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CONTENTS
Preface ... 13
Introduction ... 15
1 Know your Customer ... 1
Introduction ... 2
Demographics ... 7
Feasibility Studies ... 7
Demographic Surveys ... 8
Personal ...
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목차 전체
CONTENTS
Preface ... 13
Introduction ... 15
1 Know your Customer ... 1
Introduction ... 2
Demographics ... 7
Feasibility Studies ... 7
Demographic Surveys ... 8
Personal Knowledge ... 8
Competition ... 14
Age Groups ... 14
Ethnic Origins ... 19
Education, Occupation, and Income ... 19
Popularity Polls ... 22
Conclusion ... 30
2 Know Your Restaurant ... 33
Know Your Restaura ... 33
Introduction ... 34
The Existing Operation ... 34
Preduct Availability ... 34
Selling Price ... 34
Equipment Availability ... 35
Physical Capabilities ... 35
Product and Traffic Flow ... 39
Staff Skill Level ... 39
Theme ... 40
The New Restaurant ... 41
Theme ... 41
Equipment ... 45
Staffing ... 47
Conclusion ... 48
3 Costs ... 51
Introduction ... 52
Standardized Recipes and Cost Cards ... 52
Costing Single Items ... 58
Beverage Cost ... 60
Carbonated Beverages ... 61
Sandwiches ... 64
Complete Meals ... 66
Buffets and Salad Bars ... 70
Conclusions ... 71
4 Pricing the Menu ... 73
Understanding the Income Statement ... 74
Markup Methods ... 78
The No-Method Method ... 78
The Factor Method ... 78
The Markup on Cost Method ... 79
The Gross Markup Method ... 79
The Ratio Method ... 81
The TRA Method ... 82
Selecting a Method ... 83
Psychological Pricing ... 84
Product Mix ... 86
Menu Precost ... 88
Conclusion ... 89
5 Menu Content ... 91
Categories ... 92
APPetizers ... 92
Soups ... 92
Salads ... 93
Cold Entrees ... 96
Hot Entrees ... 97
Meat ... 97
Poultry ... 98
Fish and Seafood ... 98
Extenders ... 98
Non-meat ... 99
Vrgetables ... 100
Side Dishes ... 101
Starches ... 103
Desserts ... 103
Cheeses ... 104
Fruits ... 105
Beverages ... 105
Listings ... 106
Variety ... 106
Hot and Cold ... 106
Cooking Methods ... 114
Texture ... 115
Shapes and Sizes ... 115
Balance ... 116
Composition ... 116
Descriptive Terminology ... 117
Explaining ... 117
Selling ... 118
Negative Terminology ... 123
Conclusion ... 123
6 Truth in Menu ... 133
Accuracy in Menus ... 136
Representation of Quantity ... 136
Representation of Quality ... 137
Representation of Price ... 137
Representation of Product Identification ... 138
Representation of Points of Origin ... 139
Representation of Merchandising Terms ... 140
Representation of Means of Preservation ... 140
Representation of Food Presrvation ... 141
Representation of Dietary or Nutritional Claims ... 141
A Position Statement of the National Restaurant Association ... 142
Conclusion ... 143
7 Menu Layout and Printing ... 145
Introduction ... 146
Cover ... 146
Style fof Covers ... 146
Padded Covers ... 146
Custom Designed Covers ... 147
Insert-Type Covers ... 147
Laminated Covers ... 147
Paper Covers ... 153
The Layout ... 153
Selecting Category Names ... 154
Use Subheads When Listing Entrees ... 154
Be Creative with Alcoholic Beverage Listings ... 155
Putting It All Together ... 156
Using Prime Space Properly ... 156
Using Leftover Space - Institutional Copy ... 160
Using Clip-ons ... 163
Printing the Menu ... 167
Paper ... 167
Color ... 168
Type ... 169
Artwork ... 172
The Proof ... 172
Desktop Publishing ... 180
Conclusion ... 184
8 Fast Food ... 187
Introduction ... 188
Simple and Limited ... 188
Standardization ... 189
Concessions ... 192
Delis ... 192
Drive Thru, Delivery, and Boxed to Go ... 193
Conclusion ... 194
9 Coffee Shop Menus ... 195
Introduction ... 196
General Principles ... 196
Breakfast ... 197
Juices ... 198
Fruit ... 198
Cereals ... 199
Eggs ... 199
Meat ... 200
Waffles and Griddle Cakes ... 200
Bakery ... 200
Side Orders ... 201
Beverages ... 201
Club Breakfasts ... 201
Lunch and Dinner ... 201
Appetizers ... 202
Soups ... 203
Salads ... 203
Entrees ... 204
Sandwiches ... 204
Side Orders ... 204
Desserts ... 205
Menu Layout ... 205
Room Service Menus ... 205
Conclusion ... 218
10 Theme-Ethnic Menus ... 229
Introduction ... 230
General Characteristics of Theme Restaurants ... 230
General Characteristics of Ethnic Restaurants ... 231
Course Sequence ... 235
Descriptive Terminology ... 235
Menu Design ... 240
Conclusion ... 240
11 Banquet/Show Menus ... 243
Introduction ... 244
Banquet Menus ... 244
Banquet Menus Planning ... 247
Fixed Menu ... 247
Demographics ... 249
Theme ... 250
Skill Level ... 250
Pricing ... 274
Meeting Length ... 276
Show Menus ... 276
12 Buffets ... 279
Introduction ... 280
Visual Appeal ... 280
Fresh Food ... 281
Garnishment ... 281
Supporting Display Material ... 283
Line Movement and Zoning ... 285
Table Shapes and Placement ... 286
Writing the menu ... 287
Profit ... 288
Hors D'oeuvre Buffets ... 289
Formal Buffet ... 290
Conclusion ... 290
13 Cafeterias ... 293
Introduction ... 294
Cafeteria Styles ... 294
Demographics ... 297
Cafeteria Menus ... 297
Food Arrangement ... 301
Conclusion ... 302
14 Cycle Menus and Nutrition ... 303
Introduction ... 304
Commercial Use ... 304
Price ... 304
Balance ... 305
Leftovers ... 305
Captive Audience ... 306
Nutrition ... 306
The Basic Four ... 307
Type A Lunch ... 310
Special Diets ... 313
Calories ... 314
Variety ... 314
Selection and Popularity ... 315
Menu Planning Procedures ... 315
Conclusion ... 325
15 Menu Analysis ... 327
Introduction ... 328
Stars, Plow, Horses, Puzzles, and Dogs ... 328
Using Menu Engineering ... 329
The Four Key Menu Categories ... 330
How to Use the Categories ... 331
Menu Scoring ... 334
Which Method to Use ... 335
Analyzing Aesthetics ... 336
Conclusion ... 336
16 Profitability and the Menu ... 339
Introduction ... 340
The Menu ... 340
Purchasing ... 342
Storage ... 342
Production ... 343
Plating ... 344
Conclusion ... 344
Index ... 347
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