allows for greater freedom and flexibility in food choices and ensures an adequate intake of nutrients.
We ensure that whole grains are plentiful - breads, cereals, muffins, brown rice, and pasta. Salads, vegetables and fruit are always choice and fresh. Every day there is a wide selection of Healthier Eating choices with nutrient analysis available. Provide flexibility to meet requirements, reduce paperwork and costs.
Language of the menu
The language used must be in keeping with the type of operation. As a Chinese restaurant of cause we do use Chinese on the menu but it is essential to keep customers at ease when making their selection so therefore frequently we are to provide a simple but accurate translation of the menu items to aid sales. It is necessary that customers should clearly understand what the items are, and not be left guessing.
Conclusions
The main aim of a food menu or beverage list is to inform customers in a clear way of what is available to them. As a sales tool it often will, by the use of well-planned and presented advertising techniques, direct the customer as to what to buy. In other words, by the means of a well-planned and presented menu it is possible to plan for a profit, or as in the case of the non commercial sector, to aid in controlling the costs while at the same time fully satisfying customer requirements. With the careful yet effective application of design, layout, typography and graphics, a menu can complement the atmosphere and type of service, and with the correct use of language and location of items, will result in a reliable and useful sales medium. The most powerful deterrents to sales are ignorance and fear by the customer. A good menu sets out consciously to assist customers by gaining their confidence and setting them at ease.
Appendix
Restaurant menu planning sheet
- What kind of restaurant have you chosen? What’s your restaurant’s name?
- What are the important part characteristics of a menu for the restaurant you have chosen?
- What details make sense for food items?
- Dose the menu go beyond simply naming the food item? What kinds of names are used?
- What typeface best fits the menu? How large should it be?
- What colours belong on the menu? How dose the colours relate to the other elements of the menu?
- What kind of images would best represent the restaurant and why? How do the images on the menu relate to the food and the restaurant?
References
http://www.sciencedaily.com/directory/Science/Technology/Food_Science/Composition_and_Structure
J. Thompson, "Strategic Management” 4th Edition, Thompson Press, 2001
Worthington I and Britton C, “The Business Environment”, 2000, Prentice Hall, 3rd edition
Evans, J & Lindsay W., 1998, "Management and Control of Quality", 5th edition
Bernard Davis, Andrew Lockwood, Sally Stone, 1991, “Food and Beverage Management” 3rd edition
Anthony R.N, “Planning and Control Systems: A framework for Analysis”
Jobber, D (2001) “Principles of Marketing”, (3rd Edition)