Learning Objectives:
At the end of this chapter, the student must be able to:
[Link] what is menu;
[Link] the types of menus;
[Link] menu for various meal period and occasions for a foodservice establishment;
[Link] the relevance of menu type in revenue and cost control for a food service establishment.
A menu is a list of food and beverage items offered
by a restaurant, café, hotel, or any food service
establishment. It tells customers what is available,
how it is prepared, and the price.
The word menu comes from the French word which
means “ A detailed list” the term is derived from the
Latin minutes, meaning “Diminished” from which we
get our word minutes. Based on this, perhaps, we
can say that a menu is “ A small, detailed list”
• INFORMATION - it satisfies a guest’s need for information about what food is
available, how it is cooked and presented and what price.
• ORDER - It presents the dishes in a logical order, usually listing the menu
itemsunder course headings, thereby making comprehension of the menu easy.
• CHOICE - It determines the freedom of choice that a guest may have.
• IMAGE - Menu helps present the overall image and style of the restaurant.
• SALES - It is a means of promoting sales by appropriately describing the dishes
which appeal to the guest,
In order for the menu to perform all these functions
successfully, it must be informative, accurate,
understandable and well design. A restaurant manager must
ensure that the items mentioned on the menu are available at
all times and as per description since its frustrating for a guest
to make a decision only to be told that the dish is not available
or to receive a dish that is not a stated.
-The purpose of a menu is to serve as the main communication and management tool in a food service
establishment.
[Link] Customers
⚬ Provides a list of available food and beverages, with descriptions and prices.
[Link] Customer Choices
⚬ Helps guests decide what to order by highlighting specialties or best-value items.
[Link] Sales & Marketing
⚬ Attracts attention through appealing design, layout, and wording.
⚬ Encourages the purchase of high-margin or signature dishes.
[Link] Operations
⚬ Directs the kitchen on what to prepare.
⚬ Helps with purchasing, portion control, and inventory management.
[Link] Financial Goals
⚬ Ensures proper pricing for profitability.
⚬ Balances customer satisfaction with business revenue.
1.À la Carte Menu
⚬ Each item is listed and priced separately.
⚬ Gives customers flexibility to choose what they want.
⚬ A la carte is a French term that means “ by the card” and roughly translates to “according to
the menu”
⚬ Example: Fine dining restaurants.
2. Fixed Menu
⚬ A fix menu is one that has a limited number f selections and a fix total price.
⚬ Table d’hôte Menu - menu that offers a choice of appetizer, entree and dessert all at a fixed
total price. A common Table d’hote setup has a diner choosing one appetizer from two
options, one entrée from two or three options, and one dessert from two options and total
price doesn’t change.
⚬ Prix Fixe Menu – French term meaning “Fix Price” Fix menu with little variability for a fix total
price. It typically includes an appetizer, an entrée and a dessert. While guest can usually
modify these based on dietary restrictions or preference, there is only one option to choose
from per course.
⚬ Limited choices, usually served as a complete meal (e.g., appetizer, main course, dessert).
⚬ Example: Wedding banquets or hotel dining packages.
3. Du Jour Menu
⚬ Changes daily depending what’s available or what the chef prepared
⚬ Du Jour is a French term meaning “of the day”
⚬ A du jour item is a special menu item that is offered on a specific day of
the week
4. Cycle Menu
⚬ A menu with options that are repeated over a specified period of time.
⚬ Helps with cost control and variety.
⚬ Example: School cafeterias, hospitals.
5. Static Menu
⚬ Stays the same every day with little or no change.
⚬ Common in fast food and casual restaurants.
⚬ Example: McDonald’s or Jollibee menu.
Breakfast Menu
• Light meals (eggs, bread, cereals, fruits, coffee/tea).
• Can be Continental (light) or American/Full English (heavier, hot dishes).
Lunch Menu
• Balanced meals, often lighter than dinner.
• Includes appetizers, soups, main courses, salads, desserts.
• Business lunch specials or quick-service options.
Dinner Menu
• More elaborate with multiple courses.
• Often includes starters, main dishes, sides, and desserts.
• Wine/beer pairings may be included.
Afternoon Menus
• People usually eat out in the late afternoon.
• Serve between 3:00pm - 6:00pm
• Menu includes bread, toasts, sandwiches, scones, pastries, with coffee or tea
Beverage Menu
• Any menu or portion of a menu that sells alcoholic and non-alcoholic drinks is
known as a beverage menu. It can be a static, du jour or cycle menu. The Majority
of Beverage menu are not a la carte.
Cocktail Menu
• It is a type of beverage menu or portion of a beverage menu that focuses on
cocktails. This menu includes a variety of base liqours, glassware, and flavor
combinations. One or two seasonal drinks should be included .
Dessert Menu
• A separate menu deigned to remind guests of the dessert items listed on the
regular menu; typically viewed at the end of a meal
Digital Menu
• It is a restaurant, bar or a hotelvthat displays its content digitally - via screen
instead of printed on paper. There are two types of digital menu Menu Apps
and QR Code
Menu can also be categorized in a variety of the other ways including any of the following:
FUNCTION of the Menu – Such as tasting menu, catering, hotel room service, dessert, wine or drinks
MEAL/TIME PERIOD – Such as breakfast, lunch, happy hour or dinner
STYLE OF SERVICE – Such as American, French (Table side cooking), or Russian (Platter Service)
PRICING STYLES – Such as a la carte (each item is individually priced), table d’hote (a selection of
complete meals offered at set prices. Prix fixe (one price for the entire menu), and most commonly
seen in the US restaurants, a combination of pricing styes to best cater to the target customer of
operation.
AMOUNT OF SELECTION – SELECTIVE (customer has many choices typical of a family or casual
restaurant), non selective (no choice as with many tasting menus, hospital special diet menus, or sit-
down banquets), or limited or semi-selective (typical of small operations, fine dining or themed
restaurants.
R E S T A U R A N T