Menu Design & Development

Menu Design & Development

June 28, 2016


Definitions WIIFM Menu pricing tips Menu engineering steps Menu design tips Share your menu best practices Present your best of the best

2 Minute Agenda


Menu Engineering: The study of the profitability and popularity of menu items and how these 2 factors influence the placement of items on a menu. The goal is to increase profitability per guest. (science)

Menu Design: The look, feel, colors content & style that make up you menu(s). (art & science)


WIIFM?

10-15% increase in sales15-20% increase in profit

10 things to know about menus

1. Your menu should be original (kind of)2. Your menu should be versatile (cross-utilize)3. Your menu should have the correct costs4. Your menu should be easy to prepare5. Your menu should be easy to read

10 things to know about menus

6. Your menu should be manageable7. Know when to update your menu8. Know what to avoid on your menu9. Know when to offer special menus10.Always, always proof read your menu


MENU CATEGORIES (28-33 ITEMS)o Appetizers (8-11 items)o Sandwiches/Burgers (8-10 items)o Pizzas/Calzones (3-5 specialties)o Salads (3-5 items)o Snacks (5-8 items)o Kids Menu (3-4 items)

THE RIGHT MENU-FAST CASUAL


THE RIGHT MENU-FAST CASUALMENU PRICING 1011. All ending numbers match2. Price on the nines (1.49, 1.99, 2.79, etc.)MENU PRICING 2011. Many numbers impact demand up to $52. After $5, only a few: 5.49, 5.993. Do not use $$$ or place all prices in a column


MENU ENGINEERING-THE PROCESS

1. Cost your menu (80% of restaurants dont do this, and an additional 5% do it incorrectly) Portion control discipline must be in place Remember to include condiments, oil, sauces Complete at least twice per year There is no engineering without accurate costing


MENU ENGINEERING-THE PROCESS

2. Categorize menu items:profit/popularity levels

Profitability factors-plate contribution & COG% Use at least 2-3 months of velocity reporting Categorize within menu sections 4 Categories: Stars, Horses, Dogs & Puzzles


Horse Star

Dog Puzzle

Popu

larit

y (n

umbe

r sol

d)

Profitability

Menu Engineering:Categorizing

1. STARS: Your best itemsyou may have a pricing opportunity here, or menu extension opportunities.

2. PUZZLES: Profitable, unpopular items. If you can answer the questions Is this us? or Does this fit our brand? with a YES then consider a downward price adjustment.

3. HORSES: Use these cash cows to attract guests to new items by surrounding them with Puzzles and Stars.

4. DOGS: Check for any value they add (easy to prepare, use in place items). If menu reduction is in order, these are the first to go.

Menu Engineering:Categorizing3. REVIEW YOUR ANALYSIS

1) Find Stars, Puzzles, Dogs & Horses in each subcategory2) Select 1 or 2 Stars in each subcategory3) If no Stars, pick a Puzzle you want to elevate to Star4) Treat these selections as highlighted items5) Train your staff to suggest these items6) Consideration now is given to position placement on

the menu based on identification of Stars and potential Stars

4. DESIGN YOUR MENUWITH PLACEMENT IN MIND

Menu Design-Placement Counts!

1

23

4 5

6ONEPAGEVIEW

Menu Design1. Use visual cues to highlight the items you

want to sell the most.2. The more items you highlight, the less

impactful the highlighting (1 or 2 items per subcategory recommended).

3. Use menu descriptors to set items apart or maintain brand connections. Geographic & cultural descriptions helpful.

4. Authentic pictures work; clip art does not; too many pictures lessens the impact of each

Menu DesignContinually test and improve your menu design based on the following:1) Regular costing2) Continuous analysis3) For regulars, moving placement of items is

like a game room re-set4) Use great photography (stock or authentic)

Recipe Card ExampleProduction Spec For:

Ingredients Quantity MeasureUnit Cost Total Cost

Wings 10 each $0.24 $2.42Mild Sauce 3 oz $0.05 $0.14Blue Cheese or Ranch 2 oz $0.12 $0.24Celery Sticks 3 oz $0.02 $0.07Carrots Sticks 3 oz $0.06 $0.18

13.050.093.149.99

31.44%* Hold hot foods at 140F or more. Menu Price* Record temperatures of potentially hazardous foods at least Food Cost %* Rinse all produce and immerse in a produce wash in a

* Wash hands before food preparation and when changing Portion Cost* Wear gloves or use suitable utensils when handling RTEFs Q-Factor* Hold cold foods at 40F or less. Total Cost

Food Safety Notes: Yield

Vehicle:

9" square plate

p

Wings - Mild

Assembly:

Tools & Supplies:9in Plate & 2oz Souffl Cup

Place blanched wings in fryer set at 350 degrees for approx. 5:00 min. Cook until wings reach internal minimum temperature of at least 165 degrees. Remove from fryer and allow to drain. Transfer to mixing bowl and toss with sauce. Arrange wings in the middle of square plate with celery and carrots in opposite corners.

Photo:

Product Mix Example

Item Price Sold Sales Total % of Unit Sales

% of $$$ Sales

Bone-in Wings 9.99 549 5,484.51 21.72% 28.19%

Loaded Fries 6.99 751 5,249.49 29.71% 26.98%

Chips n Queso 6.49 722 4,685.78 28.58% 24.09%

Cheese Sticks 7.99 505 4,034.95 19.99% 20.74%

CAT TOTAL 2,527 19,457.73

Theoretical & Actual C.O.G.

Sandwiches & Wraps

Menu Item Menu Cost Food Cost per Item Total Sales # of Items SoldTotal cost for items sold Profit Theoretical % Actual % % Over/Under

Jacks Club $ 9.99 $ 3.40 $ 440.58 55 $ 187.00 $ 253.58 34.03% 42.44% 8.41%

Shrimp Po Boy $ 8.99 $ 1.60 $ 239.76 29 $ 46.40 $ 193.36 17.80% 19.35% 1.56%

Philly Cheesesteak $ 8.99 $ 2.32 $ 801.31 105 $ 243.60 $ 557.71 25.81% 30.40% 4.59%

Ultimate Grilled CH. Sand $ 8.99 $ 2.62 $ 424.10 52 $ 136.24 $ 287.86 29.14% 32.12% 2.98%

Sliders $ 8.99 $ 3.02 $ 439.98 55 $ 166.10 $ 273.88 33.59% 37.75% 4.16%

Grilled Cheese- Lipsmacker $ 7.99 $ 1.72 $ 262.86 38 $ 65.36 $ 197.50 21.53% 24.86% 3.34%

Grilled Cheese- Southwestern $ 7.99 $ 1.76 $ 70.71 11 $ 19.36 $ 51.35 22.03% 27.38% 5.35%

Grilled Cheese- Caprese $ 7.99 $ 2.40 $ 259.63 41 $ 98.40 $ 161.23 30.04% 37.90% 7.86%

Grilled Cheese- Pretzel $ 7.99 $ 1.71 $ 102.67 13 $ 22.23 $ 80.44 21.40% 21.65% 0.25%

Buffalo Chicken Wrap $ 8.99 $ 1.82 $ 673.97 85 $ 154.70 $ 519.27 20.24% 22.95% 2.71%

Chicken Caesar Wrap $ 8.99 $ 1.64 $ 287.43 36 $ 59.04 $ 228.39 18.24% 20.54% 2.30%

Double Dog Duo $ 8.99 $ 3.13 $ 352.83 40 $ 125.20 $ 227.63 34.82% 35.48% 0.67%

Totals $ 4,355.83 1,520 $ 4,157.07 $ 198.76

Menu Design & DevelopmentMenu Design & DevelopmentMenu Design & DevelopmentMenu Design & Development10 things to know about menus10 things to know about menusMenu Design & DevelopmentMenu Design & DevelopmentMenu Design & DevelopmentMenu Design & DevelopmentMenu Design & DevelopmentMenu Engineering:CategorizingMenu Engineering:CategorizingMenu Design-Placement Counts!Menu DesignMenu DesignRecipe Card ExampleProduct Mix ExampleTheoretical & Actual C.O.G.Slide Number 20

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Menu Design & Development