The Physical Menu

Design Considerations

The Physical Menu

Overview□The physical appearance of a menu is

important to the business of a restaurant. Goal□The goal of this lesson is to examine the

components and layout of a typical menu and understand the importance of menu design in terms of marketing strategy of a restaurant.

OBJECTIVES

At the end of this lesson the student will be able to:

□Define the components of a menu □Understand the importance of menu cycle

and pricing strategy□Use menu as a marketing tool

Considerations

□The Writer□Meaning of the message

□Concept, information, experience

□Express meanings in words/ symbols□Objectives, policy, philosophy

□Transmit message via printed menu□Style, cover, copy, print, color, art, location

□The Customer□Receives message□Translates – develops expectation□Understands – acts, buys, returns to restaurant

Menu Management

□Menu Cycle□Static□Cyclical menus□Market Menu

□Pricing Strategy□A la carte□Table d’hote□Day parts□Children’s

Menu Design

□Menu Groups□Apps, salads, entrees, veggies, dessert

□Group Classifications□Veal, beef, seafood, vegetarian

□Group Specifications□Solid, cubed, ground, roast, cooked

□Specific menu items

Physical Layout Design

□Single Page□Two-fold□Letter fold – vertical or horizontal□Three-fold

Research indicates that consumers read menus in a predictable fashion

Menu Copy

□The printed page□Treat menu as an advertising medium

□It is the only piece of advertising that you know the customer will read

□Cover information□Should relay the identity of the restaurant□Should include the location and address of restaurant

□List foods□Description of food

□Method of preparation, essential ingredients, method of service, product quality, cut of food product, size

□Institutional copy – history

Menu Engineering

□A strategy to get the most out of your menu (Menu Mix)

□Compares menu item popularity with its contribution margin (Profitability)□Plow Horse (high demand/ low profit)□Dog (low demand/ low profit)□Star (high demand/ high profit)□Puzzle (low demand/ high profit)