For sophomore/senior-level courses in Menu Planning, Food Production, Food Management. Exceptionally thorough, this text offers single-volume coverage of all aspects of menu planning–from customer demographics to kitchen capabilities, to cost cards and menu analysis. Early chapters are devoted to a variety of broad topics (costs, pricing, nutrition, etc.), while later chapters focus on menu planning for specific types of restaurants (quick service, fine dining, family style, cafeteria, and more). Hands-on in approach, it features real menus from across the country and includes interactive software so readers can practice costing, mark-ups and menu engineering. This edition includes more on marketing, new case studies and updated menus that reflect industry trends.
New to the Edition
New! A chapter on marketing–has been added to this edition.
· Covers basic marketing practices for restaurants and explains how the menu is a basic part of the restaurant’s marketing program.
· Shows the relationship between menus, restaurants and marketing.
New! Case studies–have been added to several chapters.
· Provides real world illustrations of material presented in the chapter.
New! Updated menus and demographics–appear in this edition.
· Includes new examples and trends impacting profitable menu planning today.
· Offers a variety of examples from quick service operations, family restaurants, theme and ethnic restaurants, cafeterias, buffets, banquet menus and cycle menus.
Hallmark Features
Covers all aspects of menu planning–such as who the customer is, how to market the menu to them, available kitchen equipment, recipe costs and more.
· Discusses market segmentation, demographics, and food preferences of the customer, as well as the capabilities of the staff and equipment to produce the menu.
Examines menu profitability–such as how to create cost cards, determine menu selling price (markups), and conduct menu analysis. Accompanying interactive software provides both examples and hands-on exercises for determining/analyzing profitability.
Includes chapters on writing and printing the menu–see Chapters 8 and 9.
· Considers nutrition, menu content, descriptive terminology, “truth in menu,” and menu layout and printing.
· Covers the laws and regulations governing today's menus.
Features many types of menus–from quick service to fine dining–and everything in between.
· Provides examples of many different menus from across the country.
Includes accompanying interactive software–that supports chapters in the text.
· Provides both examples and hands-on exercises for determining/analyzing profitability.
· Includes activities such as creating a cost card, pricing the menu, analyzing the menu, and questions for each chapter.
