The Menu

Module

Introduction
The menu is the most important
part of the restaurant concept.
Selection of menu items requires
careful analysis. An analysis of
competing restaurants will help in
terms of positioning the restaurant with
respect to the competition and for
product differentiation. In some
restaurants, the guests and servers
are also asked for input, which makes
for consensus building and a feeling of
ownership of certain dishes. The menu
must reflect the concept and vice versa. The restaurant concept is based on what the
guests in the target market expect, and the menu must satisfy or exceed their
expectations. Responsibility for developing the menu may begin with the chef,
individually or in collaboration with the owner/manager and, perhaps, cooks and
servers.
A restaurant menu is more than just a list of food with prices. It is a reflection of
your restaurant style and concept. The menu is the most important internal marketing
and sales tool a restaurant has to market its food and beverage to customers. It is the
only piece of printed advertising that you are virtually 100% sure will be read by the
guest. Once placed in the guest’s hand, it can directly influence not only what they will
order, but ultimately how much they will spend. Menu design directly influences sales
revenue. Management is constantly forecasting business volume to estimate how much
to buy, keep in inventory, and prepare. A properly designed menu makes these kinds of
decisions easier and more accurate.

Learning Outcome: Prepare one menu item.

Learning Objectives:
 Give examples of menu item;
 Differentiate Table d’ hôte from A la carte; and
 Identify factors to consider when determining a menu design and layout.
MENU ITEMS
In the interest of sustainability and their bottom line, restaurateurs are
increasingly seeking out menu items that use local ingredients. This not only ensures a
fresher product but also saves transporting it across several states. Additional
sustainable measures include selecting cooking methods that require the use of less
gas or electricity. Independent restaurants menus tend to be more creative and
adventurous than those of chain restaurants. The chefs tend to have a more extensive
culinary background and a flair for innovation. Chain restaurants appeal to a broader
section of the market and therefore have menu offerings that reflect items popular with
the mass market.
Appetizers and Soups
Six to eight appetizers are adequate for
majority of restaurants. Most of these can be cold or
cooked ahead and zapped in the microwave for
speed service and to avoid use of equipment being
used for the entrees. To accommodate a variety of
guests’ tastes, offer a balance in the appetizer list by
selecting an item from each generally accepted
group of offerings.
Salads
With the increase in the variety of salad items and their year-round availability,
salads have become the preferred starter in a growing number of restaurants. Typically
salads are served before the meal, as a light appetizer. Restaurants are adding new
ingredients to give guests more variety.
Desserts
Desserts may include a selection of fruits, pies, cakes,
ices, and pastries. When properly merchandised, they can
boost the average check and profit of the operation.
Matching/Pairing
In the past, food and wine pairings used to be classics, such as oyster with
Chablis or a beef roast with claret. Today’s menus take their inspiration not only from
Europe but also from Asia, Latin America, and once-ignored corners of United States,
and the wines come from every continent except Antarctica.
MENU TYPES
Even though menu could be offered in different ways in different food service
organization, but traditionally 2 types of food menus are offered in food operation: the
table d’ hôte and the a la carte.

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 Other menus are usually adaptations of these 2 types of menus.
Types of Menu
Table d’ hôte A la carte Other types
Banquet Breakfast Menu Static menu
Buffet Luncheon Menu Du Jour Menu
Coffee Houses Dinner Menu Wine Menu
Cyclical Menu California Menu Dessert Menu
Ethnic Menu
Specialty Menu
Room Service Menu
Lounge Menu

Table d’ hôte Menu

Table d’ hôte is a French word which means from the hosts’ table. A table d’
hôte menu offers a complete meal at a fixed price for the guests no matter how much
food has been consumed. This menu can include appetizers, soups and salads,
entrées, and desserts. Table d’ hôte menu always ensure minimum wastage of foods
and easy food operation.
A. Banquets
A banquet menu offers a selection of fixed items given at a set price. However, in
some special occasions the food can be served according to guest’s preference.
B. Buffets
Buffet menu can be categorized as a form of table d’ hôte menu due to limited
offerings of food items at predetermine set price. The dishes presented in the buffet
menu are available at a set price. However the food items in Buffet menu usually vary
depending on the occasion and the operational cost.
C. Coffee Houses
A coffee house menu is also considered as a varied form of table d’ hôte menu for
the following reasons:
 Coffee house menu is a set
menu which offers food often for
twelve to eighteen hours of the
day.
 The dishes in this type of menu
are individually priced.
 Coffee house menu offers a
limited choice of food (ex-snacks,

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 light meals, lunch or dinner) and which usually require little preparation time
and quick to cook.
 A simplified form of service is basically offered by the coffee house menu, for
example plate service, counter service, etc.

D. Cyclical menu

Cyclical menu offers specific food items which repeat in cycle for a set period
(normally 7, 10, 14, or 28 days). This menu refers several menus that are offered in
rotation. Cyclic menu is basically offered in four-cycle for a whole year.
A la carte Menu
A la carte Menu is a very popular type of menu. The term A la carte is a French
word which means «According to the Card or Customer>s Order». A la carte menu
offers a free and greater choice of food items from the card or menu of a restaurant
which are individually priced. The basic characteristics of A la carte menu are as
follows:
 This menu is broader menu than a table d' hôte menu since more Mise –en --
place is required to be done to prepare food from the A la carte menu.
 A la carte menu offer wide choice in food and beverages within each course and
in categories.
 Every item in this menu comes with a short narration underneath to explain the
dish.
 Food items from the A la carte menu are prepared after the order has been taken
hence always fresh foods are served.
 Each dish has a particular preparation time.
 Dishes are more expensive than the food items of table d « hôte menu and
needs more space and kitchen utensils.
 Usually offer colorful and high cost seasonal foods.
 All entrees, dishes, salads, and desserts are ordered separately.
 This menu is offered in all types of food and beverage establishments except
banquets, flight catering, institutional catering and welfare catering.
A la carte menu generally comprises of large selection of food items hence may
resulted in increased check averages. The large size and the unknown demand of each
item of A la carte menu often make it difficult to control and ensure less wastage of food
than the typical table d hôte menus. Style of A la carte and semi A la carte are also
followed in the following menus:
A. Breakfast Menu

Almost all breakfast menus are developed comprising both á la carte and semi á
la carte segments. The a la carte segment in the breakfast menu offers juices, fruits,
cereals, eggs, meats, pancakes, French toasts, waffles, bakery goods, side dishes, and

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beverages. And the semi a la carte segment offers an extensive variety of combinations
of food.
Typically the breakfast menu comes with the following features:
 Though in some high-end
restaurants and large hotels
the prices of breakfast items
could be costly, but generally
the breakfast menu offer food
at reasonable price.
 Most of the breakfast items
offered by the breakfast menu
are prepared after the order
has been taken.
 The breakfast menu always required skilled chefs since the foods are to be
cooked quickly.
 American Service is mainly followed for Breakfast service where waiter
waitresses takes the order and serves it to the guest table.

B. Luncheon Menu
Unlike breakfast menu, A LUNCHEON menu will
be either á la carte or semi a la carte. A la carte
section in the Luncheon menu generally offer
appetizers, salads, cold and hot sandwiches,
entrees, desserts, and beverages. And the semi a
la carte segment includes entrėes with salad,
vegetables, potato, or rice. The following
characteristics can be observed in a Luncheon
Menu:
 Luncheon menu basically offers daily
specials of any food service organization.
 The food items in the luncheon menu are
served in smaller portion.
 The prices of food offered by the luncheon
menu often varied according to the type of
food and food operation, and the location
of the food service organization.
The items in the luncheon menu always require a professionally equipped kitchen
since various food processing method are followed for the Luncheon items, such as:
baking, grilling, broiling, frying and so on.

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 C. Dinner Menu
A dinner menu presents both a la carte and semi a la carte items. A dinner menu
offer more appetizers and entrées than a luncheon menu. American, French, or Russian
service is followed while offering menus.
D. California Menu
California menu is used only in the California restaurants where food items are
available regardless of the time of the day whether it breakfast or lunch or dinner.
California menu can be offered as separate menu for each meal, such as, breakfast,
lunch, dinner.
E. Ethnic Menu
Ethnic menu can be semi a la carte or a la carte. An ethnic, menu offers food items
that are representative of the particular cuisine from a particular region or country. The
food price can be ranged from moderate to high.
F. Specialty Menu
A specialty menu is an amalgamation of both á la carte and semi a la carte items.
G. Roonn Service Menu
The menu follows á la carte, semi á la carte, or prix fixe style. Guests usually
ordered items from the room service menu through guest room telephone. The items
listed on the room service menu can be more expensive than that of original menu.
H. Lounge Menu
A lounge menu is offered either in á la carte or semi á la carte style. Lounge menus
are generally served in hotels, inns, and spas where customers can order selective item
that require easy preparation and less costly in the dining room.
Other Types of Menu
Static Menu
Static menus are widely used menus offered by those restaurants those offer
same dishes all year long: Fast-food restaurants and diners usually offer static menus
and separate the menu items into groups such as appetizers, soups and salads,
entrees, desserts, etc.
Du Jour Menu
This menu is extensively named as a plat du jour' or 'specialty of the house
section This menu usually offers one dish for the particular day which is prepared and
changed daily. The food item offered by this menu mainly prepared on the basis of
seasonal items and combination of both á la carte and table d' hôte menus. Du Jour

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Menu is also known as chalkboard menus because days special often written on
chalkboards.
Wine Menu
The wine menu is developed only with the
extensive selection of wines. The wine menu offers a
variety of types and selections of wines ranging from
low to high. A wine menu generally includes the
details description of wine, for example: the name
country of origin, the year of the vintage, its price, and
the bin number. This menu also can describe the
style, taste, flavor, and the names of food that are
paired with any particular wine.
Dessert Menu
Dessert menus offer particular list of dessert that are offered by any establishment. The
dessert tray or a dessert cart presentation also can be used along with the dessert
menu. It helps the guests to choose restaurant’s signature desserts. Dessert menus are
typically served if dessert items are quite pricey. Some dessert menus also offer a list of
special coffees, teas, and after-dinner drinks. Coffee or tea suggestions also can be
offered separately.
MENU DESIGN AND LAYOUT
Menu design and layout have been called the silent salespersons of the
restaurant. The overall menu design should reflect the ambience of the restaurant. With
the aid of graphic artists and designers or the personal computer, menus can be
designed to complement decor and ambience.
The menu size may range from a single page up to several pages and be of
variety of shapes; however, menus are generally 9 by 12 inches or 11 by 17 inches he
printing may be elaborate or simple. Both the printing and the artwork should be
harmonize with the overall theme of the restaurant. The names or the al1Snes should
be easy to read and understand. The menu cover is a symbol of the restaurants identity
For menus of more than one page, the outside cover may have the name of the
restaurant and a picture appropriate to its style. The layout, typeface, illustrations,
graphic design, paper color, and menu copy are a matter of personal choice. Several
menu design-related sites on the World Wide Web feature menu borders and other
graphics. Today’s personal computers can easily create menus du jour using special
software packages. The advantages of making your own menus are flexibility and the
ability to recollect daily specials (that way, servers won't forget them!). Money 1s saved
on expensive designers and print shops, records are easily kept, and great graphics are
just a mouse click away.

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 We tend to remember the first and last things that we see or hear. When reading
menus, people are also attracted to images, graphics, and icons that will increase sales
of particular items-those with the best contribution margins, one hopes.
The layout and sequence of the menu may be a single page encased in plastic
laminate. If the menu is more extensive, there is more space on the back for the
desserts and beverages.
The focal point of a single-page menu is just above the center, an ideal place to
list a special item that may be highlighted to increase sales. The item should also yield a
good profit margin because it is a high-selling item.
Menus with two or more pages may be laid out in an appealing way with a
signature item or special dishes highlighted or boxed in the focal points. Beverages may
appear on the back page or even as a suggestion to accompany a certain dish. More
elaborate menus include additional folds and more pages. Some menus have three
panels, while others have inserts for featured specials. Color photographs and graphic
designs assist chain guests in making a selection. Considering that many restaurant
guests eat with their eyes, the picture menu is an effective merchandising tool.
Menu Trends
Food is a lot like fashion, there are
trends and fads. What is popular one day is
taboo the next. Recent food trends include
bottled and flavored waters, mini foods
(burgers, sandwiches, desserts), and local
and organic foods. Some trends, like
bottled water, have already passed into the
territory of food fad. Others, like organic
and local fare, will continue to influence
menu trends for years to come. While not every classic menu trend listed below will fit
every restaurant concept, incorporating a few into your regular menu can't hurt. And
classic doesn't equate boring. There are many ways to introduce old favorites in a new
way.
Comfort Food
Meatloaf, shepherd's pie, pot roast and gravy, macaroni and cheese...these
items have been featured on restaurant menus for decades. The mass appeal of
simple, filling foods isn't likely to disappear anytime soon, even with the growing focus
on healthier eating options at restaurants.
Local Foods
This includes locally grown produce and locally sourced meats and seafood. This
trend is reflected in the continuation of the farm-to-table movement, as more people

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want to know where their food comes from. Check out these 10 reasons restaurants
should by local.
Burgers
We always like to say the burger is the
little black dress of any menu. It can be served
plain- elegant and appealing. Or it can be
dressed up, though perhaps not as much as the
world’s expensive burger in NYC food truck in
666, which featured a burger worth a whopping
$666, topped with foie gras, caviar, lobster,
truffles, and aged gruyere cheese. Looking for
some new gourmet burger ideas, minus the
cavier?
Pizza
Like burgers, pizza is another menu favorite that can be dressed up or down.
Pepperoni pizza is still the most popular type of pizza in the US. However, many
restaurant concepts have been built around gourmet pizza, like California Pizza. Pizza
is a low cost and easily prepared menu item that is well suited for a casual dinner any
night of the week.
Olive Oil
Olive Oil has been touted in recent years for its health benefits. Of course, Italian
have known this for centuries. Just as pizza has taken a foothold in the United States,
cooking with olive oil and serving it as a condiment or dipping sauce has become
standard issue in many restaurants.
Healthy Kid Menu Options
A big trend that isn't likely to disappear anytime soon ís healthier menu options
for children. Even McDonalds is offering healthier options in their happy meals,
including milk instead of soda and apple dippers in lieu of French fries. To help you
revamp your own kids menu, here is a kid-friendly restaurant menu that balances
popular kids’ foods with nutritious alternatives that parents will appreciate.
Pie
Whether you like it ala mode or plain, pie is a
perennial favorite for dessert. Probably because most
people don't feel like they have the time to whip up an
apple pie. Fruit pies continue to be a popular staple on
dessert menus everywhere. To dress up the simple pie,
bakeries are offering decadent confections with mousse,
custards, glazes and other tasty fillings.

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Salads
Salads have long been featured on menus as a side, appetizer and entrée
option. Salad appeals to those customers looking to eat healthier, light summer meal or
something quick. Salads have evolved from iceberg lettuce, cucumbers and tomatoes to
exotic selections featuring everything from truffles to caviar.
Egg Dishes
Eggs are the cornerstone of any breakfast menu.
Plus they are cheap, cheap, cheap! Eggs can also play a
role in lunch and dinner menus think quiches or poached
eggs served with a decadent hollandaise sauce.
Beer
Whether local, artisan, microbrew, hyper-local, or whatever label you want to
preface it with, Americans love their beer. According the Brewers Association, there are
over 1700 breweries in the US. Depending on your restaurant concept, a solid beer
menu can keep customers coming back.

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Exercises
A. Give examples of menu item.

B. Differentiate Table d’ hôte from A la carte.

C. Identify factors to consider when determining a menu design and layout.
Assessment
Choose one menu item. Ask your friend or family member to take a video of yourself as
you prepare your chosen menu. Video must not exceed 3 minutes. Send your output in
this account: [email protected]

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Reflective Analysis
What are some of your most powerful learning moments and what made them so?

References
3G E-Learning (2017). The Restaurant: From Concept to Operation. USA: 3G E-
Learning LLC.

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