Characteristic of Menu

CHAPTER CHARACTERISTIC OF MENU

Paper Print Color Balance Variety Composition Descriptive

copy Truth-in menu Menu labeling Listing of items Size Cover design

ISSUES TO CONSIDER IN MENU

When

choose paper menu planner must weigh four factors: ◦ ◦ ◦ ◦

Strength Texture Color Opacity (property of paper that minimize the “show-trough” of printing to the back side of a sheet.

Paper

The

print of menu should be sufficiently large and print in easy to read. There are many style of type. Three commons type are: ◦ Roman Type: Combination of thick and thin lines. Easy to read. Should be used in descriptive copy on the menu. ◦ Modern Type: Not have thick and thin lines. Its letters are thick block letters. Used for heading and subheading on menu. ◦ Script type: Look like hand writing. Difficult to read and only use for headings and subheadings on the menu. Type size start from 6 to 192 points. Most menu should be done at least 12 points.

Print

The

color of type is important. Type should be dark, background should be light. Reverse type: Type is white, background dark.

Variation

of typefaces:

◦ Lowercase Letters / Small letters, used for descriptive copy. ◦ Uppercase Letters / Large Letters, used heading and subheadings.

Color

selected on menu should go together.

Color

Menu

balance: number offerings in each categories is proportionately balanced based on the restaurant’s concept.

Balance

Diversity

of food offerings within each category include product, food temperature and cooking technique.

Variety

How

well certain accoutrements go with particular entrees. Example, sweet potato excellent with ham. Popovers are good choice with roast beef. Eye appeal also very important in composition of a menu. Example, a plate of Baked Haddock (white), steam broccoli (green) and stewed tomato (ruby red) good color composition.

Composition

An

explanation how item is prepared and served. Its help to sell an item on the menu. Entrée should have most elaborate descriptive copy, because most expensive items on the menu. Avoid use words that describe killing process, Eg, slaughtered/ butchered.

Descriptive copy

Accurately

describe. Fines, court expenses and negative publicity can result if restaurant violates such laws. Example, The National Restaurant Association published “Accuracy in Menu” to assist menu planners in preparing descriptions that accurately represent the items listed on a menu.

Truth in Menu

Once

restaurant makes a nutrient or health claim regarding menu item, it must substantiate that claim. Nutrient claim makes a statement about the presence of a particular nutrient in the menu. Health claim states that there is a relationship between food item or a meal and disease prevention.

Menu Labeling

Item

should be present on the menu in the order in which they are consumed. Appetizers, Soup, salads, entrée, and accompaniments and dessert. Most profitable should list at first and last in particular category. Most popular and least profitable list in the middle.

Listing of Items

Large

enough to merchandise the food items without appearing crowded on the page. Too large menu will be awkward to handle. Most popular size 8 1/2 inches by 11 inches.

Size of Menu

Cover

should reflect the décor and the theme of the operation. Front cover should carry the name of the restaurant and a recognizable symbol or logo. Menu cover should water-resistant, stainresistant, unless the menu changes daily and is disposable.

Cover Design

THE END

THANK YOU HAPPY LEARNING AND GOOD LUCK!