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MENU Design
From design to evaluation for
all types of menu’s
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Rationale
Everything starts with the menu. The menu dictates much about how your operation will be organized and managed, the extent to which it meet its goals, and even how the building itself - certainly the interior - should be designed and constructed.
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Nutritional Content
Priority Concerns of menu Planner
Wants and needs
Concept of Value
Item Price
Object of Property Visit
Socio-Economic Factors
Demographic Concerns
Ethnic Factors
Religious Factors
Guest
Quality of Item
Cost
Availability
Peak Volume Productionand Operating Concerns
Sanitation Concerns
Layout Concerns
Equipment Concerns
Flavour
Consistency
Texture/Form/Shape
Visual Appeal
Aromatic Appeal
Temperature
Priority Concerns Of The Menu Planner
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Basic Rules Of Menu Planning
Know your guest
- Food preference
- Price
- Age
Know your operation
- Theme or cuisine
- Equipment
- Personnel
- Quality standards
- Budget
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Menu Design
The menu = primary sales tool at your establishment
Your menu appears online - on a review site, social media, your website, or an online ordering system.
It is a standalone ambassador for your brand, giving customers the first taste of what your restaurant is all about.
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Must be Accurate
Truth-in-menu laws exist cannot mislabel a product “fresh” must be fresh, not
fresh frozen “USDA Choice” actually
“USDA Good” Point of origin must be
correct as well as items offered must be delivered.
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Menu Order
Sequence:Items should be listed in the order they receive them is served at a specific set timing.
Placement: Use negative space; boxes; watermarks, etc.
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Elements Of Menu Copy
Headings Help Categorize- AppetizersSoups/Salads, etc.- Hot Desserts, etc.
Sub-heading- Description written under entrée title. Match writing style throughout.
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Menu Balance
Business balance- balance between food cost, menu prices, popularity of items, financial and marketing considerations
Aesthetic balance- colors, textures, flavors of food
Nutritional balance
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Techniques to influence buying decisions
Keep customer focus on Descriptions
Strawberry Shortcake
Sautéed foie gras, house made drop biscuits, viridian farms
strawberries, fennel-strawberry marmalade
Black truffle-fines herb Dumpling
Parisienne carrots and turnips, horseradish
bavarois and port reduction
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Reduce Price Influence
Place prices after the description & centering makes it difficult for customers to scan for the lowest price.
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Pan Seared Duck BreastOver Kalamata Olive and Rosemary Ravioli, with a local Blackberry Demi Glace -26
Warm Peaches & DonutsFresh White’s Farm Poached Peaches with Belgian
Chocolate filled donut Holes & Toasted Pistachios -10
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No
Not putting a dollar sign next to prices makes a customer feel like they can spend more. The dollar sign signifies the picture of actual cash in the wallet being spent, where random numbers add up to a total which we can quantify with the experience, not the cost.
It’s a quick and simple removal of information that leads to more and higher sales. Try it with your next menu!
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Featured Areas
Eyes are drawn to “featured” choices placed in boxes
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Supplemental Merchandising Copy
Includes information such as: Address/Map Telephone number Days and hours of operation Meals times served
Additional Info: (3 fold = inside panel or back, 1 page = back) Reservations info/min. and payment policies (Gratuity %)
Other services provided History of the restaurant or a statement about managemen
t’s commitment to guest service (theme)
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Menu Fonts
Format: Menu’s size General makeup
Typeface: Printed letters Font size Type face
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Reading Ability
Use fonts that make it easy for all to read. Nothing less than 10 pt font.
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Menu Layout
Artwork: Drawings, photographs,
decorative patterns, borders can enhance.
Paper Selection Incorporate texture Paper choices affect
overall theme.
Color: 2 Colors = strong no more
than 3 ea.
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Menu Marketing
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Menus need to match the ambiance of your establishment to build your brand and promote satisfying dining experiences.
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Background Color Use
The background colors have a major impact on overall ambiance customers experience.
Fiery red or orange =spicy entrees & trendy food selection.
Cool blues and sea greens lead to a calmer frame of mind and smooth flavors with subtle accents.
Black and white is a classic choice for high-end food that speaks for itself.
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Common Menu-design Mistakes
Menu is too small Type is too small Every item treated the same Some of the operations’ food and beverages are not
listed Graphic problems Basic information about the property and its policies
are not included. Spelling errors
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Common Menu Mistakes
Failing to conduct a competitive and profitability analysis at least 2x p/yr.
Failing to update the menu and prices at least 2x p/yr Selling “like-items” that are competitively comparable Failing to have a specialty drink menu (even if you don’t
serve alcohol there are opportunities) Physical menus overly susceptible to wear and tear (food,
grease, tears, water stains, etc)
Resource: Atlanta Restaurant Real Estate Brokers
http://www.shumacher.com/restaurant-consultant-reveals-80-most-common-restaurant-mistakes/
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Evaluating Menus
Print your menus 2-3 times on regular paper to review edits OFF the computer screen.
Read out loud if reviewing alone.
Print your final copy on professional paper, once you have reviewed and are COMPLETELY satisfied.
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Menu Evaluation: Questions Most Often Asked
Is the menu attractive? Do the colors and other design elements match the
operation’s theme and decor? Are menu items laid out in an attractive and logical
way? Is there too much descriptive copy? Not enough? Is the
copy easy to understand? Is attention called to the items managers most want to
sell, through placement, color, description, type size, etc.?
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Food Truck Menu
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Bar Type Menu
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Graphic Fonts = Sell Casual
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1 Page Menu
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Bar Menu
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1 page Desserts Menu
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Beverages
Put your drinks first. Your wait staff offers a round of water when most people sit down, but let me assure you, people don’t want the water.
If the beverages are listed as the first thing on the menu – above the appetizers, consumers are more likely to order one.
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Food Pics = Don’t Sell Words do!
Pictures are always deemed unrealistic in diner’s eyes, written descriptions are taken more to heart.
Crafting a back-story or short description for your dishes will work the imagination of your diners, while showing them a picture replaces the memory with it. When the delivered meal is not exactly like the picture, the disappointment is inevitable.
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Kids Menus w/ Combos & Options
Price as a combo - entree, side or dessert, and a drink.
Pricing strategy removes the burden from parents to patch together an appropriate portion size with a la carte options, and eliminates some decision-making stress.
Parents do expect the freedom to customize their child's meal by selecting a beverage, side, or dessert.
Selections should also account for food allergies; list all ingredients and allow substitutions (e.g. corn tortillas instead of flour).
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Designing Kids Menus
Activities: Word puzzles ages 6-10. Coloring or maze activity for pre-readers
(5 and under).
Designs: gender neutral; robots, animals, or
adventure scenes Use a sans-serif font = easily legible for
young readers ("silly" fonts or fonts that mimic kids handwriting = not the best)
And of course, coloring menus should be printed on crayon-friendly paper.
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