Chapter 10: Merchandising the Menu

Merchandising• Merchandising: the presentation of a product to the

appropriate market at the right time in an organized and attractive display.

• It is important to list additional pertinent information, such as liquors and wines, appetizers, salads, steaks, seafood, sandwiches, desserts, take-out service and specials.

• Additional information on a menu might include: a list of the credit cards accepted by the establishment; the hours of operation, the address, phone number, and e-mail address of the restaurant; professional association memberships; catering information, take-out service, and banquet accommodations.

Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d•Listing Liquors: brand name should be

given; options should be listed in the order in which they are consumed at mealtime

•Wine Lists: large selections should be presented on a separate menu

•Appetizers: should be listed before soups; the number of appetizers should increase as the number of entrées increase

•Salads: listed after appetizers and soups

Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d

•Steaks: consider cut, thickness, size, portion and the manner in which it is prepared

•Seafood: list how the seafood is prepared and served

•Sandwiches: if a specialty item, they should be listed with entrées.

•Specials: two types▫What the restaurant is known for▫Profit generators

Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Merchandising Cont’d

•Desserts: Can be listed after entrées or on a separate menu

•Take-out Service: presented on a separate menu

Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Evaluating the Sales Menu

•Special Occasions menu is evaluated for:▫Print▫Balance▫Variety▫Composition▫Descriptive Copy▫Listing of Items▫Color

Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009