Menu For Profit

Introduction to today's special

Dear reader,

The following description and explanation of the four menu courses are designed in a similar format as a page on a menu, providing a summary introduction to what you can expect from the content of the book.

First Course - The Right Customer

The "right customer" is the person entering the establishment knowing what to expect. This can easily be achieved by having the exterior appearance reflected in the theme and style of the establishment.

Posting the food and beverage menu, or selected offerings, and clearly displaying selling prices will allow the potential customer to make an informed decision. Selected photos of the interior will also help to promote the establishment and, hopefully, encourage walk-ins.

It can be an uncomfortable, and perhaps an embarrassing experience for a customer to be guided to a table, be seated, but upon receiving the menu, realizes the prices are out of his/her price range, or that the menu offerings do not meet his/her expectations. A customer's comfort zone can easily be defiled for a number of reasons, which include: unexpected, or lack of, desired offerings, a menu that is too expensive, the decor and seating arrangements do not conform to the customer's expectation, or the customer is uncomfortable with the appearance and demeanour of the staff. However, if the customer makes an informed choice of entering the establishment, and is satisfied with the "total dining experience", then the establishment may have gained a repeat customer - the back-bone of every foodservice business.

Second Course - Carefully selected menu offerings - Appealing and Profitable

The menu offerings must reflect the theme and concept of the establishment. The menu must be written in easily understood, yet descriptive words that reflect quality and standards so that the potential customers can form a picture of the offerings in their minds. A selection of staple offerings, daily specials and seasonal market fresh products will help to convince a potential customer to become a buying customer. Statistically, a customer who has received more, or at least what they expected, will come back.

From an operator's perspective, it is important that ingredients can be used in more than one menu offering and that the "Cost - Selling price - Gross profit margin ratio" is adequate to make a desired net profit. In order to achieve this, special attention must be given to the labour cost incurred in preparing menu items.

Third Course - Product and Staff management

As previously mentioned, an establishment must reflect in its make-up the operating philosophy of management by being able to convey, through minimal wording, the concept and style of the establishment.

First impressions - cleanliness - welcoming appearance - professionalism - meeting expected quality - are catch phrases for applied standards. Most commonly, standards are established for quality and quantity. Standards must also be set for purchasing, service, food, beverage, appearance, sales, cost and profit, reporting, communication with customer and staff, just to name a few. Then it is essential to select and hire staff who are either experienced or trainable. Each area of an establishment should have a professional and accountable individual managing the product and staff. This can only be achieved if every employee clearly understands the philosophy and standards of the establishment and receives appropriate training.

Fourth Course - Optimum Sale, Superb Service, Satisfied Customers and Profit

Usually the last course consumed is cheese, fruit, dessert, coffee or teas, which are very important menu offerings. Most customers will remember highlights of the consumed goods, and especially the last items they had, including coffee or tea. These must be freshly prepared, satisfying, and provide a memorable ending to a great lunch or dinner for the customer.

Operators, who follow their business plan and the principles of profitable menu planning, placing highly profitable menu offerings strategically on the menu, train staff to optimize sales by promoting profitable items, following through with impeccable service and menu items "as offered" on the menu, are able to satisfy customers. These operators will enjoy repeat customers and profitability.

Bon appetite

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