B. Menu Structure

The importance of this cannot be stressed too strongly if budgeted sales or costs are to be achieved. The content can be examined under the following headings:

1) Language: language should be clear and easy to under stand and it is essential to provide accurate translation in English language if menu is written in any foreign language.

2) Accuracy. A very basic requirement for all menus is that when seen by customers they are accurate as far as pricing and availability are concerned, with the correct spelling and description of dishes and drinks. It is all too common to be presented with a menu or wine list to which untidy alterations have been made in handwriting.

3) Pricing. The correct pricing of all food menus and restaurant lists is very important to the success of an operation. It is essential that in total all necessary costs are covered; that the prices are attractive to the particular segment of the market that the operation is in; and that the prices are

offered. Pricing strategy should be based on type of establishment, operation, competitors and desired profit.

4) Methods of printing menu:

• Small establishments and menu for special occasions may have handwritten menu. Make it sure that hand written should be clear to read as a printed menu and in good style.

• Menu can be duplicated by using stencils or duplicating machine.

• Printed menu are most popular and be careful of the letter press or offset litho. In letter press image of printing is transferred to the paper and advantages of this printing is to make alterations to the type are easy and quick. Offset litho is fast and convenient but alteration is not possible in this type of printing.

• Desktop publishing is the use of an in-house microcomputer using a desktop software package and banquet menus, promotional and event are mostly printed. By using desk top publishing you are free to re-design the menu and quality of output can achieve by laser printer.

• Type and color of the paper is also one of the important aspects;

ensure th thickness of the paper which varies from 120 g/m2 to 500 g/m2 and color of the menu card should meet with the color scheme of the restaurant and should not be subdued in the light. There are three types of paper finishes used in printing of the menu: absorbent, non absorbent and glossy finished papers.

• Always ensure varnishing after completion of all printing followed by lamination and then plastic zing to make it menu stronger.

• Use different type faces for headings, subheadings and for descriptions. Don’t be in antique style or too elegant, it may create lot of confusion to the guests.

• Ensure logo of the company and quantity of the menu cards to be printed should be workout carefully and don’t print menu card required in more than for a year. Printing all menus with the basic design features only with no price printed.

Key steps of Menu Merchandising:

Menu presentation Menu design Menu content

• Attractiveness

1) Presentable menu:

The menu should be attractive and guest would like to take in his hand and read it. The presentation of dirty, spotted, work, frayed, etc. Menu is about the poorest way to start the meal.

2) Legible:

This means that the printing of the menu should be easily legible.

Cutting, addition of dishes in ink, change in price by cutting, etc, should be avoided. The types selected should be attractive and easy to read.

It should be of sufficient size so that most guest like old , with low vision, read it with ease. Hand written menus should be avoided. The spelling of dishes should be correct and the classical dishes should be written in original and not translated, for example: dal makhni sould be written like this only and not like pulse butter, even if the menu is written in English, the space between two lines must be double so it is easier to read it. The single space menu look like a telephone directory or a dictionary. The lighting in the restaurant should e enough to at least read the menu properly.

3) Format:

The format of the menu should suit the contents of the menu. As far as possible, different formats should be used for various like snacks, breakfast, lunch or dinner, etc. The different format can also be made for soups, vegetarian, non-vegetarian, fresh from Indian clay oven, desserts, etc. The format of the menu will also depend upon the type of establishment, its standard and nature, it may be a hotel, cafeteria, hostel , and club. The menu should not run into many pages as it looks like reading a book which no guest likes. There should be a food wine list prepared separately.

4) Description of dishes:

The dishes listed on the menus must have a brief description so that the guest may understand what he is ordering. Sometimes guest do not find it convenient to ask the waiter to explain the dish and more over it will take a lot of time of hotel staff to explain the guest about the dishes he orders. There is a joke, guest who could not understand the menu ordered while outing a finger on the dish, the waiter server plain consommé, a guest who was very hungry and wanted to eat a dish of chicken very reluctantly ate hot dirty water (consommé), then ordered

for sometime turns into water), finally he ordered the last dish mentioned on the menu and this dish was not priced, he thought maybe this dish is very expensive and that is why it has not been priced. After sometime manager came with the folding hands and enquired about the assistance, the guest said I have ordered for this dish, then the manager replied it is writer that for complaint or suggestion contact manager.

5) Headings:

It should be well organised. Similar item should be grouped together and attractive heading may be assigned to the groups. The motive of a well organized menu is that the guest should be able to find what he wants to order without reading the menu.

6) Restrictive menu:

The menu should be short as far as possible. Keeping a long menu is a poor merchandising policy.

7) Easy to change:

Even the most carefully planned menus must be changed from time to time. The change may be there due change in price, need to add or cancel some items for a variety of reasons like non availability of crtain raw material, dishes not popular among guests, non availability of staff, equipments, etc.

8) Fit for operation:

To serve good food with well and prompt service, management may have a menu designed to fit the place. It must match the size and kind of equipment, their capacity and also the skill of the kitchen and service staff.

9) Merchandising effect:

Design the menu to sell the items which management wants to sell keeping in view the fast turnover, profitability, availability of extra stock, specialty, etc. Such item should be tactfully located; different type of phrases can be used to emphasise one item over another; while listing the items on menu. The item management wants to sell fast can be placed at or near the top , since many people choose an item that appeals to them first rather than study the whole menu.

10) Language:

The menu should fit the language and vice versa. The language chosen should be most acceptable by the guest visiting your restaurant. The classical dishes cannot be translated.