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Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Foodservice Organizations
CHAPTER
Ninth Edition
The Menu
3
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
3.1
3.2
3.3
Differentiate menu-related terms such as static, cycle, and single-use menus and à la carte versus table d’hôte.
Evaluate the aesthetic characteristics of a menu.
Describe the menu’s role as a primary control for the foodservice system.
3.4 Describe culture and ethnic impacts on menu planning.
3.5 Plan a static or cycle menu for a foodservice operation.
Learning Objectives
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Menu Presentation
Menus can be handwritten on chalkboards, fluorescent illuminated blackboards, or electronic plasma screens.
Many operations post their menus on their Web site as well.
Table d’hôte (the host’s table) is a complete meal consisting of several courses at a fixed price.
À la carte is where food items are priced individually.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Menu Psychology
Font Size & StyleColor &
Brightness
Spacing & Grouping
Eye Gaze MotionPrimacy &
RecencyMenu
Psychology
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Menu Psychology
• These techniques include print style and size, paper type and color, ink color, graphic illustrations
and designs, and placement on a page.
• showcase items in such a way as to encourage customers to give thought to items they
otherwise might not have considered.
• Key elements used in menu psychology include:
• Eye gaze motion: The eye will travel in a set pattern when viewing a menu (see Figure 3-2 in
text).
• Thus the center of a threefold menu is considered the prime menu sales area.
• Primacy and recency: Position menu items you want to sell more of in the first and last
positions within a category as the first and last things a customer reads.
• These are the items more likely than others to be chosen.
• Font size and style: Increase the size of font to attract the customer’s attention to an item;
decrease the size to deflect attention from an item.
• Avoid use of fonts that are difficult to read, especially in dim lighting.
• Color and brightness: Increase the brightness, color, or shading of visual elements to attract
customer attention.
• Spacing and grouping: Use borders around items or placement of items together within a
space to draw attention to items.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Types of Menus
Static
CycleSingle Use
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Types of Menus
• Static. A static menu is one in which the same menu items are
offered every day.
• Traditionally, the static menu has been characteristic of many
restaurants; however, many hospitals are using restaurant-type
menus as well.
• Cycle. A cycle menu is a series of menus offering different items
each day on a weekly, biweekly, or some other basis, after which the
cycle is repeated.
• In many onsite foodservice operations, seasonal cycle menus
are common.
• Single Use. The last of the three basic menu types, the single-use
menu, is planned for service on a particular day and is not used in
the exact form a second time.
• This type of menu is used most frequently for special events.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Factors Affecting Menu Planning
AestheticFactors
SustainabilityManagement
DecisionsGovernmentRegulations
NutritionalInfluence
SocioculturalFactors
CustomerSatisfaction
Food Habits& Preferences
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Factors Affecting Menu Planning
• Customer Satisfaction. Sociocultural factors should be considered in planning menus to
satisfy and give value to the customer.
• Nutritional needs provide a framework for the menu & add to customer satisfaction.
• Probably the most important aspects for satisfying customers are the aesthetic
factors of taste and appearance of the menu items.
• Sociocultural factors. Includes the customs, mores, values, and demographic
characteristics of the society in which the organization functions.
• Sociocultural processes are important because they determine the products and
services people desire.
• Customers have food preferences that influence the popularity of menu items.
• Food Habits and Preferences. Consideration of food habits and preferences should be
a priority in planning menus for a particular population.
• Cultural food patterns, regional food preferences, and age are related
considerations.
• Too often, menu planners are influenced by their own likes and dislikes of foods and
food combinations rather than those of the customer.
• Food habits are the practices and associated attitudes that predetermine what,
when, why, and how a person will eat.
• Food preferences express the degree of liking for a food item.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Factors Affecting Menu Planning
• Nutritional Influence. Nutritional needs of the customer should be a primary concern for planning
menus for all foodservice operations, but they are a special concern when living conditions constrain
persons to eat most of their meals in one place.
• In healthcare facilities, colleges and universities, and schools, for example, most of the
nutritional needs of the customer are provided by the foodservice.
• Increasing public awareness of the importance of nutrition to health and wellness also has
motivated commercial foodservice operators to consider the nutritional quality of menu
selections.
• Aesthetic Factors. Flavor, texture, color, shape, and method of preparation are other factors to
consider in planning menus.
• Sustainability. Sustainability concepts are having an increased influence on menu planning in
many foodservice operations.
• Government Regulations. Menu planning in some foodservice organizations will be impacted by
local, state, and/or federal regulations governing the types and quantities of food items to be served
at a meal.
• Schools and long-term care facilities that receive state and/or federal funding are required to
meet menu planning guidelines.
• Management Decisions. The menu should be viewed as a managerial tool for controlling cost and
production.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
MyPyramid
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Aesthetic Factors
Consistency Color
Shape
Flavor Texture
Aesthetic Factors
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Aesthetic Factors
• Flavor. Flavor is the taste that occurs from a product in the mouth and often is
categorized as salty, sour, sweet, or bitter.
• A balance should be maintained among flavors, such as tart and sweet, mild and
highly seasoned, light and heavy.
• Texture. Texture refers to the structure of foods and is detected by the feel of foods in
the mouth.
• Crisp, soft, grainy, smooth, hard, and chewy are among the descriptors of food
texture, which should be varied in a meal.
• Consistency. Consistency of foods is the degree of firmness, density, or viscosity.
• Runny, gelatinous, and firm describe the characteristics of consistency, as do
thin, medium, and thick when referring to sauces.
• Color. Color on the plate, tray, or cafeteria counter has eye appeal and helps to
merchandise the food.
• The combination of colors of foods always should be considered in selecting
menu items.
• Shape. The shape of food also can be used to create interest in a menu through the
variety of forms in which foods can be presented.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Sustainability
Use of locally grown/produced items
Use of “in season” foods
Use of sustainable seafood
Limited use of processed foods
Replacement of meat entrees with vegetarian entrees
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Management Decisions
ManagementDecisions
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Management Decisions
• Food Cost. Food cost is the cost of food as purchased. Foodservice managers in a
competitive situation must be cost conscious in all areas of operations.
• Because the menu is a major determinant of pricing for food items, the manager
must be particularly aware of both raw and prepared food costs for all menu items.
• Production Capability. To produce a given menu, several resources must be
considered, labor being a primary concern.
• The number of labor hours and the number and skill of personnel at a given time
determine the complexity of menu items.
• Some menu items may be produced or their preparation completed during slack
periods to ease the production load during peak service times; however, the effect
on food quality may limit the amount of production in advance of service that could
be completed.
• Type of Service. Type of service is a major influence on the food items that can be
included on a menu.
• A restaurant with table service vs. school foodservice.
• Availability of Foods. Improvement in transporting food both nationally and
internationally and in food preservation makes many foods that were once considered
seasonal available during most of the year.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Areas of Potential
Misrepresentation on Menus
Quantity
Quality
Price
Brand Names
Product Identification
Points of Origin
Merchandising Terms
Means of Preservation
Food Preparation
Dietary or Nutritional Claims
Verbal and Visual Presentation
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Onsite Foodservice Menu Planning
Plan the dinner meats or other entrées for the entire cycle.
Select the luncheon entrées or main dishes, avoiding those used on the dinner menu.
Decide on the starch item appropriate to serve with the entrée.
Select salads, accompaniments, and appetizers next.
Plan desserts for both lunch and dinner.
After the luncheon and dinner meals have been planned, add breakfast and any others.
Review the entire day as a unit and evaluate if clientele, governmental regulations, and managerial considerations have been met.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Onsite Foodservice Menu Planning
• Plan the dinner meats or other entrées for the entire cycle.
• Because entrées are the most expensive foods on the menu, total food cost can
be controlled to a great extent through careful planning at this stage.
• Menus for preceding and subsequent days should be considered to preclude
repetition.
• Select the luncheon entrées or main dishes, avoiding those used on the dinner menu.
• Provide variety in method of preparation.
• A desired meal cost per day can be attained by serving a less expensive item at
one meal of the day when a more expensive food has been planned for the other
meal.
• Decide on the starch item appropriate to serve with the entrée.
• Usually, if the meat is served with gravy, a mashed, steamed, or baked potato
would be on the menu.
• Scalloped, creamed, or au gratin potatoes are most appropriate with meats
having no gravy or sauce.
• Rice, pasta, and whole grains are common substitutes for potatoes.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Onsite Foodservice Menu Planning
• Select salads, accompaniments, and appetizers next.
• Work back and forth between the lunch and dinner meals to avoid repetition,
introduce texture and color contrast into the meal, and provide interesting flavor
combinations.
• Plan desserts for both lunch and dinner.
• Desserts may be selected from the following main groups: fruit, pudding, ice
cream or other frozen desserts, gelatin, cake, pie, and cookies.
• After the luncheon and dinner meals have been planned, add breakfast and any
others.
• Review the entire day as a unit and evaluate if clientele, governmental regulations,
and managerial considerations have been met.
• Check the menu for duplication and repetition from day to day.
• The use of a checklist aids in making certain that all factors of good menu
planning have been met.
• The nutrient content should be assessed to be sure nutrition guidelines are met.
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
À la carte Food items priced
individually.
Center of the plate Series of menus
offering different items daily on a
weekly, biweekly, or some other basis,
after which the menus are repeated.
Cycle menu Series of menus
offering different items daily on a
weekly, biweekly, or some other basis,
after which the menus are repeated.
Dietary Guidelines for
Americans Recommendations for
good health developed by the USDA
and the U.S. Department of Health and
Human Services.
Food habits The practices and
associated attitudes that
predetermine what, when, why, and
how a person will eat.
Food preferences Express the
degree of liking for a food item.
Menu List of items available for
selection by a customer and the most
important internal control of the
foodservice system.
Menu psychology Designing and
laying out a menu in such a way as to
influence the sale of foods served on
that menu.
Key Terms
Foodservice Organizations, 9eGregoire
© 2017 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
MyPlate Illustration of nutrition
food choice recommendations.
Plate waste The amount of food left
on a plate; a method used as a
measure of food acceptability.
Recommended Dietary
Allowance (RDA)Recommendations for dietary intake of
nutrients for healthy growth.
Single-use menu Menu that is
planned for service on a particular day
and not used in the exact form a
second time.
Spoken menu Menu that is
presented by the technician orally to
the patient.
Static menu Same menu items are
offered every day; that is, a restaurant-
type menu.
Table d’hôte Several food items
grouped together and sold for one
price.
Key Terms