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Chapter 2 Chapter 2
Menu Planning as a Menu Planning as a
Control Tool Control Tool
Learning Outcomes
After studying this chapter, you will be able to
list aspects of an operation that are impacted by the menu.
explain factors to consider when selecting food items for a menu.
describe menu formats and sections.
cite sources of menu ideas.
calculate the menu selling price using various menu-pricing methods.
write a menu-item description.
appropriately place highly profi table or featured items in the correct location on
the menu.
fi ll out a menu evaluation form.
Menu planning is one of the most important tasks of a foodservice manager. A
menu is a list of the food and beverage items offered in an establishment. However,
the menu is also the foundation on which everything else is built—it drives the operation
and affects every area of it. A menu largely determines whether or not an operation
is profi table. It determines what food, equipment, and labor are needed. In an ideal
business environment, the menu is planned before the fi rst hole is dug or the fi rst
brick is laid in construction of a foodservice establishment.
The main purpose of a menu is to sell the food and beverages offered by an
operation. It is a tool used to communicate with the customer. Therefore, signifi cant
thought must be given to the menu. It is critical that managers understand the parts,
pricing strategies, and marketing capabilities of menus. To ensure that menus generate
the greatest possible profi t, managers should know how to evaluate menus and the
items in them. This chapter focuses on these points and discusses the skills managers
need to successfully plan and evaluate menus.
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