menu and beverage merchandising.notes
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What Every Server Needs to Know about Menu and Beverage MerchandisingTRANSCRIPT
Menu & Beverage
Merchandising 101
Towards Restaurant & Outlet Profitability
Hotel & Restaurant Association of Baguio6th Annual Hotel , Restaurant & Tourism Week
Baguio Country Club, Baguio CityBY: EVANGELINE PAYNO
To emphasize the importance of menu and beverage merchandising for restaurant profitability
To equip students/attendees basic techniques for menu and beverage merchandising
To help professional servers maximize their role in attaining an increased average check and outlet sales
To orient students about effective menu and beverage sales presentation
1 hour session of lecture and discussion
In-House Selling or Upselling is one of the core competencies required from Service Professionals
A server must aim to improve his communication skills since this is a necessary skill that will blend well with one’s ability to effectively sell
Is a form of promotion specially positioned at the point of sale.
It is a way of stimulating captive customers to try some of the hotel’s/restaurant’s products and services
Attractive Transparencies in lobbies with excellent lighting for visual impact
Posters displayed at foyers to elevators and elevator walls
Dish Presentations displayed on counters
Floor Stands displayed in strategic places to announce forthcoming events
Thru the Restaurant’s Menu & Beverage List
Is a specific sales activity conducted by employees to enhance sales and guest satisfaction
It has 3 Components1. Special Promotions
2. Merchandising
3. Suggestive Selling
Requirements:Product Knowledge
Good Customer Orientation
Effective Sales Presentation
Manner of Preparation & Basic IngredientsBasic Preparation and ingredients used are usually mentioned when describing a dish like:
“Chicken & Pork Adobo is described as-
“a flavorful combination of chicken and pork, simmered in vinegar and spices, served with rice and achara”
Preparation TimeGuests should be informed of the preparation time to avoid unnecessary surprises and give consideration to guests who are in a hurry
When orders take a long time to prepare, servers must take this opportunity to offer appetizers or drinks
Standard PortioningThe size of a serving is usually measured in terms of weight, quantity etc.
When a menu is a la carte, it means that the food is portioned for one serving or for one person.
Family Serving or Lauriat is usually designed for a group of 4 to 5
Standard AccompanimentsSidings that accompany the dish
The server must know what goes with a set meal and inform the guest right away
It helps to mention the accompaniments for a more persuasive sales presentation
“May i suggest a sizable serving of our Chef’s Special – a tender, juicy sirloin served with onion soup and side salad
Complementary ItemsPush for items that best complement a food ordered
“May I Bring you a glass of red wine to complement your steak, Sir?”
“Our consomme goes perfectly well with your Steak, shall I get you a portion Sir?”
Special Qualities of the DishEffective Sales Presentation by highlighting the special qualities of the dish
Uniqueness, Lower fat calorie content, tenderness, juiciness, freshness, portion size, etc
“May I suggest a light, yet sumptuous meal for you sir? – A sizzling bean curd with vegetables, rich in nutrients but low in fat and cholesterol”
BeverageRefreshing Juice
Light and Refreshing Cocktail
Ice cold or Chilled Beer
Nutritious and Refreshing fruit Juice
Fascinating Drink of the Month
Sugar-free baked cheesecake
AppetizersFresh and appetizing kilawin tangigue
Tender beef tapa
Spicy gambas ajillo or shrimp cocktail
Crispy fried spinach
Light Serving of our famous Mango Prawns Delight
SoupHot Steaming Soup of the Day
Hot Creamy Mushroom Soup
Special Consomme Soup
SaladTossed, green or crisp symphony of baguio salad
Our house specialty and favorite, the Caesar’s Salad
Our light serving of Chef Salad
Main CourseFresh Seafoods
Hot and Spicy Caldereta
Our House Specialty, the Surf and Turf or what we call , Perfect Combo
Sizable Serving of Crackling pork
Perfectly grilled salmon / chilean seabass
DessertFresh papaya or fresh fruits in season
Creamy Fruit Salad
Refreshing Halohalo or Ice Cream
Native Delicacy – leche flan or sapin sapin
Use words that appeal to the senses of:Sight – colour, freshness, wisp, steaming and tints
Hearing – sizzling, crisp and crunchy
Touch – soft, tender, smooth, thick, thin, hot, cold and chilled
Smell – aromatic and fruity
Taste –spicy, sweet, dry, delicious, yummy, tangy, chilly
“Our creme of mushroom soup which is steaming vegetable stock smoothly thickened with flour, butter and garnished with wild mushrooms and a wisp of cream. Would you like to try it?
Use words that appeal to the senses “We recommend our crème of mushroom soup which
is steaming vegetable stock smoothly thickened with flour, butter and garnished with wild mushrooms and a wisp of cream. Would you like to try it?” / May I order this for anybody at this table?
May i suggest our house breakfast, which consists of 2 farm fresh eggs of your choice with crispy bacon, smooth-buttered mashed potatoes and grilled red tomato”
Be familiar with guests’ favorite drink and offer it before he orders
“May I serve you a double shot of your favoriteRemy Martin, sir?
Beverage Sales can be pushed several times until the guest decides to leave. Once the glass is almost empty, Offer another round of drink
“May I bring you another round of beer, Sir?”
Know and Describe the special qualities of the drink when asked. For instance, one can describe a Mangarita – “ a perfect blend of light rum and ripe mango”
Offer drinks that best complement the food ordered. Know what wines will be a good accompaniment to steaks, fish, seafood etc
Offer aperitifs before the meal, red/white/rose wine as a complement to main course and cordials after the meal
Use the right pronunciation when mentioning the drink
When the drink ordered is out of stock, offer an appropriate substitute.
When recommending drinks, start those items at moderate price
When you think the guest is very thirsty, offer tall / long drinks or beer
Offer sweet drinks to people who just had their meals. Ex. Liqueurs
Offer drinks with soda and bitters for guests who have upset stomach (usually rum)
Offer hot drinks like buttered rum to guests who have colds
Suggest Bloody Mary for hangover as it is known to be a good antidote