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Foodservice Organizations, 9e Gregoire © 2017 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Foodservice Organizations CHAPTER Ninth Edition The Menu 3

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Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Foodservice Organizations

CHAPTER

Ninth Edition

The Menu

3

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

3.1

3.2

3.3

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.

Describe the menu’s role as a primary control for the foodservice system.

3.4 Describe culture and ethnic impacts on menu planning.

3.5 Plan a static or cycle menu for a foodservice operation.

Learning Objectives

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Menu Presentation

Menus 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Menu Psychology

Font Size & StyleColor &

Brightness

Spacing & Grouping

Eye Gaze MotionPrimacy &

RecencyMenu

Psychology

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Menu Psychology

• These techniques include print style and size, paper type and color, ink color, graphic illustrations

and designs, and placement on a page.

• showcase items in such a way as to encourage customers to give thought to items they

otherwise might not have considered.

• Key elements used in menu psychology include:

• Eye gaze motion: The eye will travel in a set pattern when viewing a menu (see Figure 3-2 in

text).

• Thus the center of a threefold menu is considered the prime menu sales area.

• 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.

• These are the items more likely than others to be chosen.

• 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.

• Avoid use of fonts that are difficult to read, especially in dim lighting.

• 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Types of Menus

Static

CycleSingle Use

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Types of Menus

• Static. A static menu is one in which the same menu items are

offered every day.

• Traditionally, the static menu has been characteristic of many

restaurants; however, 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.

• In many onsite foodservice operations, seasonal cycle menus

are common.

• 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Factors Affecting Menu Planning

AestheticFactors

SustainabilityManagement

DecisionsGovernmentRegulations

NutritionalInfluence

SocioculturalFactors

CustomerSatisfaction

Food Habits& Preferences

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Factors Affecting Menu Planning

• 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 & add to customer satisfaction.

• Probably the most important aspects for satisfying customers are the aesthetic

factors of taste and appearance of the menu items.

• 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.

• 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Factors Affecting Menu Planning

• 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.

• 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.

• 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.

• Schools and long-term care facilities that receive state and/or federal funding are required to

meet menu planning guidelines.

• Management Decisions. The menu should be viewed as a managerial tool for controlling cost and

production.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

MyPyramid

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Aesthetic Factors

Consistency Color

Shape

Flavor Texture

Aesthetic Factors

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Aesthetic Factors

• 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.

• The combination of colors of foods always should be considered in selecting

menu items.

• 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Sustainability

Use 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

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Management Decisions

ManagementDecisions

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Management Decisions

• 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 all menu items.

• 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; however, the effect

on food quality may limit the amount of production in advance of service that could

be completed.

• 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 vs. 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.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Areas of Potential

Misrepresentation on Menus

Quantity

Quality

Price

Brand Names

Product Identification

Points of Origin

Merchandising Terms

Means of Preservation

Food Preparation

Dietary or Nutritional Claims

Verbal and Visual Presentation

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Onsite Foodservice Menu Planning

Plan the dinner meats or other entrées for the entire cycle.

Select the luncheon entrées or main dishes, avoiding those used on the dinner menu.

Decide on the starch item appropriate to serve with the entrée.

Select salads, accompaniments, and appetizers next.

Plan desserts for both lunch and dinner.

After the luncheon and dinner meals have been planned, add breakfast and any others.

Review the entire day as a unit and evaluate if clientele, governmental regulations, and managerial considerations have been met.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Onsite Foodservice Menu Planning

• Plan the dinner meats or other entrées for the entire cycle.

• Because entrées are the most expensive foods on the menu, total food cost can

be controlled to a great extent through careful planning at this stage.

• Menus for preceding and subsequent days should be considered to preclude

repetition.

• Select the luncheon entrées or main dishes, avoiding those used on the dinner menu.

• Provide variety in method of preparation.

• A desired meal cost per day can be attained by serving a less expensive item at

one meal of the day when a more expensive food has been planned for the other

meal.

• Decide on the starch item appropriate to serve with the entrée.

• Usually, if the meat is served with gravy, a mashed, steamed, or baked potato

would be on the menu.

• Scalloped, creamed, or au gratin potatoes are most appropriate with meats

having no gravy or sauce.

• Rice, pasta, and whole grains are common substitutes for potatoes.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Onsite Foodservice Menu Planning

• Select salads, accompaniments, and appetizers next.

• Work back and forth between the lunch and dinner meals to avoid repetition,

introduce texture and color contrast into the meal, and provide interesting flavor

combinations.

• Plan desserts for both lunch and dinner.

• Desserts may be selected from the following main groups: fruit, pudding, ice

cream or other frozen desserts, gelatin, cake, pie, and cookies.

• After the luncheon and dinner meals have been planned, add breakfast and any

others.

• Review the entire day as a unit and evaluate if clientele, governmental regulations,

and managerial considerations have been met.

• Check the menu for duplication and repetition from day to day.

• The use of a checklist aids in making certain that all factors of good menu

planning have been met.

• The nutrient content should be assessed to be sure nutrition guidelines are met.

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

À la carte Food items priced

individually.

Center of the plate Series of menus

offering different items daily on a

weekly, biweekly, or some other basis,

after which the menus are repeated.

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.

Key Terms

Foodservice Organizations, 9eGregoire

© 2017 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

MyPlate Illustration of nutrition

food choice recommendations.

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.

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