Menu & Beverage

Merchandising 101

Towards Restaurant & Outlet Profitability

Hotel & Restaurant Association of Baguio6th Annual Hotel , Restaurant & Tourism Week

Baguio Country Club, Baguio CityBY: EVANGELINE PAYNO

To emphasize the importance of menu and beverage merchandising for restaurant profitability

To equip students/attendees basic techniques for menu and beverage merchandising

To help professional servers maximize their role in attaining an increased average check and outlet sales

To orient students about effective menu and beverage sales presentation

1 hour session of lecture and discussion

In-House Selling or Upselling is one of the core competencies required from Service Professionals

A server must aim to improve his communication skills since this is a necessary skill that will blend well with one’s ability to effectively sell

Is a form of promotion specially positioned at the point of sale.

It is a way of stimulating captive customers to try some of the hotel’s/restaurant’s products and services

Attractive Transparencies in lobbies with excellent lighting for visual impact

Posters displayed at foyers to elevators and elevator walls

Dish Presentations displayed on counters

Floor Stands displayed in strategic places to announce forthcoming events

Thru the Restaurant’s Menu & Beverage List

Is a specific sales activity conducted by employees to enhance sales and guest satisfaction

It has 3 Components1. Special Promotions

2. Merchandising

3. Suggestive Selling

Requirements:Product Knowledge

Good Customer Orientation

Effective Sales Presentation

Manner of Preparation & Basic IngredientsBasic Preparation and ingredients used are usually mentioned when describing a dish like:

“Chicken & Pork Adobo is described as-

“a flavorful combination of chicken and pork, simmered in vinegar and spices, served with rice and achara”

Preparation TimeGuests should be informed of the preparation time to avoid unnecessary surprises and give consideration to guests who are in a hurry

When orders take a long time to prepare, servers must take this opportunity to offer appetizers or drinks

Standard PortioningThe size of a serving is usually measured in terms of weight, quantity etc.

When a menu is a la carte, it means that the food is portioned for one serving or for one person.

Family Serving or Lauriat is usually designed for a group of 4 to 5

Standard AccompanimentsSidings that accompany the dish

The server must know what goes with a set meal and inform the guest right away

It helps to mention the accompaniments for a more persuasive sales presentation

“May i suggest a sizable serving of our Chef’s Special – a tender, juicy sirloin served with onion soup and side salad

Complementary ItemsPush for items that best complement a food ordered

“May I Bring you a glass of red wine to complement your steak, Sir?”

“Our consomme goes perfectly well with your Steak, shall I get you a portion Sir?”

Special Qualities of the DishEffective Sales Presentation by highlighting the special qualities of the dish

Uniqueness, Lower fat calorie content, tenderness, juiciness, freshness, portion size, etc

“May I suggest a light, yet sumptuous meal for you sir? – A sizzling bean curd with vegetables, rich in nutrients but low in fat and cholesterol”

BeverageRefreshing Juice

Light and Refreshing Cocktail

Ice cold or Chilled Beer

Nutritious and Refreshing fruit Juice

Fascinating Drink of the Month

Sugar-free baked cheesecake

AppetizersFresh and appetizing kilawin tangigue

Tender beef tapa

Spicy gambas ajillo or shrimp cocktail

Crispy fried spinach

Light Serving of our famous Mango Prawns Delight

SoupHot Steaming Soup of the Day

Hot Creamy Mushroom Soup

Special Consomme Soup

SaladTossed, green or crisp symphony of baguio salad

Our house specialty and favorite, the Caesar’s Salad

Our light serving of Chef Salad

Main CourseFresh Seafoods

Hot and Spicy Caldereta

Our House Specialty, the Surf and Turf or what we call , Perfect Combo

Sizable Serving of Crackling pork

Perfectly grilled salmon / chilean seabass

DessertFresh papaya or fresh fruits in season

Creamy Fruit Salad

Refreshing Halohalo or Ice Cream

Native Delicacy – leche flan or sapin sapin

Use words that appeal to the senses of:Sight – colour, freshness, wisp, steaming and tints

Hearing – sizzling, crisp and crunchy

Touch – soft, tender, smooth, thick, thin, hot, cold and chilled

Smell – aromatic and fruity

Taste –spicy, sweet, dry, delicious, yummy, tangy, chilly

“Our creme of mushroom soup which is steaming vegetable stock smoothly thickened with flour, butter and garnished with wild mushrooms and a wisp of cream. Would you like to try it?

Use words that appeal to the senses “We recommend our crème of mushroom soup which

is steaming vegetable stock smoothly thickened with flour, butter and garnished with wild mushrooms and a wisp of cream. Would you like to try it?” / May I order this for anybody at this table?

May i suggest our house breakfast, which consists of 2 farm fresh eggs of your choice with crispy bacon, smooth-buttered mashed potatoes and grilled red tomato”

Be familiar with guests’ favorite drink and offer it before he orders

“May I serve you a double shot of your favoriteRemy Martin, sir?

Beverage Sales can be pushed several times until the guest decides to leave. Once the glass is almost empty, Offer another round of drink

“May I bring you another round of beer, Sir?”

Know and Describe the special qualities of the drink when asked. For instance, one can describe a Mangarita – “ a perfect blend of light rum and ripe mango”

Offer drinks that best complement the food ordered. Know what wines will be a good accompaniment to steaks, fish, seafood etc

Offer aperitifs before the meal, red/white/rose wine as a complement to main course and cordials after the meal

Use the right pronunciation when mentioning the drink

When the drink ordered is out of stock, offer an appropriate substitute.

When recommending drinks, start those items at moderate price

When you think the guest is very thirsty, offer tall / long drinks or beer

Offer sweet drinks to people who just had their meals. Ex. Liqueurs

Offer drinks with soda and bitters for guests who have upset stomach (usually rum)

Offer hot drinks like buttered rum to guests who have colds

Suggest Bloody Mary for hangover as it is known to be a good antidote