Topic - Menu Planning
Class - BHMCT 2nd Semester
MENU Introduction :
• Menu is the statement of food and beverage items
available or provided by food establishments.
• The menu is designed carefully what the outlet wants
to cater for, keeping in mind the type of clientele.
• The main advantage of a well-planned menu is that it
leads to consumer satisfaction.
• It also helps to motivate the employees for a
responsible and successful service.
HISTORY AND ORIGIN OF MENU
The word menu was originated in the year 1541.
The Duke Henry of Brunswick, was holding a party
where was constantly referring to a piece of paper.
In 1718,The first recorded description of menu.
The guest were able to look at the names, recipes and
ingredients of the preparations in the look called “
Ecriteau” in French which means “Bill of Fare”
PRESENTATION OF MENU
It is usually the style of presentation of menu along
with the prices mentioned.
There are ways of presentation of menu :
Book form
Card form
Board form
Place mats
Book form –
This type of presentation of menu is very common in
large establishments where there are more items.
The items are listed along with their respective prices.
Most of the restaurants follow this style.
Card Form –
The food items along with their pricing are written on a
card for smaller establishment.
Board Form –
It is mostly found in fast food centers and food courts or in
stadiums.
Where a large board is displayed with the names of the dishes
and their pricing.
Place mats –
Such form of menu presentation is generally found in food
service areas where very fast efficient service is required.
Place mats are printed papers placed on the guest table with the
names and prices displayed.Usually followed in coffee shop,
fast food centers etc.
TYPES OF MENU
Table d’hôte (table of the host)
It is a fixed price menu generally of a starter, a main
course, a dessert and a beverage.
It is served at a stated price which is for the entire meal.
Cater to a large number of people in a short period of time
like institution, industries, transport catering etc.
Generally use in Buffet meals.
À la carte (in the style of a card)
It is the selection from the menu card where each
item is priced separately.
In this the menu is presented in form of a card or
book.
All the food items are listed along with their
individual respective pricing.
It is most popularly used menu.
TABLE D’HOTE A LA CARTE
Traditional Modern
Fixed price Individually priced
Limited Choices
Wider choices
Portion size smaller
portion size bigger
Suitable for clubs, welfare
institutions etc Suitable for commercial
Caters to a large no. of establishments (Restro etc)
people in a limited time Cater to a limited no.of people
Requires less space, Requires more space,
equipment’s and less skilled equipment’s and more skilled
people people
Life cycle is less as it is Life cycle is more, is changed
cyclic in nature
after 6 months
Other forms of menu are:-
CARTE DU JOUR – (menu for the day):
It is a card along with food items , composite pricing
and has been planned for the day.
Mostly used for institutional/ industrial/ welfare
catering.
PLAT DU JOUR– (dish of the day/ chef’s special):
A special food item prepared by the chef for a particular
day. It is quite expensive.
PLATS DU JOUR-(plates/ dishes of the day):
When there are multiple special items in the menu
card.
It is not verbally promoted but written in a card
with individual pricing.
MENU PLANNING
INTRODUCTION :
Menu planning is one of the important managerial activities
of food and beverages operations.
A team comprising the entrepreneur, the restaurant
manager, and the executive chef.
In a large hotel, the general manager and the food and
beverage (F&B) manager will also be members of the team.
In welfare catering operations, the head of the institution,
the catering manager, and the finance manager will be
involved.
Menu planning calls for careful thought on many factors
that would determine the success of the F&B operation.
For commercial establishment it will also include the prices
(either set for individual items or for the whole meal), taxes
and other charges applicable.
FIVE OBJECTIVES OF MENU PLANNING :
1. The menu must satisfy guest expectations.
2. The menu must attain marketing objectives.
3. The menu must help achieve quality objective.
4. The menu must be cost effective.
5. The menu must be accurate.
Here are the five elaborated objectives of
menu :
1. The menu must satisfy guest expectations:
Because guest satisfaction is a priority of dinning
service management so your menu must reflect your
guest’s tastes and preferences.
So menu should be meet/exceed customer’s
expectations.
2. The menu must attain marketing objectives:
Must ensure that what guests want, another important
aspect is providing for their needs at convenient locations
and times
Must think about prices that they are willing and able to
pay.
In some cases, excellent product development, pricing
and promotion will convince guests that you have what
they desire.
3. The menu must help achieve quality objective:
The menu items should be in high quality and good
nutrition
Should consider on other aspects of food quality include
flavor, texture, color, shape, consistency, palatability, flair
and guest appeal.
As you plan the menu, remember to balance it so that
textures, colors, shapes and flavors are not repetitive.
4. The menu must be cost effective:
Both commercial and institutional food service
operations should plan menus that recognize financial
limitations.
In institutional food service operations, minimizing costs
is also the menu planner’s responsibility.
Whether you plan a menu for a commercial or an
institutional operation, you must select menu items that
are within the operation’s budget.
5. The menu must be accurate:
You are responsible for telling the truth when you are
preparing the menus.
You must not mislabel a product, describe it inaccurately.
The menu is a powerful advertising tool. It can influence
what guests order and their expectations.
If your food service operation does not deliver the type of
products that your menu represents, your guests may feel
cheated and never return.
MENU PLANNING CONSIDERATION
Colour repetition– Repetition of colour in the dishes of a
menu will be harm for a guest.
Balance of Heaviness– While fixing a menu the balance of
heaviness should always be kept in mind i.e., from light to
heavy and ultimately to light.
Repetition of Ingredients–Repetition of ingredients or
taste will also harm the appetite of a guest.
Kitchen Skills– The efficiency of kitchen department and its
output capacity is an essential factor in determining the type of
menu.
Seasonal Favorites– Availability and usage of seasonal fresh
fruits and vegetables are other factors to be considered while
planning a menu.
Local Favorites– The favorites of the local people, their eating
habits and food culture needs to be taken into consideration
while planning a menu.
Availability of equipment’s – While planning the menu,
availability of the equipments required to prepare as well as
serve the food needs to be considered.
CONSTRAINT OF MENU PLANNING
Age :
The preference of food items varies with age group.
The children and aged people prefer less spicy food while
the younger likes rich and spicy dishes.
Ideal menu should take care of people in each and every
age group.
Profession :
People in different profession have different food
preferences, athletes, sport person will go for high
carbohydrate
While people in entertainment business will prefer low fat/
cholesterol diet.
So we may face this kind of problem while planning a
menu.
Nationality :
People of different nation have different food preferences.
An European will like mild continental food, while Indian,
Thai and Mexican will prefer spicy food.
Group size :
When group size is large it is difficult to serve elaborate
menu.
Thank You
by: Bipan Rai
Assistant Professor
IH Group , Jalandhar
