Using what you have learned and researched thus far, the purpose of this assignment is to use menu development principles and guidelines to develop a streamlined version of a possible menu you might use for the style of food service operation you established in the first week of class. The assignment will be completed in two parts.
For the context of explaining your menu decisions, assume you are presenting your menu to a potential investor or partner who is doubting your endeavor. You are explaining and justifying your menu decisions.
PART ONE – MENU PRESENTATION
The first part is a presentation of potential menu items you might use.
- Present a potential menu page [i.e. PDF] or pages [i.e. PPT] that show at least 3 items in 3 different categories, totaling at least 9 different menu items.
- In addition to the sample menu page, develop the menu presentation using the following standards:
- Present basic title page information along with the title of your food service operation. [1 slide]
- Menu categories are distinct and easily identifiable. [May be 3 slides, not sequential; i.e. separated by the menu items in the category]
- Menu items are described to create appeal using accurate descriptive terms and identifying key ingredients. [May be up to 9 slides, 1 slide per item * 3 items per category –OR– 3 items presented on a single slide for category]
- These slides would represent what would be shown on an actual menu. Each description should anticipate potential guest questions. For example, “seafood fettuccine” doesn’t tell them what kinds of seafood are in the dish, so the description should include each one specifically.
- Use “mouth-watering” adjectives when appropriate (tangy, sweet, rich, smooth, spicy, etc.) and keep in mind truth-in-menu characteristics.
- Arrange the menu according to menu engineering principles, such as Star vs. Dog vs. Plowhorse vs. Puzzle.
- Use visual elements to enhance the presentation
Example format: [4 slides per category]
- Category 1 identification slide
- Prominent Menu Item 1 – Puzzle – describe
- Highlighted Menu Item 2 – Star – describe
- Menu item 3 – Plowhorse – describe
PART TWO – MENU EXPLANATION AND JUSTIFICATION
You will need to explain the major components of the menu, provide justification for decisions you made related to selecting menu items concerning the concept and target market, and evaluate how well your proposed design would create appeal for the user of your service, whether that would be a customer, guest, or client [i.e., caterer, banquet, noncommercial food service]. The evaluation should address both positive and negative attributes and provide a recommendation for improvement with rationalization.
You should explain and support your determination of the following elements with your menu and concept:
- Market research
- Target consumer [demographics, location, etc.]
- Pricing and menu costing
- Influences on pricing
Your explanation should also highlight a single menu item, preferably what you feel will be the biggest star of the menu, and evaluate the item based on five of the following possible aspects:
- Idea evaluation
- Impact on guest experience
- Quality/safety controls
- Estimated cost & pricing
- Promotion opportunities
- Nutritional information [i.e. dietary needs]
- Influence of consumer purchasing patterns [i.e. in a recession, social media trend, holiday season]
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