Chapter 2 Menu Planning as a Control Tool
35
Recap
• The menu impacts every aspect of an operation—including food, labor, equipment,
layout, ambiance, and profi t.
• Different types of menus are used in foodservice operations.
• Menu ideas come from trade shows, manufacturers, distributors, customers,
employees, and trade journals.
• Various methods are used to determine the price for a menu item that produces
the greatest profi tability without alienating customers.
• The contribution margin is the dollar amount left over after variable costs are
subtracted from the selling price
• Marketing strategies focus on the message the price communicates to the customer.
• A well-written description of a menu item can entice customers to purchase it.
• Where items are placed on a menu can signifi cantly impact sales.
• Menu engineering is the process used to determine the popularity and profi tability
of menu items, to rank them, and to use the information to grow sales and profi t.
Review Questions
1. Briefl y explain why the menu should be written before anything else is planned
in a foodservice operation.
2. State how the menu affects the following aspects of the foodservice operation.
A. equipment
B. food
C. storage
D. brand or message
3. What menu substitutions would you make to this menu to create an attractive
plate: baked white fi sh, white rice, corn, cheesecake?
4. Why is it important to offer some variety on the menu, even if the operation wishes
to be known as a particular style of restaurant, such as a steakhouse?
5. What is a market menu?
6. Name fi ve different sections of a menu.
7. Name three ways in which a menu may be communicated to a customer.
8. List three sources of menu ideas.
9. Explain the difference between à la carte and table d’hôte pricing.
10. If a menu item is priced at $7.99, what menu pricing marketing technique is being
used? What message is the manager conveying about the item?
menu
standard menu
cycle menu
market menu
combination menu
daypart
à la carte
table d’hôte
combination pricing
contribution margin
variable costs
fi xed costs
odd pricing
even pricing
promotional pricing
2.5-times price spread
Truth-in-Menu laws
menu engineering
Key Terms
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Chapter 2 Menu Planning as a Control Tool
35
Recap
• The menu impacts every aspect of an operation—including food, labor, equipment,
layout, ambiance, and profi t.
• Different types of menus are used in foodservice operations.
• Menu ideas come from trade shows, manufacturers, distributors, customers,
employees, and trade journals.
• Various methods are used to determine the price for a menu item that produces
the greatest profi tability without alienating customers.
• The contribution margin is the dollar amount left over after variable costs are
subtracted from the selling price
• Marketing strategies focus on the message the price communicates to the customer.
• A well-written description of a menu item can entice customers to purchase it.
• Where items are placed on a menu can signifi cantly impact sales.
• Menu engineering is the process used to determine the popularity and profi tability
of menu items, to rank them, and to use the information to grow sales and profi t.
Review Questions
1. Briefl y explain why the menu should be written before anything else is planned
in a foodservice operation.
2. State how the menu affects the following aspects of the foodservice operation.
A. equipment
B. food
C. storage
D. brand or message
3. What menu substitutions would you make to this menu to create an attractive
plate: baked white fi sh, white rice, corn, cheesecake?
4. Why is it important to offer some variety on the menu, even if the operation wishes
to be known as a particular style of restaurant, such as a steakhouse?
5. What is a market menu?
6. Name fi ve different sections of a menu.
7. Name three ways in which a menu may be communicated to a customer.
8. List three sources of menu ideas.
9. Explain the difference between à la carte and table d’hôte pricing.
10. If a menu item is priced at $7.99, what menu pricing marketing technique is being
used? What message is the manager conveying about the item?
menu
standard menu
cycle menu
market menu
combination menu
daypart
à la carte
table d’hôte
combination pricing
contribution margin
variable costs
fi xed costs
odd pricing
even pricing
promotional pricing
2.5-times price spread
Truth-in-Menu laws
menu engineering
Key Terms

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