Menu planning- the
primary control of
food service
Menu
A menu is a list of dishes planned for the
production in a food service organization and may
include full meals, snacks or beverages either alone
or in combination.
There must be a sequential flow of production from
its raw material to finished product.
A menu or bill of fare is a means of communication
informing what the caterer has to offer.
Functions of menu
Introduce establishment to customer
Marketing device which helps to prepare a purchase list of
food and ingredients.
Determine type of equipment's staffs & skills and type of
supervision required.
Determine employees work schedule
Determine style of service
Helps to organize space and work in stores, kitchen and
service unit.
Characteristics of a good
menu
Attractive, palatable & nourishing way within the
resources available.
Preferences of customers for whom it is planned.
Should avoid including meals where all food have
similar textures.
Balanced costly ingredients with low-cost ones with in a
day.
Dishes and meals prepared using a variety of
preparation methods.
Organizati
Consume onal
r needs objectives
Flow chart of Menu
typical planning
operation in a
food service
establishment Men
u
Equipme
nt Identifyi Manpower
selectio ng food selection
n materials
Productio
n Service
Purchasing
Receiving
Importance of menu planning
Helps to provide appetizing, nourishing and attractive
meals to customers at a fair price.
Planning menus helps to foresee the requirements
accurately, so that advance buying could be done as
the quantities required of various food ingredients
could be calculated.
Planning minimizes the food waste, fuel cost and helps
in management of leftovers effectively & creatively in
the next days menu.
Planning saves time and efforts spent in purchasing,
receiving & cooking and frequent trips to the market.
Planning helps to understand the popularity of various
dishes on the menu.
Planning helps to estimate actual cost of the food item &
inclusion of profitable food items on the menu. Also helps
to determine the selling cost of the items and helps in
estimation of profit.
Planning accounts for the seasonal fluctuations in
determining the selling cost of various food items through
the year.
A’la carte Types of menu
menu
This is called a Choice menu or
selective menu .
Each dish is priced separately so that a
choice can be made according to the
taste & purchasing power of customer.
These types of menus are generally
offered by profit making enterprises.
Suitable for people who want to eat at
leisure, as the selected items can take
a little long time in preparation.
Table d’hote
Menu
Called as table of host.
This is a set menu in which hosts plan
number of dishes and food is served and
offered at a set price.
Menu has fixed number of courses.
It has a fixed selling price and assured
quality of food.
Eg: Thali meals
Seen in clubs, hotels, marriage parties,
hostels etc.
Du jour
French phrase means “of the
day”.
Menus change daily,
depending on what’s available
or what the chef prepared.
Only available for a limited
time, can be a daily special
Cyclic menu
Planned in advance for
periods of time varying from
five days to one month,
which are then cycled or
repeated at fixed intervals.
In hospitals, homes and
institutions where menus are
used for captive consumers
whose number do not
fluctuate and budgets are
limited.
Static menu
This is a type of fix menu.
This menu offers same dishes
all through the year.
This type of menu may be
presented on a menu board or
in some type of printed
format, some times laminated
so it is easily cleaned that is
handed to the customer.
Eg: fast food restaurant
Steps in menu planning
Construction of menu
A menu is constructed in a systematic manner
Whether one wants fixed menu or al a carte or selection of both.
Decide the degree of flexibility needs to be kept in the menu.
Decide on the main dish of the menu and side dishes can be
planned around it. Selected dishes should enhance the color,
texture, flavor and taste of the meal.
For cyclic menu ensures that same food item or dish does not
appear consequently on 2 or more days.
Seasonal variations and price fluctuation should be kept in mind
while planning a menu.
Plan cheaper side dish with main dish in which there are likely to be
How to plan a menu
A. The situation of the food service organization
B. The customer
Characteristics of a good
menu
Preferences of the customer or guest for whom it is planned &provide a wide
variety to choose
Cook in charge of making the menu is able to cook the menu in attractive,
palatable and nourishing way with in the resource available.
Cooked food adds vibrancy & energy to the meal by ensuring the right color,
texture, consistency & flavor combinations are included and the food is served
well and at the right temperature to the customer.
The dishes/meals are prepared using a variety of preparation methods.
Balance costly ingredients with low- cost ones within a day. •
Include garnishes, which add to the presentation and are appropriate to the
item they are garnishing, and
Management is able to satisfy the customer, as well as, earn profits for the
organization
Display a Menu
Menus can be written out with names of dishes in a
following order as illustrated
Menus must be written in a form that is simple,
legible, and attractive to draw the customer’s
attention.
Names of the dishes should be clearly understood. If
unfamiliar terms are used, descriptions should follow
the name so that customer knows exactly what is
being ordered.
Sauces and accompaniments create a feeling of good
value for money and must be indicated on the menu
Care is necessary in word selection and correct
spelling of the dishes, particularly if they are written
in foreign language.
Some indication of portion sizes or number of
servings should be written.
Evaluation of menu
Menu evaluation is a critical and essential part of the
menu planning process and
should be a ongoing process. Constant evaluation is a
necessity and it involves the
following:
— Watch tray/plate returns
— What is new on the market?
— What is the competition doing?
— What are the customers saying?
Periodic assessment of the menus is valuable as they not only
guide the management but also provide insight into what plans
and policies to adopt for the success of the operation.
A handy guideline/checklist can be adopted for evaluative
purposes.
The points to be considered include:
1) Do the menus satisfy the nutritional needs of the clients?
2) Does the menu meet the organization objectives?
3) Are the foods in season, available, and within the budget?
4) Can the food be prepared by the available personnel and
equipment?
5) Are garnishes used appropriately?
Do the foods offer contrasts in:
• Colour • Texture
• Temperature • Consistency
• Size, shape and form
• Preparation methods
• Flavour • Lightness
7) Is the repetition of flavour or a food item(s) within a day or meal?
8) Do flavours complement one another?
9) Do the combinations make a pleasing whole some meal, and will
they be
acceptable to the client.
10) Are costly ingredients/meals balanced with lower cost ones?
Menu Pricing
The pricing of a menu is “art of pricing”.
The successful management analyses the food cost and other
overheads, the guest’s ability to pay for the menu, and
competitors’ menu pricing before fixing the menu and its
prices.
Usually, the menus are priced by the General Manager, Chef,
Food and Beverage Manager, Sales Manager, Purchase
Manager. Every factor-like food cost, raw material price,
competitor’s menu price, guest ability to pay, etc. are
considered while fixing the price.
Objectives of menu pricing
Cover cost of ingredients
Cover labor,& overhead costs (wages, rent, electricity)
Ensure customer satisfaction with affordable pricinh
Achieve desired profit margin.
Common pricing methods
1. Food cost percentage Method
Add a fixed % over the total cost.
Selling price = ( Cost/food cost %) * 100
EG : Cost of Pizza = 75
ideal food cost = 30%
75/30 = 2.5
2.5 * 100 = 250
Ideal Gross profit margin
Gross profit margin is a percentage that represents the profit made from
your sales. A 30% gross margin means that for every dish sold, the
restaurant earns 30% on profit.
This percentage will depend on factors such as the type of restaurant,
target market, and overall business objectives.
Ideal Gross Profit Margin = (Menu Price – Raw Food Cost) /
Menu Price * 100
To find the selling price, rearrange the formula:
Menu Price = Raw Food Cost / (1 – Ideal Gross Profit Margin)
Example: Suppose the raw food cost of a menu item is $8, and the ideal
gross profit margin is 30%. The selling price would be calculated as follows:
$8 / (1 – 0.30) = $11.42. In this case, the menu item should be priced at
$11.42 to achieve the desired gross profit margin.
Competition based pricing
Priced based on what competitors charge.
Useful in areas with high competition.
Psychological pricing
Prices set slightly below whole numbers (eg: $ 199 instead of
$200)
Creates a perception of being cheaper.
Value-Based Pricing
Value-based pricing considers customer perception and willingness to pay. This
strategy is particularly effective for fine dining menu establishments.
This approach focuses on the perceived value of your offerings rather than just the
cost structure.
To implement value-based pricing effectively, emphasize your unique selling
points through detailed menu descriptions and professional menu photography.
Demand-Based Pricing
High demand items – priced higher
Less popular items – keep lower to boost sales
Some factors involved in menu pricing include
1) Elasticity of demand
Demand can fluctuate in response to changes :
Pricing,
Food Quality
Environment
2. Perception of value
what the customer believes the meal is worth.
Low - cost items can be sold at high prices if perceived as valuable
Perceptions vary by:
Geographical location
Social class
Value often reflects quality per price .
3. Competition
Constant awareness of competitor pricing is crucial.
4. Menu, prices and volume Relationship
small profit high volume
high profit low volume
choose based on target market and business modal.
5. Profit in Rupee, not Percentage
Many operation prioritize actual profit in currency over
percentage margin.
Helps in focusing on absolute earnings per item sold.
6. Total Cost Consideration-
In setting their tmenu price, many operations concentrate primarily
on the raw food price involved.
Nowadays other cost is significant and should be considered
7.Contribution to profit-
Selling price must provide an adequate share of fixed cost and other
overheads and a good margin of profit.
Requisites in designing a menu card
Clarity & readability
Use clear, legible fonts
Maintain a logical layout (eg. Starters to desserts)
Avoid Clutter, use white space wisely
Organized food categories
Group items under clear headings:
Starters/Appetizers
Soup/Salads
Main course(veg/non veg)
Desserts/Beverages
Attractive designs and visual
Appeal
Use consistent color themes and borders
High-quality images ( optional but appealing)
Match design to restaurant theme.
Pricing and portion
information
Clearly display prices
Optionally mention portion size (eg. Full/ half)
Prices should match restaurant type
Appealing descriptions
Use sensory words: “ crispy”, “flavorful”, ”grilled”
Highlight key ingredients or flavors.
Helps in value-based pricing and attracts attention
Special indicators (optional
but useful)
Use symbols or icons for:
Spicy
Veg / non veg
Gluten free
Chef’s special
Bestseller
Size and material
Choose a durable material (laminated, hardcover etc)
Size should be east to hold & browse through
Consider folding type bi- fold, tri-fold, booklet or digital display.
Brand identity
Use restaurant’s logo, color theme, & name
Include taglines, social media handles or QR codes
Flexibility for updates
Keep space or structure in mind to easily update items or prices in
the future
Digital or printed inserts can help
Legal & informational details
Mention taxes (GST) if applicable
Include allergy warnings, service charges, or disclaimers.
Menu evaluation
Importance of Menu Evaluation
Maximizing Profitability: Identify and boost your top-performing dishes.
Understanding Customer Preferences: Cater to what your diners desire.
Informing Strategic Decisions: Make data-driven choices for menu
adjustments.
Enhancing the Customer Experience: Provide an optimal dining experience.
Analysing Menu Item
Performance
Food Cost: Cost of ingredients per dish.
Contribution Margin: Profit per item after food cost.
Popularity: Sales volume and frequency.
Menu Engineering Matrix
Stars: High Profit, High Popularity (Keep and promote)
Plow horses: High Popularity, Low Profit (Adjust pricing/portions)
Puzzles: High Profit, Low Popularity (Improve
marketing/placement)
Dogs: Low Profit, Low Popularity (Consider removal or reinvention)
Strategic Menu Redesign -
Layout & Description
Strategic Placement: Use the "Golden Triangle" and visual cues to guide attention.
Compelling Descriptions: Use evocative language to entice diners.
Concise & Clear: Avoid clutter, ensure readability.
Tips:
Avoid dollar signs ($) on the menu itself.
Limit choices per category to reduce decision fatigue.
Gathering Customer Feedback
Surveys & Comment Cards
Online Reviews & Social Media
Direct Interaction (staff engagement)
Plate Waste Observation
Analyze feedback to identify areas for improvement.
Competitive Analysis
Identify direct and indirect competitors.
Analyze competitor menus, pricing, and strategies.
Evaluate their online presence and marketing tactics.
Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats)
analysis.
Ongoing Monitoring & Adjustment
Regularly review menu performance and metrics.
Adapt to trends, seasonality, and customer preferences.
Involve your team in the process.
