# Full Lesson Script – Menu Planning, Menu Design, and Menu Pricing

**Grade 12 – Food and Beverage Services**

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### Student 1 – Sta Ana

Good day, I am Sta Ana, and I will discuss the introduction to menu planning.

A menu is the official list of food and beverage items offered by a food service outlet. It is more than just
a list — it is the identity of the establishment and its main communication to customers. Because of this,
the menu is often called “the silent salesperson.”

Menus play four essential roles. First, the menu serves as an operational guide. It tells the kitchen what
to prepare, which recipes to follow, and what portions to serve. Second, it acts as a marketing tool. The
menu attracts customers and influences their decisions before a server even speaks. Third, it functions
as financial control. The menu determines what ingredients are bought, how costs are managed, and
how profits are made. Fourth, it has a nutritional and satisfaction role. The menu provides balanced
options that meet the needs and preferences of the customers.

In short, the menu is not just a piece of paper — it is the foundation of operations, marketing, finance,
and customer satisfaction.

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### Student 2 – Timog

Hello, I am Timog, and I will talk about the important factors that affect menu planning.

The first factor is the target market. Customers’ age, income, culture, religion, and preferences shape
what food is offered. The second is nutritional requirements. Menus must provide balanced meals and
respond to modern concerns such as health and allergies. The third is ingredient availability. Local and
seasonal ingredients reduce costs and improve freshness. The fourth is staff skills and capacity. The
menu must match what the kitchen staff can cook consistently. The fifth is equipment and space.
Available kitchen equipment limits what dishes can be served. The sixth is budget and cost targets.
Menus must fit the price expectations of customers while still making a profit. The seventh is concept
and brand. The menu must reflect the establishment’s identity, whether it is fast food, fine dining, or a
specialty restaurant.

A good menu planner balances all of these so the menu is both practical and appealing.

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### Student 3 – Tuazon

Good day, I am Tuazon, and I will explain the different types of menus.

The first type is **à la carte**. Each dish is listed and priced separately. Customers pay only for what
they order. Example: a restaurant where you order a burger, fries, and drink individually.

The second type is **table d’hôte**. A set meal with several courses is offered at a single fixed price.
Example: a ₱299 set meal with appetizer, main dish, and dessert.

The third type is a **cycle menu**. This is a planned sequence of meals that repeats over days or
weeks. It is common in schools, hospitals, or cafeterias.
The fourth is **prix fixe**, which is similar to table d’hôte but is often used in fine dining or special
events with a set number of courses at one price.

The fifth type is **tasting or degustation menus**. These offer small portions of many courses that
showcase the chef’s specialty dishes.

The sixth is **specialty or theme menus**. These focus on a type of cuisine or group, such as vegetarian
menus, breakfast menus, or seafood menus.

Each menu type has its own advantages. Restaurants choose based on their style, resources, and
customers.

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### Student 4 – Pintor

Hello, I am Pintor, and I will discuss the principles of menu design.

Menu design is about how the menu looks and how information is organized. It must be attractive, clear,
and easy to read.

The first principle is **layout**. Items should be grouped logically: appetizers, main dishes, desserts,
and drinks.

The second is **typography**. Use readable fonts and sizes, with consistent headings and item names.

The third is **colors and images**. Choose colors that reflect the restaurant’s theme. Use high-quality
images sparingly.
The fourth is **descriptions**. Use short but appetizing descriptions to help customers decide.

The fifth is **balance**. Avoid too many items that confuse customers. A curated list is better.

The sixth is **highlighting**. Use boxes, shading, or icons to draw attention to special dishes.

The seventh is **price presentation**. Prices should be clear but not distracting. Some restaurants even
avoid currency signs to reduce focus on cost.

A well-designed menu is not just beautiful; it is also a sales tool that guides customers to the best
choices.

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### Student 5 – Rodriguez

Good day, I am Rodriguez, and I will explain the psychology of menu design, also called menu
engineering.

This is about using psychology and strategy to influence customer decisions.

The first principle is the **eye path**. Customers often look first at the top-right or center of a menu.
Profitable items are placed there.

The second is **descriptive words**. Terms like “crispy,” “juicy,” or “house-made” increase a dish’s
appeal.
The third is **charm pricing**. Prices like ₱199 feel cheaper than ₱200.

The fourth is **anchoring**. A very expensive item makes other items seem more affordable by
comparison.

The fifth is **currency symbols**. Removing the peso sign makes customers focus less on cost and more
on the food.

The sixth is **highlighting**. Special boxes or shading emphasize certain items without overwhelming
the customer.

The goal of menu psychology is to make customers satisfied while guiding them toward profitable
choices.

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### Student 6 – Cinco

Hello, I am Cinco, and I will discuss menu pricing strategies and how to calculate prices.

Pricing converts food cost into revenue. There are several strategies.

The first is **cost-plus pricing**. The selling price is the ingredient cost plus a markup. For example,
ingredients cost ₱80. If the markup is 150%, that equals ₱120. Selling price is ₱80 plus ₱120, which is
₱200. Another way is dividing cost by the target food cost percentage. If the target is 40%, then ₱80
divided by 0.40 equals ₱200.
The second strategy is **competitive pricing**. Prices are set based on nearby competitors.

The third is **value-based pricing**. Pricing is based on what customers believe the dish is worth, not
just the cost. For example, imported steak can be priced higher than local meat.

The fourth is **psychological pricing**. An example is ₱199 instead of ₱200, or bundle meals that look
like discounts.

The fifth is **regular review**. Prices must be updated when ingredient costs change.

Good pricing covers costs, ensures profit, and matches what customers are willing to pay.

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### Student 7 – Roli

Good day, I am Roli, and I will give the summary of our lesson.

We learned that the menu is the backbone of food service. It serves as the silent salesperson and is the
most powerful tool for operations, marketing, and finance.

Planning ensures the food matches customers, nutrition, resources, and brand. Design makes the menu
clear, attractive, and effective. Psychology uses customer behavior to encourage good choices and
increase sales. Pricing ensures costs are covered and profits are earned while staying competitive.

When combined, these aspects make the menu not just a list of dishes, but a tool for customer
satisfaction and business success. Thank you.
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### True or False Quiz

1. A menu has no effect on customer decisions.

2. Customer preferences and kitchen resources are important in menu planning.

3. À la carte means each item is priced separately.

4. Menu design includes layout, colors, and fonts.

5. Customers often look first at the top-right corner of a menu.

6. Descriptive names can increase a dish’s appeal.

7. Cost-plus pricing adds markup to a dish’s ingredient cost.

8. Value-based pricing is the same as competitive pricing.

9. Removing the peso sign can reduce focus on price and increase orders.

10. The menu is often called the silent salesperson.

**Answer Key:**

1. False

2. True

3. True

4. True

5. True

6. True

7. True

8. False
9. True

10. True