Foundations Of Menu Planning 2nd Edition Daniel Traster - Solutions

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Review the figures in this chapter. Look at each menu and its corresponding photo to see how the menu and the restaurant reflect and support each other. What elements of the menu design—font, layout, color, etc.—do you see suggested in the photo? How else does each menu complement its
In your opinion, what restaurant management functions should always be directed by the menu(rather than having management decisions delimit or define the menu)? Why?
Can a menu-first approach be conducted without the menu laid out, finalized, and printed before any other management decisions are made? What parts of the menu-planning process must be performed early in the business development process and which can be left until closer to opening day?
Can a foodservice business use a menu-first approach each and every time it revises its menu?Why or why not?
Beside those mentioned in the chapter, what other management decisions might be directed by the menu in a menu-first approach?
The menu does not have to be created first or last when starting a foodservice business. The menu and the rest of the business are often developed simultaneously.What benefits might come from that approach?
If you were to create a restaurant from scratch, would you begin by writing the menu or by defining the brand in other ways first? Why?
List two potential pitfalls that come from a menufirst approach to menu planning.
List two benefits that come from a menu-first approach to menu planning.
What three variables can a menu define when the menu is written before anything else in the business creation process?
Other than the food available for sale at the current meal, what other products or services can a menu promote? (List three.)
List three ways that a menu can be used to market a restaurant.
After going two years without changing his restaurant’s menu, a restaurant manager has finally overhauled the menu. The manager uses his POS system to carefully track each item and the new menu’s overall profitability. Less than a week into the new menu, the manager notices that the new menu is
Consider a dessert menu for which all of the desserts have the same selling price even though they all have different food costs. Is a menu analysis applicable here? Why or why not?
Consider an all-you-can-eat buffet. Would a menu analysis be applicable here? Why or why not?
This chapter focused on menus for restaurants, but a menu analysis operates the same way for any menu from which people select items with varying sales prices and food costs. Having conducted a menu analysis for a cafeteria, what changes might a menu planner make to the cafeteria to make the
Imagine that you are a restaurant manager in the process of engineering a menu. You have conducted a menu analysis already. What additional information would you want to know about the menu (beyond what you have learned from the menu analysis) before proposing any menu changes? Where might you get
What is the value of a POS system as it relates to menu analysis and engineering?
Over how long a period of time should the data used in a menu analysis be collected—a day, a week, or a month?
For each of the appetizers described in question 1, state one thing you would do to that appetizer to increase the menu’s overall profitability.
Label each appetizer in question 1 as a star, plowhorse, puzzle, or dog.
Using the following chart of a menu’s appetizer selection and its sales and cost data, conduct a menu analysis to determine the level—high or low—for the popularity and profitability of each item. Number Item Sales Item Food Itam Contribution Menu Contribution Popularity Profitability Margin
This chapter describes the possibility of menus displayed on a handheld or table-top screen and provided to customers to make their own selections—not particularly different from what many people do on a smart phone. What potential problems would you envision with such an approach to menus? (List
You are a menu designer for a Mexican restaurant.You are trying to decide between laminated menus and menus with exposed paper inserts attached at the corners of a permanent cover. What information would you want to know to help you make an informed decision?
A seafood restaurant has a large menu and a diverse market of customers. Among the menu options are three dishes that the owner wishes to highlight, as each appeals to a different segment of the market. The crab cakes are their most famous dish, and they have been highlighted in every restaurant
A New Orleans–themed restaurant is decorated in purple, green, and gold—Mardi Gras colors. The menu planner wishes to have a creative menu that reflects the restaurant’s concept. How would you recommend incorporating these colors and this concept into the menu? State one example of a bad
Imagine that you are designing a permanent menu cover. What would you include on the front of the cover (if anything)? What would you include on the back of the cover (if anything)? Explain your answer and note two pieces of information you would not include on the cover.
How does a web page menu typically differ from a printed menu?
List three examples of single-use menus.
Describe three styles of menu boards that a counter-service restaurant might use.
If a restaurant can accommodate one hundred guests in its dining room and it intends for its menu to last for six months, roughly how many menus should it have printed by a professional printer? (You may provide a range.)
List two reasons to use a professional menu designer and printer. What kind of restaurant would definitely want to print its menus in-house?
List one benefit to creating a laminated menu.When should a restaurant not laminate its menus?
What qualities should a menu designer look for in a permanent menu cover intended to last for years?List three materials that would be appropriate for a permanent menu cover.
List an example of a type of font that is easy to read. What kind of font is often difficult to read?
Some printed documents are perfectly readable at 11-point font with no leading. Why would this arrangement not work for a printed menu?
How can a menu designer write prices to keep the customers from focusing on price first?
List four ways to draw a guest’s attention to certain menu items that are not located in a hot zone.
Draw three examples of possible printed menu layouts and mark the hot zones on each menu.
A caterer has contracted with a client to provide a buffet for 200 people at a corporate event. The client wants to spare no expense on the food, so the menu includes crab cakes, filet mignon, lamb rib chops, and more. However, the client asks to cut any unnecessary expenditures from the event. The
A caterer has contracted with a client to provide a buffet for 200 people at a corporate event. The client wants to spare no expense on the food, so the menu includes crab cakes, filet mignon, lamb rib chops, and more. However, the client asks to cut any unnecessary expenditures from the event. The
The chapter has referred to a cafeteria as a type of buffet. While a cafeteria sometimes includes a true buffet (like a salad bar sold by weight), not all of the items are completely self-service. Why is that?In your opinion, does it make a difference in how the cafeteria line is set up if the
As a caterer with a 1,000-person party, what type of guarantee would you use? How much food would you produce (in number of portions)? What are the pros and cons of using this particular guarantee method?
If you were catering a buffet party for 1,000 people, how would you lay out the tables in the room?How many buffets would you have? Why?
Imagine that you are catering an event (theme:your choice). Write out a list of twelve dishes that you would include on the buffet, keeping in mind that variety is essential. In what order would you arrange these dishes on an all-you-can-eat buffet with a straight-line layout?
List two examples of upselling that you have experienced in a restaurant—one that is done by a server and one that is simply written as an available option on a menu. Which one was more persuasive to you?
Imagine that you are a server in a restaurant. Write out a brief introduction that you could present upon greeting a table that would include an example of suggestive selling.
Define suggestive selling and upselling
List and define the three types of customer count guarantees commonly used by caterers.
In a cafeteria, which two locations should display add-ons?
How should a menu planner arrange the food for an all-you-can-eat buffet? Why?
List and describe three ways to lay out tables for a buffet.
What is the difference between an all-you-can-eat buffet and a cafeteria?
List three things that a manager can do to make a buffet attractive beyond the food itself.
List five things that a menu planner and/or chef can do to make the food on a buffet visually appealing.
Imagine that you are a restaurant owner and that you want to write one over-the-top menu description to highlight one thing you serve. Which dish would you describe that way—the best seller, the slowest mover, your personal favorite, the chef’s personal favorite, the most profitable, the least
Think of a restaurant in your area (or in a nearby city) that could enhance the dining experience by providing a paragraph or two about the restaurant’s history or about the traditions surrounding the cuisine. Write a paragraph or two that you feel would be appropriate for printing in that menu.
Have you ever felt misled by a menu description(even if the description was technically accurate)?Describe your expectations and the item that was actually served. What is your current perception of this establishment?
Have you ever heard of or personally observed a restaurant violating a truth-in-menu representation?Describe the violation.
Think of a restaurant you have visited recently.How detailed was the descriptive copy? Did it fit the restaurant’s theme? What drew you to the food you ultimately ordered?
Should menu item descriptions be longer on a quick-service menu or on a fine-dining menu? Why?Is this what you have experienced in practice?
Write a menu description for an item on a children’s menu.
Briefly describe two different restaurant concepts.Create a dish that could be served in either place.Write two menu descriptions for the dish—each appropriate to its corresponding concept—that both inform and appropriately sell the dish. Be sure to note which description pairs with which
A menu description states, “12 oz of grilled Montana prime strip steak served with Tabasco parsley butter and house-cured, fat-free cucumber pickles -$22.50.” What truth-in-menu categories are applicable to this menu description? For each category you list, note how an unethical chef might
List three things that a menu planner might write on a menu other than menu item descriptions.
Go online to the FDA’s Food Labeling Guide.Select one legally defined nutritional term. What is its legal definition?
List the eleven truth-in-menu categories.
What are the two primary functions of descriptive copy?
The chapter discussed value bundling of foods by referencing a typical fast-food model. Describe a situation (experienced or theoretical) where bundling could be applied to a midlevel or even upscale restaurant.The restaurant aims for a beverage cost percentage of 22.0% and a food cost percentage
Can you think of an example of a foodservice operation you have visited that does not follow this approach? What is your perception of the business and its pricing structure?
The chapter suggests that menu prices should end in 0, 5, or
Imagine that you wish to open a café on a strip that already has several restaurants offering relatively inexpensive café menus. What might you do to allow your operation to charge more and still attract customers? Provide at least four specific examples.
Matching competitors’ prices can be risky, but there is a benefit to factoring competitor pricing into one’s own pricing structure. What is the risk of ignoring competitor pricing entirely when calculating menu prices?
Typically, the base price method is used in fastfood and noncommercial operations. When might a midlevel or upscale restaurant use a base price approach?
Describe the foodservice business concept you would open tomorrow, if you could. What pricing strategy listed in the chapter would you use? Why?
A roadside restaurant offers an all-you-can-eat buffet. Each month, the business averages 3,500 customers and runs a monthly food cost of$7,350. If the menu planner uses the food cost percentage pricing method and a food cost percentage of 36%, how much should the restaurant charge per person to
A menu planner calculates a preliminary menu price of $9.94. What psychologically comfortable price should he list on the menu for a bargain-brand concept? What price should he list for a luxury establishment?
List four factors that impact how much flexibility a menu planner has in adjusting preliminary menu prices.
Why is matching competitors’ prices considered a risky pricing strategy?
Using the base price method and a food cost percentage of 35%, what is the maximum food cost that a chef may run for a dish with a sales price of $5.00?
A coffee shop sees an average of 430 customers daily and budgets for an average of $650 in labor and overhead expenses daily. The owner wants to earn at least $50 profit daily. Using the gross profit pricing method, what is the preliminary menu price for a cappuccino with a cost per portion of
In a restaurant that uses the actual pricing method, variable costs (excluding direct labor cost) represent 24% of sales. Fixed costs are 37% of sales, and profit is targeted to be 5% of sales. What is the preliminary selling price for a dessert with a food cost of $1.10 and a direct labor cost
A café uses the prime cost pricing method and a price factor of 3.25. What is the preliminary menu price for a dish in this café with a food cost per portion of $1.68 and a direct labor cost of $0.22?
Define the term “prime cost.”
A restaurant uses the TRA pricing method. Overhead expenses represent 62% of total sales. If management decides that appetizers should return a 15% profit, what is the preliminary sales price for an appetizer with a cost per portion of $1.14?
A restaurant’s annual budget calls for $972,500 in overhead expenses, $1,634,000 in sales, and$88,000 in profit. Using the overhead-contribution method, calculate the preliminary menu price for a dish with a cost per portion of $3.62.
Using the food cost percentage pricing method and a food cost percentage of 32%, what is the preliminary sales price for a dish with a cost per portion of $1.36?
Some restaurant chefs choose to simplify the costing process by costing only the center-of-theplate item (the steak, the chicken breast, etc.)and adding on a value, either as a percentage or dollar amount, to account for all of the accompaniments.What are the pros and cons to this approach? In what
Describe a restaurant with which you are familiar that likely uses a Q factor. What items would the Q factor probably cover?
Imagine that a restaurant serves bread to every table, whether they order entrées or only appetizers.If the restaurant does not charge for the bread directly, how should it be accounted for—using spice factor or Q factor? Why?
If you were in charge of costing recipes for a business, would you use a spice factor or cost every ingredient separately? Why?
The chapter mentioned that products portioned by count (by “each”) have a 100% yield percentage even if they lose weight in trimming. List three products that might be portioned by count and describe the dish in which they would appear that way.
No cook measures products perfectly. For a steak that is supposed to be 10 ounces, what is an acceptable variance (weight plus or minus 10 ounces)that you would consider appropriate for portion control purposes?
If a restaurant does not use written recipes, how might it still employ standard recipes?
An entrée has a preliminary cost per portion of$3.12. It comes with a choice of soup or salad, bread, and dessert. If the restaurant uses a spice factor of 3.4% and a Q factor of $2.25, what is the true cost per portion for this dish?
Complete the recipe costing sheet below and calculate the true cost per portion. The restaurant’s spice factor and Q factor are listed in the heading.This dish is an appetizer and no add-ons come automatically with the dish. Recipe: Calamari with Mango Salsa No. of Portions: 8 Cost per Portion
What is the EP cost for cherry tomatoes that have a yield percentage of 100% and cost $2.50/lb?
A head of lettuce is prepped for use in a salad. The lettuce has a yield percentage of 79% and an AP cost of $0.84/lb. What is the EP cost per pound for this lettuce?
Diced turnip in a particular restaurant has a yield percentage of 88%. If a cook begins with 38 ounces of turnips, how many ounces of diced turnips should she expect to yield after processing?
A bunch of carrots weighing 18 ounces is peeled, trimmed, and sliced prior to cooking. The prepped weight of the carrots is only 15 ounces. What is the Y% for this carrot preparation?

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