30 Controlling Costs in Foodservice
• Preparation. State the preparation method used.
For instance, a menu item can be listed as
“braised tuna.”
• Portion. Include portion sizes on cuts of meat,
noting if the portion size is appropriate for
sharing. For example, a menu may state that
a fi let mignon weighs 8 ounces or that the
signature salad serves two.
• Place of origin or unique story. The origin of
seafood is often important to a discerning
customer. The knowledge that the salmon is
from Alaska could cause a customer to select it
over other menu items. Stating that it is “Copper
River salmon,” which is available only a few
weeks each year, would be key information
to provide.
• Sides. Including descriptions of side dishes
that accompany entrées can enhance the overall
menu description. Knowing what side dish
accompanies an entrée may be the deciding
factor for a customer choosing between
menu items.
• Protein focus. Since proteins tend to be the
highest-priced items, operators should ensure
that they are described well to entice guests
to purchase them. Besides stating the protein,
the description should also give the following
information, if applicable:
• region of origin
• cooking method used
• sauces or added ingredients
• any sides that will be served
For example a salmon entrée can be described as “Grilled Norwegian salmon in
a lemon, buttered, dill sauce, served with sautéed spinach and fi ngerling potatoes.”
Menu descriptions make the menu come alive for the customer. Adding just the
right words enhances the appeal of each item and allows the operator to command a
higher price.
Truth-in-Menu Laws
In writing a menu, an operator must be sure the descriptions accurately refl ect the
items to be served. Truth-in-Menu laws require the menu description to accurately
state the type, form, style, amount, method of preparation, and content of the menu
item. For example, stating that a New York strip steak weighs 16 ounces, but serving
a 12-ounce cut, is a violation of the Truth-in-Menu laws.
In addition, the Food and Drug Administration (FDA) regulates health claims made
on and about products. This applies mostly to product labels, but can apply to menus.
Stating that eating the “Bunless Burger” will lead to weight loss would be a false health
claim and cannot appear on a menu.
Figure 2-4. This is an example of a contemporary menu.
Marketing has become a key component of any sale. A menu
item needs a good description to “sell it” to the customer.
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Kelly & McCormick’s
Fall Greens Tossed with Blue Cheese and
Glazed Walnuts
Newport Oregon Albacore Braised with
Port Wine, Orange Juice, and Raisins
Leaf Spinach Aglio & Olio
Semisweet Chocolate Truffle Cake with
Raspberry Melba