Hotop menu guide

ME

NU

MA

RK

ET

ING

MA

DE

EA

SY

!

How to make yourrestaurant

menu InsaneLy profItabLeYour restaurant marketing starts with a great menu.

Think of your menu as a business building Device

It all starts with your menu.

This single marketing piece is as important as the food you serve, the people

who take the orders and the people who cook the food. It needs to fit into

your décor in a way that helps your guest find what they are looking for that’s

easy to read and will help them make decisions that bring you the highest pos-

sible plate contribution.

It is your single most important communication device outside of your people.

And the restaurant business is unique in that when someone goes into a res-

taurant they are seldom there to browse. How many times have people come

into your restaurant and said that they don’t want to eat, they’re just looking?

When someone comes to your restaurant, they will buy. What they buy may

not be established, but you know they will get something to eat and probably

something to drink as well. So the potential in your restaurant is really based

on how well you can present the items that offer a great experience for your

guests and at the same time offer a solid return on investment.

Small PlatESSmall PlatES

SalaDSSalaDSWarm Beet Salad

Arugula and spinach wilted in a bacon dressing and topped with roasted beets, bleu cheese and toasted walnuts 6.50

Grilled Caesar and Flat BreadGrilled romaine lettuce, caesar dressing served on garlic flatbread 7.25

POP! Favoritethai Chicken-Satay Salad

Grilled chicken skewers, mixed greens, wontons, and cucumbers tossed with honey-lime vinaigrette and served with peanut sauce 10.50

Carne asada SaladMarinated steak, mixed greens, croutons, egg, tomatoes, and bleu cheese tossed in

our chimichurri vinaigrette 10.50

the WedgeIceberg lettuce, hearts of palm, hardboiled egg, cucumber, carrots, and tomatoes

with 1001 Island dressing 6.00

Spanish SaladJuicy tomatoes, spicy chorizo, bleu cheese and mixed greens tossed with our house dressing 6.50

Ecuadorian Shrimp CevicheCitrus poached shrimp in a chilled puree of roasted

tomatoes with cornnuts and popcorn 6.75

Queso FundidoSmoked cheese and poblano pepper fondue,

grilled vegetable skewers, plantain chips and flatbread 8.50

Black Bean SoupCuban black bean soup, fried risotto balls

and sofrito sour cream 4.50

Chicken Posole SoupMarinated chicken breast, hominy, tomatoes

and peppers in a chile broth 4.50

Steamed ClamsClams cooked with saffron, tomatoes, white wine,

chorizo and garlic 7.50

Pop!!as BravasFried potatoes tossed in a spicy paprika

tomato sauce served with aioli 4.75

Spanish antipastoSerrano ham, chorizo, manchego cheese,

queso fresco, roasted vegetables and olives served with flatbread 8.50

mahi mahi Soft tacosGrilled mahi mahi, black beans, avocado and

queso fresco with serrano-lime sour cream 7.50

Picadillo EmpanadasSeasoned ground beef empanadas, olive relish

and Venezuelan Aji dipping sauce 5.50

Ham CroquettesManchego cheese and ham croquettes with a

quince dipping sauce 5.75

anchovy & Pisto BocadillosThink Spanish bruschetta, only with more

love added!! 6.50

Pop!! FrittersShrimp and black bean fritters served with chipotle

sour cream and guasaca 6.25

SaNDWICHESSaNDWICHES

ENtRéESENtRéES

Pork asadoCitrus BBQ soaked pulled pork with

southwest slaw 9.50

Portobella SandwichLightly breaded portobella mushroom, black bean

hummus and smoked paprika aioli 9.50

Pop!ulure SandwichPanko-breaded walleye filet, mixed greens and

southwestern tartar sauce 10.75

Palomilla Steak SandwichChargrilled steak, caramelized onions topped with

chimichurri, queso fresco and tomato 10.50

Spanish BurgerHalf pound of black angus grilled beef topped with manchego cheese, serrano ham, roasted

tomatoes and smoked paprika aioli 10.50

talk about Pop! CheeseburgerHalf pound of black angus grilled beef topped with

cheddar cheese and caramelized onions 8.75

Chicken SandwichAchiote marinated chicken breast, Venezuelan

guasaca, and pepper jack cheese 9.25

Shrimp Cous-CousSauteed shrimp, chorizo and Israeli cous-cous in a saffron tomato broth with olive relish 13.50

Swedish meatballs?...Yes! Swedish meatballsPork and beef meatballs, potato puree and lingonberry jam 12.75

Pork tenderloin ChurrascoAchiote rubbed pork tenderloin with soft chorizo polenta with roasted pineapple serrano chili salsa 15.50

Pan Roasted SalmonPan roasted salmon filet, rice croquettes and piperade sauce 15.75

Venezuelan Beef tips and BeansSautéed beef tips over citrus black beans and fried potatoes with aji sauce 15.75

Vegetable PaellaFresh vegetables, saffron and sofrito cooked into arborio rice 12.50

Pasta aLinguini with sautéed spinach in a lemon garlic cream sauce 9.50

Pasta BWagon wheel pasta tossed with sausage, peppers and onions in a tomato basil sauce 9.50

Pizza 1A green sauce pizza topped with mozzarella, grilled shrimp and chorizo 11.25

Pizza 2Chunky tomato sauce, fire roasted red peppers, chargrilled white onions and

homemade queso fresco 9.50

DINNERDINNER

w w w . h o t o p e r a t o r . c o m • 8 0 0 - 3 1 6 - 3 1 9 8 e x t 3 3 2

4 ways to know if you need a new menu?

Maybe you’re on the fence about your menu and don’t know if you should

redesign it or just take a few prices up and let it go for a while. And if you’re

like many restaurant operators today, you’re probably trying to save money

where you can. A conservative approach may seem like you’re doing yourself a

favor, but you may actually be hurting your own growth and recovery.

Take a moment to consider that your customers are always looking for

something new. And keep in mind: what they really want is something they

already know they love in a new form. This is great news for you because it

makes your job a little easier. And sometimes all it takes is repackaging your

best items with a better menu to get your customers to find something they

haven’t tried in a while. Here are four points to consider when making a deci-

sion about your menu:

1. If your menu has not been developed by a professional designer you owe

it to yourself to get it done now. A professional designer can really take your

business to the next level and get your customers talking. And buzz is ulti-

mately what you’re looking for.

2. How long has it been since your menu was looked at thoroughly? If it’s

been over 2 years you’re about due. If it’s been more than 3 years, it’s essential

that you not wait a moment longer. Keeping your menu up-to-date is as im-

portant as any other part of your business.

3. Has your menu been engineered recently?

Ever? Did you know it’s worth between 2 and 10% to your gross

profits if it’s done correctly? When was the last time you had a raise?

4. Start the process correctly, and get a menu matrix done professionally. Get-

ting a consultant to take a look at your business and offer an opinion can help

you bring new energy and excitement to your business.

You can do a complete test on the HotOperator web site at

www.hotoperator.com


03/19/2007 02:03 PM

HotOperator, Inc.

Page 5 of 5

http://www.hotoperator.com/nmatrix/matrix.php?restid=342&menuid=438

Coconut Crusted Shrimp

$2.95

$8.95

$6

1868

$11,208.00

West Indies Patties Veggie

$1.87

$6.25$4.38

765

$3,350.70

Sales: $278,868.90 | Profit: $172,772.64 (61.95%)

Category

Volume

Profit

Average Profit/Item

Puzzles

6.59% of total$16,296.96 (9.43%)

$7.68

Plow Horses78.02% of total

$129,005.72 (74.67%)

$4.86

Fossils

15.38% of total$27,469.96 (15.9%)

$5.32

Copyright 2005 Hot Operator, Inc. All rights reserved. Terms

03/19/2007 02:03 PM

HotOperator, Inc.

Page 4 of 5


Cheeseburger paradise

$1.82

$6.50$4.68

2057

$9,626.76

Veggie Sand

$1.94

$6.95$5.01

1511

$7,570.11

Ropa Vieja

$2.08

$7.45$5.37

1395

$7,491.15

Jerk Chick Caribbean Wrap

$2.17

$7.75$5.58

1200

$6,696.00

BLT Burger

$2.10

$7.50$5.4

1157

$6,247.80

Gr. Chicken with guacamole

$2.22

$7.95$5.73

874

$5,008.02

Mexicali Burger

$2.10

$7.50$5.4

719

$3,882.60

Hamburgers

$1.75

$6.25$4.5

669

$3,010.50

Crunchy Veggie Caribbean Wrap

$2.03

$7.25$5.22

427

$2,228.94

Sales: $200,075.00 | Profit: $142,505.91 (71.23%)

Category

Volume

Profit

Average Profit/Item

Puzzles

4.51% of total$8,455.68 (5.93%)

$7.34


$71,050.92 (49.86%)

$5.74

Fossils

48% of total$62,999.31 (44.21%)

$5.19

Matrix for Appetizers

Item Name

Cost LaborCostPrice

ProfitVolume

Total Profit

Plantain Nachos Chicken

$3.77

$11.45$7.68

2122

$16,296.96

Jerk Wings

$4.47

$9.95$5.48

13092

$71,744.16

Seafood Cakes

$2.60

$7.95$5.35

3802

$20,340.70

Plantain chips guacamole, bean

$2.17

$7.25$5.08

2809

$14,269.72

Conch and Shrimp Fritters

$2.06

$6.25$4.19

2892

$12,117.48

West Indies Patties Beef

$2.06

$6.25$4.19

2514

$10,533.66

Plantain nachos cheese

$2.38

$7.95$5.57

2318

$12,911.26

03/19/2007 02:03 PM

HotOperator, Inc.

Page 2 of 5


Matrix for Entrees

Item Name

Cost LaborCost PriceProfit

VolumeTotal Profit

Jerk Half Chicken

$3.58

$11.95$8.37

7468$62,507.16

Seafood Cakes

$4.88

$13.95$9.07

3734$33,867.38

Jerk Chicken Breast

$3.28

$10.95$7.67

3497$26,821.99

Oxtail Stew

$3.34

$11.95$8.61

2892$24,900.12

Tilapia Jerk

$4.53

$12.45$7.92

3046$24,124.32

Tilapia Blackened

$4.53

$12.45$7.92

3040$24,076.80

Tilapia Pineapple Glazed

$4.53

$12.45$7.92

2627$20,805.84

Smoked Baby ribs Carribe Half

$3.94

$11.95$8.01

2564$20,537.64

Smoked Baby ribs Carribe full

$6.28

$17.95$11.67

1914$22,336.38

Smoked Jerked ribs Full

$6.28

$17.95$11.67

1708$19,932.36

Shrimp St. Barts Full

$4.33

$14.95$10.62

1708$18,138.96

Smoked Shrimp Pasta Full

$4.33

$14.95$10.62

1700$18,054.00

Shrimp St. Barts Half

$3.17

$10.95$7.78

2258$17,567.24

Smoked Shrimp Pasta Half

$3.17

$10.95$7.78

2258$17,567.24

Red Snapper in a Bag

$6.44

$16.95$10.51

1644$17,278.44

Sanibel Isl Chick Carb full

$3.46

$11.95$8.49

1836$15,587.64

Smoked Jerked ribs half

$3.94

$11.95$8.01

1919$15,371.19

Chicken Kabobs

$3.82

$11.95$8.13

1651$13,422.63

Peppered Peach-Glazed Pork

chops

$4.60

$13.95$9.35

1433$13,398.55

Island BBQd half chick

$3.58

$11.95$8.37

1581$13,232.97

Tilapia Grilled

$4.48

$12.45$7.97

1644$13,102.68

03/19/2007 02:03 PM

HotOperator, Inc.

Page 3 of 5


Tilapia Crusted

$4.53

$12.45$7.92

1449$11,476.08

Tilapia Deep fried

$4.53

$12.45$7.92

1227$9,717.84

BBqd Center Cut Pork Chops

$4.80

$13.95$9.15

1044$9,552.60

Calypso Chick angel hair full

$3.46

$11.95$8.49

996$8,456.04

Curried Carrots Full

$3.58

$11.95$8.37

556$4,653.72

Jerk Wing Dinner

$2.68

$8.95$6.27

10301$64,587.27

Calypso Chick angel hair half

$2.50

$8.95$6.45

1760$11,352.00

Vegen Stuffed Island Squash

$2.50

$8.95$6.45

1551$10,003.95

Curried Carrots Half

$2.68

$8.95$6.27

1143$7,166.61

Sanibel Isl Chick Carb half

$2.50

$8.95$6.45

1089$7,024.05

Sales: $878,763.60 | Profit: $596,621.69 (67.89%)

Category

Volume

Profit

Average Profit/Item

Stars

39.42% of total $237,641.25 (39.83%)

$8.19

Puzzles38.95% of total $258,846.56 (43.39%)

$9.05


$64,587.27 (10.83%)

$6.27

Fossils

7.57% of total$35,546.61 (5.96%)

$6.41

Matrix for Sandwiches Burgers

Item Name

Cost LaborCost Price

ProfitVolume

Total Profit

Steak Sand

$3.61

$10.95$7.34

1152$8,455.68

Gulf Fish Sandwich

$2.77

$9.25$6.48

5539$35,892.72

BBQ Chick

$1.94

$6.95$5.01

3535$17,710.35

Jerk Chick Sand pineapple

$2.22

$7.95$5.73

3045$17,447.85

Jerkburger

$1.94

$6.95$5.01

2243$11,237.43

03/19/2007 02:03 PM

HotOperator, Inc.

Page 1 of 5


or we can contact you!

Manage Menus | Your Restaurant | Log Out

MatrixView Matrix for this menu: Calypso Cafe

Print Matrix Send to friendMatrix for salads SoupsItem Name

Cost LaborCost Price Profit Volume Total Profit

House-smoked Salmon Caesar$2.98

$9.95 $6.971234

$8,600.98

Jerked Chick Caesar

$2.68$8.95 $6.27

3883$24,346.41

Cuban blanc bean half

$.98$3.50 $2.52

4912$12,378.24

House Salad

$.82$2.95 $2.13

4723$10,059.99

Caneel Bay Spinach Chicken Salad $2.68$8.95 $6.27

1689$10,590.03

Bahamian Conch Chowder half$1.26

$4.50 $3.242255

$7,306.20

Cuban black bean full

$1.26$4.50 $3.24

2121$6,872.04

Cabana Salad

$1.80$6.45 $4.65

830$3,859.50

Bahamian Conch Chowder Full$1.82

$6.50 $4.68608

$2,845.44

Sales: $122,270.05 | Profit: $86,858.83 (71.04%)

Category

VolumeProfit

Average Profit/Item

Puzzles5.54% of total $8,600.98 (9.9%)

$6.97

Plow Horses 60.74% of total $46,784.64 (53.86%)$3.64

Fossils33.71% of total $31,473.21 (36.23%)

$4.42

Kelly’s Cafe

Menu Design-Engineering is the process of helping your guests find the best value on your

menu. That doesn’t mean the cheapest items, or items with a low food cost. But rather the

items that make the most financial sense for your restaurant that your customers will like

and come back for again.

This process, like all the great engineering processes, uses a combination of techniques

developed to help you build your best menu for the least amount of money.

The best way to start the menu process is

to review a Menu Matrix, which

is a simple SKU rationalization process

that helps you understand the marketing

and economic dynamics of your business.

Simply put, it will tell you what people like

in your

restaurant...and better yet, which items

your customers are willing to pay more

for to enjoy!

But be careful of reviewing a matrix on

your own, because while you may be an expert on your business,

you probably don’t develop menu matrix reports very often,

and so you can make fundamental mistakes that can cost you

a great deal of money in the long run. Not the least of which

is the misnomer that it is the goal of menu engineering to eliminate

all the dogs on your menu.

Introducing the Menu Matrix


Menu Engineering:

plan for your profit Goals

Once you have the menu matrix you can start to develop a plan for higher profits in your

restaurant. Remember, the restaurant business is a pennies game, and these pennies when

added up over weeks, months and years can add up to significant income.

Setting real financial goals is the very best way to improve your business over time. What

you’re looking for are items that show signs of life with regard to sales and contribution to

margins, or plate contribution. The trick is to find items that have both solid sales and solid

profits, and then build on those items to help bring a higher average check to your business

over and over again.

To do your Menu Matrix, you will need three things:

1. Theoretic Food Cost – this needs to be per plate of finished product out the

door. Consider all the costs – primary ingredients, as well as any sauces or condiments,

including sides and add-on items.

2. Velocities – this is easier with a Point of Sale (POS) system; without it you’ll have

to count tickets. You have a focus group going on in your restaurant every day, and when

you count up how many of each item you’ve sold, it’s the best way to understand the

dynamics of your brand. If counting tickets, 1 to 3 weeks of sales are fine, if you have a

POS system, use 1 to 3 months.

3. Selling Price – this is just the price you sold each item for, printed on your

menu. Don’t be tempted to include price increases you intend to make while updating

your menu. Just use the price you SOLD it for during this matrix period.

If you would like help with your menu matrix, you can reach out to HotOperator®


Understanding a Menu Matrix

After completing a matrix, you now have a tool to help you better understand

which items offer the best plate contribution and are the most popular sellers

in your restaurant. Generally the items will be categorized into four groups.

Stars

Stars are your best items. They are both popular and profitable.

There is brand energy here, and you can probably take the price

up on these items a little. So if you’re wondering what to add

to your menu, look at the stars on your menu and try to invent

something interesting that will seem like a similar and natural

extension of your best items.

Puzzles

Puzzles are more profitable items that are not very popular. Sometimes, just

taking the price down a little will help these items move more quickly, thus

becoming Stars. Other times they are just off-brand and need to be dropped.

To decide which, there is a test you can use.

First, think about the items and then think, “Is this us?” If you

get a funny feeling in your gut, it’s probably time to drop the item. If you truly

believe the item has potential in your restaurant, try dropping the price little.

What is plate contribution? Plate contribution refers to how

much money you can take to the

bank on any given item. While

percentages are important, it’s more

important to focus on dollars to the

bank.

As an example: an item with a selling

price of 9.99 and a 32% food cost

will bring in 6.80. But a 15.99 selling

price at 48% food cost will bring in

8.32, or another 1.50 to the bank.

Focus on both food cost

percentage and cash flow, but

keep in mind that sometimes what

appears as a great item based on

percentages may not be the item you

want to direct your marketing focus.


Plow Horses

Sometimes referred to as Cash Cows, these items are not always as profitable, as we

would like, but they are very popular. In fact, your best selling items are probably Plow

Horses. In many cases you can probably take the price up a little on these items from

time-to-time, but probably not enough to make them into Stars. That’s because, every

time you take the price up on an item, you will lose a few customers.

The best thing to do is leverage the brand power of these items by surrounding them

with items that are more profitable. Use Cash Cows to attract your guests towards

something new by surrounding each with Puzzles or Stars.

Dogs

Dogs are not as profitable, nor are they as popular as other items

on your menu. This doesn’t mean that they are not valuable. It

just means that if you have a choice, you would prefer to sell

something else. Before you drop these items, take a look at

them to decide if they offer value enough to keep, or if they are

easy to make, and use items that you have in house anyway. If you

decide you need to reduce the total number of items on your menu,

Dogs should be the first to go.

After completing your Menu Matrix, you can see which items offer the best plate contri-

bution (overall gross profit per plate) and are the most popular sellers.

Next review each submenu category for Stars, Puzzles, Plow Horses and Dogs.

Select two Star items in each category. If you have more than two, pick the best.

If you have only one, use that one. If you have none, identify an item that you would like

to elevate to a Star from the Puzzles. You will want to treat these

selections as Highlighted items. They are also the items that your waitstaff needs

to suggest when someone asks, “What do you recommend?”

If you have not done a

Menu Matrix, HotOperator®

suggests that you look at the velocities of

each item and circle the items that move the

fastest. Look at each item based on food cost

to see which items make a healthy contribu-

tion to profit. Find a few in each category

that you would like to bring to customer

focus. These will be the

highlighted items.


positioning

Where a product is positioned on a menu has a big impact on how well it sells. Know-

ing this, we can help position products to sell faster or slower depending on your plate

contribution, throughput, transaction speed or even food cost percentage.

When positioning your items on your menu, we recommend placing items with the

best opportunity to make your best profit (items with significant dollar values) in the

number 1, 2 and 3 positions. These categories may run over into other

categories, and that’s OK. Just make sure many of your best items are in

the best locations.

Different size menus have different viewing patterns. We have included the

recommended positioning for a 2-page view and a 3-page view.

Both a two-page and three-page view menus have the same number

of visual stops for the customer, but in different locations. Examples are

provided in illustrations.

Most Valuable Plates

Gourmet Pizzas

On The Green

Bench Warmers Most Valuable Plates

Each plate comes with your choice of soup or salad, potato and fresh steamed vegetable of the day.

Chicken Alfredo PizzaGrilled chicken breast, sautéed red onions and bacon crumbles layered on top of creamy Alfredo sauce, baked with fresh Italian cheeses 11.95

Pepperoni and Italian Sausage PizzaFresh Italian sausage and pepperoni layered over our rich garlic red sauce, baked with fresh Italian cheeses 11.95

Gourmet Pizzas

Add a small dinner salad or small Caesar salad to any pizza for 1.99 each.

On The Green

The Hickory BurgerReal Cheddar cheese, thick-sliced, hickory-smoked bacon and zesty barbeque sauce accent this southern favorite 7.49

Cheese Mo-Ron BurgerBurger with cheese, lettuce, tomatoes and onions 6.99 Without cheese 6.49

Mushroom and SwissSautéed mushrooms and a slice of Swiss 7.49

Chili BurgerA Mo-Ron Burger topped with that famous Detroit chili, onions and mustard 7.49

Bench Warmers

Salad Dressing ChoicesHomemade Buttermilk Ranch | Parmesan Peppercorn Ranch | Thousand Island

French | Bleu Cheese | Light Italian | Caesar | Honey Mustard

Bases Loaded Burgers

WrapsChicken Caesar WrapGrilled marinated chicken breast, fresh romaine and Parmesan cheese tossed in our creamy Caesar dressing and rolled into a flour tortilla 7.49

Buffalo Chicken WrapChicken fingers smothered in our Buffalo sauce, lettuce, diced celery and bleu cheese crumbles. Served with bleu cheese dressing 7.49

The Clubhouse WrapSliced turkey and ham with chopped bacon, lettuce, tomatoes and mayo. Served with buttermilk ranch dressing 7.49

All Bench Warmers are served with your choice of French fries or garlic mashed potatoes and a pickle spear.Add chili or cheese to fries for only .99, or add both for 1.49.

Dummys Melted HoagiesSteak Sandwich Tender and juicy sirloin is sautéed with mushrooms, onions and swiss cheese and served on a ciabatta bun 9.95

Grilled Chicken Sandwich Specially marinated chicken breast grilled to perfection and served on a fresh toasted bakery bun 7.49

Grilled Buffalo Chicken SandwichGrilled chicken breast covered in our famous Buffalo sauce and topped with Swiss cheese 7.49

Dummy DogHot dog smothered in mustard, onions and chili. Imported directly from Detroit. Take one bite…if you’re not satisfied we’ll pay for it 5.49

Reuben SierraTender shaved corned beef, Swiss cheese and sauerkraut on lightly grilled marble rye 7.49Substitute turkey 7.49

Prime TimeSpecially seasoned slow-roasted sliced prime rib is served with sautéed onions and mushrooms and covered in melted provolone cheese with a side of au jus and tangy, creamy horseradish sauce 9.99

Patty Melt Our juicy hamburger patty is covered with cheese and fried onions and grilled in sourdough 7.49

Chicken ParmesanTwo deep-fried chicken strips smothered in our homemade marinara and covered with provolone cheese 7.49

Walleye SandwichLight and flaky walleye is lightly breaded and served on a toasted bakery bun with lettuce, cheese and tartar sauce 9.99

Grilled Chicken Caesar SaladThe all-time favorite: our very own grilled chicken Caesar salad with romaine hearts smothered in Caesar dressing and topped with freshly grated Parmesan cheese and croutons. Served with an oven-fresh bread stick and butter Half 6.99 Full 8.99 Steak or shrimp Caesar salad Half 7.99 Full 9.99

Oriental Chicken SaladOriental greens with teriyaki chicken strips, sliced almonds, rice noodles and Oriental dressing Half 6.99 Full 8.99

Ranch-Soaked Shrimp SaladCrisp lettuce, sautéed shrimp, green peppers, diced celery and tomatoes soaked in homemade buttermilk ranch. Served with an oven-fresh bread stickHalf 7.99 Full 8.99

Fajita SaladSouth of the border style salad with spicy chicken breast, diced tomatoes, black olives, jalapeños and Jack Cheddar cheese topped with guacamole and sour cream and served in a fried taco bowl 8.99

Shrimp Dinner10-piece shrimp dinner served with french fries and coleslaw 12.99

Super Bowl SirloinTender, juicy 8-ounce sirloin steak is covered in our secret seasoning 11.49 Add sautéed onions and mushrooms or béarnaise sauce for 1.79 each Or add both for 2.79

Fettuccini Alfredo with Chicken and BroccoliThis mouthwatering Italian feature has pasta covered in our rich Alfredo sauce, topped with grilled chicken breast and broccoli 9.99 Substitute shrimp for 10.99

Spaghetti and MeatballsRich marinara sauce over pasta and meatballs, topped with freshly grated Parmesan and a garlic bread stick plus choice of soup and salad 9.49

Pot RoastTender beef bottom round pot roast served with carrots and potatoes 10.95

Steak or Chicken Stir-FryOriental vegetables stir-fried in a teriyaki sesame sauce served over a bed of white rice. Steak, chicken or vegetarian available 9.99

Sizzling FajitasYour choice of grilled steak or chicken fajitas served with pico de gallo, sour cream, guacamole, lettuce and shredded Jack Cheddar cheese. Served with all-you-can-eat tortillas 10.99

Walleye SzczerbiakOur Walleye Szczerbiak is delicately breaded with bread crumbs and pan-seared in a light cream sauce 12.491

23

4

5

6

7

Advice about appetizers: place

appetizers on the back cover,

or in a place that can be called

out easily, but that does not

interfere with the natural flow

of how people order food.

Appetizers are incremental, so

they do not need to cover the

overhead in your restaurant.

All they are responsible for is

adding income to the bottom

line and raising the check

average.


2-page or double-spread eye movement

Position 1: This area should contain your best entrées and your mental anchor point

(see next page for description). This area needs to be highlighted completely to hold

your guests as long as you can.

Position 2: Your best entrées will probably take up much of this

space, too. Include at least one highlight here for best results.

Position 3: Put other entrées here, or your best sandwiches if you’re out of entrées.

Use a highlight or two in this general area.

Position 4: Wraps, salads, soup and other add-on items like sides can go

here, unless you have more sandwiches or other entrées.

Position 5: This area works best for some entrée salads, desserts, beverages, etc.

Position 6: A great place to put your less interesting items or con-

tinue your beverages or dinner salads, etc.

Position 7: Sandwiches will probably be filling this space. Make sure you leave some

highlights here to stop your guest on a better value for you.

Tanners rodeo BurgerHalf pound burger smothered in our BBQ sauce and piled high with mushrooms, American cheese, bacon and sour cream then topped with a king-sized onion ring 8.99

spinach & artichoke ChickenGrilled chicken breast topped with our homemade spinach and artichoke dip and Swiss cheese. Served on a ciabatta bun 8.49

BYo Burger or Chicken sandwichToppings - Cheddar, Colby Jack, Pepper Jack, American, Swiss, Mozzarella, blue cheese, chili, bacon, BBQ sauce, chili peppers, tomato, lettuce, mushrooms, jalapeño, sour cream or tobacco onions 6.99 Each additional topping .25

Crispy ChickenOur beer-battered chicken breast is fried and topped with fresh shredded lettuce, tomato and cool ranch dressing 7.99

Turkey BLT sandwichOven-roasted turkey topped with Colby cheese, chipotle garlic mayo, served on seasoned flat bread 6.99

Tavern’s Pesto ChickenGrilled chicken breast topped with basil pesto and mozzarella cheese. Served on a ciabatta bun garnished with lettuce and tomato 8.49

Patty MeltHalf pound burger topped with Swiss and American cheese and sautéed onions. Served on our delicious marble rye bread 8.49

Prime rib dipShaved prime rib of beef piled high on a toasted hoagie bun and served with au jus for dipping 9.99 Add peppers and onions for only .50. Add your favorite cheese for only .99.

Pulled PorkOur pulled pork simmered in a light barley beer and then finished with our BBQ sauce and served on a home-style bun 7.99

reubenCorned beef, Swiss cheese, sauerkraut and Thousand Island dressing are grilled to perfection on marble rye bread 7.49

rachelSlow-roasted turkey, Swiss cheese and our fresh homemade coleslaw is grilled on our wild rice bread 7.49

Taverns Pepperjack rayGrilled chicken breast, sautéed onions and green peppers are topped with Pepper Jack cheese and served on a toasted hoagie bun 8.25

riBeYe sTeak sandwiChA juicy 6 ounce ribeye steak is seasoned and grilled to your liking. Served on Texas toast with a side of au jus 9.99

walleye sandwichOur beer-battered walleye is deep-fried and served on a toasted hoagie bun with lettuce, tomato and tartar sauce 8.99 Add your favorite cheese for only .99.

Taverns ClubhouseSlow-roasted turkey, smoked bacon, ham, lettuce, tomato, Swiss cheese and mayo are served on Texas toast 7.50

smoked Beef Brisket Our delicious in-house smoked beef brisket with lettuce, tomato and our great

BBQ sauce wrapped in a fresh, warm tortilla 8.99

California Club Oven-roasted turkey, smoked ham, bacon, Cheddar cheese, lettuce, tomato and

our honey mustard sauce wrapped in a fresh tortilla 8.99

Buffalo Chicken Chicken tenderloins tossed in our dynamite sauce, with fresh lettuce, tomato, onion and

Colby Jack cheese wrapped in a fresh, warm tortilla 8.99

BLT Smoked bacon, crisp lettuce, tomato and mayo are wrapped in a fresh tortilla 8.49

southwesternAll-white chicken marinated in our special chipotle marinade with fresh shredded lettuce and

pico de gallo wrapped in a fresh, warm tortilla 8.99

Burgers & ChiCken BreasT sandwiChes

Our burgers and chicken sandwiches are served with your choice of potato chips, French fries, coleslaw or fresh fruit. Seasoned waffle fries or

Taverns American fries available for only .99 more!

sPeCiaLTY sandwiChesOur specialty sandwiches are served with your choice of potato chips, French fries, coleslaw or fresh fruit.

Seasoned waffle fries or Taverns American fries available for an additional .99.

wraPsOur new wraps are served with your choice of coleslaw, French fries or chips. Seasoned waffle fries

or Taverns American fries available for only .99 more!

All Taverns burgers

are fresh 100%

Black Angus

Taverns Beef TipsCajun blackened beef tips and mushrooms are topped with

crumbled Maytag bleu cheese and broiled to perfection, and served with red skin mashed potatoes and fresh sautéed vegetables 14.99

roasted rosemary garlic ChickenOne half chicken marinated in fresh rosemary, garlic and lemon, then roasted and served with

a rosemary pan jus, red skin mashed potatoes and fresh sautéed vegetables 11.99

sizzling FajitasYour choice of marinated chicken, beef or shrimp are served with a bed of roasted

peppers and onions along with all the fixings and soft warm tortillas.Beef or chicken 12.99 Shrimp 14.99

Beef & chicken combo 12.99 Shrimp & beef or shrimp & chicken combo 14.99

station style Cajun Pork Chop A 12-ounce porterhouse-cut pork chop is marinated in light Cajun seasoning and

charbroiled to a juicy perfection. Served with red skin mashed potatoes and fresh sautéed vegetables 12.99

Meatloaf dinnerA hearty helping of Taverns’ homemade meatloaf smothered in pan gravy and

accompanied by red skin mashed potatoes 9.99

Tavern’s London BroilTen ounces of marinated sirloin in red wine, herbs and spices, grilled and finished with a

Cabernet mushroom sauce and served with your choice of potato 12.99

TaVerns sPeCiaLTiesTaverns specialties are served with breadsticks, fresh sautéed vegetables and tobacco onions; plus homemade

soup or salad; and your choice of baked potato, cheesy hash browns, red skin mashed potatoes or French fries.

TaVerns FaVoriTesAll favorites are served with your choice of homemade soup or house salad.

Taverns n.Y. strip steakAged house 14-ounce New York strip steak charbroiled to perfection 21.99

The Beauty“The beauty comes with age.” This 10-ounce choice flat iron steak is charbroiled to perfection 16.99

The 22-ounce Porterhouse Here’s the meat! One of the best cuts you can get, this king of the steaks is

the best of two worlds, hosting both a tenderloin and New York strip 28.99

Taverns own whiskey ribeye Weighing in at a full pound, this ribeye is charbroiled and topped with

our own whiskey sauce 17.99

Petite Tenderloin FiletA 6-ounce house-cut tenderloin filet wrapped in bacon.

This one will melt in your mouth 24.99

Prime ribSeasoned, slow roasted, and served with au jus

Calf cut – 12-ounce 15.99 • Bull cut – 18-ounce 19.99Tanner cut – 24-ounce 22.99 • Roast cut – 36-ounce 39.99

CreaTe Your own surF and TurF!Add shrimp just the way you like them: savory scampi, sweet coconut or

beer-battered or a cluster of crab for only 6.99!

MesquiTe sMoked BaBY BaCk riBsOur ribs are hand-rubbed with our chef’s blend of spices, then mesquite smoked in house and finished on the grill with our signature BBQ sauce and served with your choice of potato.

Half rack 12.99 Full rack 16.99 Rack & a half 20.99

Order a steak and find

out why Tanners is

known for quality!

Add seasoned waffle fries or Taverns American fries available for only .99 more. Add fresh mushrooms and onions for only 1.99 more.

Try a glass of Terra d’Oro Syrah

Try a glass of The Show

Try a glass of Trinchero Family Cabernet

Try a glass of Trinchero

Family Merlot

Try a glass of Trinchero Family Cabernet

Fish and ChipsFour beer-battered cod filets fried to a golden brown and served with French fries,

coleslaw and tartar sauce 11.99

shrimp – Your waySix shrimp prepared the way you want them! Choose from scampi, coconut or beer-battered.

Served with vegetable of the day and choice of potato 16.99

salmon in dilled Butter sauceGrilled Atlantic salmon basted with a lemon-dilled butter sauce and

served with vegetable of the day and choice of potato 16.99

Blackened Chicken alfredoA blend of sautéed peppers and onions in rich Cajun cream sauce tossed with

linguine pasta and topped with blackened chicken 13.99

spaghetti CacciatoraOur own Italian sausage, onions, peppers and mushrooms are topped with shredded

mozzarella cheese and baked 12.99

Basil Pesto LinguineTender blackened chicken breast is served on a bed of linguine

pasta and tossed in our homemade creamy basil pesto sauce 13.99

Baked rigatoniRigatoni tossed in our Bolognese sauce, covered with shredded mozzarella cheese

and baked to perfection 12.99

Cheese Filled raviolosRaviolos stuffed with five Italian cheeses – ricotta, mozzerella, Parmesan, sharp provolone and asiago – accompanied with

diced ham, peas and our garlic cream sauce 12.99

shrimp and Crab LinguineTiger shrimp, fresh crabmeat and aged parmesan cheese are tossed with linguine

in a light cream sauce 16.99

Thai Peanut LinguiniChicken tenders sautéed in our spicy Thai peanut sauce with

fresh red and green peppers and toasted peanuts 12.99

TaVerns seaFoodSeafood entrees are served with Taverns’ fresh baked breadsticks and your choice of homemade soup or house salad, with choice of baked potato, cheesy hash browns, red skin mashed potatoes or French fries. Add seasoned waffle fries

or Taverns American fries available for only .99 more!

PasTasAll pasta dishes are served with your choice of soup or salad and a fresh baked breadstick.

We use only trans fat free oil!

saLMon and shriMP sPeCiaLTYFresh Atlantic salmon and tiger shrimp are sautéed with Roma tomatoes, artichokes, black olives, garlic, shallots and Italian herbs and served on a

bed of linguine in our light olive oil and white wine sauce 16.99

Fresh Canadian waLLeYeCanadian walleye one of three ways – sautéed in

seasoned butter, beer battered or broiled. Served with vegetable of the day and your choice of potato 15.99

Try a glass of BV Coastal Pinot Grigio

Try a glass of New Haven

Sauvignon Blanc

Try a glass of The Show Cabernet

Try a glass of Menageatrois

White

1

23

4

5

6

7

3-page or triple-spread eye movement


2-page or double-spread eye movement

Soup, Stew & SaladSGrowlers soups, stews and salads are all made fresh. Salad dressing choices are: Homemade Honey Beer Mustard,

House Ranch, Bleu Cheese, Caesar, Southwestern, Lite Ranch, French, Lite French, Thousand Island or Italian.

SchnitzelPork cutlet is lightly breaded and fried and served

with your choice of two sides 11.99

Herb & Garlic Stuffed Chicken BreastA chicken breast stuffed with cream cheese infused with herbs and garlic, rolled in Japanese breadcrumbs and pan fried 10.99

Cajun pastaShrimp, Andouille sausage, smoked onions and peppers with

sun-dried tomato in a red pepper and garlic cream sauce is served over a bed of cavatelli pasta with garlic toast 10.99

Coconut SkewersA Growlers favorite! Whole gulf shrimp coated with Malibu coconut breading and served with wild rice,

sesame green beans and piña colada dipping sauce 11.99

Crab Cake dinnerFor the crab cake lover in you! Generous portion of our

in-house made crab cakes plus two sides 11.99

Fish & ChipsPub-style battered cod served with homemade tartar

or cocktail sauce, fries and coleslaw 11.99

Mothers’ MeatloafWhen you have a hankering for home cooking...

our meatloaf is drenched in beer gravy with a side of herb-mashed potatoes and roasted corn 10.99

Chicken Finger dinnerFive breaded chicken fingers with fries, coleslaw

and your choice of dipping sauce 10.49

Blackened or Fried GrouperA grouper filet rolled in our Cajun seasonings and

pan-seared or fried with artichoke hearts 11.49.

turkey MedallionsThick sliced turkey medallions served with

choice of two sides 9.95

SpeCialtieSAll specialties come with your choice of green beans or grilled corn on the cob and your choice of herb-mashed potatoes, wild rice,

homemade mac and cheese or potato pancakes unless noted. Add a bowl of soup or dinner salad for only 2.99!

Hot Seller!

Popular Item!

New Item!

New Item!

pot RoastLarge chunks of slow roasted sirloin and home-cut vegetables in

hearty gravy served with a beer and Cheddar roll 6.99

Blt SaladRomaine lettuce, diced tomatoes, croutons and chunks of

applewood-smoked bacon are tossed in ranch dressing and served with a Hot Pretzel 7.99.

Build-a-CaesarRomaine lettuce is tossed in our authentic, homemade,

anchovy-based dressing and topped with imported Asiago cheese and croutons and served with a Hot Pretzel 7.99

With blackened chicken 9.49 With grilled salmon 12.99

Growlers Salad SouthwestA sun-dried tomato tortilla bowl is filled with shredded lettuce, diced tomatoes, scallions, Monterey Jack and

Cheddar cheese, and served with your choice of grilled chicken, white chili or spicy beef and comes with

Southwestern dressing on the side 8.99

BuFFalo CHiCken SaladMoist chicken tenders are deep-fried and tossed in wing

sauce and nestled on a bed of mixed salad greens and homemade ranch dressing. Topped with Monterey Jack

cheese, scallions, cherry tomatoes and bleu cheese crumbles. Served with a Hot Pretzel 8.99

Churchill Cobb SaladA bed of mixed greens topped with bleu, Cheddar and Monterey Jack cheeses, ham, turkey, cucumber, red

onions, tomato and hard-boiled egg. Served with your choice of dressing and a Hot Pretzel 8.99

Grilled Chicken SaladMixed salad greens, purple cabbage, shredded carrots, cherry tomatoes, green pepper rings, red onion rings, croutons and grilled chicken served with your choice

of dressing and a Hot Pretzel 8.99

BBQ Chicken SaladMoist and tender grilled chicken rolled in BBQ sauce served

over salad greens, red onions, Cheddar cheese and applewood smoked bacon and tossed in a combination of ranch dressing

and BBQ sauce. Served with a Hot Pretzel 8.99

apple Raspberry SaladFresh apples served over salad greens topped with red onions, cherry tomatoes, bleu cheese crumbles and topped with a light,

sweet raspberry vinaigrette. Served with a hot pretzel 8.99

Homemade Soup of the dayCup 2.95 Bowl 3.95

white Chicken ChiliA blend of Northern beans, succulent chicken, Monterey

Jack cheese and jalapeños Cup 3.95 Bowl 4.95

Hot Seller!

OmelettesAll (except the low carb omelette) served with choice of grits, Alfie home fries or hash browns and choice of toast or biscuit. Low carb omelettes do not come with toast or potatoes (which would

defeat the purpose of ordering low-carb, now wouldn’t it?)

Ham and Cheese OmeletteSmoked ham with your choice of cheese folded into a three egg omelette 7.49

B-Y-O OmelettePick any two items for your omelette 7.49

WesternOnions, peppers, tomatoes and ham 7.99

Cheese Omelette Some people just like cheese and eggs – choose your favorite cheese and we’ll fold it into a three egg om-elette 6.79

Veggie Delight OmeletteTomato, onion, peppers, mushrooms, spinach and Swiss cheese 7.49

Low CarbMushroom, spinach and Swiss cheese with your choice of meat and tomatoes 7.99

DenverSmoked ham, peppers, onion and Monterey Jack cheese folded into a three egg omelette 7.99

MexicanSausage with Monterey Jack cheese, onion and peppers topped with salsa and a dollop of sour cream 7.99

PopeyeSpinach, Swiss cheese with onion and bacon 7.99

Ham OmeletteSmoked ham folded into our three egg omeltte 6.99

The Alfie SkilletHome fries mixed with chopped onions, peppers, sausage, bacon

and ham. Covered with melted Cheddar cheese and 2 eggs. Served with choice of toast 8.99

The peppers and onion are already mixed in, so we are not able to remove them.

From the GriddleAlfie’s house-made pancakes and French toast are so fresh and fluffy you can put a candle in them and serve them as cake.

Just Pancakes2 fluffy pancakes 3.79

Just More Pancakes3 fluffy pancakes 4.99

Blueberry Pancakes2 blueberry pancakes with whipped cream 4.99 One blueberry pancake 3.29

Chocolate Chip PancakesRich milk chocolate morsels melted into two pancakes topped with a dollop of whipped cream 4.99

French ToastThick sliced bread dipped in Alfie’s French toast batter and grilled, 3 pieces 4.99

Split Plate/Extra Plate charge 2.19

Add an egg to any pancake or

French toast for only 1.19

Or 2 eggs for only 1.99

mental anchoring

HighlightingAs noted earlier, many of your Star items will be your highlighted items.

A couple of tips about highlighting:

1. Select a background color that works with black type,

(black is easier to read if printed with the

right background color).

2. The highlight color should be lighter than

the background, and the type can be a little

bolder, too. Also, you can tell a better story

on these items than the rest of the menu. The more you tell...the more you sell.

3. Put some kind of box around it. Make sure that you can hold the attention of your guests

longer on the highlighted items.

Mental anchoring is a concept using a standout paragraph that incorporates higher-

prices to minimize the impact of higher priced items on the menu.

A time when your customers are most likely to spend more money in your res-

taurant is the day they buy their house. The thinking is: “I’ve just spent

hundreds of thousands of dollars, what do I care what I spend in a restaurant?”

This is the feeling you want to create in your customers.

Now, the most difficult item for you

to sell in your restaurant is the most

expensive item. Here is the perfect

way to get a lift in sales in your restaurant. Find a way to promote something on your menu that

sells for $300.00 or more. This could be a trip, a dinner for 6-8 people or just tripling the most

expensive item on your menu. All of these will have a similar effect: giving your guests the ability

to imagine spending more money with you. It works every time, so don’t be tempted to leave it

off. And if it’s well written, it will not only be effective, it will also give your guests something to

talk about.

salutare!

sul latoBaked Potato 1.95

Grilled Zucchini & Yellow Squash 2.45

Penne or Bowtie PastaServed with white or red sauce 2.45

Garlic Mashed Potatoes 2.45

Wouldn’t it be fun to order your meal in Italian, inItaly? Take our traveling language seminar and findout. Our trip includes travel to Italy, where you willbe taught the Italian language and the finer art ofItalian dining. In Italy your guide and instructorwill teach you the etiquette basics of Italian dining,as well as the language of love. Twenty-four houradvance notice is needed. $22,949.00

pastaFettuccine AlfredoAl dente fettuccine tossed with our creamy Alfredo sauce and sprinkled with black pepper Chicken 12.95 Shrimp 15.95 Scallops 14.95Contorno 6.95

Penne PrimaveraOur flavorful Alfredo sauce with grilled zucchini,yellow squash, portabella mushrooms, sun-driedtomatoes and roasted garlic Chicken 12.95 Shrimp 15.95 Tenderloin 15.95Contorno 6.95

Spaghetti & MeatballsTwo hand-formed, extra large beef, veal and pork meatballs topped with homemade red sauce 12.95Contorno 7.95

Spaghetti & Meat SauceOur savory blend of beef, veal and pork in ourhomemade red sauce over spaghetti noodles 11.95Contorno 7.45

Tricolored Cheese TortelliniRing-shaped pasta with cheese, peas and mushrooms in traditional red sauce 11.95Contorno 7.45

Farfalle al SalmonBowtie pasta with salmon and tomato sauce with a touch of cream 13.95 Contorno 8.45

Linguine with Clam SauceFresh herbs, wine and garlic in your choice of acreamy white or marinara sauce, over linguine 13.95Contorno 8.45

on the side

Indicates a CIBO house specialty.

Italy

Contorno—a smaller portion of pasta and sauce to complement your entrée.

Entrées include a vegetable and a side dish where appropriate.

Seafood BellaVistaSeafood medley including: salmon, shrimp, clams and mussels in olive oil and crushed garlic served over linguine 21.99Salmon LivorneseFresh filet of salmon marinated and grilled with black olives, capers, white wine, garlic and fresh marinar a over linguine 17.99

Mediterranean Mussels Sautéed in olive oil with crushed garlic, choice of red or white wine sauce over linguine 13.99

Little Neck Clams Sautéed in olive oil with fresh garlic and your choice of red or white wine sauce over linguine 15.99

Grilled Norwegian Salmon Filet of Norwegian salmon marinated and grilled with garden seasonal vegetables in a lemon olive oil herb sauce over linguine 17.99

Shrimp Rapini Sautéed shrimp with broccoli rabe, garlic and white wine served over linguine 19.99

Maserati GranTurismo TripTravel to Italy with Nunzio and Candace as your personal guides. Landing in Modena to pick up your very own Maserati GranTurismo and spend the next 5 days traveling from Northern Italy to Southern Italy eating great meals, seeing the sights and driving one of the most exclusive automobiles in the world. Subject to dates and availability. 50% deposit at time of order $199,000.00. Importing automobile at the end of the trip is the responsibility of purchaser.

Garlic and Oil Topped with mozzarella 14" 10.49 16" 12.99Bianco Cheese With fresh tomatoes, garlic and oil 14" 11.99 16" 13.99Grilled Chicken Grilled and diced chicken breast, broccoli, roasted pepper and mozzarella cheese 14” 12.99 16” 14.99Tomato, mushroom, spinach and garlic With mozzarella 14" 12.99 16" 14.99Buffalo Chicken Spicy diced Buffalo chicken breast, mozzarella and blue cheese 14" 14.99 16" 16.99

Spinach and Tomato Fresh spinach, tomatoes, ricotta and mozzarella 14” 12.99 16” 14.99

Chicken BellaVista BellaVista seasoned chicken breast with brushetta tomatoes, roasted red peppers and balsamic drizzle 14" 14.99 16" 16.99Chicken ArtichokeArtichoke hearts, diced chicken breast, spinach, garlic and mozzarella cheese 14" 13.99 16" 15.99Broccoli and tomato Fresh broccoli florets, tomato, ricotta and mozzarella 14" 12.99 16" 14.99

Margherita BellaVista sauce with garlic, olive oil, sliced fresh mozzarella and fresh basil 14" 12.99 16" 14.99Veggie Supreme Pizza sauce, mushrooms, red and green peppers, chopped red onions and mozzarella cheese 14" 12.99 16" 14.99

Classic meat supreme Pizza sauce, Italian sausage, pepperoni, green peppers, red onions and mozzarella cheese 14" 16.99 16" 18.99Marinara PizzaPlum tomatoe puree with garlic and grated cheese, drizled with fresh basil and olive oil 14” 12.99 16” 14.99

Dal Mare – Seafood

White Gourmet Pizza

Red Gourmet Pizza

Plain Stromboli Simply sauce with cheese 7.99Italian Stromboli Italian cured ham, pepperoni, sauce and cheese 8.99

Steak Stromboli Steak, fried onions, sauce and cheese 8.99BellaVista Calzone Ricotta and mozzarella 8.99

Stromboli/CalzoneAdd any regular topping for 1.79 or any gourmet topping for 2.29 more.

add a side of sauce large only 1.49 or small for .49

First Plate Pasta

Pasta and Entree DishesServed with homemade Artisan Bread and your choice of a mixed

salad or cup of soup. Substitute vegetable of the day for 1.29 more.


Soup, Stew & SaladSGrowlers soups, stews and salads are all made fresh. Salad dressing choices are: Homemade Honey Beer Mustard,

House Ranch, Bleu Cheese, Caesar, Southwestern, Lite Ranch, French, Lite French, Thousand Island or Italian.

SchnitzelPork cutlet is lightly breaded and fried and served

with your choice of two sides 11.99

Herb & Garlic Stuffed Chicken BreastA chicken breast stuffed with cream cheese infused with herbs and garlic, rolled in Japanese breadcrumbs and pan fried 10.99

Cajun pastaShrimp, Andouille sausage, smoked onions and peppers with

sun-dried tomato in a red pepper and garlic cream sauce is served over a bed of cavatelli pasta with garlic toast 10.99

Coconut SkewersA Growlers favorite! Whole gulf shrimp coated with Malibu coconut breading and served with wild rice,

sesame green beans and piña colada dipping sauce 11.99

Crab Cake dinnerFor the crab cake lover in you! Generous portion of our

in-house made crab cakes plus two sides 11.99

Fish & ChipsPub-style battered cod served with homemade tartar

or cocktail sauce, fries and coleslaw 11.99

Mothers’ MeatloafWhen you have a hankering for home cooking...

our meatloaf is drenched in beer gravy with a side of herb-mashed potatoes and roasted corn 10.99

Chicken Finger dinnerFive breaded chicken fingers with fries, coleslaw

and your choice of dipping sauce 10.49

Blackened or Fried GrouperA grouper filet rolled in our Cajun seasonings and

pan-seared or fried with artichoke hearts 11.49.

turkey MedallionsThick sliced turkey medallions served with

choice of two sides 9.95

SpeCialtieSAll specialties come with your choice of green beans or grilled corn on the cob and your choice of herb-mashed potatoes, wild rice,

homemade mac and cheese or potato pancakes unless noted. Add a bowl of soup or dinner salad for only 2.99!

Hot Seller!

Popular Item!

New Item!

New Item!

pot RoastLarge chunks of slow roasted sirloin and home-cut vegetables in

hearty gravy served with a beer and Cheddar roll 6.99

Blt SaladRomaine lettuce, diced tomatoes, croutons and chunks of

applewood-smoked bacon are tossed in ranch dressing and served with a Hot Pretzel 7.99.

Build-a-CaesarRomaine lettuce is tossed in our authentic, homemade,

anchovy-based dressing and topped with imported Asiago cheese and croutons and served with a Hot Pretzel 7.99

With blackened chicken 9.49 With grilled salmon 12.99

Growlers Salad SouthwestA sun-dried tomato tortilla bowl is filled with shredded lettuce, diced tomatoes, scallions, Monterey Jack and

Cheddar cheese, and served with your choice of grilled chicken, white chili or spicy beef and comes with

Southwestern dressing on the side 8.99

BuFFalo CHiCken SaladMoist chicken tenders are deep-fried and tossed in wing

sauce and nestled on a bed of mixed salad greens and homemade ranch dressing. Topped with Monterey Jack

cheese, scallions, cherry tomatoes and bleu cheese crumbles. Served with a Hot Pretzel 8.99

Churchill Cobb SaladA bed of mixed greens topped with bleu, Cheddar and Monterey Jack cheeses, ham, turkey, cucumber, red

onions, tomato and hard-boiled egg. Served with your choice of dressing and a Hot Pretzel 8.99

Grilled Chicken SaladMixed salad greens, purple cabbage, shredded carrots, cherry tomatoes, green pepper rings, red onion rings, croutons and grilled chicken served with your choice

of dressing and a Hot Pretzel 8.99

BBQ Chicken SaladMoist and tender grilled chicken rolled in BBQ sauce served

over salad greens, red onions, Cheddar cheese and applewood smoked bacon and tossed in a combination of ranch dressing

and BBQ sauce. Served with a Hot Pretzel 8.99

apple Raspberry SaladFresh apples served over salad greens topped with red onions, cherry tomatoes, bleu cheese crumbles and topped with a light,

sweet raspberry vinaigrette. Served with a hot pretzel 8.99

Homemade Soup of the dayCup 2.95 Bowl 3.95

white Chicken ChiliA blend of Northern beans, succulent chicken, Monterey

Jack cheese and jalapeños Cup 3.95 Bowl 4.95

Hot Seller!

etc…

5.49

5.996.996.49

7.49 8.498.99 9.49

10.9910.4911.49 11.99

other tips

If you want a menu item to move more quickly, take the price down a little.

If an item is very popular (it’s selling well), it may be able to take a slight price increase.

Make sure you don’t price yourself out of the market. Do some simple math to figure out

what a party of two and four are likely to spend for breakfast, lunch or dinner, and see

how that compares with what they are likely to spend at similar restaurants. If your overall

number is too high, you’re not likely to get them back.

Under 5.00 there are just a few price points that have an effect

on consumer behavior. They are .99, 1.29, 1.49, 1.79, 1.99

and so on up to 4.99. Each incremental shift will have an impact

on movement, so make sure the item is moving well enough

before taking the price up to the next level. If an item is moving

too slowly, you may consider taking the price down a level.

Over 5.00 there are fewer price points: 5.49, 5.99 and so on. If you are a

more upscale or fine dining restaurant, you will probably be better off with whole

numbers. If you utilize this pricing method, do not use decimal points. The added

zeros just remind your guests what they are spending.

numbers and pricing your menu

• Never use dollar signs; it subconsciously makes your guest nervous.

• Don’t use “Market Price.” It just seems expensive, and it’s a missed oppor-

tunity to mental anchor. If it’s an item like the catch of the day that changes

often, just offer catch of the day and don’t mention price at all.

• Tuck the prices into the paragraph. It makes it harder for your guests to

shop you on price.


Tossed Salad 3.99Vegetable of the Day 1.99 Idaho Baked Potato 1.99

French Fried Potatoes 1.99Fluffy Whipped Mashed Potatoes 1.99

Tater Tots 1.99

Loaded French FriesTop your fries with crispy bacon, Monterey Jack and Cheddar cheese 2.99Loaded Baked PotatoTop your baked potato with crispy bacon, Monterey Jack and Cheddar cheese 2.99

Sylvia’s Homemade Vegetable Beef Soup For over 22 years, customers have enjoyed Mom’s recipe, brimming with fresh vegetables, beef and flavorful broth. Served with choice of crackers or homemade corn bread 3.49

Home-Style Onion RingsTender crisp onions dipped in a light batter 2.99Cheese Sticks Creamy sticks of mozzarella cheese, lightly breaded and served with zesty marinara sauce 4.99

Fried Pickle SpearsA taste sensation! Dill pickle spears are breaded then fried and served with buttermilk ranch dressing for dipping 4.99Broccoli Cheddar NuggetsBroccoli florets and real Wisconsin Cheddar cheese are lightly breaded and fried golden brown 4.99

Portabello MushroomsPortabello mushroom slices breaded in a Parmesan cheese crumb coating with a hint of Gorgonzola. Served with a side of zesty marinara sauce 4.99

Hot Chocolate & Marshmallows 1.59Coffee - Regular or Decaf 1.29

Milk or Chocolate Milk (No Refills) Large 2.99 Medium 1.99 Small 1.49 Fresh Brewed Iced Tea or Hot Tea 1.59

Ice Cold Soda (Free Refills) 1.59

The Hearth BurgerThis one is big enough and juicy enough to carry our name! A full pound of USDA pure beef is topped with melted cheese, lettuce, tomato, pickles, onion and mayo 5.99Cheeseburger Choose from either charbroiled or diner-style grilled 3.49 with French fries 4.49

Millie’s FeatureMom and Millie used to eat lunch together and enjoy this long-time customer favorite of fresh hand-pattied beef between two slices of grilled rye with onion rings, Swiss cheese, grilled onions and mayo 4.49

Bacon Cheeseburger Crisp strips of hardwood-smoked bacon atop a fresh patty topped with Swiss cheese and served with French fries 4.79

Hamburger Choose from either charbroiled or diner-style grilled 2.79 with French fries 3.79

Double-Decker DeluxeTwice As Big, Twice As GoodTwo freshly ground patties from choice Tennessee beef with melted cheese and lettuce, onion, mayonnaise, pickle and tomato. Served on a toasted bun with French fries 4.99

Appetizing Appetizers

Just BurgersAll of our burgers are made from fresh hand-pattied ground beef.

BeveragesSides

©2007 HotOperator

what should go on the back cover? It’s really the best place for appetizers and beverages

on the menu. Your servers should offer the menu with

this page up. That way, your guests will have the best

opportunity to order appetizers, and you will have

maintained the inside of your menu for the

center-of- the-plate items. Desserts work best

on a separate dessert menu or use dessert

trays for even higher sales.

Many restaurant operators are finding that

they get a nice lift in appetizer sales by placing

them on the front cover of the menu.

People like to try new things. Mixing it up a little is a great way to get more traffic. These

can be items that are offered as features, or they can be items that are offered in and out in

a few days or weeks.

Remember, people will risk their appetizer, but never their entrée. The thinking is: “I like

to try new things, but I don’t want to go away hungry.” So appetizers are a great

way to experiment. If the item sells well as an appetizer over time, then perhaps

making it into an entrée will make sense.

If you’re wondering if you should offer an item or not, follow a simple brand test:

“Is this us?” If you ask that question of an item honestly, your gut will tell you. If it

feels funny, or if you have to pause for the answer, take a pass. If it fits right away,

then move forward.

a word about new items


driving customer count Today’s consumers are very focused on bargains. They treasure hunt. And they trade

up for things they really want, and trade down for things that don’t matter as much.

This gives you opportunities and also some challenges. Your guests are likely to shop

your menu the same way they do for anything else. Your job is to offer items that

can be added on to the meal to help raise the check total. But still

make sure your overall price at the end of the meal seems like a good value.

Here are some ideas that may help:

1. Add up some potential breakfast, lunch or dinner tickets and view what your

guests see at the end of the meal. At lunch, unless you are a white table cloth

restaurant, you’ll want the totals to stay within a reasonable margin

of other operations in your area.

2. Make sure the added items have a real value and are

good enough to get your guests to come back. It’s the little

things that can make all the difference.

3. Try offering endless potatoes. Most

customers won’t even ask for more, but knowing

they could is always a nice gesture.

4. Offer a couple of desserts and a couple of

appetizers with an everyday low price, like

items that can be sold for under $3.00 and still drive a

profit to the bottom line.

5. Pay close attention to your kids’ meals. Unless you are a

bar or nightclub, many parents go to restaurants that cater to children.

6. Floating appetizers: When it gets busy, try having your host or hostess take

around a platter of appetizers for waiting guests and guests seated at tables to

sample. This will do a couple of things for your restaurant. First, your guests will ap-

preciate the opportunity to try something in your restaurant. Second, they will hope

you are busy so they can experience something free while they wait.


APPETIZERSNew! Southern Fried Green BeansA basket of green beans lightly battered and fried to a flavorful finish. Served with creamy ranch dressing 6.99

Fried Green TomatoesHand breaded fresh green tomato slices are flash-fried and topped with Creole crawfish sauce 6.99

Basket-O-Cheese Sticks8 breaded and fried mozzarella sticks served with marinara sauce 6.99

Fried Crab ClawsA Southern favorite! 1/3 pound of freshly breaded Gulf crab claws. Makes a great side! 10.99

Local Favorite! THe ONION FLOwerSuper sized sweet Spanish onion cut into a bloom, then dipped in breading and fried 5.99

New! Boom Boom ShrimpTender, crispy shrimp tossed in a creamy, spicy sauce 6.99

Basket-O-Pickle ChipsLightly breaded fried dill pickle chips served with ranch dressing 4.99

Basket-O-ShroomsHand breaded button mushrooms, fried golden outside, white and steamy inside served with your choice of sauce 4.99

Chilled Boiled ShrimpWe cook ‘em, you peel ‘em. 1/2 pound of cold boiled shrimp 7.99

Appetizer SamplerChicken tenders, pickle chips, cheese sticks and ‘shrooms 10.99

a southern tradition for over 35 years

BBQ Pulled PorkShaved Deli hamShaved Turkey Fried Oysters

use appetizers to feature new ideas in your operation

appetizer tips • Use enticing, mouthwatering words in your descriptions.

• Offer items that can be purchased as incremental items.

• Between 6 and 7 items seem to work best, so if you have more or less

than that, you may want to add or subtract items to help grow

the appetizer business.

• Items such as crab cakes or quesadillas are often eaten

as a substitute for an entrée. You may want to move

them and place them as entrées instead and take the

price up a little.

why sell appetizers and desserts? It’s incremental. All you need to do is take the food cost out and the rest will go directly

into your pocket. You can deny your desire to sell dessert, but you cannot fight the fact

that when your guest is in your restaurant, you’ll want to maximize your opportunity to

increase your profit and sales. Desserts and appetizers do both. Plus, they can leave a very

wonderful lasting impression. About the only time you won’t want to offer appetizers

and desserts is when you have a wait.


Mels Petite Dish of Ice CreamFor the lite appetite 2.59Mels Dish of Ice CreamChoice of two flavors, served with fresh cookies 3.69

Pie a La ModeHot apple, cherry or berry 3.69Doc’s Banana SplitChocolate, strawberry and vanilla ice cream topped with chocolate, strawberry and pineapple sauces, whipped cream, nuts and cherry on a whole banana 6.99Fresh-Baked PiesApple, cherry, or berry by the slice 3.29

Mels SundaeOur vanilla ice cream with whipped cream, nuts and a cherry. Your choice of marshmallow, strawberries, pineapple, caramel, chocolate or hot fudge syrup 6.59

Black and WhiteVanilla and chocolate ice cream layered in marshmallow and rich chocolate fudge with nuts, whipped cream and a cherry 6.59

Black and TanVanilla and praline crunch ice cream layered in rich caramel and chocolate with nuts, whipped cream and a cherry 6.59

Buster BrownieHot brownie served with vanilla ice cream topped with hot fudge, nuts, whipped cream and a cherry 6.59

Banana Royal SundaeTwo scoops of vanilla ice cream, hot fudge, sliced banana, whipped cream and nuts with a cherry on top 4.99Praline SundaeTwo scoops of praline ice cream, caramel syrup, sliced banana, whipped cream, nuts and a cherry 4.99

Kiddy SundaeA single scoop of vanilla ice cream, choice of syrup, whipped cream nuts and a cherry 2.99

Sundae Delights

Ice Cream Favorites

BeveragesRoot Beer FloatRoot beer with a scoop of vanilla ice cream 4.29

Black CowCola with a scoop of vanilla ice cream 4.29

Cherry CowCherry cola with a scoop of vanilla ice cream 4.29

Fountain Service

featuring

Breyers ice cream

Milkshakes Served with the can – your choice: chocolate, vanilla or strawberry 4.79 Malts 4.99Deluxe Milkshakes Your choice: fresh banana, pineapple or special hand dipped flavor 4.99Creamsicle Shake 4.79Mocha Java Shake 4.79

Milkshakes

Nothing Is Better Than

YUM!MelFries & A Milkshake!

MelFries

Curly MelFries 4.49Gravy MelFriesOur seasoned MelFries topped with our brown gravy 4.29Cheese MelFriesWith cheddar and Jack cheese 5.89

Garlic MelFries 4.69

Gourmet MelFriesMelFries covered with chopped bacon, melted Jack and cheddar cheeses, diced green onions, topped with sour cream 6.89Chili MelFries With cheddar and Jack cheese and chopped onions 6.39Private Reserve Seasoned MelFries 3.79Sweet Potato MelFries 4.89

www.originalmelsdiner.com

have a separate dessert menu to sell more desserts

Dessert is more difficult to sell, but offers an excellent way to grow your business.

To sell more dessert, you will need two things:

1. Place a small dessert menu on each table and leave them there unless you are

very busy and need to pull them to turn tables faster.

2. When you can, have your servers present desserts on a tray.

Guests seeing the desserts on trays will have a harder time

resisting the temptation.

dessert tips

Halo-HaloShaved ice layered with candied tropical fruit, coconut and more, topped with vanilla ice cream, ube and leche flan 4¼caSSava cakeMade of freshly grated cassava, coconut and three types of milk 4Fried bananaSweet asian bananas delicately pan fried with sugar (limited availability) 4 Majacreamy coconut and vanilla dessert topped with grated caramelized coconut 4

brazo de MercedeSSoft meringue is hand rolled around rich custard 4¾lecHe Flancreamy and smooth with a perfect texture and sweetness 4taal volcano cakeDark chocolate cake flowing with molten chocolate and ashes of powdered sugar 4½ Please allow 15 minutesturonSweet asian bananas crisped in a spring roll wrapper, served with vanilla ice cream and shaved chocolate 4¼

MinataMiS i deSSertA meal is always more fulfilling when followed by dessert. Manila offers some well loved Filipino favorites. Add ice cream to any dessert for an additional 1


great photography can enhance a

menu item

It’s true, great photography can enhance choices for your patrons and entice them to buy

items in the photographs. It can also have the opposite effect. Poor photography can

make an item sell slower and can even drive your customers away. So if you decide to use

photographs in your advertising and menu, do it well. Get a professional photographer to

help you. We would recommend one who specializes in food

photography. Keep in mind that to do this right costs

money. And while you may be tempted to do it

yourself, remember the down side...poor quality

photography can drive guests away.

If you can’t afford to do it well, the next best

option is to skip it altogether, or use photography

from food manufacturers. If you are using their

products, they may have photography available for use

in menus, advertisements, etc. About the only down side

to all of this is the products may not be plated the way you serve

them. So you end up promoting items the manufacturer wants to

promote and not necessarily what works best for your business.

There are also a number of stock photo options. But again, the photos you find may not be

representative of what you actually sell in your restaurant. In those cases, you will either need

to buy plates that look like the photos, or crop in tight enough so your food looks like the

picture when it reaches the table.

You do not want your guests to be surprised when they see the food because they thought it

would look more like the photos.

advice on food photography


getting your menu designedGood design is good business. And

never for a moment think otherwise. Your guests

are being bombarded with images from other

restaurants, advertisements and media sources,

all of which are being compared to your image.

If your design isn’t as nice or nicer than those

other images, your customers will think less of

your business.

An inexpensive way to get your menu designed

is to either know someone, or find someone, who is

talented at design and have him or her do it as a trade out, or as

a favor. Keep in mind, it’s like contracting for a house. Once you

hire a designer to develop your menu, you then become responsible for the process. Plus,

you will have to make critical decisions about the engineering process along the way.

The best way to design your menu is to work with a professional designer, preferably one

with menu engineering experience, and rely on him or her to interpret your engineering and

design the menu for you. This will probably cost a couple thousand dollars, but it will also

bring you better profits and more respect for your brand.

getting it printedAgain, the most inexpensive way to get your project printed is to know someone in the

business and have him or her do if for cost, or as a trade out. Depending on the size of

the project, expect the printing to cost hundreds or thousands of dollars. Printing quality

varies greatly, and the more color you have, the harder it is to print well. Make sure you

choose a quality print company and ask to see samples of their work.

If you choose to use café covers, you will also have to collate them (you know, stuff the

pages into the covers). Put the pages into your menu with an insert to stiffen the menu.

Without it, your menus will not last as long, and will appear cheap.


HotOperator® the nations leading

authority for menu engineering

and design, can take your

basic information and transform

your menu into a cutting edge

marketing power tool.

Call now for more info!800-316-3198

or visit www.hotoperator.com

Documents

Hotop menu guide