Menu Planning

1
Menu Planning Design

• FCS 485

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 operations products and services.

3
The Computer and Menu Planning

• Technology can help with each of the basic steps
  in the menu-planning process.

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

1. Menu Cover
2. Menu Dimensions
3. Menu Materials
4. Menu Copy and Descriptions
5. Menu Typography
6. Menu Layout
7. Menu Mechanics Colors, Decorative Details,
   Clip-Ons
8. Menu Shape
9. 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
Technology and Menu Advertising

• 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