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Differentiate menu-related terms such as static, cycle, and single-use menus and à la carte versus table
d’hôte.
Evaluate the aesthetic characteristics of a menu.
Plan a static or cycle menu for a foodservice operation.
Learning Objectives
Menu PresentationMenus can be handwritten on chalkboards, fluorescent illuminated
blackboards, or electronic plasma screens.
Many operations post their menus on their Web site as well.
Table d’hôte (the host’s table) is a complete meal consisting of several courses at a fixed price.
À la carte is where food items are priced individually.
Menu Psychology
Font Size & Style
Color & Brightness
Spacing & Grouping
Eye Gaze Motion
Primacy & RecencyMenu
Psychology
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• Techniques used in the graphic design and layout of a menu to influence menu selections by customers often are referred to as menu psychology.
• These techniques include print style and size, paper type and color, ink color, graphic illustrations and designs, and placement on a page.
• These techniques are not designed to make customers buy things they do not want, but rather to showcase items in such a way as to encourage customers to give thought to items.
Menu Psychology
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Key elements used in menu psychology include:
• Eye gaze motion: The eye will travel in a set pattern when viewing a menu.
• Primacy and recency: Position menu items you want to sell more of in the first and last positions within a category as the first and last things a customer reads.
• Font size and style: Increase the size of font to attract the customer’s attention to an item; decrease the size to deflect attention from an item.
• Color and brightness: Increase the brightness, color, or shading of visual elements to attract customer attention.
• Spacing and grouping: Use borders around items or placement of items together within a space to draw attention to items.
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• The three types of menus are static, cycle, and single use. Deciding which type to use depends upon expectations of the customer when eating away from home.• Static. A static menu is one in which the same menu items are
offered every day.• many hospitals are using restaurant-type menus as well.
• Cycle. A cycle menu is a series of menus offering different items each day on a weekly, biweekly, or some other basis, after which the cycle is repeated.
• Single Use. The last of the three basic menu types, the single-use menu, is planned for service on a particular day and is not used in the exact form a second time.
• This type of menu is used most frequently for special events.
Types of Menus
Factors Affecting Menu Planning
AestheticFactors Sustainability Management
DecisionsGovernmentRegulations
NutritionalInfluence
SocioculturalFactors
CustomerSatisfaction
Food Habits& Preferences
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• The crux (crucial point) of menu planning is that the menu is customer driven; the overriding concern in all facets of planning should be the satisfaction of customer desires.
• The concept of value cannot be ignored in menu planning; value prompts the clientele to select a particular item from the menu.
• Although satisfying customers is a primary concern for all foodservice managers, producing menu items at an acceptable cost is also a priority.
Factors Affecting Menu Planning
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–Customer Satisfaction. Sociocultural factors should be considered in planning menus to satisfy and give value to the customer.• Nutritional needs provide a framework for
the menu and add to customer satisfaction.• Probably the most important aspects for
satisfying customers are the aesthetic factors of taste and appearance of the menu items.
Factors Affecting Menu Planning
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•Sociocultural factors. Includes the customs, mores, values, and demographic characteristics of the society in which the organization functions.• Sociocultural processes are important because they
determine the products and services people desire.• Customers have food preferences that influence the
popularity of menu items.•Food Habits and Preferences. Consideration of food habits and preferences should be a priority in planning menus for a particular population.
Factors Affecting Menu Planning
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• Cultural food patterns, regional food preferences, and age are related considerations.
• Too often, menu planners are influenced by their own likes and dislikes of foods and food combinations rather than those of the customer.
– Food habits are the practices and associated attitudes that predetermine what, when, why, and how a person will eat.
– Food preferences express the degree of liking for a food item.• Nutritional Influence. Nutritional needs of the customer
should be a primary concern for planning menus for all foodservice operations, but they are a special concern when living conditions constrain persons to eat most of their meals in one place.
Factors Affecting Menu Planning
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• In healthcare facilities, colleges and universities, and schools, for example, most of the nutritional needs of the customer are provided by the foodservice.
• Increasing public awareness of the importance of nutrition to health and wellness also has motivated commercial foodservice operators to consider the nutritional quality of menu selections.
Factors Affecting Menu Planning
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– Aesthetic Factors. Flavor, texture, color, shape, and method of preparation are other factors to consider in planning menus.
– Sustainability. Sustainability concepts are having an increased influence on menu planning in many foodservice operations.
– Government Regulations. Menu planning in some foodservice organizations will be impacted by local, state, and/or federal regulations governing the types and quantities of food items to be served at a meal.
– Management Decisions. The menu should be viewed as a managerial tool for controlling cost and production.
Factors Affecting Menu Planning
MyPyramid
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MyPyramid
• A companion to the Dietary Guidelines is MyPyramid
• MyPyramid is a complex illustration that can be used interactively at the MyPyramid.gov Web site.
• It includes nutrition and physical activity messages from the Dietary Guidelines:• Make half your grains whole.• Vary your veggies (veget.)• Focus on fruits.• Get your calcium-rich foods.• Go lean on protein.• Find your balance between food and physical activity.• Keep foods safe to eat
Aesthetic Factors
Consistency Color
Shape
Flavor TextureAesthetic
Factors
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– Flavor. Flavor is the taste that occurs from a product in the mouth and often is categorized as salty, sour, sweet, or bitter.
• A balance should be maintained among flavors, such as tart and sweet, mild and highly seasoned, light and heavy.
– Texture. Texture refers to the structure of foods and is detected by the feel of foods in the mouth.
• Crisp, soft, grainy, smooth, hard, and chewy are among the descriptors of food texture, which should be varied in a meal.
– Consistency. Consistency of foods is the degree of firmness, density, or viscosity.
• Runny, gelatinous, and firm describe the characteristics of consistency, as do thin, medium, and thick when referring to sauces.
– Color. Color on the plate, tray, or cafeteria counter has eye appeal and helps to merchandise the food.
– Shape. The shape of food also can be used to create interest in a menu through the variety of forms in which foods can be presented.
Aesthetic Factors
SustainabilityUse of locally grown/produced items
Use of “in season” foods
Use of sustainable seafood
Limited use of processed foods
Replacement of meat entrees with vegetarian entrees
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• Sustainability concepts are having an increased influence on menu planning in many foodservice operations.
• Sustainable menu planning typically focuses on one or more of the following:– Use of locally grown/produced items. The use of locally or
“hyper” locally (having one’s own garden) grown/sourced meat, seafood, and produce items are becoming much more common.
– Use of “in season” foods. Seasonality might mean serving vegetables such as asparagus only in the spring, tomatoes in the summer, and butternut squash in the late fall when those vegetables are available from local growers and not serving them at times of the year that they are not available locally.
Sustainability
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– Use of sustainable seafood. Sustainable seafood is from fished or farmed sources that are not impacting the ecosystem by its production
– Limited use of processed foods. Processed foods often involve more energy, packaging, and transportation than the onsite production of similar foods
– Replacement of meat entrees with vegetarian entrees. A focus on vegetarian rather than meat-based entrees also is deemed more sustainable because livestock production is more harmful to the environment than the growing of vegetables.
Sustainability
Management Decisions
ManagementDecisions
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– Food Cost. Food cost is the cost of food as purchased. Foodservice managers in a competitive situation must be cost conscious in all areas of operations. • Because the menu is a major determinant of pricing for food
items, the manager must be particularly aware of both raw and prepared food costs for each menu item.
– Production Capability. To produce a given menu, several resources must be considered, labor being a primary concern.
• The number of labor hours and the number and skill of personnel at a given time determine the complexity of menu items.
• Some menu items may be produced or their preparation completed during slack periods to ease the production load during peak service times.
Management Decisions
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– Type of Service. Type of service is a major influence on the food items that can be included on a menu.
• A restaurant with table service will have a different menu from that of a school foodservice.
– Availability of Foods. Improvement in transporting food both nationally and internationally and in food preservation makes many foods that were once considered seasonal available during most of the year.
Management Decisions
Areas of PotentialMisrepresentation on Menus
Quantity
Quality
Price
Brand Names
Product Identification
Points of Origin
Merchandising Terms
Means of Preservation
Food Preparation
Dietary or Nutritional Claims
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• Quantity. Misleading or unclear terms describing portion size or amount being served should be avoided (e.g., extra-large salad).
• Quality. Federal and state standards of quality grades exist for many products, including meat, poultry, eggs, dairy products, fruits, and vegetables and should be accurately used (e.g., choice sirloin of beef).
• Price. Extra charges for service or special requests for food items should be brought to the customer’s attention.
• Brand names. Any product brand that is advertised must be the one served (e.g., if the menu says Oscar Mayer hot dog, then the Oscar Mayer brand of hot dog must be served).
Areas of Potential Misrepresentation on Menus
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• Product identification. The products being served or the substitute being used must be clearly identified on the menu, such as blue cheese for Roquefort cheese.
• Points of origin. Claims of origin should be accurately documented (e.g., Maine lobster can only be used if the lobster is in fact from Maine). • Geographic names used in a generic sense, such as
New England clam chowder, are permitted.• Merchandising terms. Terms for specific products
need to be accurate (e.g., flown in daily could only be used if the the product was flown in daily).
Areas of Potential Misrepresentation on Menus
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– Means of preservation. For preservation, food may be canned, chilled, bottled, frozen, or dehydrated.• If a method is identified on the menu, it should be
correct (e.g., if the menu says fresh squeezed orange juice, then frozen reconstituted orange juice should not be served).
– Food preparation. Any descriptions of food preparation techniques should accurately describe what preparation method was used (e.g., charcoal broiled is not appropriate if the item was pan-fried).
Areas of Potential Misrepresentation on Menus
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– Verbal and visual presentation. If a picture of a meal or menu item is shown, the actual meal or menu item must be identical (e.g., if six shrimp are shown, six—not five—must be served).
– Dietary or nutritional claims. Misrepresentation of nutritional content of food is not permitted.
• The U.S. Food and Drug Administration has defined required nutrient content for claims such as low calorie and fat-free (e.g., low calorie must be supportable by specific data).
Areas of Potential Misrepresentation on Menus
À la carte Food items priced individually.
Cycle menu Series of menus offering different items daily on a weekly, biweekly, or some other basis, after which the menus are repeated.
Dietary Guidelines for Americans Recommendations for good health developed by the USDA and the U.S. Department of Health and Human Services.
Food habits The practices and associated attitudes that predetermine what, when, why, and how a person will eat.
Food preferences Express the degree of liking for a food item.
Menu List of items available for selection by a customer and the most important internal control of the foodservice system.
Menu psychology Designing and laying out a menu in such a way as to influence the sale of foods served on that menu.
MyPyramid Illustration of nutrition and physical activity recommendations.
Key Terms
Observation A method that requires trained observers to estimate visually the amount of plate waste.
Plate waste The amount of food left on a plate; a method used as a measure of food acceptability.
Recommended Dietary Allowance (RDA) Recommendations for dietary intake of nutrients for healthy growth.
Self-reported consumption Another technique for measuring plate waste in which individuals are asked to estimate their plate waste using a scale similar to one used by trained observers.
Single-use menu Menu that is planned for service on a particular day and not used in the exact form a second time.
Spoken menu Menu that is presented by the technician orally to the patient.
Static menu Same menu items are offered every day; that is, a restaurant-type menu.
Table d’hôte Several food items grouped together and sold for one price.
Key Terms
