Menu planning

By Chef Milan Gupta

Importance of a Menu……

Why plan?

• Gateway to your guest’s choice and eventual delight

• Important marketing tool…well the most important

• Pillar of the establishment

Technical aspects

Balance• Vegetarian vs. Non-vegetarian• Colour• Texture• Consistency• Taste• Variety• Nutrition

Technical Aspects….Logistical

• Space…Size• Equipment Plan• Skill set• Kitchen Location• Business model• Sourcing…..Availability• An eye on costing• Marketable

Environment Aspects

• Clientele type• Target Clientele….Who do I want to cook for?• Location……Where am I? • Time…When business happens…need based• Time…Speed of delivery...Duration available to

the guest• Behavioral study of the guest • Who is my Competition….Who do I want to

compete with• Seasonality• Popular dishes

Type of Eatery

• Grab & Go Kiosk• Take Away…Delivery Kiosk

• Quick Service Restaurant• lifestyle restaurant…. Café….• Semi fine dinning• Fine dinning

Pricing

• Costing

• Spending capability…client type

• Competition Survey

• ABV- APC in-relation to… footfalls ...business math…ROI

• Location…choices available vs. captive

• Menu Engineering

• Menu Merchandising

Menu Engineering

• Importance of Data analysis…M.I.S.• Item-wise cost vs. sale study

Customisation

Techniques• Portion size• Ease of consumption…suitability with

lifestyle• Offers• Combos• Festivals and promotions• Specials…healthy….event

focused…seasonal

How to write the menu

Why bother?Please do….be-coz that can make visible difference to your sale numbers

Menu … Trend…must haves

• Authenticity….true to its theme…• Simplicity…• Education….• Aspirational….desirability• USP• A Promise….real one• Health angle• Kids focus….not just for the sake of it

please