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Menu Planning & Design

Menu Planning & Design

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Menu Planning & Design

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  1. Menu Planning & Design FCS 485 Ninemeier, J.D., & Hayes, D.K. (2003). Menu Planning Design, and Evaluation/; Managing for Appeal and Profit. Richmond, CA: McCutchan Publishing Corportation

  2. Technology and Menu Planning and Design • Objectives: • Identify specific ways that technology affects menu development • Discuss how major design decisions can be evaluated before the final menu design is printed • Review technology and how menus can help to sell an operation’s products and services.

  3. Technology can help with each of the basic steps in the menu-planning process. The Computer and Menu Planning

  4. Overview of Menu Planning Process • Step 1: Recognize Menu-Planning Priorities • Step 2: Select Menu Categories • Step 3: Consider Items for Menu Categories • Step 4: Select Menu Items • Step 5: Establish Standards for Each Menu Item • Step 6: Write Menu Item Descriptions • Step 7: Design the Menu

  5. Menu Development and Technology • Questions addressed by menu-planning technology? • What should be served? • What will the item cost? • How often should the item be served? • What price should be charged? • How effective is the menu?

  6. Menu Design • Goal: To increase sales • General types of menus • Conventional: single-sheet, two-sheet, multi-sheet, two-sheet (three panels), menu inserts, die-cut menus • Nontraditional • Menu boards

  7. Factors to Consider in Menu Design • Menu Cover • Menu Dimensions • Menu Materials • Menu Copy and Descriptions • Menu Typography • Menu Layout • Menu Mechanics: Colors, Decorative Details, Clip-Ons • Menu Shape • Menu Printing

  8. Menu Cover • Gives guests an early visual impression • Identifies type of restaurant • Evidence of a well-operated restaurant • Design must fit with décor and theme • Should not be hard to read

  9. Menu Dimensions • Menu size will be impacted by: • Number of items to be included • Number of pages • Spacing • Graphics • Type styles • If too small? • If too large?

  10. Menu Materials • Durability • Ability to clean • If a menu cannot be cleaned it must be discarded • Cost

  11. Menu Copy and Descriptions • Descriptions must be interesting, appetizing, and accurate • Should include primary ingredients and principal preparation method • Use terms familiar to the reader • Spell accurately and use proper grammar • Avoid wordy descriptions

  12. Typography • Two basic components: size and font • Choose a typeface for readability • Multiple sizes on a single page can distract the reader • Type smaller than 12 points should not be used • Set primarily in lower-case type • Use italics sparingly • Consider readability of color

  13. Layout • Menu categories • Entrées, Appetizers, Soups, Salads, Vegetables, Desserts, Beverages • Prime real estate • Single-sheet • Two-sheet (folded) • Two-folded (three panel)

  14. Layout • Use available space for other purposes: • Supplemental menu item descriptions • Cross-selling opportunities • Property information • Special information • Other information • Blank space

  15. Menu Mechanics • Color • Light colors = warm atmosphere • Dark colors = emphasize selected items • Decorative design details • Clip-ons • Insert or attachment • Should not cover existing menu copy

  16. Menu Shapes • Can project a particular image • A division using a different shape adds interest

  17. Home page Location Contact Information Private party opportunities Virtual tour Background information On-line sale of gift certificates Answers to questions Reviews Management and production staff Links to related sites On-line reservations Gift shop sales Technology and Menu Advertising