Menu Planning Unit Assignment 1
Chapters 1 Factors that Define a Menu
Chapter 1
1. What is a menu?
A menu is a list of products that may be purchased at a foodservice establishment, but a
menu can and should be much more than that.
2. What logistical constraints of an operation should a menu planner consider?
employee skill levels, available kitchen equipment, work flow, and product availability.
3. What is a brand for a business?
A brand is a business’s identity, its soul. It is the set of qualities and characteristics
that people associate with the business and often the reason that they spend their
money there.
4. What role does a menu play in relation to a business brand?
A business may choose to modify its brand, but the menu should follow and support
a carefully considered brand change, not the other way around.
5. What is a demographic study and what information is included in a demographic
study?
A demographic study compiles certain data about the population in a given area. Age,
Marital Status, Housing Type and Household Size, Gender, Ethnicity, Religion, Education,
Occupation and Income, and Vehicles
6. What are psychographic studies?
Psychographic studies provide insight into the values, interests, and habits of the
population studied.
7. Define competitive analysis.
A competitive analysis describes the foodservice competition in the area and informs a
menu planner of the likely competitors to a given business concept.
8. Define feasibility study.
A feasibility study combines demographic, psychographic, and competitive analysis data to
determine whether a business is likely to succeed.
9. Describe how employee skill level, equipment and space constraints, and product
availability define a menu.
Since a higher-caliber workforce often necessitates higher wages, the employee
skill level required to execute a menu impacts the menu’s price point. The most
obvious limitation stems from cooking equipment. A kitchen that consists of
nothing more than ovens and a deep fryer cannot effectively serve a la carte
sautéed or grilled foods. Chefs can create a workaround for certain pieces of
equipment— steaming in a pot with a basket rather than in a commercial steamer,
for example—but such equipment alternatives should be kept to a minimum. A
menu planner must ensure that the ingredients required to execute a given menu
are available during the time that the menu will be in place. Some products are
available year round while others are only in season during a short period of time.
Including items on a menu that cannot be purchased during the lifetime of the
menu only leads to menu shortages, unexpected substitutions, and, ultimately,
dissatisfied customers.
10. Who are the typical stakeholders who contribute to the menu planning process in a
new business. Who is normally added to the process in an existing business?
For a new business, owners, managers, and the executive chef usually work
together to generate a menu that will meet the needs of the target market.
Frontline Employees and guests are added to the process in an existing business
Discussion Questions
1. A demographic study shows that the largest percentage of the local population is age 30–50 with
a middle-class income and a household size of 3.7. Many of them own their own homes and at
least one car. Describe a restaurant concept that would appeal to this target market. (Describe the
brand and the menu, but do not write out a menu.)
Brand: "Hearth & Home Bistro" Concept: A family-friendly restaurant that combines the comfort
of home-cooked meals with a cozy, welcoming atmosphere. The restaurant offers a diverse
menu featuring American comfort food with a modern twist, using fresh, locally-sourced
ingredients. Menu: The menu includes hearty dishes like roasted chicken, meatloaf, and mac 'n'
cheese, as well as healthier options like grilled fish and seasonal salads. There's also a kid's menu
with child-friendly favorites and a selection of craft beers and wines for the adults.
2. A nearby community has the demographic makeup described in question 1. A psychographic
study shows that the community spends the majority of their disposable income on recreational
activities for their children (sports, dance, music, movies, travel, etc.), not on food. What kind of
foodservice business might you set up in this community to appeal to the local market? Describe
the business’s brand.
Brand: "Play & Savor Café" Concept: A casual café located near popular recreational areas,
offering quick, healthy, and affordable meals for busy families on the go. The café features a
menu with nutritious options like sandwiches, wraps, salads, and smoothies, all designed to be
convenient and delicious. Menu: The menu includes a variety of grab-and-go items that are
perfect for taking to sports practices, dance rehearsals, or family outings. The café also offers
meal kits and healthy snacks that parents can easily pack for their kids.
3. Describe the demographic and psychographic qualities that define the target market into which
you personally fall. What kinds of foodservice establishments are that market segment likely to
patronize?
Demographic: Young professionals, age 25-35, with a higher-than-average income, typically
single or married without children, and living in urban areas. Psychographic: This group values
convenience, quality, and unique dining experiences. They enjoy trying new cuisines, dining out
at trendy restaurants, and supporting local businesses. Likely Patronized Establishments:
Upscale casual restaurants, farm-to-table eateries, fusion cuisine spots, and trendy cafés with a
focus on organic and sustainable ingredients.
4. Envision a restaurant concept and describe it. Describe the kind of employees, the kitchen layout,
and the kitchen equipment you would need to support that concept across several consecutive
menus.
Concept: "Global Bites & Brews" Brand: A vibrant, internationally-inspired gastropub offering a
diverse menu of global street food and craft beers. Employees: Passionate and knowledgeable
staff who are well-versed in different cuisines and craft beers. Friendly servers, experienced
chefs, and enthusiastic bartenders. Kitchen Layout: An open kitchen design with dedicated
stations for different types of cuisine (e.g., Asian, Mediterranean, Latin American). A spacious
prep area, efficient cooking stations, and a large walk-in refrigerator. Kitchen Equipment: High-
quality ranges, grills, fryers, and ovens. Specialized equipment like tandoor ovens, woks, and
pasta machines. Ample refrigeration and storage space, food processors, mixers, and a
commercial dishwasher.
5. Imagine that you are the general manager for an existing restaurant. What kind of information
would you want to know from the various stakeholders before creating a new menu?
As a general manager, you would want to gather the following information:
• Customer Feedback: Insights from regular patrons about their favorite dishes and any
new items they'd like to see.
• Chef and Kitchen Staff: Input on seasonal ingredients, kitchen capabilities, and any
innovative dishes they want to showcase.
• Suppliers: Information about the availability and cost of seasonal ingredients.
• Financial Data: Sales data on current menu items to understand what sells well and what
doesn't.
• Market Trends: Research on current food trends and what competitors are offering.
• Waitstaff and Servers: Feedback on customer preferences and any challenges in serving
existing menu items.
