Your restaurant’s menu is your first sales line
For any food and beverage establishment, the main feature – obviously – is what’s served on the menu. Every other aspect that the restaurant includes supports this main point. It is not only important that the food is tasty, but also the dishes must be well presented to the guests. As such, restaurant menus set by the restaurant manager are the first line of advertising for a food and beverage operation.
Restaurant menus are aimed at two specific areas of presentation: the guest and the establishment itself. Each of these two presentation areas has inherent menu characteristics.
For the guest, the menu is the first line of sales. The menu is the practical advertisement that markets the main function (food and drink) of the restaurant. As such, the menu should not only be functional (ie easy to read), but should reflect the restaurant’s quality services and highlight the theme expertly.
For the restaurant, the menu represents inventory requirements and advertising opportunities. A menu can be the basis on which a restaurant manager determines his inventory needs and categories. The menu will also indicate staffing requirements in terms of service delivery. Finally, the menu as noted earlier; is a major means of advertising. By placing photos and other graphics of food and drink on the menu, the restaurant positions itself for return business and increased sales.
As you can see, the concept of a menu goes beyond simply listing the available food and drinks that an establishment offers. As the food and beverage management prepares menus for their establishments, the restaurant manager should consider the following content regarding the fulfillment of the aforementioned outlined menu objective.
The first area of concern for the restaurant manager is the actual content of the menu – the language. The language, both in style and nationality, may depend on the theme of the establishment. They should definitely match. However, the main consideration in this framework is that the guest should have no trouble reading or otherwise understanding the menu.
Punctuality is the next aspect that a restaurant manager should be concerned with. There is nothing more frustrating to a guest than having inaccurate menu listings and prices. This is confusing and unprofessional; both issues have a negative impact on business.
Pricing is the last component that requires attention in the restaurant menu. Pricing must not only be accurate, but also reflect the quality and types of services offered. Competitive and reasonable pricing is imperative if the enterprise wishes to remain a viable business entity.
In short, a foodservice menu is a vital part of an establishment’s overall success. More than a list of available food and beverages, a menu provides establishments with numerous benefits ranging from advertising to inventory valuation. Therefore, it is of utmost importance that a restaurant manager not only creates effective menus, but also continues to monitor and update the menus to keep them current.
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