16 Controlling Costs in Foodservice
Atmosphere
A menu should refl ect the atmosphere of the dining room, although this is not
always the case. White tablecloths, soft music, fresh fl owers, and fi ne china are generally
not seen or expected in a “burger joint.” Likewise, fresh Maine lobster and signature
spinach salads would rarely be served on paper plates to customers seated in hard
plastic booths.
Brand or Message
The menu should communicate a brand or message to the customer. It should
establish the identity of an operation and help shape how the operation is perceived by
customers. Fast food or fi ne dining? Sports bar or family friendly restaurant? Special
occasion or everyday dining? Whatever the message, whatever the brand, the menu
should convey this to the customer.
Factors to Consider in Selecting Menu Items
The contents of a menu must work together as a total package. The number of
items offered should not be too many or too few. There should be enough variety
to satisfy customers, yet not so much as to weaken the establishment’s brand. The
following sections cover some important factors to consider when selecting food
items for the menu.
Taste and Flavor Combinations
Many establishments experiment with various seasonings, spices, and fl avor
combinations to win over customers. For instance, a mild fi sh item, married with a
fl avorful sauce, may be a winning combination. A key to successful menu planning is
the inclusion of items with a variety of tastes and fl avors that complement each other.
Appearance, Color, and Texture
Picture this meal: baked chicken, mashed potatoes, corn, cottage cheese with
pineapple, angel food cake, and white milk. The meal’s appearance at a place setting
would be uninviting because it lacks color. When determining what to serve together,
the menu writer should aim for a variety of colors and textures to provide a pleasing
plate combination. Substituting asparagus for the corn and tossed salad for the cottage
cheese, can greatly improve the appearance and texture of this meal.
A menu combination should have at least one bold color and one different texture.
Varying the shapes and sizes of what is offered is also important. Finally, a variety of
preparation methods can add interest to a meal. Menu items can be fried, baked, sautéed,
broiled, and so forth.
Ethnic Style
If an establishment focuses on a particular ethnic style, the menu should refl ect that.
An Italian restaurant’s menu will be heavy on pasta and sauces. A casual restaurant
catering to a variety of palates may offer a few Italian items, along with a taco salad
and a chicken stir-fry. Customers are becoming more knowledgeable about foods from
other parts of the world. As a result, menus are changing. For example, a menu
focusing on Italian fare may specify which part of Italy the fl avors and menu selections
come from.