Influences on Menu & Menu Types
Menu Planning Principles
Types of Menus
Price Influences
Pricing Methods
100
Target customers
Thinking of needs and lifestyles of people being served
100
Colors, shapes, sizes, temperatures, flavors, textures, number of items
Variety
100
Handed to customers as they sit down
Printed menus
100
menu items that require more time, care, and skill in preparation are often set a higher price
Labor
100
How risky is factor method pricing?
Low
200
Equipment
The type of equipment available dictates what can be on the menu.
200
Menu includes fruits, vegetables, starches, meats and other protein foods, and dairy products
Balance
200
Hand-written or printed menu on the wall or an easel
Menu board
200
review competitor's pricing; using it as a guide because portion size and ingredient quality may differ
Competition
200
based on how a customer react to menu prices; $6 vs. $5.99
Psycological pricing method
300
Geography and culture
Coasts --> seafood; Midwest --> beef/pork; Culture of neighborhoods
300
Menu statements are accurate, especially those concerning nutrition, quantity, quality, grade, and freshness
Truthfulness
300
Server states the menu items and prices of each
Spoken menu
300
depends on the ___ you bring in; might charge more if they are professional than if they are families
Customers
300
charges approx. what competitors are charging
Competitor's pricing method
400
Fixed vs. cycle
Fixed --> same dishes everyday for a long period of time; Cycle --> used for a set period of time and repeats at the end of the time period
400
Healthy food choices
Nutrition
400
Contains list of specials; fastened to the menu
Clip-ons
400
Fine-dining is higher than casual, family-style
Atmosphere
400
food cost of an item / desired food cost percent
Markup-on-cost method
500
A la carte vs. semi- a la carte vs. table hote
A la carte --> each food/beverage is priced separetely; semi- a la carte --> appetizers and desserts priced separately, the entree will include salad/soup, starch, vegetable, and possibly a beverage; table hote --> one set price for complete meal and beverage
500
Ability to use seasonal vegetables/fruits; food costs could change
Flexibility
500
foldable cards that stand on the tables that state specials, bring attention to new menu items
table tents
500
Urban area with higher disposable income vs. rural areas with lower disposable income
Location
500
pricing method for restaurants with successful past performance; food cost percentage = total cost of food / total food sales; factor = 1 / food cost percentage; selling price = item cost x factor
Factor method
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