Chapter 2 Menu Planning as a Control Tool
19
Market Menu
Market menus have been around for a long time, but are gaining in popularity.
A market menu may change routinely—even daily—to take advantage of what is
seasonally available. For example, a chef may visit the local farmer’s market and purchase
fresh produce for the evening meal. Or, the chef may vary the seafood choices based
on market availability or conditions.
The market menu is popular for several reasons. It allows the operation to take
advantage of specialty offerings, or items that may be less expensive at certain times
of the year. Customers may appreciate the freshness and novelty in the menu. They
may enjoy being surprised.
The advantages of having a changing menu can also be disadvantageous. This type
of menu appeals to the adventurous diner. However, many people select a restaurant
to order a favorite item or because they “know what they are getting.” Another
disadvantage is that it requires a highly trained staff—they must adapt to the constantly
changing menu. Meal planning and preparation can be challenging. Producing a meal
with items from the farmer’s market may require more skill than producing a meal
from a standard recipe and items ordered in advance for the menu.
Combination Menu
A combination menu incorporates at least two of the other menu types. For example,
an establishment may use a standard menu, but offer certain items on a cyclical basis.
A combination menu allows an operation to take advantage of the strengths of different
menu formats, while minimizing their weaknesses.
A common combination menu combines a fi xed menu with a soup-of-the-day
offering. The soups are on a weekly cycle, while the rest of the menu stays the same.
An establishment may have a menu that combines the standard and market menus.
The menu is fi xed, but specials are offered to take advantage of seasonal items and
bargains from vendors. For instance, Copper River salmon is available only three to
four weeks each year. A restaurant may offer it on its fi xed menu during this timeframe.
Menu specials also give the staff an opportunity to experiment with menu ideas.
Menu Sections
Most menus are divided into sections—appetizers, entrées, sides, desserts, and
beverages. Some menus further separate the sides or side dishes. Depending on the
focus of the menu, soups and salads may be listed separately, included in the appetizer
section, or included in the sides section, 2-1.
Some operations organize their menus based on dayparts. In the foodservice industry,
a daypart is defi ned as a specifi c meal period. A separate menu may be developed
for breakfast, another for lunch, and a third for dinner. Or, different dayparts may be
featured on separate pages of the overall menu.
Other operations offer a separate children’s menu, as well as separate sections for
desserts or beverages. They customize their marketing based on the clientele, or to
bring focus to the specifi c course. Providing a separate menu for alcoholic beverages,
for example, results in a more concise and uncluttered core menu. A customer can focus
on the menu selections separate from the wine list. A customer who does not want an
alcoholic beverage can ignore the wine list.