Week 1 2 Menu Design Revenue Management

College of Hospitality & Institutional
Management
MENU DESIGN AND REVENUE MANAGEMENT

THE SOUL OF FOOD SERVICE OPERATION
MENU
is the statement of food and beverage
items available or provided by food
establishments primarily based on
consumer demand and designed to
achieve organizational objectives.
 It represents the focal point around
which components of food service
systems are based.
Menu planning is the most important aspect of planning and
organization in the food industry.
It is one of the important managerial activities of food and
beverages operations executed by a team comprising
the entrepreneur/proprietor, the restaurant manager, and
the executive chef.
In a large hotel, the general manager and the food and

beverage (F&B) manager will also be members of the
team. In welfare catering operations, the head of the
institution, the catering manager, and the finance
manager will be involved.
Menu planning is the most important aspect of planning and
organization in the food industry.
Menu planning calls for careful thought on many

factors that would determine the success of the F&B
operation. Menu forms the basis or acts as a guide
upon which all other managerial and operational
activities of F&B operations rest on.
The Aim of Menu Planning
1. Meet nutritional needs - “Recognition that food is treatment”
- part of medical therapy
2.Plan meals within the food cost
3.Simplify purchase, preparation, and storage of meals
4.Provide attractive, appetizing meals with no monotony
5. Save time and money

The Aim of Menu Planning
6.Minimize overhead expenditure, i.e., fuel, electricity, water, labor.

7.Meet//exceed customer expectations
8.Determine production methods and distribution systems
9.Dictate staffing levels
10.Provide quality,, standardization & predictability
POINTS OR FACTORS TO BE CONSIDERED WHILE
PLANNING THE MENU
Operations Hour
The team must consider policy on operation hours of the business while
planning menu. If it is operating throughout the day from morning 7 to
night, then all dishes required during breakfast, mid morning, lunch,
evening snacks, dinner, and so on, should be included. If it is going to be
operational only during lunch and dinner, then the menu should be planned
accordingly. During lunch hour operations, guests expect quick service or
business/executive lunch, which should be taken into account
PLANNING THE MENU
What to Serve
The policy of the management may not permit the inclusion of beef, pork or any
of the non. vegetarian dishes, genetically modified food, and so on. Dishes
included in menu should be the framework of the establishment's policy.
Production process
The type of production process the business is going to implement, such as
traditional system centralized production, cook-chill, cook-freeze, and so on,
should be taken into account while planning the menu.
PLANNING THE MENU
Use of Convenience Products

Convenience products of many categories, from ones requiring some
amount of final preparation in the kitchen to ready-to-eat forms, are
available in the market. The team must consider policy on usage of
convenience products.
PLANNING THE MENU
Style of Service
Menu should be planned taking into account the style of service to be
implemented. For example, buffet, silver, American, tray service,
takeaway, and so on.
Type of Menu
The type of menu to be implemented in operations should be borne in
mind while planning the menu. The la carte menu will offer extensive
choice under each category and table d'hôte menu will have a set number
of courses with a limited choice at set price.
TYPES OF MENU
À la Carte Menu
The term à la carte may be translated as 'from the card'. This type of menu
may be defined by the following points:
 It gives a full list of all the dishes that may be prepared by the
establishment
 Each dish is priced separately
 A certain waiting time has to be allowed for many of the dishes
 Some dishes are cooked to order
TYPES OF MENU
Table d'hôte
The definition of table d'hôte menu is covered by the following points:
 The menu has fixed number of courses
 There is a limited choice within each course
 The selling price of the menu is fixed
 The dishes provided will all be ready at a set time
TYPES OF MENU
Party/Function Menu
 Menu for banquets or functions of all kinds
 All guests start the meal at the same time
 Seasonable foods must be available if the menus are printed well
in advance to avoid embarrassments.
TYPES OF MENU
Ethnic / Specialty Menu

 Can be ala carte or table d’ hote specializing in the food or religion
of the country or in a specialized food itself e.g.
 Ethnic – Chinese, Indian, Kosher, Kenyan, African etc.
 Specialty – Steak, fish, pasta,vegetarian etc.
 Kitchen staff must know how to obtain and use the ingredients
 The ambience of the restaurant must reflect the menu
TYPES OF MENU
Menu for People at Work

 Menus served to people at the work place
 They vary in standard and extent from one employer to another depending on
the company policy
 They are usually served in staff canteens or cafeteria
 Some companies charge for the meals and some ask for a token sum and offer
meals a subsidized price/rate
 The menu offers 2 or 3 course meal with a selection of items
TYPES OF MENU
Traditional Menu
 Traditional recipes form a sound foundation of knowledge for the
chef/caterer
 However fashions in food change and customers look for new dishes,
different combinations of food, fresh ideas on menu etc.
 Some of the most successful menus contain a sensible balance of
traditional and contemporary dishes
TYPES OF MENU
Menu for Children

 They emphasize on healthy eating and a balanced diet in schools.
 Schools with children from different cultural and religious
backgrounds should have appropriate items available on the menu
 Most establishments provide special children’s menus which
concentrate on favorite foods
Types of Meals
• Food and beverage service is about serving the customers when they
are hungry. However F&B outlets offer a typical variety of food
depending on customers demand, type of operation, location etc.
• The number of courses on a menu, and dishes within each course,

depends on the size and class of the establishment. In an establishment
where full food preparation and service brigades are in full operation a
full menu may be offered.
Types of Meals
Breakfast
Considered the subsidiary meals of the day. Although light (lite), the
smaller meals fulfill nutritional requirements of and when required if
properly planned. Breakfast is considered as one of the most important
meal nutritionally.
Types of Meals
Bruch or Elevenses
The word 'brunch' comes from a combination of lunch and breakfast. It

refers to a heavy meal eaten around 11 am by guests who wish to skip
lunch or those who hate missed breakfast. Today brunch has become very
popular in coffee shops and multi-cuisine restaurants, especially marketed
extensively on these days.
Types of Meals
Lunch & Dinner
These are main meals of the day. All F&B outlets cater to these meals. The
variety of service differs from buffet and pre-plated in coffee shops, silver
service in multi-cuisine restaurants
Must Satisfy Guest Expectations
• Reflect your guests’ tastes
• Reflect your guests’ food preferences
• Ascertain your guests’ needs

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College of Hospitality & Institutional

MENU DESIGN AND REVENUE MANAGEMENT

In a large hotel, the general manager and the food and

Menu planning calls for careful thought on many

3.Simplify purchase, preparation, and storage of meals

4.Provide attractive, appetizing meals with no monotony

5. Save time and money

6.Minimize overhead expenditure, i.e., fuel, electricity, water, labor.

Use of Convenience Products

Ethnic / Specialty Menu

Menu for People at Work

Menu for Children

• The number of courses on a menu, and dishes within each course,

The word 'brunch' comes from a combination of lunch and breakfast. It

• Reflect your guests’ tastes

• Reflect your guests’ food preferences

• Ascertain your guests’ needs

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