Chapter 2 Menu Planning as a Control Tool
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Menu Presentation
Menus are presented in various ways. Paper menus are common in restaurants
that provide table service. Menus are displayed on boards above serving counters
in fast food restaurants. At sidewalk cafés or bistros, menus are often communicated
on chalkboards.
In a noncommercial setting, such as an employee cafeteria, menus may be
communicated via e-mail, a website, or a voicemail system. Some foodservice operations
display their menus on plasma screens at the entrances. The screen may also communicate
coming events at the facility.
Finally, menus may simply be verbally announced. This can occur in very casual
settings, such as summer camps. At an upscale social setting, the maître d’ may
announce the menu to the guests.
Sources of Menu Ideas
Menu ideas can come from a variety of sources. One of the best sources is the
customer. Smart operators take time to talk with customers about what they want and
expect. Some operators hold annual consumer focus groups—consumers are asked
a variety of questions about their likes, dislikes, and expectations. Customer surveys
are another means of fi nding out what customers want. Employees are another great
source of menu ideas. They are consumers themselves and they are on the front lines
of a foodservice establishment. They see which items customers choose and often
hear feedback about items on the menu.
Menu ideas can come from researching the competitions’ offerings. Research can
involve visiting other establishments with a few staff members and having them evaluate
the similarities and differences between menus. Pointers may be picked up by observing
customers in competing establishments.
Industry publications that cover what is popular or trendy in the market can be
helpful. Recipes and menu ideas are standard features. Similarly helpful are industry
events such as the National Restaurant Association (NRA) show or state restaurant
shows. They provide tried-and-true menu options, in addition to the latest ideas. Finally,
Technology
Campus Dining Apps
Campus foodservice managers are using dining apps to connect with student diners who
have smart phones and other mobile devices. The free apps allow diners to access
• dining hall hours of operation
• menus and daily specials
• nutritional information
• food allergy information
• dining hall wait times
Some colleges hire outside companies to develop dining apps, while others create their
own. The apps are linked to databases of information that must be regularly updated by
foodservice managers. Despite the effort involved in keeping information current, the apps
provide managers with cost benefi ts. Students can access information without requesting it
from staff. The apps can be used to advertise and promote their services, saving money on
print advertising. Dining apps can help an operation improve sales and stay more engaged
with their customers.