UNIT 1 CREATING MENUS
Lesson 1.1 The Menu
▪ There are several factors to consider when
developing a menu.
▪ In addition to considering the necessary
factors, a chef must choose from among
different menu types.
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The Importance of the Menu
The menu determines:
▪ the customers the restaurant will attract
▪ the restaurant’s layout and equipment
▪ the skills workers must have
▪ the type and number of supplies
menu
A listing of the food choices a
restaurant offers for each meal.
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The Importance of the Menu
Influences on a menu:
▪ target audience and
what prices they
will pay
▪ type of foodservice
operation
▪ location, culture,
and eating trends
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Menu Types
The most popular types of menus include:
▪ fixed
▪ cycle
fixed menu cycle menu
A menu that offers the A menu that is used for a set period of
same dishes every day for time, such as a week, a month, or
a long period of time. even longer. At the end of this time
period, the menu repeats daily dishes
in the same order.
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Menu Types
The most popular types of menus include:
▪ à la carte
▪ semi-à la carte
à la carte semi-à la carte
A menu that offers each food A menu with the appetizers
and beverage item priced and desserts priced
and served separately. separately.
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Menu Types
The most popular types of menus include:
▪ table d’hôte
▪ prix fixe
prix fixe
table d’hôte Offers a complete meal for a
A menu that lists complete set price. With a prix fixe
meals, from appetizers to menu, the customer chooses
desserts and sometimes one selection from each
beverages, for one set price. course offered.
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Menu Types
The most popular types of menus include:
▪ meal-based
meal-based
A menu that shows dishes available
for a single meal.
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Menu Types
In family-style and hotel
restaurants, you will find
foods listed as à la carte,
semi-à la carte, and table
d’hôte.
A banquet is an example of
a table d’hôte menu, except
everyone is served the
same meal.
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Menu Types
Breakfast menus may be à la carte
or continental.
continental menu
A breakfast menu that
provides mostly a
selection of juices,
beverages, and
baked goods.
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Menu Types
Lunch menus usually
provide a wide
selection of
à la carte items.
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Menu Types
Dinner menus usually
include the same food
categories as lunch, but
are more complex.
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Lesson 1.2 Menu Planning and Design
▪ Foodservice professionals have developed
several principles to plan successful
menus.
▪ Once the menu is planned it needs to be
organized to appeal to the customer.
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Menu Basics
A clear and accurate menu will help your
operation sell its food and meet customers’
expectations.
Menus may be planned by chefs, dieticians,
foodservice directors, and main offices of chain
restaurants.
How could a menu help meet your
expectations of a restaurant?
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Menu Basics
Balance on the plate includes:
▪ placement
▪ serving size
▪ number of foods
▪ proportion
proportion
The ratio of one food to
another and to the plate.
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Menu Basics
Give examples of the truth-in-menu
guidelines listed.
Guideline Example
Brand Names M ust Examples might include Hunt’s Ketchup, Green Giant Frozen
Be Represented Vegetables, and Butterball Turkey
Accurately
Dietary/Nutritional Low-sodium or fat-free foods must be prepared to keep these
Claims M ust characteristics; nutritional claims must be supported with
Be Accurate statistical data
Food Preservation Terms such as fresh, frozen, chilled, dehydrated, dried,
M ust Be Accurate bottled, and canned must be used correctly to describe menu
items
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Menu Basics
Give examples of the truth-in-menu
guidelines listed.
Guideline Example
Quantity M ust If a sirloin is 16 ounces, for example, the menu must state that
Be Accurate this is the weight prior to cooking
Ingredient Locations If Dover Sole is on a menu, for example, then the sole must
M ust Be Accurate actually be from Dover, England
Quality or Grade When listing a quality or grade for meats, dairy products,
M ust Be Accurate poultry, and vegetables or fruits, they cannot be substituted
for a different quality when preparing the dish
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Menu Basics
Give examples of the truth-in-menu
guidelines listed.
Guideline Example
Cooking Techniques If broiled swordfish is on your menu, for example, you cannot
M ust Be Accurate serve the swordfish baked
Pictures Must For example, apple pie à la mode must be apple pie served
Be Accurate with ice cream
Food Product If shrimp cocktail is described as “four jumbo shrimp on a bed
Descriptions Must of crushed ice with a zesty cocktail sauce and lemon wedge,”
Be Accurate it must appear and be presented exactly this way
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Menu Basics
Menus need to change
from time to time
because costs of
ingredients may
change.
Menu descriptions
should be appealing,
short, and
understandable.
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Menu Style and Design
A menu’s cover design,
color, style of lettering,
paper weight, and
descriptions all
influence how
customers feel about
the restaurant.
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Menu Style and Design
Three types of menus:
▪ printed printed menu
Any form of printed menu list that is handed
to customers as soon as they sit down.
▪ menu board menu board
A handwritten or printed menu on a
board on a wall or easel.
▪ spoken spoken menu
A server states what foods are available
and the prices of each.
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Menu Categories
• Generally, menu categories are listed in the
order in which they are eaten:
▪ appetizers • accompaniments
▪ soups • desserts
▪ salads • cheeses and
fruits
▪ cold and
hot entrées • beverages
▪ sandwiches
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Lesson 1.3 Pricing Menu Items
▪ The final step in creating a menu is setting
the prices.
▪ Choose the correct pricing to help make
your business a success.
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Menu Pricing
Menu prices are
influenced by:
▪ labor
▪ competition
▪ customers
▪ atmosphere
▪ location
▪ supply costs
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Pricing Methods
Explain each of the pricing methods that
are listed.
Method Explanation
Factor Method Uses a pricing scale based on a percentage of the good and
non-food costs needed to operate a restaurant successfully
M arkup-on-Cost To find the selling price of an item, take the food cost of the
M ethod item and divide it by the desired food cost percentage
Contribution Uses a general contribution of customers to costs besides
M argin M ethod food for running a kitchen; add the contribution margin per
guest to an item’s standard food cost
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Pricing Methods
Explain each of the pricing methods that
are listed.
Method Explanation
Average Check Prices an item near an average check total that you would like
M ethod each customer to spend
Competitors’ Pricing Charges approximately what the competition charges for
M ethod similar menu items
Psychological Pricing Bases menu item prices on how a customer is likely to react to
M ethod the price
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Pricing Methods
Different pricing methods carry different
levels of risk.
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Pricing Methods
Track how well menu items are selling:
▪ Review your records to see how well each
menu item sold.
▪ Decide which items to keep on the menu
and which to take off, or which to modify in
terms of price or ingredients.
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Chapter 4
Menu & Menu Planning
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INTRODUCTION
“The menu is the heart of any
restaurant; It showcases everything you
have to offer for food and beverages.”
The menu is designed carefully what the outlet
wants to cater for, keeping in mind the type
of customers.
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.
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DEFINITION
Menu can be define as:
• List of food item served in anestablishment.
• The arrangement of food offered by the organization.
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The Purpose Of Menu
To list items sold in the restaurant.
To educate customers
✓ List of price
✓ Menu description
Act as a marketing tools
Major determinant for the budget.
Gives customers a sense of who you are as an operation.
Part of an organization’s brand identity
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TYPES OF MENU
1. Table d'hôte
✓ Food items grouped together & sold for one price.
✓ Comprises a complete meal at a predetermined price.
✓ It usually includes three to five course meal available at a
fixed price.
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2. A la carte
✓ Food items priced individually.
✓A multiple choice menu, with each dish priced separately.
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3. Static Menu
✓ Same menu items are offered every
day.
✓ Frequently used if restaurant’s
concept is built around the menu,
including:
❖ Décor
❖ Advertising campaign
❖Market segment identified as
the target audience
✓ Examples: Mc Donalds
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4. Cycle Menu
✓ Different items each day on a weekly, bi-weekly,
or some other basis, after which the cycle is
repeated.
✓ Seasonal cycle menus are common.
✓ Used in healthcare institutions and schools.
✓ Offers variety with some degree of control
over purchasing, production, and cost.
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5. Single Use
✓ Planned for service on a
particular day and not used
in the exact form a second
time.
✓ Used in on-site foodservice
in which the customer does
not vary much from day to
day.
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6. Du jour menu – List the items “of
the day”.
These menus change daily and are
focused on seasonal ingredients,
preparing the freshest food possible.
7. Tourist menu – used to attract tourists
8.California Menu – guest may order
any item on the menu at any time of the
day.
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TYPES OF MEALS
Breakfast is the first meal taken after rising from a
night's sleep, most often eaten in the early morning
before undertaking the day's work. Among English
speakers, "breakfast" can be used to refer to this
meal or to refer to a meal composed of traditional
breakfast foods (such as eggs, oatmeal and sausage)
served at early morning.
Brunch is a combination of breakfast and lunch eaten
usually during the late morning but it can extend to as
late as 3 pm. The word is combination of breakfast
and lunch. Brunch originated in England in the late
1800s, served in a buffet style manner, and became
popular in the United States in the 1930s
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Lunch is a midday meal of varying size depending on
the culture. During the 20th century gradually
focused toward a small or mid-sized meal eaten at
midday. Lunch is the second meal of the day after
breakfast.
High tea (also known as meat tea or tea time in
Ireland) usually refers to the evening meal or
dinner of the working class, typically eaten
between 5 pm and 7 pm. Consists of a hot dish,
followed by cakes and bread, butter and jam.
Occasionally there would be cold cuts of meat, such
as ham salad.
Elevenses is a snack that is similar to afternoon tea,
but eaten in the morning. It is generally less
savoury than brunch, and might consist of some
biscuits with a cup of coffee or tea. The name
refers to the time of day that it is taken: around 11
am.
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Dinner usually refers to the most significant,
and important, meal of the day, which can be
the noon or the evening meal. The average
dinner time in the U.K. for those who call their
evening meal dinner has been found to be at
7.47pm.
Supper may refer to a late- evening snack or
else as an informal family meal (which would be
eaten in the kitchen or hall room) as opposed to
dinner which would be eaten in the dining
room. It is common for social interest and
hobby clubs that meet in the evening after
normal dinner hours to announce that "a light
supper" will be served after the main business
of the meeting. Normally taken between 10 pm
to 11 pm.
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Classic menu sequence
1 - Hors-d oeuvre / Appetizer
Are of spicy in nature in order to stimulate the appetite for the dishes
that are to follow in the course. Served from a rotating trolley or a
tray a small amount of each variety being placed on the plate to
make up a portion.
2 - Potage / Soup
Soup also act as an appetizer for the further courses to come. Soups
like clear soup(consommé) and the other a thick soup (crème,
veloute, puree) are served during this course.
3 - Oeuf / Egg
Oeufs are the dishes made from egg. There are many styles of
cooking and preparation of eggs such as boiled, poached or
scrambled. The omelette is the most popular item.
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4 - Farinaceous / Farineaux / Pasta or Rice
This is Italy's contribution to the courses of the menu. It includes
different kinds of rice and pasta. Pasta dishes are spaghetti, lasagne
and gnocchi.
5 - Poisson / Fish
Poisson are the dishes made from fish. Fish, being soft-fibred,
prepares the palate for the heavier meats that follow.
6 - Entrée / Entree
The first in the meat course Entrées are generally small, well
garnished dishes which come from the kitchen ready for service.
They are always accompanied by very rich gravy or sauce. The
following items can be served as entrees: Brains, Liver, Kidney, Oxtail.
7 - Sorbet / Sorbet
Because of the length of the French classical menu, this course is
considered to be the rest between courses. It is water and crushed ice
slush flavoured with fruit juice or champagne and served in a glass.
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8 - Releve / Joints
This is the main meat course on the menu, normally larger than entrees and take the
form of butcher’s joints which have to be carved. These joints are normally roasted. A
sauce or a roast gravy with potatoes and green vegetables are always served with this
course.
9 - Roti / Roast
At this stage the balance of the courses is gradually returning from heavy to light.
Roast always contain roast of game or poultry: - chicken, turkey, duck, pheasant,
quail.
10 - Legumes / Vegetables
Served only with its accompanying sauce. These are vegetable dishes that can be
served separately as an individual course or may be included along - with relevé or
roast courses.
11 - Salades / Salad
Small plates of salad taken after main course, quite often simply green salad and
dressing.
12 - Buffet Froid / Cold Buffet
In this course Chilled meat and fish(small) pieces are served.
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13 - Entremets / Sweets
Entremets on a menu refers to desserts. This could include hot or
cold sweets, gateaux, soufflés or ice-cream.
14 - Savoureux / Savory
A dish of pungent taste, such as anchovies on toast or pickled
fruit.
15 - Fromage / Cheese
The range of cheeses and various accompaniments,
including biscuits, breads, celery, grapes or apples.
16 - Cut Fruits & Nuts
Dessert is a course that typically comes at the end of a meal. All
forms of fresh fruit and nuts may be served in this course.
17 - Boissons / Beverage
All types of hot or cold beverage.
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MODERN MENU COURSE
There are few courses presented in the menu, such as:
1. Appetizer- a small portion of a food served at the beginning
of a meal to stimulate the appetite.
2. Soup - Soup also act as an appetizer may be thick soup
(crème)
and clear soup (consommé).
3. Salad
- Small plate of salad, quite often simply green salad
and dressing.
4. Fish- Fish is served, usually before the main course.
Prepares
the palate for the heavier meats that follow.
5. Maincourse - The main meat course on the menu, larger
other course. A sauce or a roast gravy with potatoes and
green vegetables are always served with this course.
6. Dessert – The sweet items at the end of a meal.
7. Cheese - The range of cheeses and various accompaniments,
including biscuits, breads, celery, grapes or apples.
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TYPES OF MEAL COURSE
In dining, a course is a specific set of food items that are served together
during a meal, all at the same time. A course may include multiple dishes or
only one, and often includes items with some variety of flavors. An average
meal consists of one or more meal courses.
The most typical meals course are:
1 course 2 course meal 3 course meal
meal - Appetizer & Main - Appetizer,
- Main course, OR Main course &
course - Main course & Dessert Dessert
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TYPES OF MEAL COURSE (CONT…)
4 course meal 5 course meal 6 course meal
-Appetizer/ - Soup, Fish, Main - Appetizer,
Soup, Salad, course, Dessert & Soup, Fish,
Main course & Cheese, OR Salad, Main
Dessert - Soup, Appetizer, Salad, course &
Main course & Dessert Dessert
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MENU DESIGN AND LAYOUT
❖ Menu design and layout have been called as the silent
salesperson of the restaurant. The menu cover is a symbol of
the restaurant’s identity.
❖ For menu of single page, the page must encased in plastic
laminate. If the menu is more extensive, there is more space on
the back for dessert and beverages. The focal point for single
page menu is just above the center, an ideal place to list a
special item that may be highlighted to increase sales. This item
should also yield a good profit margin because it is a high selling
items.
❖ For menu of more than 1 page, the outside cover may have the
name of the restaurant and a picture of appropriate to its style.
The layout, type face, illustrations, graphic design, paper color
and menu copy are matter of personal choice. Menus with two
or more pages may be laid out in an appealing way with
signature item or special dishes highlighted or boxed in the
focal point. Beverages may appear on the back page or even as
a suggestion to accompany a certain dish.
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MENU EXAMPLE
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INFLUENCES ON THE MENU
1.Health and eating
Customers are increasingly looking for the availability of choices that will enable
them to achieve a balance diet.
Customers are also requiring more specific information on methods of cooking and
ingredients used to produce their meal such as low fat milk, less sugar drink.
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2. Dietary requirements
Customers may therefore require a certain diet for medical reasons, some may need
to know about the ingredients used in a dish.
Allergies Food items that are known to cause allergies include the gluten in
wheat, rye and barley, peanuts, sesame seeds and other nuts
such as cashew, pecan and walnuts, as well as milk, fish, shellfish
and eggs. Cause anaphylactic shock resulting the lips, tongue or
throat swelling dramatically over a very short period of time.
Diabetic Refers to the inability of the body to control the level of insulin
within the blood. Avoidance of dishes with a high sugar content.
Low cholesterol Diets will include limited quantities of animal fats. Other items
eaten may include grilled fish or meat, fruits and vegetables, low
fat milk and yogurt.
Low sodium/salt Reduction in the amount of sodium or salt consumed.
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3. Cultural and religious dietary influences
Various faiths have differing requirements with regard to the ingredients that may be consumed,
cover preparation methods, cooking procedures and equipment used.
Hindus Do not eat beef and rarely pork. Some will not eat any meats, fish or
eggs. Diets may include milk and vegetarian dishes.
Jews Do not eat pork or pork products, shellfish or animal fats and gelatin
from beasts considered to be unclean or not slaughtered according to
the prescribed manner – kosher (clean).
Muslims Will not eat meat, offal or animal fat unless it is
halal meat. Will not consumed alcohol even used in cooking.
Sikhs Do not eat beef or pork. Some will keep to a vegetarian diet.
Rastafarians Will not eat any processed foods, pork or fish without fins (ex: eels). Will
not consume tea, coffee or alcohol.
Roman Catholics Usually will not eat meats on Ash Wednesday or Good Friday. Some of
them not eat meat on Friday.
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2
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4. Vegetarianism
It may derive from cultural, religious,
moral, ethical or physiological
considerations.
Vegetarians semi Do not eat red meats or all meats. Diet will may include fish, poultry
and dairy products.
Vegetarians Do not eat meat, fish or poultry but may eat milk, milk products and
lacto ovo eggs.
Vegetarians lacto Do not eat meat, fish and eggs but may eat milk and milk products.
Vegans Do not eat any foods of animal origin. Diet
only consist of vegetables, vegetable oils, cereals, nuts, fruits and
seeds.
Fruitarians Diet may include mainly raw fruits and dried fruits, nuts, honey and
olive oil.
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5. Ethical Influences
Customers have become increasingly aware of ethical issues, such as:
❖ Ensuring sustainability of foods consumed
❖ Fair trade
❖ The acceptability of genetically modified foods
or irradiated foods
❖ Reducing food packaging and food waste
❖ Reducing the effects that food production and
food transportation have on the environment
generally
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MENU ENGINEERING
Menu engineering is a way to design a menu in order to push
your most profitable dishes and up-sell to your guests.
The goal is simple: to increase profitability per guest.
With the right menu engineering, you will be able to feature the
most popular, important and profitable dishes on your menu,
you will make it easy for your guests to choose a dish, you will
be increasing your profit margins and you will have a menu
that is memorable.
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Stars: high
popularity, high
profit
Plow Horses: high
popularity, low
profit
Dogs: low popularity,
low profit
Puzzles: low
popularity, high profit
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Strategies for Menu Engineering
Plowhorses – increase menu price or
change the ingredients or cut portion size
Stars – remain the menu and consider a
modest price increase
Puzzles – reposition these items on the
menu or do promotion to increase sales
volume
Dogs – remove from the menu
immediately and replace with new item
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STEPS IN MENU PLANNING
1. Plan dinner meals or other entrees for entire cycle
2. Select luncheon entrees or main dishes, avoiding those used on dinner menu
3. Decide on starch item appropriate to serve with entrée
4. Plan dessert for both lunch & dinner
5. After luncheon & dinner meals have been planned, add breakfast & any others
6. Evaluate if clientele, government regulations & managerial considerations have
been met
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CONSIDERATIONS IN MENU PLANNING
The menu is the most important part of the restaurant concept. Responsibility for
developing the menu may begin with the chef, individually or in collaboration
with the owner, manager, cooks or servers.
1. CAPABILITY AND CONSISTENCY
• The capability of the chefs or cooks to produce the quality and quantity of food
necessary is a basic consideration.
• The use of a standardizes recipes and cooking procedures will help
ensure consistency.
2. EQUIPMENT
• In order to produce the desired menu items, the proper equipment must be
installed in an efficient layout.
• Menu items are selected to avoid overuse of one piece of equipment.
3. INGREDIENTS AVAILABILITY
• Availability requires that a constant, reliable source of supply at a reasonable
price be established and maintained. High quality ingredients make a high
quality product.
• The operator takes advantage of the seasons when items are at their lowest price
and best quality.
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4. PRICE
• Price is the major factor in menu selection.
• Food cost and portion size and control are the best indicators of the price to
charge for dishes on a menu.
5. NUTRITIONAL VALUE
• Restaurant guests are becoming increasingly concerned about the nutritional
value of food.
• This is creating a higher demand for the healthier items, such fish and
shellfish because have far less fat than other protein foods..
6. MENU TRENDS
• Defining a specific dining behavior or demand in cuisine among a certain
population would then qualify as a menu trend.
• Focus on certain areas of the country as well as consider multiple
demographic variables such as age, income and ethnic.
7. ACCURACY IN MENU
- Restaurants must be accurate and truthful when describing dishes on the menu.
- Menu accuracy in menu descriptions such as spicy, marinated, fresh, sizzling,
crunchy .
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RECIPE
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❖ A recipe is a set of instruction for
producing a
certain In order to duplicate a
preparation
dish desired it is necessary
ingredients,
s,
. their
to recordamountsthe and
the way theyare combined
or cooked.
❖ Standardized recipes is a set of instruction
describing the way a particular establishment
prepares a particular dish.
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The structure of a standardized recipe
1. Name of the recipe
2. Yield, including total yield, number of portions and
portion size.
3. Ingredients and exact amounts, listed in order of use.
4. Equipment needed including measuring
equipment, pan sizes, portioning
equipment and so on.
5. Directions for preparing the dish
6. Preparation and cooking times
7. Directions for portioning, platting and garnishing
8. Directions for breaking down the station, cleaning up
and storing leftovers. 40
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Function of standardized recipes
1. Standardized recipes are detailed and specific.
This is to ensure that the products is the same
every time it is made and served, no matter who
cooks it.
2. They indicate precise quantities for every
ingredients and how they are to be measured
and they indicate exact yields and portion size
and how the portions are to be measured and
served.
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EXAMPLE OF STANDARDIZED RECIPE
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