SYSCO Food Services of Cleveland, Inc. Menu Design And Engineering Techniques Menu Buzz Words Helping a customer rewrite a menu? The Hot Bytes newsletter says these five product descriptors will be especially effective in 1998: fresh, organic, roasted, homemade, and “crusted”. The publication also predicts that this globe-spanning list of cuisines will have a big impact throughout foodservice this year: Greek/Turkish, Moroccan, Persian, equatorial Asian (Indonesian, Thai, Vietnamese), Cuban, Brazilian, Med-Rim fusion and classic American diner (chili, pot roast, macaroni and cheese). Menu Facts < Think pro-actively about menu - Don’t wait for your menu to be a problem < Your menu is your number one source for sales yet some restaurants don’t change menus for years < Avoid formula pricing - price each item for its own worth based on value perception (coffee is a great example - if we priced coffee by the multiply by three formula, we would sell it for 12 cents!) < Your customers only take three minutes to scan your number one sales tool (your menu) so you must hit them hard and fast < Use table tents to continue to sell after the menus have been taken away (especially effective for desserts and drinks) < Shop your competition regularly < Talk to wait staff about pricing - get their opinion < Avoid odd ball pricing such as $4.32 or $3.63 - your customers will not perceive the difference between $4.32 and 4.50 or $3.63 and 3.75 < Use boxing techniques (increases order frequency by 27%), shadows (increases order frequency by 17%), highlights, logos and the words special or new (increases order frequency by 15-20%) < Side dishes, appetizers, and desserts build check averages without the customer directly feeling as if they are spending money - they have a lower price perception - but the profits really start to add up < Have separate dessert and beverage menu. Doing this doubles the sales in these highly profitable categories < Menu boards are very effective sales building tools. Letters should be at least 1" high and should be two colors of text (recommended yellow and white on black background for highest visual impact). The board should change regularly at least every four weeks < Use Brand identification to help impact sales and offset menu costs < Use buttons, wall hangings, table tents and tee shirts to support your menus sales efforts SYSCO Food Services of Cleveland, Inc. 22801 Aurora Road Bedford Heights, Ohio 44146 216.587.0200 Page 1 SYSCO Food Services of Cleveland, Inc. Offer Constructive Ideas (Invest in Solutions) The Rounding Strategy - to -open the door Specials Placement - highlighting GP winners Boxing Technique - create a showcase effect Signature Icons - develop seasonal awareness The Shading Effect - menu engineering at its best Menu Item Placement - the right place at the right time Merchandising Low Cost - "Sides" new product introduction "Specials" and Dessert Menus - promoting signature items Menu Boards - the same concepts with a different spin Create Sample Menu Items - featuring SYSCO products, naturally APPETIZERS CEVICHE white sea bass, shrimp and scallops 5.95 Highest Selection Rate ESCARGOT CASSEROLE with garlic and cream 4.50 CLAMS cockles steamed with garlic and white wine 6.50 SHRIMP traditional cocktail with homemade sauce 5.95 OYSTERS ON THE HALF SHELL (6) 6.50 APPETIZERS CEVICHE white sea bass, shrimp and scallops 5.95 Highest Profit ESCARGOT CASSEROLE with garlic and cream 4.50 Lowest Profit CLAMS cockles steamed with garlic and white wine 6.50 SHRIMP traditional cocktail with homemade sauce 5.95 OYSTERS ON THE HALF SHELL (6) 6.50 Highest Profit SYSCO Food Services of Cleveland, Inc. 22801 Aurora Road Bedford Heights, Ohio 44146 216.587.0200 Page 2 SYSCO Food Services of Cleveland, Inc. Menu Presentation Menu / Service Style 1. Menu Presentation Hand menu to guest, do not set on table 2. Blackboards Correct spelling Block print at least 2" high List prices 3. Core Menu vs. Specials 10 - 1 ratio 3 changes per year 10 % - 20 % changes 4. Plate Presentation Techniques “Caring hands” Code meal to guest - clockwise ( don’t approach the table and ask “who gets the burger”) 5. Oral Presentations Script options such as: “Is this your first visit?” Or “Would you like a suggestion?” Describe specials Close with noting of table tents or special boards or any other note worthy menus SYSCO Food Services of Cleveland, Inc. 22801 Aurora Road Bedford Heights, Ohio 44146 216.587.0200 Page 3 SYSCO Food Services of Cleveland, Inc. 1999 Menu Trends As we start a new year, most operators could use a crystal ball to spot trends. A profitable year's end often depends on knowing what's hot now, and what menu concepts are starting to heat up. Data from a recent IFMA -sponsored Forecast and Outlook management seminar highlights some important trends. An NRA menu study reveals the growing importance of 'small bites' such as appetizers, ethnic entrees, kid food and the renewed vitality of vegetarian items. While dominant new trends may indicate there's nothing totally new under the sun, there's always room for improvement on old favorites: Updated Italian continues to grow in fast food, casual dining and upscale dinner house chains... Olive Gardens. Revitalized steak houses are also in high growth mode... Longhorn Steak House. Roasted chicken combines a healthy image with high consumer acceptance... Pollo Loco & Pudgies Food-to-go concepts are gaining in popularity, especially restaurant delivery and HMR - Home Meal Replacements. Be on the lookout for more "minis" and "maxis": Minis are high end, retail / prepared food boutiques. They're full of gourmet products, baked goods, health drinks and specialty foods. Famous branded concept foods offered in kiosks at airports, sports arenas and the like can also be considered "minis." Maxis are restaurant/entertainment complexes with appeal to special occasion diners. Included in this category are supper clubs, gambling casinos, 'floating' restaurants and such crazes as 'medieval' dining. As the two-income household remains the norm for most baby-boom families, demand is expected to grow for convenience foods and services. Overall, the aging of the boomer generation should be viewed as a positive indicator for food-away-from home. SYSCO Food Services of Cleveland, Inc. 22801 Aurora Road Bedford Heights, Ohio 44146 216.587.0200 Page 4 SYSCO Food Services of Cleveland, Inc. CONCEPT DEVELOPMENT How to Develop a Signature Concept Remember: You should strive to provide unique features and personal touches which become identified with your restaurant's dining experience. Typically, this means offering special benefits and experiences which the guest cannot find at home because they require extensive time, specialized skills and/or equipment or they are cost prohibitive. FIRST: Evaluate Guest Dissatisfaction - What do guests complain about on a regular basis? WHY GUESTS BECOME DISENCHANTED AND FREQUENT YOUR COMPETITION 1. Ashtrays with more than two butts in them 2. Salads which aren't chilled 3. Water glasses not automatically refilled 4. Hot food on cold plates or hot beverages in a cold cup 5. Hot or cold food at room temperature 6. Being placed on hold for longer than 30 seconds 7. Chipped dishes or glassware 8. Spotted or tarnished place service 9. Streaked glasses 10. Menus or placemats with stains, tears or smudges 11. Stale bread or rolls 12. Insufficient menus for guests 13. Unimaginative salad bars and buffets 14. Waiting longer than three minutes for a drink order 15. Food visible in the pick-up window waiting to be served 16. Insufficient china, silver or glassware 17. Crooked place settings on tables 18. Less than perfect tabletop 19. Dirty sugar bowls - lint or dust inside 20. Greasy salt and pepper shakers - half empty salt and pepper shakers 21. Dirty or sticky Ketchup bottles 22. Running out of any item in the kitchen or the bar ANYTIME 23. Service staff with an "attitude" problem 24. Late starting time for banquets, receptions or coffee breaks 25. Flat soft drinks 26. Debris, bits of paper or food not IMMEDIATELY picked up 27. Opening late or closing early contrary to posted hours 28. Paying top dollar for food and beverage and not receiving it 29. Ordering by the description of the dish and receiving something else 30. Not being acknowledged with a smile, hello or eye contact immediately upon entering the restaurant SYSCO Food Services of Cleveland, Inc. 22801 Aurora Road Bedford Heights, Ohio 44146 216.587.0200 Page 5 SYSCO Food Services of Cleveland, Inc. How to Develop a Signature Concept - Continued 31. Waiting in line while empty tables are visible 32. Dirty, stained or torn booths, tables and chairs 33. Breakfast guests who don't get free coffee if -they must wait or who are not offered coffee immediately upon being seated 34. Luke warm coffee 35. Dried out fruit garnish in the bar 36. Slowly replenished buffet tables or salad bars 37. Incomplete or poorly timed service of orders 38. Asking "Who gets what?" 39. Stained coffee cups 40. Murky water in flower vases or wilted flowers 41. Soiled, stained or torn table linen 42. Wobbly tables and chairs 43. Wiping tables with dirty, greasy rags 44. Service staff who talk to the order pad and avoid eye contact 45. Frozen desserts served too hard to eat 46. Leaving the restaurant without being thanked 47. Breakfast guests who cannot complete the meal in under ½ hour 48. Sloppy, wet, stained or incorrect food checks 49. Receiving beverage orders without something to snack on 50. Hard butter 51. Feeling "processed" rather than served 52. Restaurant policies which intrude on guests enjoyment 53. Seating smokers next to non-smokers 54. Lighting too dim to read the menu 55. Long dissertations on the restaurants specials 56.