Menu

The word menu, like much of the terminology of cuisine, is French origin. It ultimately
derives from Latin minutus, something made small; in French it came to be applied to a
detailed list or resume of any kind.

Basically a menu or bill of fare is a means of communications, informing the customer

what the caterer has to offer. Originally the bill of fare, as it is termed in English or menu
in French was not presented on the table.

It is said that in the year 1541, Duke Henry of Brunswick was seem to refer to a long
slip of paper. On being asked what he was looking at he said it was a form of
programme of dishes & by reference to it he could see what was coming & reserve his
appetite accordingly. Thus we may presume that the menu developed from such an event.
In the earlier age the banquet consisted of only 2 courses, each made up of varieties of
dishes, anything from 10-40 in number. The first 10-40 dishes were placed on the table
before the dinner entered- hence the word entrée & when, consumed were removed or
relieved by 10-40 other dishes – hence the word relevè & removes.

At first the bill of fare was very large & was placed at the end of the table for everyone to
read. As time progressed the menu became smaller & increased in quantity allowing a
number of copies per table. Depending on the establishment & the occasion the menu
may be plain or artistic in its presentation.

Another story is that Count Hugo the monfort at a dinner given in the year 1498 was
noticed to have a piece asked it was explained that he had ordered the head cook to write
on it the various dishes that were being served from the kitchen.

The content of the menu creates an image which reflects the overall style of the
restaurant. The printed menu should match the décor of the restaurant & be attractive &
well laid out, as it helps to promote sales, especially if dishes are described in an
appetizing way. Some caterers see the menu as a means of marketing particularly when
photographs are used of ‘specials’ or dishes of the day or to advertise speciality evenings
etc.

It should be noted that fashion in food change & customers look for new dishes, different
combinations of food & fresh ideas on menus. This does not mean that the wide range of
popular dishes of the past should be ignored as some of the most successful menus
contain a sensible balance of traditional & contemporary dishes.

It is necessary to make certain that terms are accurately expressed so that the customer
receives exactly what is stated on the menu, otherwise it may mean that the Trade
Descriptions Act is being contravened. In the other words of the Act any person who in
the curse of a trade or business applies a false trade description to any goods or supplies
or offers to supply any goods which a false description is applied shall be guilty or an
offense.

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For example ‘Pate Maison’ should really be home made pate, not factory made. If fried
fillets of sole are offered on the menu, then more than one must be offered & the fish
must be sole & if a 250g(8oz) rump steak is given as the portion on the menu then it must
be 250g(8oz) raw weight.

The menu is the most important part of the caterer’s work & its compilation is regarded
as an art only acquired through experience & study. The menu should be likened to a
bridge linking the establishment to the customer & in part determining the volume of
turnover. On the other hand the description on the menu should give an indication, as
appropriate of the quality, size, preparation & composition of the dish.

Classical Menu:-
A food service professional must know the sequence in which the classical menu was
presented. A classical menu is the definitive standard of menu created by the French. It
helps him or her to understand other menus better. The French are credited for making
gastronomy as a fine art & have set the lead in classical cuisine for generations. Guests
enjoyed the creations of the masters. Marie-Antoine Carême is attributed by the
majority of historians as the creator of “La Grande Cuisine”- the Classical French
Cuisine. This theoretical & practical worker, as an inventor of sauces was also a pastry
maker, designer & author of five works, “Le Maitre d’ Hotel Francais”, “Le Patissier
Royal Parisien”, “Le Cuisinier Parisien, L’art de la Cuisine au Dix – neuvieme
Siecle” & “Le Patissier Pittoresque”, placing him as “Cuisinier des Rois des
Cuisinier” meaning “The Cook of Kings & the king if Cooks”.

George Auguste Escoffier simplified the excesses of the previous century. He

standardized food service for quality & efficiency. Dinner menus listed courses in clear &
logical progression known as the Classical French Menu. Escoffier later along with
Cesar Ritz developed a new menu concept. “Prix fixe” for guest of four & more. With
the prix fixe menu. A waiter informed the chef of the host’s name & the number of gusts
in the party. Escoffier then chose a selection of menu items that he felt complemented the
party’s tastes. Special record books kept major culinary writings of Escoffier are Le
Guide Cullinarie, Le Livre des Menus, Les Fleurs en Circe ma Cuisine, Le Ritz &
Le Carnet d’epicure. A meal would take minimum three hours accompanied with wines.
The following is the typical French Classical Menu:-

11 Courses French Classical Menu:-

Course French English

1st
Hors d’Oeuvre Appetizer
2nd Potage Soup
3rd Poisson Fish
4th Entrée 1st Meat Course
5th Releve Main Meat Course
6th Sorbet Sorbet (Flavoured Ice)
7th Rôti Roast Course
8th Legume Vegetable Course

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9th Entremet Sweet Course
10th Savoureaux Savoury Items
11th Dessert Dessert

12 Courses French Classical Menu:-

Course French English

1st Hors d’Oeuvre Appetizer
2nd Potage Soup
3rd Poisson Fish
4th Entrée 1st Meat Course
5th Relevès Main Meat Course
6th Sorbet Sorbet (Flavoured Ice)
7th Rôti Roast Course
8th Legume Vegetable Course
9th Entremet de Douceur Sweet Course
10th Savoureaux Savoury Items
11th Dessert Dessert
12th Boisson / Café Beverage/ Coffee

13 Course French Classical Menu:-

Course French English

1st Hors d’Oeuvre Appetizer
2nd Potage Soup
3rd Oeuf Egg
th
4 Poisson Fish
5th Entrée 1st Meat Course
th
6 Relevés Main Meat Course
th
7 Sorbet Sorbet (Flavoured Ice)
8th Rôti Roast Course
th
9 Legume Vegetable Course
10th Entremets de Douceur Sweet Course
th
11 Savoureaux Savoury Items
12th Dessert Dessert
th
13 Boisson / Café Beverage/ Coffee
14 Course French Classical Menu:-

Course French English

1st Hors d’Oeuvre Appetizer
2nd Potage Soup
3rd Oeuf Egg
4th Farinaceous Pasta
5th Poisson Fish
6th Entrée 1st Meat Course

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7th Relevés Main Meat Course
8th Sorbet Sorbet (Flavoured Ice)
9th Rôti Roast Course
10th Légume Vegetable Course
11th Entremets de Douceur Sweet Course
12th Savoureaux Savoury Items
13th Dessert Dessert
14th Boisson / Café Beverage/ Coffee

17th Course French Classical Menu:-

Course French English

1st
Hors d’Oeuvre Appetizer
2nd Potage Soup
3rd Oeuf Egg
4th Farinaceous/ Farineux Pasta
5th Poisson Fish
6th Entrée 1st Meat Course
7th Sorbet Sorbet (Flavoured Ice)
8th Relevés Main Meat Course
9th Rôti Roast Course
10th Légume Vegetable Course
11th Salades Salad
12th Buffet froid Cold Buffet
13th Entremets de Douceur Sweet Course
14th Savoureaux Savoury Items
15th Fromages Cheese
16th Dessert Dessert
17th Boisson / Café Beverage/ Coffee

Modern Menu:-
In the modern context guests do not have that much of time to dine nor will he health
conscious generation allow themselves tp overeat. The classical menu has been
sufficiently pruned has been sufficiently pruned to meet the needs of today. The
following is an example of a classical menu that has been reduced:-

Number Course
1st Appetizer
2nd Soup
3rd Salad
4th Entrée
5th Vegetable
6th Dessert

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The Classical French Menu has been reduced to 6 courses for which considered an
elaborate meal. Daily meals are further cut into 4 courses as follows:-
Number Course
1 st
Hors d’oeuvre or Potage
2nd Entrée with Vegetables
rd
3 Dessert
th
4 Coffee

Role of the Menu towards the Establishment & Guest:-

Menus have moved from being just a connoisseur’s delight to much more in commercial
operations. It serves many purposes both to the establishment & to the guest. The roles of
a menu are in the following:-

Towards the Establishment:-

1. Competitive: - The menu is the statement of what Food & beverage establishment
serves. Obviously it is something that has been researched thoroughly to offer items that
gives the gives a competitive advantage. If food is the same as that of the competitor,
then the edge has to be achieved through better quality, better portions & style of service
standards & good value for money or better décor.
Many restaurants understand that the guests have many choice & that attracts him
something is something that is unique to him. That’s why they offer- ethnic food to beat
the competition or interiors of countries to discover a new cuisine to give the ever
adventurous guests a new taste or some found new country food like Vietnamese/
Burmese/ Thai food etc.
2. Resource Management:- The menu has helped establishments to manage their
resources better such as what skills need to be hired or what raw materials have to be
procured or what equipment needs to be purchased or what space is required to store the
menu raw materials. The owners can alter their menus from time t time to not only create
new experiences but also align themselves to changes taking place in market dynamics.
3. Cost Control: - Once the decision is taken as to what to produce, comes the even more
important work of standardizing food preparation through research & development, staff
training & quality control. Chefs will determine the portion size to account for
consumption & predict sales on more realistic basis. A food cost is around 30 %. He may
have a mix of low margins items that give image to the restaurant & high margin items
that cover overhead cost.
4. Selling Tool: - The menu is an effective selling tool. By cleverly packaging the menu
& describing the food with attractive items with attractive words, establishments can
encourage buying more than what he/ she budgeted for. The choice of food also may
motivate the guest from coming again to buy a new dish.

Towards the Guest:-

1. Informative: - The menu informs the guest what an offer is & how much each
item is priced at. Most guests come with a budget & can adapt his or her choices
to what they can afford. Another aspect of information is the description of each
item. The value of information gets critical if investors are introducing cuisines

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 from around the world. People want to know the content behind all the fancy
names. Many have dietary restrictions like vegetarians/ allergic/ religious foods
etc. The menu in certain establishments that serve ethnic foods gives a brief
history & background to the cuisine to educate the guest & hopefully stir his/ her
curiosity.
2. Guide: - The menu is a guide to guests as to the progression of the courses they
should take. Since menu flow starters to desserts in the classical mould, guests
know what to order first & what to follow.
3. Image: - The menu is the most important merchandising material for a food
outlet. The way it is packaged & presented immediately identifies the quality
standards of the restaurant. A lot of money has gone into the get up of the menu to
make the first impressions on a guest.

Classification of Menu:-
Menus may be classified in four different ways:-
1. Pricing
2. Schedule
3. Meal Times
4. Specialty
5.
1. Pricing:-
Under this category, menus are led by the way they are priced to meet the varying
budgets of guests. Menu may be individually priced or a whole meal priced.

A la Carte Menu:-
A la carte (pronounced as a la kart) is a French expression meaning “from the card” & it
is used in restaurant terminology in the following ways-
 It may refer to a menu of items priced & ordered separately rather than selected
from a list of preset meals at fixed prices.
 It may designate the option to order a main course item along with the choice of
an accompanied side dish included with the dish, at no extra charge.
 It gives a full list of all the dishes that may be prepared by the establishment.
 A certain waiting time has to be allowed for each dish.
 Each dish is cooked to order.
The size of the cover is 12˝x24˝.

Appropriate waiting time for dishes on an a la carte menu:-

 Special Hors d’oeuvre- 10 mins.
 Soups- 5 mins.
 Egg- 10 mins.
 Fish (Fried/ Grill)- 10 mins.
 Grilled Salmon- 20 mins.
 Lobster Mornay or Thermidor- 10 mins.
 Liver- 15 mins.

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  Rump/ Fillet Steak- According to order.
 Chateaubriand- 15 mins.
 Roast Chicken- 25 mins.
 Lamb Cutlets- 10 mins.
 Lamb Chops- 15 mins.
 Omlettes- 10 mins.
 Soufflés- 30 mins

Table d’ hote Menu:-

Table d’hote menu is a French phrase which initially means “host’s table”. It is used
restaurant terminology to indicate a menu where multi-course meals with only a few
choices, are charged at a fixed price. Such a menu may also be called prix fixe (“fixed
price”). Because the menu is set, the cutlery on the table may also be set for all the
courses, with the first course cutlery on the outside, working in towards the plate as the
courses progress. The size of the cover is 15˝x 27˝.

On the other words, the definition of table d’ hote menu is covered by the following
points-
 The menu has a fixed number of courses.
 There is a choice of within each course.
 The selling price of the menu is fixed.
 The dishes provided will all be ready at a set time.

The phrase table d’ hote originally meant literally a particular table “a common table for
guests at a hotel or eating house”. The meaning transferred then to “a public meal served
(at a common table) at a stated hour & at a fixed price”. Eventually, the elements required
for a meal where guests eat together, that is, at the same table at the same time, fell away
so that the phrase persisted where only the fixed price element remained.
In Japan a similar practice is referred to as Teishouku. This has a fixed menu & often
comes with side dishes such as pickles & miso soup. Typical prices can range from 800
Yen- 1500 Yen.

Difference between A la carte & Table d’hote menu:-

A la carte Table d’hote

1. There is a choice of dishes. 1. There is no choice of dishes.
2. In this type of menu the gust has to pay 2. A fixed price is paid for the fixed menu
according to their order. even if the guest consumed the small
portion.
3. Portions served are large. 3. Portions served small.
4. The menu is elaborate. 4. The menu is comparatively small.
5. Cooking time is taken as per the order. 5. The food in this menu is kept prepared.
6. This menu is fixed for a particular 6. This menu is prepared daily & particular
season unless alternative changes are made. date.
7. The dishes are served individually. 7. The dishes are served together.

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8. Silver (cutlery) is laid according to the 8. Silver (Cutlery) for the whole menu is
dishes ordered. laid in advance as the menu is known in
advance.

Combination Menu:-
This combines the a la carte & table d’ hote menus. A la carte menus for instance may
offer a combination of rice / breads, vegetables, potatoes in the entrée dish price. Table d’
hote menus, on the other hand may offer an potion of the whole meal or a choice of
individually priced appetizers or desserts from the menu.

2. Menu Schedules:-
This category focuses on the frequency of menu revision. Some establishments offer
menus that last months while others are charged daily.

a. Fixed Menu: - A fixed menu is one which is used daily for a period of months or a
year, like most restaurants. The restaurants that use such menus either have a large
variety of items within each course or when the frequency of repeat guests is less.
Establishments like transit hotels. Specialty restaurants or weakened resorts may choose
fixed menus because the guests are in for a short visit or visit the restaurant for variety
from the usual. The cost to change a menu is prohibitive as it involves a number of
factors. The best a restaurant with a fixed menu can do in offering variety is to have dish
du jour or specials of the day. Franchised operations may stay with fixed menus that are
time to time tested & standardized.
[Link] menu:-
Theses are designed to offer frequent guests a variety. The cycle menus can be on a daily,
weekly or monthly basis. Theses may be found in downtown lunch restaurants frequented
by a dedicated business clientale. Isolated resorts may offer cyclic menus to their guests
who do not have anywhere else to go. But it requires multi skilled cooks, flexible
purchase & production schedules.

3. Meal Times:-
The traditional meal times of breakfast, brunch, lunch, tea & dinner have their special
type of meals justifying separate meals for each. There may be restaurants specializing in
a particular mealtime. Business centers outlets may specialize in lunch menus because the
business district closes in the evening. In Many hotel offer only bed & breakfast. They
would naturally specialize in breakfast menus. Fine dinning is normally done at night &
is located near shopping malls, entertainment centers or in hotels. These restaurants only
open at night in which case they would specialize in dinner menus. Night club & Disco
theque are good examples of this category.

a. Breakfast Menus:-
This service may be offered in any F&B outlet. It includes the service of Continental,
American, English & Indian Breakfast. This may be form of A la carte or Table d’hote
menu or a buffet breakfast menu. The bed & breakfast establishments generally serve a
choice of breads, Preserve & Tea or Coffee.

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b. Lunch Menu:-
Lunch menus can vary from elaborate or light meals depending on the purpose of the
guest. Salad bars have become an important part of luncheon restaurants. Those
restaurants that have dedicated clientale may choose to go for cyclic table d’hote
luncheon menus, to break the monotony of one single menu. They may even offer
specials of the day displayed along with their regular menu. It is served in the afternoon
between 12 noon- 3pm.

c. Afternoon Tea Menu (4pm-5pm):-

This is the menu of tea or coffee with some light snacks such as sandwiches or cookies,
doughnuts, cakes which is served normally at 4pm.
High Tea Menu (5pm- 7pm):-
In addition to the afternoon tea, more substantial meals can be served with the tea. A
modified set menu or a la carte menu can be used.

d. Dinner Menu:-
These menus are elaborate as guests have time & leisure for eating. Dinner menus are an
entertainment & people are willing to pay extra for these meals. Alcoholic drinks are an
essential part of dinner menus. A well stocked wine list is offered in addition to the
dinner menu. Appetizers are more accepted at the evening meal than during the day.
Similarly desserts are preferred at dinner time. Generally dinner service takes place in the
evening between 7.30pm & midnight.

e. Supper Menu (10.30 pm- 2.30 am or 12 midnights-7am):-

The term supper is used in the European continent & is normally an early dinner very
often associated with the theatre, as dinners have a light supper, attend the theatre & may
later a heavy dinner, but it varies in purpose around the continent. It can be a light dinner
for either early evenings or late nights. It can be filler between major meals, lunch &
dinner or dinner & breakfast. A typical early evening supper meal can be a soup, meat
dish with vegetables & a light dessert. A late night supper can consist of a sandwich with
hot cocoa/ chocolate or fruits.

f. Brunch Menu (10am -12 noon):-

These menus are designed for the family or guests who wish to wake late. They are
popular on holidays & weekends as also at vacation spots where the pace of life slows
down. A brunch which is a combination of breakfast & lunch (Probably borrowed from
the European late breakfast & the Chinese Yun Cha) items are spread well beyond
breakfast hours to suit the mood of the individual. Example of Brunch menu such as-
Fresh Juice, Smoked English Ham, Creamed Sweetbreads in Patty Shells, Polish
Sausages, Golden Pancakes with Maple Syrup, Scrambled Eggs, Hash Brown with gravy,
Fried Chicken with Coles law, Mixed sauté vegetables. Assorted rolls, Assorted Pastries,
Coffee/ Tea/ Milk.

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g. Poolside Menu:-
These menus are specially designed to facilitate easy service beside the pool. The items
would be pre-plated snacks like Club sandwich, Hamburgers or some barbecue items,
specially served in the evening.

h. Snacks Menu (4pm-7pm):-

Snacks menus are offered in between regular meal timings. Snacks menus are popular
with students, shoppers or casual eaters. Snacks menus will have burgers, club
sandwiches, milkshakes, juices; soda fountain specialities & colas. Coffee shops & room
service outlets provide some selected snacks that available throughout the night which is
known as Midnight Snacks or Night Owl Meal.

4. Speciality Menu:-
Speciality menus cater to market segments that have particular need. Today families with
both working parents may want a place to feed their children conveniently &
inexpensively. Then again they may want someone to handle a children’s birthday party
completely.

a. Children’s Menu:-
Children have become prime demand makers in homes. Advertisements today are all
directed towards children. They offer children’s birthday arrangements from balloons,
clowns to games. They now offer several incentives for children’s menu including
animated films, games etc. A typical children menu has burgers, fried chicken,
sandwiches, coleslaw, fries, ice creams, colas etc.

b. Diet Menu:-
They should have significant with health conscious modern public. Health foods will
have salads, steamed items, non fat sauces & non cholesterol items.

c. Dessert Menu:-
This menu is offered by restaurants that have good patisserie. They cater to the guests
with a sweet tooth. Most outlets with this speciality would have captive confectionaries to
give them an edge. Desert menus may accompany a dessert trolley in an up market where
the trolley is wheeled beside the guest’s table for him to make selection. The trolley will
be equipped with crockery & cutleries.

d. Room Service Menu:-

They are found in hotels that provide F&B to guest rooms. The room service menus are
placed in guest rooms & have reasonable but limited choice of items for breakfast, lunch,
dinner, snacks & beverages.

e. Take out Menu:-

Restaurants offer take-out menus to capture additional revenue from an eating public who
do not have the time to eat at the restaurant itself. Items offered must be inexpensive,

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easily prepared & conveniently packed for the guest. Many home delivery menus come
under these categories.
f. Banquet /Function Menu:-
Hotels that have banqueting facilities make preset menus on a table d’ hote scheme. The
focus is on quantity cooking that can retain quality. The banquet menu is prepared by the
F&B Manager or Manager Banquet in consultation with the Chef. A set menu of various
price ranges is made & offered to the client who organizing the party after ascertaining
prices per cover.
Suggestions for extra dish / dishes by the clients are often considered, provided it doesn’t
imbalance the menu. The following points should be kept in mind:-
 Menu should not be thrown off balanced.
 Costing of menu should not be affected unless the client is prepared to pay
additional charges.
 Work capacity & equipment available in the kitchen should be borne in mind.
 Facilities available in the restaurant & capacity of service staff should also be
considered.
g. Californian Menu:-
Some restaurants offer breakfast, lunch, dinner & snacks menus round the clock. If a
guest wants to have eggs & sausages for lunch he could get it. Alternatively, a guest may
want a full dinner meal at teatime. Restaurants with a Californian menu have the
flexibility to provide this service.

h. Ethnic Menu:-
These are offered by speciality restaurants that concentrate on a type of cuisine such as
Chinese, French, Japanese etc. An important part of this menu is to translate of items into
English; explain the main ingredients & cooking style & clarify whether it is spicy or not.

i. Wine List:-
This is the menu found in restaurants that serve liquor. The wine list will list the wines,
spirits & cocktails, each individually priced.

j. Hospital Menu:-
Usually in the form of a menu card given to the patient the day before service so that his/
her preference can be tick. Both National Service & Private Hospital cater for vegetarian
& also for religious requirement. In many cases a dietician is involved with menu
compilations to ensure nothing is given to the patient that would be dietary to their health.
Usually hospital menus are 2-3 courses.

k. Menu for People at work:-

There are menu which are served to people at their place of work. Such menus vary in
standard & extend from one employee to another due to company policy on the welfare
of their employee are well looked after. Some may charge for the meal & some offer
meal at subsidized rate. A number of staff restaurant charge a price that cover the cost of
food & labour with all other charge being subsidized. In most of their place, whether or
not it is a factory canteen or head office staff restaurants. The many often offer at least 2-

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3 items. Their menu is usually table d’ hote menu. Their may also be a call order a la
carte selection at higher price.

Except all these the two other menus are in the following:-

Plate de Jour:-
Meaning Plate of the Day. Today’s special or chefs special food items are plate-de-jour.

Carte de jour:-
Meaning Card of the Day or feature of the day is mostly used in operations as an adjunct
to the regular menu, whether an a la carte or table d’hote. These can be offered daily,
weekly or a cyclical basis. The dishes offered should be quite different from those
featured on the regular menu.

Elevances
Similar to afternoon tea, but eaten in the morning around 11 am, may consist of some
cake or biscuits with a cup of tea

Early Morning Tea

Facilities offered in older hotels & can be accompanied with biscuits.

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 Menu Planning:-
The menu is the centerpiece of any eating establishment. It is not just a list of food items
for sale, but the reason why that establishment exists. Menu planning, therefore, may be
considered to be one of the most critical activities of food service operations. It defines
the décor, service style, costume & required cooking skills. The process of planning a
menu must be thoroughly understood.

The menu planning process starts with the mission of the establishment & the consequent
policies of the establishment. While a mission is a strategic goal to be achieved over a
period of time, policies are guidelines for action set by the owner or top management.
Policy considerations address:-
 The market segments that have to be reached.
 The price levels acceptable to this market.
 Menu policy- a la carte, table d’hote or a combination menu.
 The quality standards that have to be maintained.
 Range of dishes to be offered.
 Nutritional factors.
 The mix of fresh foods & processed foods.
 The desired food Cost.
 Equipment & skills the investor is willing to spend on.
 The general theme of the restaurant.
 Feedback from existing & potential guests.
 Performance evaluation system.

The mission & corporate policies drive the objectives, which determine menu planning
decisions based on information from market research, institution & experience of the
menu planning decisions.

Principal Contributors to Menu Planning:-

The perfect menu is not the work of a single person, but the effort of a team of experts
who bring different talents into the final production of the menu cover. These persons
are:-
 The market Research Agency- This does the initial research to feed the investor
with authentic information on demographics (statistics of the population),
competition etc.
 The Chef- Is the most crucial person as he prepares the food. He decides what
must be listed based on many factors such as the skills available within his team

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 & what need to be procured through recruitment, the equipment available for
cooking etc.
 The F&B Manager- Looks at the revenue contribution of a restaurant to the
entire F&B operation of a hotel. He looks like competition, cost of operation,
budgets, availability of personnel etc.
 The Advertising Agency- Creates the menu cover in keeping with the theme of
the restaurant.
 The Printer- Prints the menu cover based on quality, cost effectiveness &
concept.
 Sales & Marketing Manager- Decides whether the menu & the cover sell. He
determines what uniqueness can be brought in to be able to promote it in the
market.

Essentials considerations prior to planning the Menu:-

1. Location of an establishment- It should allow easy access for both guests & suppliers
as & when required. If the establishment is an area, noted for regional speciality food or
dishes the inclusion of a selection of these on the menu can give extra menu appeal. It is
important to be aware of what is offered by competitors including their price &
particularly their quality. As a result, it may be wiser to produce a menu quite different to
those of nearly establishment.

2. Suitability of particular establishment to a particular area (Market Research) - A self

service restaurant situated in an efficient residential area or of very expensive sea food
restaurant in the run down of inner city area may not be very successful. A professional
market survey reduces the possibility of mistakes. A restaurateur cannot afford to build
the perfect menu offer through trial & error. The survey can be done either by the
individual menu planner or a professional market research agency. Is the restaurant
located downtown, suburban, highway or a resort. Another factor that weighs in deciding
a menu is the local competition. A historical analysis of an existing establishment is a
wonderful source of data because items have been tried over time.

3. Anticipate & analyse the type of people that someone planning to customer
(Knowing Your Customer) - The restaurant starts & ends with the guest that has to be
kept in mind. The first question is “who is my guest”? These researches will throe up the
profile of the guests. Customers can vary by occupation- business persons, students,
professionals, housewives etc; Sex- male or female; age group- children, preteens,
students, teenagers, young professionals, middle aged or old aged; marital status- single,
married, living together etc;. Once this known their food preferences are ascertained.
Children & pre-teens may like burgers & ice creams; teenagers may prefer fast food of
any kind; professionals want quick foods; businessman may want elaborate meals &
entertainment of any kind to impress their clients; middle aged persons may prefer diet
foods etc.

4. The spending power of the customer- The most consideration is how much the
potential customer is able & willing to pay. Thus is particularly important when catering

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for the need of nurse in hospital, children in school & workers in the industry & in office.
What ever the level of catering type of establishment a golden rule should be offered
“value for money”.

[Link] Requirement- It is the customer not the caterer who selects his menu, so
analysis of dish popularity is necessary & those dishes which are not popular should not
stay on the menu. Customer demand must be considered & traditional dishes & modern
trends in food fashion need to be taken into account.

[Link] of item & price range of menu- It is essential to determine the range of dishes
& whether table d’ hote or a la carte menus are to be offered. A table d’ hote menu may
be considered with an extra charge or the supplements for more expensive dishes or more
than one table d; hote menu of different prices may be suitable.

[Link] Turnover- If space is limited or there are many customers then the menu can be
adjusted to increase turnover such as more self service item , separate service for coffee
etc.

8. Space & equipment in kitchen- This will influence the competition of the menu &
production of dishes. The menu writer must be aware of any short coming or deficiencies
in equipments & may be vary of offering dishes that are difficult to produce. Also certain
items of equipments should not be overloaded by the menu requirement such as
Salamander.

9. Amount & capacity of the labour- The availability & capacity of both the preparation
& service staff must be considered when planning the menu. Enough able & willing
staffs both in kitchen & in the restaurant are necessary to achieve customer satisfaction
with any menu.

10. Supplies & Storage- Menu planning is dependent on availability of supplies that in
frequency of deliveries of the required amount. Storage space & seasonal availability of
food need to be taken into account when planning menu.

11. Cost Factor- When an establishment is run for profit, the menu is a crucial
consideration. But even when working to a budget, the menu is more or less crucial.
Costing is the run of success of compiling any menu.

[Link] a Pool of Menu:- This is the menu planner does through old menus of the
establishment- if an operation has been in existence for a long time that can suggest what
dropped items that existed before can be reintroduced or popular items that need not be
dropped. Having done the market research a menu planner would start short listing the
items that need to be on the menu. The selection is based on many factors- a. Food Cost
b. Incompatibility with the theme c. Inability to meet consistent standards c. insufficient
equipment capacity d. Non availability of equipment e. Non availability of cooking skills

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f. Not familiar with the cuisine g. Non availability of raw materials h. Sanitation issues i.
Seasonality of raw materials j. Non popular items k. Knowledge of the cuisine.

13. Complete Knowledge of the Cuisine:- It is important for the menu planner to have a
through knowledge of the cuisine & the menu offer from it. This knowledge helps
him/her to address the following issues crucial to the operation.
a. Selection of Staff- The staff must have the cooking & service skills.
b. Preparation & Storage- Some raw materials require special storage
conditions, perishable need deep freezers for storage while desserts &
salads need cool preparation areas.
c. Describing the item to the guest: - An important part of menu cover
design is the descriptive element to educate guests about a dish, especially
those that are offered by speciality restaurants.
d. Preparation times: - Guests do not want items that have long preparation
times. The menus must take reasonable time for preparation.
e. Presentation- It is said that presentation stimulates a guest’s appetite. The
menu planner must know the item will be presented, its accompaniments,
garnishes & service ware.
f. Accompaniments & garnishes- These balance the dishes. A balanced
dish has carbohydrate, proteins, minerals & vitamins. Lamb Chips can
only be served with mint sauce & roast turkey with cranberry sauce. There
is no point offering lamb chops or turkey in the menu when the ingredients
of accompaniments are not available.

14. Food Trials: - This is the method of testing the food before finalizing . The food can
be tested by cooking professionals who evaluate the food on technical grounds followed
by the gourmet experts who have special palates to discern nuances of taste & lastly the
writers on cuisines who are gourmet experts.

Planning the Menu:-

1. Type of the Establishment/ Operation:- There will be considerable variation e.g.

menu for five star hotel & restaurant, school meals, heavy manuals workers
canteens or hospital, resort hotel airline, fast food operation, club etc.
2. Location:- Central Business District, Suburb, Country, Resort, Passenger
terminal, Hotel complex, Shopping complex, Commercial Districts, Office
Complex, National Park, Park, Historical place, Island resort, Holiday resort.
3. Type of Customer: - Especially for private parties, conference schools that all
need personal consideration.
4. Type of Menu: - A la carte, Set menu, Banquet, Brasserie, Speciality menu,
Dinner Menus, Dietary & health menu, Wedding menus, Buffet menus etc.
5. Religious rules if applicable: - As lack of knowledge or understanding can easily
let to innocently giving often e.g. Muslim occasions.
6. Vegetarian or non vegetarian preferences: - As the members of non veg caters
steadily increases then this become more important.

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7. Time of the Year: - The prevailing temperature should be considered as certain
dishes are suitable for cold weather may not acceptable in summer.
8. Seasonal availability- Foods in season are usually in good supply & more
reasonable prices.
9. Time of the Day: - Whether breakfast, lunch, tea, high tea, dinner, snacks for
special functions such as Christmas Eve etc.
10. Price Range: - Unless fair prices are charged, repeat business may not occur &
the cater may go out of the business. Care should be given Value for money,
expensive, budget priced, low priced, individually priced, set price, choice of set
price, inclusive, package price, price on consumption, corporate price, tour
package price etc.
11. Dining Areas:- Size 7 share of room, table set up, colour & décor scheme,
lighting, air conditioning, table/ chairs materials, floor surface, type & design of
cutlery & crockery, type of menu design, service equipment level (sideboards,
warming tables, gueridons, platters & other silverware, ice buckets, wine baskets,
beverage dispensing facilities).
12. Food Preparation Area: - Available floor space, work areas, physical design,
lighting, colour, floor surface, air circulation & exhaust, ancillary facilities (pot
wash, dish wash), storage (foods, beverages, dry goods), sanitation.
13. Equipment:-Capacity, type, age, condition, suitability of the task, energy
efficiency, safe, suitable for the task, multipurpose, easy to maintain etc.
14. Capabilities of Staff:- Size of work force, level of training, skilled, unskilled,
local training, international training & experience, work load distribution, wages
& other benefits etc.
15. Availability of Suppliers:- Supplier networks, local produce, frequency of supply,
time of delivery, quantity of supply, quantity of purchase, storage & transport
arrangements, range of supplies needed, set quality & product satisfaction, the
right product for the right price for the right application etc.
16. Number of courses: - It will vary according all prior consideration.
17. Correct sequence of courses: - It is important for achieving a good balance.
18. Languages: - Always use language that customer can understand, if writing in
French support each item with an English description. The language should be
easily understood, descriptive & informative, honesty, ability to educate & impart
gastronomic knowledge.
19. No repetition of wines: - While using wines for more than one course, ensure that
different types of wines are used.
20. Sensible nutritional balance- If selection of dishes with varying nutritional
content are offered then customer can make their own choices.
21. No repetition of colour: - Colour of food is important to give an unusual appeal
but avoid repetition of colour.
22. Textures of courses: - Ensure variation is given e.g. food should not be all crisp
but balanced.
23. Sauces: - If different sauces are served on the menu, the foundation ingredient of
each sauce should vary.

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Menu variables:-

The stages or steps in menu planning can range from complex to simple. Most menu
planning begins with a customer request or customer need. This usually followed by
addressing the overall menus needs in relation to specific menu planning principles. A
first draft is produced which is usually devoid of actual dishes. This is composed of menu
variables which must be considered in order to balance the menu. For example in the
beginning it might look something like this:-
 First Course- Light/ Seafood/ Soft/ Wet/ Mild Flavour/ easy to prepare/ Moderate
cost/ Poached/ Hot.
 Second Course- Heavier/ Low Fat/ Red Meat/ Dry//Medium Flavour/ Easy to
prepare/ Medium Cost/ Grilled / Hot.
 Third Course- Light/ Fruit based/ Wet/ Mild Flavour/ Prepared/Low Cost/ Cold.
The next draft may be further developed depending on whether the menu version is
acceptable to the client, the type of operation & the budget.
Example-
 First Course- Quenelles of Tasmanian Trout poached on light dill sabayon.
 Second Course- Grilled gum smoked lamb filled with herb butter.
 Third Course- Strawberry & yogurt mousse with fruit coulis.
Gastronomic Variables:-
Hot-cold, heavy-light, soft-hard, sweet-sour, light-dark, mild-strong, wet-dry, pre-
prepared- to order, classic-modern, red meat-white meat, oily fish- white fish etc.
Production variables:-
Difficult-easy, bulk-limited etc.
Financial Variables:-
High cost- low cost, high volume- low volume sales, food cost %, labour cost, utilities
cost, market share etc.
Design Variables:-
Menu size, shape, colour, quality of stock, type of folding, legibility etc.

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 DISCLAIMER!
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