Menu Planning PCAP 3

Gilbert Noussitou 2008 L3-1

Menu PlanningPCAP 3


Menu Planning

Service


Menu Planning


Menu Planning

A hot dog in the park is better then A steak at the ritz’

Humphrey Bogart


The Mission StatementIl Treviso is a waterfront restaurant catering to local and nearby communities, as well as the large number of tourists who come to Victoria.

Il Treviso’s mission is to prepare and provide to our guests an array of fine seafood, meat and pasta dishes from various regions of Italy in a seaside-villa like setting. The breathtaking view of the coast and the Olympic mountains in the background will offer our guests a unique romantic experience.

Our commitment is to offer guests good value while using the freshest locally available ingredients, at a price commensurate with the production techniques, atmosphere and view afforded by our waterfront location.


Menu Planning:

Who Are The Customers?• Where do they come from?

• How much disposable income do they have for my operation?

• Where do they live?

• How do they get here?

• How old are they?

• What is their ethnic background?

• In what type of community am I located?

• Are there community, code, or other restraints?

• Where else can these customers eat?’

• What does the competition offer?Cont…

Who Are The Customers? (cont.)

• Should I meet competition or should it be avoided by differing?

• What other types of food or service might work?

• How far are they willing to travel for lunch? Dinner?

• Is my concept, menu and location so unique and desirable (point of difference) that people will come from communities beyond my accepted market?

• How do I reach these people? What marketing techniques will I use? How often do I use these different techniques? Is it cost effective?



Menu Planning:

Considerations• Know your customer• The type of restaurant & its classification• The season and/or climate• Know local products/markets/cuisine/trends• The budget and food cost guidelines • The potential number of guests• The facilities available………...and your wishes if at all possible

Menu Types by Region / Religion

• International cuisines– Indian– Asian– South American– North American– European– African

• Religious types– Jewish (Kosher)– Muslim (Halal)– Hindu (mostly vegetarian)– Buddist (Vegan)– First nations (sacred foods)See; http://

www.csc-scc.gc.ca/text/prgrm/chap/diet/diete-03_e.shtml


http://www.csc-scc.gc.ca/text/prgrm/chap/diet/diete-03_e.shtml





Menu Planning

Choosing the Dishes: Basic Rules• Go from the Lightest to the most nutritious and finish with

the finest• Contrast: alternate white and red meats, white & brown

sauces, lean & fat fish, soft and firm textures etc…..• Respect the basics of nutrition: major groups of food,

balance of macronutrients etc.• Avoid repetitions: names, garnishes, cooking methods etc.• Select products that people will recognize and enjoy • Avoid mistakes due to personal tastes


Menu Planning

Choosing the Dishes

The menu should be nutritionally and gastronomically balanced

Balance!!


Menu Planning

Writing Menus• Know the proper meaning and spelling of culinary

terms • Use simple words and meaningful expressions that

guests will know and understand• Customers don't know anything about your food;

explain clearly and briefly what the dish is all about • Include information such as: the cut, the size

sometimes, the cooking method, the sauce, important ingredients & accompaniments, & perhaps the garnish.


Menu Planning

Writing Menus• The menu should be comfortable, pleasant to the eye and

to the touch (nice paper & other materials)• Language is a major consideration; easy to read language

and font, print size and colour are all important• Grammar and spelling must be respected• Use a logical order and reading pattern• Consider location of profitable items, specials etc.


Menu Planning

Writing Menus• The menu is a SELLING TOOL; it will convince the

guest to either buy that item or not; come back another day or not

• The menu can also misinform the guest, which can result in:– an unhappy customer– a waste of food– a waste of time– in all cases, a waste of money


Menu Planning: Main Points for Set Menus

• Understand the order of the menu:– Go from the lightest to the most nutritious and finish with the finest

• Avoid repetitions – use of ingredients: cream, fruits, cheese, salads, etc.– cooking/preparation methods: sauté, seared, roast, poach, salad etc.

• Know and apply the basics of nutrition (balance):– Use foods from the four basic groups– Portion sizes– Balance of macronutrients– Be aware of possible common allergies (dairy, nuts, gluten, soya,

additives, etc.)• Contrast, yet balance:

– of the 5 components of taste– of colours, shapes, textures, temperatures, etc.

• Availability of raw ingredients (consistency)– Seasonal, local (regional), etc.


Pricing methods

1. Simple Markup Pricing:– Ingredients Markup (or Factor Pricing):

Total Portion Cost X Cost Markup (Factor)– Prime Ingredient Markup

“Meat” + Basics (Accompaniments)

Primary Ingredient + Standard “Plate Costs” x Markup– Ratio Pricing Method

Based on the relationship between food costs and non-food costs. Represents the amount of non-food cost and profit for every dollar expended on food cost


Pricing methods

2. Ratio Pricing Method– Based on the relationship between food costs and non-food

costs. Represents the amount of non-food cost and profit for every dollar expended on food cost

non-food costs + required profit = ratiofood cost

Ratio x Food Costs = Amount of non-food cost & profit rqrdNon-food cost and profit + Food cost = Selling price


Pricing methods

3. Simple Prime Cost (Same as simple markup pricing but includes labor in the cost)

Based on the most significant costs in a food service operation: i.e. Foods, Beverages and Labor

Cost of Raw Food + Average Labour Costs per Guest =Desired Prime Cost %


Pricing methods

4. Specific Prime Cost(A fair share of labor costs is attributed to each item)

– Items are classified in two categories: • Extensive Preparation Labour and • Little Preparation Labour

– Appropriate percentages of total food costs and labour costs are allocated to each of the categories.

Example:60% of expended food costs is for extensive labor items40% of expended food costs is for little labor items55% of expended Labor costs is for extensive labor items45% of expended labor cost is for little labor items


Pricing methods

5. Contribution Margin Pricing The amount that the sale of menu items “contributes” to pay for all non-food items is known as the contribution margin. It can be derived from operating budget:

Non food cost + rqrd profits = Ave. Contr. Marg. / Guest Number of Guests


Pricing methods

6. Subjective Pricing method:• Reasonable Pricing Method (Fair, Good Value)

• The Highest Price Method (Max. Guest Will Pay)

• The Loss Leader Method (Attractive)

• The Intuitive Price Method (A Wild Guess)

• Competition Pricing Method (Important)


Recipe Costing Form

Ingredients QuantitiesCOST

Total CostAs Purch. Yield % Edible Ptn

Carrots 5 lbs $16.35/22.68 kg 85% $0.848/kg $1.866

Butter 125 g $3.10/454 g 100% $6.828/kg $0.854

Salt 10 g $6.25/20 kg 100% $0.3125/kg $0.003

Pepper 1.5 g $8.73/540 g 100% $0.0162/kg $0.025

Maple Syrup 125 g $9.60/L 100% $9.60/L $0.120

Parsley 20 g 0.31/150 g 50% $0.0042 $0.083

Total Cost per Recipe $4.03Total Yield: 2 kgDesired F.C. % : 28%Portion Size: 100 g

Portion Cost: $0.202Suggested Selling Price: $0.73

Maple Glazed Carrots Feb 22 / 2010


Menu Analysis (Engineering)• In menu engineering, Items are compared to each

other for their popularity and profitability within their own category.

• Based on their performance, each item is then assigned to one of four classifications:

Winners (popular & profitable)

Marginal (popular but not profitable)

Potential (profitable but not popular)

Losers (not profitable & not popular)

STARS:

PLOWHORSES:

PUZZLES:

DOGS:


Menu Analysis (Engineering)

• With these four classifications come simplified strategies to help maximize your menu’s profit potential:

»Retain Stars

»Re-price Plowhorses

»Reposition Puzzles

»Remove Dogs


Menu Analysis: The Four Box Analysis

“Puzzles”

“Dogs” “Plowhorses”

“Stars”

Prof

itabi

lity

(CM

)

Popularity (Menu Mix) Low

High

High


Menu Analysis: Key Points

• Profitability:Contribution Margin = Menu S.P. – Food Cost

Average Contribution Margin = Total Contribution Margin Total # of Items Sold

Menu mix = % of sales represented by each item

Expected popularity = Total Sales (within a category)# of Items on Menu

Popularity Index = 70% of Expected Popularity

• Popularity:


Menu Analysis: The Process1) Menu Evaluation

2)Menu Item Classification4) Four Box Analysis

5) Menu Summary Sheet6) Menu Engineering Graph

7) The Human Touch

☺ THINK!!! Do not let this techniquemake the decisions for you!☺

Menu Planning PCAP 3

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