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Copyright, ii
Preface, xi
About the Software, xiii
Section One. Planning the Menu, 1
Chapter 1. Know Your Customer, 1
Introduction, 1
Demographics, 2
Feasibility Studies, 2
Demographic Surveys, 7
Psychographic Studies, 7
Personal Knowledge, 7
Competition, 16
Putting Them Together, 16
Age Groups, 17
Ethnic Origins, 20
Education, Occupation, and Income, 22
Popularity Polls, 23
Conclusion, 33
Case Study: Juniper Grill, 33
Chapter 2. Know Your Restaurant, 35
Introduction, 35
The Existing Operation, 35
Product Availability, 36
Product Cross Utilization, 37
Selling Price, 37
Equipment Availability, 37
A Case in Point, 37
Station Capability, 38
A Case in Point, 40
Product Flow and Traffic Flow, 40
Staff Skill Levels, 40
Theme, 41
The New Restaurant, 42
Theme and Décor, 42
Equipment, 45
Staffing, 47
Conclusion, 48
Case Study: Theresa’s Trattoria, 51
Section Two. Menu Profitability, 53
Chapter 3. Costs, 53
Introduction, 53
Standardized Recipes and Cost Cards, 53
As Purchased (AP) and Edible Portion (EP), 54
Cost Cards, 55
Costing Meat Items, 59
A Case in Point, 59
Coffee Cost, 62
Carbonated Beverages, 62
Premix Carbonated Beverages, 63
Postmix Carbonated Beverages, 64
Alcoholic Beverages, 65
Single-Service Items, 65
Complete Meals, 67
Buffets and Salad Bars, 71
Keep Current, 72
Computer Applications, 72
Conclusion, 72
Chapter 4. Pricing the Menu, 75
Introduction, 75
Understanding the Income Statement, 76
Markup Methods, 80
The No-Method Method, 80
The Factor Method, 80
The Markup on Cost Method, 81
The Gross Markup Method, 81
The Ratio Method, 82
The TRA Method, 83
Similarities and Differences, 84
Selecting a Method, 84
Psychological Pricing, 85
Price–Value Relationship, 86
Product Mix, 86
Menu Precost, 89
Conclusion, 91
Chapter 5. Menu Analysis, 93
Introduction, 93
Stars, Plow Horses, Puzzles, and Dogs, 93
Using Menu Engineering, 94
The Four Key Menu Categories, 96
Using the Categories, 97
Stars—Popular and Profitable, 97
Plow Horses—Popular but Less Profitable, 97
Puzzles—Unpopular but Very Profitable, 98
Dogs—Unpopular and Unprofitable, 98
Making Decisions, 99
Menu Scoring, 100
Which Method to Use, 101
Computer Applications, 102
Conclusion, 102
Section Three. Writing the Menu, 103
Chapter 6. Nutrition, 103
Introduction, 103
Responsibility, 103
Basics of Nutrition, 107
Carbohydrates, 107
Lipids, 108
Proteins, 108
Vitamins, 108
Minerals, 109
Water, 110
The Food Pyramid, 110
Nutritional Aspects of Menu Planning, 111
Children, 114
Adolescents, 114
Adults, 116
Older Adults, 119
Nutritional Menu Listings, 119
Increasing Healthful Menu Listings in Production, 122
Preparation Methods, 123
Conclusion, 123
Chapter 7. Menu Content, 125
Introduction, 125
Appetizers, 126
Soups, 127
Salads, 127
Cold Entrées, 128
Hot Entrées, 128
Meat, 128
Poultry, 129
Fish and Seafood, 129
Extenders, 130
Non-meat Entrées, 131
Sandwiches, 131
Vegetables, 131
Side Dishes, 132
Starches, 132
Desserts, 132
Cheeses, 132
Fruits, 133
Beverages, 134
Listings, 134
Variety, 135
Temperature, 135
Cooking Methods, 135
Texture, 136
Shapes, Sizes, and Colors, 136
Balance, 136
Composition, 137
Conclusion, 137
Chapter 8. Writing the Menu, 139
Introduction, 139
Descriptive Terminology, 140
Explaining, 140
Selling, 144
Negative Terminology, 144
Accuracy in Menus, 145
Introduction to the Accuracy in Menus Paper, 145
Representation of Quantity, 146
Representation of Quality, 146
Representation of Price, 146
Representation of Brand Names, 146
Representation of Product Identification, 147
Representation of Points of Origin, 147
Representation of Merchandising Terms, 148
Representation of Means of Preservation, 148
Representation of Food Preparation, 149
Representation of Verbal and Visual Presentation, 149
Representation of Dietary or Nutritional Claims, 149
A Position Statement of the National Restaurant Association, 150
Nutritional Labeling Laws, 150
Absolute Claim, 151
Relative or Comparative Claim, 151
Implied Claim, 151
Natural, Organic, and Related Food Labeling Terms, 151
Conclusion, 159
Case Study: Bases Loaded, 159
Chapter 9. Menu Layout and Printing, 163
Introduction, 163
Cover, 163
Padded Covers, 169
Custom-designed Covers, 169
Insert-type Covers, 169
Laminated Covers, 170
Paper Covers, 170
The Layout, 170
Selecting Category Names, 171
Subheadings and Listings, 171
Be Creative with Alcoholic Beverage Listings, 172
Before-dinner Drinks, 172
Wine, 172
After-dinner Drinks, 175
Putting It All Together, 175
Using Prime Space, 175
Using Leftover Space—Institutional Copy, 179
Using Clip-ons, 179
Creating and Printing the Menu Layout, 179
Desktop Publishing and Doing the Work Yourself, 183
Hiring a Professional, 183
Paper, 186
Color, 187
Type Styles, 188
Artwork, 190
The Proof, 191
Analyzing Aesthetics, 191
Conclusion, 193
Case Study: Veggie’s Victuals, 193
Chapter 10. Menus, Restaurants, and Marketing, 195
Introduction, 195
Marketing versus Sales, 196
The 4 P’s of Marketing, 196
Place, 196
Product, 196
Price, 197
Promotion, 197
The “Other P’s”: Public Relations and Publicity, 200
Creating the Plan and Measuring the Results, 201
Conclusion, 202
Case Study: Earth’s Elements: A Café, 202
Section Four. Types of Menus, 205
Chapter 11. Quick-service Menus, 205
Introduction, 205
Simple and Limited, 205
Standardization, 208
Test Marketing, 209
Marketing, 210
Concessions, 210
Delis and Sandwich Shops, 211
Drive-thru and Delivery, 211
Boxed to Go, 213
Conclusion, 213
Chapter 12. Family-Style Restaurant Menus, 215
Introduction, 215
General Principles, 216
Breakfast, 217
Juices, 217
Fruit, 217
Cereals, 219
Eggs, 219
Meat, 219
Waffles, Griddlecakes, and French Toast, 220
Bakery, 220
Side Orders, 220
Beverages, 220
Club Breakfasts, 220
Lunch and Dinner, 221
Appetizers, 222
Soups, 222
Salads, 222
Entrées, 223
Sandwiches, 223
Side Orders, 223
Desserts, 223
Menu Layout, 224
Children’s Menus, 224
Room-service Menus, 224
Conclusion, 248
Chapter 13. Theme, Ethnic, and Fine-dining Menus, 249
Introduction, 249
General Characteristics of Theme Restaurants, 249
General Characteristics of Ethnic Restaurants, 257
Food and Culture, 260
Fine Dining, 260
Course Sequence, 264
Descriptive Terminology, 265
Other Income, 267
Conclusion, 267
Chapter 14. Banquet Menus, 269
Introduction, 269
Banquet Organizational Structure, 269
Banquet Menu Planning, 270
Fixed Menu, 270
Demographics, 277
Theme, 277
Skill Level, 278
A Case in Point, 279
Pricing, 280
Long-range Pricing, 280
Tax, 280
Gratuities, 280
Inclusive Pricing, 281
Guarantees, 281
Meeting Length, 281
Convention Menus, 284
Show Menus, 284
Conclusion, 307
Chapter 15. Buffets, 309
Introduction, 309
Visual Appeal, 310
Fresh Food, 310
Garnishment, 311
Supporting Display Material, 313
Line Movement and Zoning, 315
Table Shapes and Placement, 316
Writing the Menu, 317
Profit, 317
Demographics, 317
Theme, 318
Balance and Contrast, 318
All-You-Can-Eat Buffets, 318
Hors d’Oeuvre Buffets, 319
Formal Buffet, 319
Conclusion, 319
Chapter 16. Cafeteria and Cycle Menus, 321
Introduction, 321
Length, 321
Types of Cycle Menus, 322
Restaurant Use, 322
Non-profit Food Service, 323
Selection and Popularity, 324
Variety, 324
Menu-planning Procedures, 324
Cafeterias, 331
Cafeteria Styles, 331
Demographics, 332
Cafeteria Menus, 334
Food Arrangement, 335
Conclusion, 336
Chapter 17. The Menu as a Management Tool, 337
Introduction, 337
The Menu, 337
Food Cost and the Menu, 338
Food Cost and the Operation, 339
Purchasing, 339
Storage, 340
Production, 340
Plating, 341
Food Cost, the Menu, and the Operation, 341
Conclusion, 342
Case Study: Tina Marie’s Restaurant, 342
Appendix A. Descriptive Wording for Menus, 345
Appendix B. Nutritional Labeling Laws, 347
Appendix C. Foreign Wording for Menus, 355
Index, 359

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