Chapter 3 Developing and Designing the Sales Menu © 2014, yienkeat, Shutterstock, Inc. 28 Kendall Hunt / McVety: The Menu & the Cycle of Cost Control 59745 GilsonCH03.indd Graphics 28 Iowa 7/17/14 11:52 AM OBJECTIVES Upon completion of this chapter, the student should be able to: 1. identify and discuss the major classifications on a menu. 2. select and describe menu listings based on variety, balance, and composition. 3. explain the new menu labeling requirements. 4. identify menu classifications according to the restaurant’s concept. 5. highlight menu items. 6. discuss the essential elements of printing type: typeface, type size, spacing of type, weight of type, and upper and lowercase letters. 7. explain how to utilize color effectively on the menu. 8. discuss how paper selection relates to menu usage. 9. discuss how menus are printed. KEY TERMS Balance Lowercase Serif Type Bold Print Medium Print Set Solid Classifications/Headings Menu Listings Subclassifications/Subheadings Composition Normal Texture Descriptive Copy Opacity Truth-in-Menu Grade Padded Covers Typeface Italics Printing Points Uppercase Laminated Cover Proof Variety Leading Ream Weight Weight of Type Letterspacing Reverse Type Wordspacing Light Print Sans Serif Type Logo Script INTRODUCTION Developing a menu takes time and careful planning. In the first part of this chapter the basic components of menu devel- opment are defined and explained: menu classifications, menu listings, variety, balance, composition, and descriptive copy. Truth-in-menu guidelines and the new menu labeling regulations are also examined. In the second part of this chapter layout and design is discussed. The layout and design of a menu must be carefully planned in order to produce a menu that is readable and easily understood. The correct placement of headings, subhead- ings, and menu items; the highlighting of menu items; fundamentals of type; color presentation; paper usage; construc- tion of covers; and printing are examined in detail. All of these elements have a direct relationship to the overall appear- ance of the menu and can make a favorable and lasting impression on patrons when done correctly. 29 Kendall Hunt / McVety: The Menu & the Cycle of Cost Control 59745 GilsonCH03.indd Graphics 29 Iowa 7/17/14 11:52 AM 30 Unit 1: The Menu Menu Classifications The restaurant concept must first be defined in order to plan a proper menu. The numberclas of - sifications or headings on a menu depends upon the type of restaurant. Most menus have the following classifications:appetizers, soups, salads, sandwiches, entrées, accompaniments and desserts. There are, of course, other more nontraditional classifications such as: side orders and beverages, which might appear on a luncheon menu, or a pasta section on an ethnic menu. A list of menu classifications with a brief explanation of each follows. Appetizers The major purpose of an appetizer is to stimulate the palate before the meal. The portion size is generally small and when accompanied with wine or spirits tends to be spicy. Appetizers can be either hot or cold and include: beef, poultry, fish or seafood, fruits, and vegetables. Soups Soups can be either hot or cold and are usually served after the appetizer. Soups are divided into three major categories: clear or unthickened soups, thick soups, and “Specialty” soups. Clear soups consist of: bouillons, broths, consommés, and thin vegetable soups. Thick soups encom- pass: bisques, chowders, creams, potages, and purées. “Specialty” soups are representative of cer- tain countries or regions and include: Minestrone, French Onion, or Gumbo. Cold soups also fall under the “National” or “Specialty” category and are often served in warmer climates: cucumber, gazpacho, fruit, and vichyssoise are a few examples of cold soups. Salads Salads are generally served as an accompaniment or as a main course on the menu. Salads should be fresh and served at the proper temperature whether hot or cold. Accompanying salads can be served in lieu of the appetizer or soup and are sometimes referred to as first course salads. The major purpose of the first course salad is to enliven the palate. Grilled vegetables, fish or seafood, specialty meats, or fruits can be utilized. In fine dining restaurants, the accompanying salad is served before the entrée. These salads are designed to cleanse the palate; they should be light in nature and consist of mixed greens such as Bib and Belgian endive. Main course salads or cold plates are referred to as cold entrées. Lobster salad, chicken salad with apple and walnuts, or grilled vegetable plates with aged balsamic and pecorino are a few examples of cold entrées. Sandwiches Sandwiches can be served cold or hot and might contain beef, poultry, fish or seafood, and vegeta- bles. Sandwiches are generally found on the luncheon menu and can be simple to elaborate: ranging from a chicken salad sandwich, to a grilled swordfish sandwich provençale served open faced. Entrées Entrées are usually also separated into hot or cold sections on the menu. Hot entrées are the larg- est classification on the menu and are sometimes further broken down intosubclassifications or subheadings. These can include: meat, poultry, and fish and seafood. Cold entrées make up a Kendall Hunt / McVety: The Menu & the Cycle of Cost Control 59745 GilsonCH03.indd Graphics 30 Iowa 7/17/14 11:52 AM Chapter 3: Developing and Designing the Sales Menu 31 smaller classification; therefore, subclassifications are not warranted. Generally, a listing of main course salads or cold plates follows the cold entrées. Hot Entrées Meats. Meats are the largest subclassification on the menu and contain: beef, lamb, pork, and veal. Menu listings should be adequately represented to ensure proper cross-utilization. Cooking techniques must also be well balanced and include: braising, broiling, frying, grilling, roasting, sautéing, and smoking. An adequate representation of cooking techniques facilitates proper rotation of kitchen equipment and takes into consideration customer preferences. Poultry. The poultry subclassification on the menu includes chicken, duck, pheasant, quail, and turkey. Poultry is relatively inexpensive to procure and can be cooked in a variety of ways: baked, barbecued, braised, fried, grilled, roasted, and smoked. Poultry can be cross-utilized with relative ease throughout the menu in appetizers, soups, salads, and entrées. Chicken and turkey, over the last decade, have risen in popularity due to health concerns over high-fat and high- cholesterol in the diet. They have become healthier alternatives to red meats. Fish and Seafood. Fish and seafood are rich in flavor and are an excellent source of protein. Fish and seafood listings can be numerous and include freshwater fish and saltwater fish such as: flatfish, round fish, mollusks, and crustaceans. Fish and seafood can also be prepared a number of ways: baked, broiled, fried, grilled, poached, roasted, sautéed, and smoked. Unfortunately, fish and seafood are highly perishable, and therefore, should be carefully handled and served immediately. Cold Entrées. As mentioned earlier, cold entrées generally encompass main course salads or cold plates. Main course salads might consist of: a grilled duck salad with vegetable couscous and fall greens, or Caesar salad with lobster. Cold plate listings might include herb salad with cured scallops and brioche sticks, or a fruit and cheese plate with an assortment of smoked meats. Cold entrées are a welcomed addition to the menu for patrons who prefer lighter fare. Accompaniments Accompaniments on the menu consist of vegetables, potatoes, rice, and pastas. Both vegetables and starches are low in calories and are relatively inexpensive to prepare. Accompaniments can be cooked in a variety of ways: baked, grilled, roasted, sautéed, and steamed. When accompaniments are prepared correctly and presented with the appropriate entrées on an à la carte menu, they can contribute considerably in increasing the overall check average. Desserts Desserts are relatively inexpensive to prepare, and when merchandised and served correctly, are extremely profitable. A variety of choices should be included in the dessert section of the menu: fresh cakes, cobblers or crisps, fruits, ice creams, pies, puddings, sorbets, specialty items, and tarts. Menu Listings Once the menu classifications have been selected,menu listings must be chosen. The menu listings in each classification vary depending upon the demographics, the type of restaurant, the geographical Kendall Hunt / McVety: The Menu & the Cycle of Cost Control 59745 GilsonCH03.indd Graphics 31 Iowa 7/17/14 11:52 AM 32 Unit 1: The Menu location, the accessibility of product, the equipment capacity, and the skill level of employees. All these factors must be considered when preparing menu listings. After the tentative menu listings are as- sembled, they should be reexamined in terms of variety, balance, and composition. Variety Variety refers to the diversity of product; hot and cold offerings; the cooking techniques used; and the color, configuration, taste, height, and texture of the menu items. Each component of variety must be fully addressed within each menu classification. Hot and Cold Items. The number of hot and cold items on a menu has a direct correlation to the geographical location of the restaurant and the season. Hot or cold items can be offered in appe- tizer, soup, salad, sandwich, entrée, and dessert categories. Cooking Techniques. Each classification of the menu