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SCHOOL FOOD SERVICE

MANAGEMENT
CHAPTER 3
DETAILS OF THE MENU

FRANCIS ANTHONY B. CASTILLO

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MODULE 3 DETAILS OF THE MENU

In the context of food or dining, a menu is a list of dishes and drinks that are available for customers
to order at a restaurant or other food establishment.

Menus can vary in format and complexity, but they typically include a variety of categories such as
appetizers, entrees, desserts, and beverages. Some menus may also include special items for dietary
restrictions or preferences, such as gluten-free or vegetarian options.

In addition to the names of dishes, menus may also include descriptions of the ingredients and
preparation methods, as well as pricing information. Some menus may also feature photographs or
illustrations of the dishes, which can be helpful for customers who are unfamiliar with certain dishes.

Menus can be printed or displayed electronically, such as on a restaurant's website or through a mobile
app. They may also be subject to change based on seasonal availability of ingredients or changes in the
restaurant's offerings.

WHAT I NEED TO KNOW?

LEARNING OBJECTIVES:

At the end of the lesson the students should be able to:

1. understand the different types of menus;
2. explain the factors to consider when planning a menu;
3. prepare a survey questionnaire for market analysis; and
4. compute the food cost of a dish and determine its selling
price..

WHAT IS IT?
MENU DEVELOPMENT

Menu development refers to the process of creating or updating a menu for a restaurant or food
establishment. It involves selecting dishes that meet the needs and preferences of the target market, creating
recipes that balance flavor, presentation, and profitability, determining pricing, and designing an appealing
menu layout. Menu development is an ongoing process that requires research, experimentation, and adaptation
to meet changing trends and customer needs.

Menu development is the process of creating a menu that meets the needs and preferences of a
restaurant's target audience while also considering factors such as ingredient availability, food cost, and profit
margins.

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Here are some key steps involved in menu development:

1. Research and analyze the target market: It's important to understand the preferences, dietary needs,
and price points of the target audience. This information can be gathered through surveys, focus
groups, or online reviews.
2. Determine the restaurant's concept and theme: The menu should be aligned with the overall concept
and theme of the restaurant, such as a farm-to-table concept or a fusion cuisine theme.
3. Choose menu categories: Decide on the categories of dishes to include, such as appetizers, entrees,
and desserts, as well as any additional categories that may be appropriate for the restaurant.
4. Create the dishes: Develop recipes for each dish on the menu, considering factors such as ingredient
availability, food cost, and profitability.
5. Test the dishes: Before adding the dishes to the menu, test them in the kitchen to ensure they meet the
restaurant's standards for quality and taste.
6. Determine pricing: Set prices for each dish based on the food cost, portion size, and competition in the
market.
7. Design the menu: Create a visually appealing menu that is easy to read and navigate and consider
incorporating graphics or images to showcase the dishes.
8. Launch and evaluate: Once the menu is launched, evaluate customer feedback, sales data, and food
costs to make any necessary adjustments and improvements.

Menu development is an ongoing process that requires constant evaluation and adaptation to meet the
changing needs of the restaurant and its customers.

WHAT IS IT?
TYPES OF MENUS

Menus are an essential component of any food and hospitality establishment. They not only help
customers make informed choices about what to order, but they also play a critical role in shaping the overall
dining experience.

There are many different types of menus, each with its own unique format, purpose, and target
audience. Some menus focus on specific categories of dishes, while others offer a wide variety of options.
Some menus are fixed and set, while others change frequently to reflect seasonal or daily specials.

Understanding the different types of menus and how they are used can help food and hospitality
professionals develop effective strategies for menu planning and design. By tailoring menus to the specific
needs and preferences of their target audience, restaurants can attract and retain loyal customers and increase
their profitability.

Here are some common types of menus:

1. A la carte menu: This type of menu lists individual dishes that are priced separately. Customers can
order any combination of dishes they choose.
2. Prix fixe menu: Also known as a fixed-price menu, this type of menu offers a set number of courses
for a fixed price. Customers can select from a limited number of options for each course.
3. Tasting menu: A tasting menu offers a series of small courses that allow customers to sample a variety
of dishes. Tasting menus are often served with wine or cocktail pairings.

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4. Buffet menu: A buffet menu offers a variety of dishes that are laid out on a table or buffet line.
Customers can serve themselves and pay a fixed price for all-you-can-eat.
5. Beverage menu: This type of menu lists drinks such as cocktails, beer, wine, and non-alcoholic
beverages. Some beverage menus may also include food pairings or small bites.
6. Dessert menu: A dessert menu offers a selection of sweet treats such as cakes, pies, and ice cream.
7. Brunch menu: Brunch menus typically offer a combination of breakfast and lunch dishes, such as eggs
benedict, sandwiches, and salads.
8. Kids menu: Kids menus offer simplified versions of adult dishes that are tailored to children's tastes
and portion sizes.
9. Seasonal menu: A seasonal menu offers dishes that are made with ingredients that are in season, such
as pumpkin dishes in the fall or asparagus dishes in the spring.
10. Special dietary menu: This type of menu offers dishes that are tailored to specific dietary restrictions
or preferences, such as gluten-free, vegetarian, or vegan options.

These are just a few examples of the many different types of menus that can be used in the food and
hospitality industry.

WHAT IS IT?
FACTORS TO CONSIDER
WHEN PLANNING A MENU
Menu planning is a crucial aspect of the food and hospitality industry. A well-designed menu can
attract and retain customers, showcase the restaurant's unique offerings, and drive profitability. However,
menu planning involves much more than simply selecting dishes to feature on the menu.

When planning a menu, food and hospitality professionals must consider a variety of factors, including
the target market, food cost, seasonality, dietary needs, cuisine and theme, equipment and staffing capabilities,
profitability, and menu layout and design.

By taking into account these factors, restaurants can create a menu that not only satisfies customers'
tastes and preferences but also maximizes profitability and reflects the restaurant's brand and concept. In this
way, menu planning can play a critical role in the overall success of a food and hospitality establishment.

Here are some key factors to consider when planning a menu:

1. Target market: The menu should be tailored to the tastes, dietary needs, and price points of the target
market. For example, a fine dining restaurant may cater to a different audience than a fast-casual eatery.
2. Food cost: The cost of ingredients is a key factor in menu planning, as it impacts profitability. The
menu should strike a balance between high-quality ingredients and reasonable pricing.
3. Seasonality: Using seasonal ingredients can add variety and freshness to the menu. It's important to
consider the availability and cost of seasonal ingredients when planning the menu.
4. Dietary needs: The menu should offer options for customers with special dietary needs, such as gluten-
free, vegetarian, or vegan dishes.
5. Cuisine and theme: The menu should reflect the restaurant's overall concept and theme. For example,
a farm-to-table restaurant may emphasize locally sourced ingredients, while an Italian restaurant may
focus on traditional Italian dishes.

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6. Equipment and staffing: The menu should be designed with the restaurant's equipment and staffing
capabilities in mind. For example, if the restaurant has limited kitchen space or staffing, it may be
necessary to simplify the menu.
7. Profitability: The menu should be designed with profitability in mind. This means considering food
cost, portion sizes, and menu pricing to ensure that the restaurant can achieve its financial goals.
8. Menu layout and design: The menu should be visually appealing and easy to read, with clear
descriptions and pricing information. It should also be designed with the restaurant's branding and
theme in mind.

By considering these factors when planning a menu, food and hospitality professionals can create a
menu that meets the needs and preferences of their target audience while also maximizing profitability.

WHAT IS IT?
PROCESS FLOW OF
PLANNING & DESIGNING A
MENU

Planning and designing a menu is the process of creating a list of food and beverage items that a
restaurant or food service establishment will offer to its customers. This process involves selecting dishes,
deciding on their presentation and pricing, and determining how they will be marketed to customers.

Planning a menu involves choosing the types of dishes that will be offered, considering factors such
as the restaurant's cuisine, target market, and budget. The menu should include a variety of options to cater to
different tastes and dietary needs, while also being feasible in terms of the restaurant's resources and
capabilities.

Designing a menu involves creating a visual and structural layout for the menu that is appealing and
easy to navigate for customers. The menu design should be consistent with the restaurant's brand, and should
effectively showcase the dishes on offer. This may involve using graphics or images, creating categories and
subcategories, and providing descriptions of each dish.

Here is a general overview:

1. Define your target market: Before you start designing your menu, it's important to know who your
target audience is. Consider their preferences, dietary restrictions, and budget. This will help you create
a menu that appeals to your customers.
2. Determine your menu theme: Once you know who your target market is, you can start brainstorming
menu ideas that fit your restaurant's concept or theme. Think about the type of cuisine you want to
offer, the style of service, and any unique features that will set your menu apart.
3. Choose your menu items: Now it's time to select the dishes you want to include on your menu. Consider
factors such as cost, popularity, and ingredients. You may also want to conduct taste tests to ensure
that your dishes are delicious.
4. Design your menu layout: The way your menu is designed can have a big impact on customer
experience. Consider the size, font, and color scheme, as well as the order in which items are listed.
You may also want to include photographs or descriptions of your dishes to entice customers.
5. Determine pricing: Once you've chosen your menu items and designed your layout, you'll need to
determine how much to charge for each dish. Consider the cost of ingredients, preparation time, and

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any overhead expenses. You'll also want to ensure that your prices are competitive with other
restaurants in your area.
6. Test your menu: Before you launch your new menu, it's a good idea to test it out on a small group of
customers. Ask for feedback on the dishes, pricing, and overall layout. Use this feedback to make any
necessary adjustments before you launch.
7. Launch and evaluate: Once your menu is finalized, it's time to launch it to the public. Keep an eye on
sales and customer feedback, and make adjustments as necessary to ensure that your menu is a success.

Overall, designing a menu is a complex process that requires careful planning and attention to detail.
By following these steps, you can create a menu that appeals to your target audience and helps your restaurant
stand out from the competition.

WHAT IS IT?
MARKET ANALYSIS
Market analysis is a process of evaluating and understanding the market for a particular product or
service. It involves gathering and analyzing data on market trends, competition, customer behavior, and other
factors that can impact the success of a business.

Market analysis is important for businesses of all sizes, as it helps to identify opportunities and
potential challenges in the market. By conducting a thorough market analysis, businesses can make informed
decisions about product development, marketing strategies, and pricing.

Here are some key components of a market analysis:

1. Market size and growth potential: This involves understanding the overall size of the market, as well
as its potential for growth. This information can help businesses determine whether there is enough
demand to justify investing in a particular product or service.
2. Competition: This involves identifying the key competitors in the market and understanding their
strengths and weaknesses. This information can help businesses differentiate their product or service
and develop effective marketing strategies.
3. Target market: This involves identifying the key customer segments for a particular product or service,
and understanding their needs and preferences. This information can help businesses tailor their
product or service to better meet the needs of their target customers.
4. Trends and market drivers: This involves understanding the key trends and drivers that are shaping the
market, such as changes in consumer behavior or technological innovations. This information can help
businesses stay ahead of the curve and identify new opportunities.

Overall, market analysis is an important tool for businesses to gain a better understanding of the market
and make informed decisions about product development, marketing strategies, and pricing.

WHAT IS IT?
RECIPE STANDARDIZATION
AND COSTING

Recipe standardization and costing are two important processes in the food industry that help ensure
consistency and profitability.
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Here is a brief explanation of each process:

1. Recipe Standardization: Recipe standardization involves creating a consistent and replicable recipe
that can be used across different locations or batches. This process typically involves:
• Measuring all ingredients accurately and precisely
• Testing the recipe multiple times to ensure consistent results
• Adjusting the recipe as needed to achieve desired results
• Documenting the recipe and sharing it with others

By standardizing recipes, food businesses can ensure that their products taste the same every time they are
made, regardless of who is making them or where they are being made. This helps build customer loyalty and
creates a reliable product that customers can trust.

2. Recipe Costing: Recipe costing involves calculating the cost of each ingredient used in a recipe and
determining the overall cost of making the recipe. This process typically involves:
• Creating a list of all ingredients and their costs
• Calculating how much of each ingredient is used in the recipe
• Multiplying the amount of each ingredient by its cost to determine the total ingredient cost
• Adding the cost of labor, overhead, and any other costs associated with making the recipe
• Dividing the total cost by the number of portions to determine the cost per portion

By knowing the cost of each recipe and the cost per portion, food businesses can make informed
decisions about pricing and profitability. They can also identify areas where costs can be reduced without
compromising the quality of the product.

In conclusion, recipe standardization and costing are essential processes in the food industry that help
ensure consistency and profitability.

WHAT IS IT?
DIETARY REQUIREMENTS

Dietary requirements refer to the specific nutritional needs that individuals have based on various
factors such as age, gender, health conditions, and personal preferences. A person's dietary requirements may
vary depending on their activity level, metabolism, and overall health status.

Meeting one's dietary requirements is important for maintaining good health and preventing various
health issues such as obesity, heart disease, and diabetes. It involves consuming a balanced diet that includes
all the essential nutrients such as carbohydrates, proteins, fats, vitamins, and minerals in the right amounts.

Individuals with specific dietary requirements may need to make certain adjustments to their diet to
meet their unique nutritional needs. For example, someone with lactose intolerance may need to avoid dairy
products, while a vegetarian may need to find alternative sources of protein.

Here are some common dietary requirements:

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3. Gluten-free: Gluten is a protein found in wheat, barley, and rye. Individuals with celiac disease or
gluten intolerance must avoid gluten-containing foods.
4. Lactose-free: Lactose is a sugar found in milk and milk products. Individuals with lactose intolerance
cannot digest lactose properly and must avoid lactose-containing foods.
5. Vegetarian: Vegetarians avoid meat and meat products but may consume dairy, eggs, and plant-based
foods.
6. Vegan: Vegans avoid all animal products, including meat, dairy, eggs, and honey.
7. Halal: Halal refers to foods that are permissible under Islamic dietary laws. For example, pork and
alcohol are prohibited.
8. Kosher: Kosher refers to foods that are permissible under Jewish dietary laws. For example, meat and
dairy cannot be consumed together.
9. Low-sodium: Individuals with high blood pressure or other health conditions may need to limit their
sodium intake.
10. Low-fat: Individuals with heart disease or other health conditions may need to limit their fat intake.

It is important for food businesses to be aware of and accommodate dietary requirements to ensure that
their products are accessible and safe for all consumers. This can be achieved by offering alternative menu
items, providing clear labeling, and ensuring that cross-contamination does not occur during food preparation.

WHAT IS IT?
DETERMINING THE SELLING
PRICE OF A DISH
The selling price of a dish can be determined by taking into consideration several factors, such as:

1. Cost of ingredients: Calculate the cost of all the ingredients required to prepare the dish, including the
cost of any seasonings and spices. This will give you an idea of the minimum price you can sell the
dish for.
2. Overhead costs: Take into account any overhead costs associated with running your business, such as
rent, utilities, and staff wages. These costs should be factored into the selling price to ensure that your
business is profitable.
3. Market demand: Consider the demand for the dish in your market. If it is a popular dish that is in high
demand, you may be able to charge a higher price.
4. Competition: Research what other restaurants or businesses are charging for similar dishes in your
area. This will give you an idea of what your customers are willing to pay and help you set a
competitive price.
5. Profit margin: Determine the profit margin you want to achieve for the dish. This will vary depending
on your business model, but a common rule of thumb is to aim for a 30-40% profit margin.

Once you have taken all these factors into account, you can calculate the selling price by adding up
the cost of ingredients, overhead costs, and desired profit margin. It is important to regularly review and adjust
your prices based on changes in costs, demand, and competition.

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WHAT I KNOW?

What are some key factors that a chef or food service manager should consider when planning a menu
for a restaurant or event, and how do these factors impact the success of the menu?
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