Understanding the fundamentals of menu planning is essential to building a successful foodservice concept since the menu is the foundation upon which a foodservice operation builds both its reputation and profit. Reflecting the latest menu trends in the restaurant industry, the authors show how research, surveys, and sales analysis are key to menu planning and design.Fundamentals of Menu Planning, Third Edition presents a complete overview of key aspects of menu planning, including designing, writing, costing, marketing, and merchandising a menu. The content in this edition is divided into three parts. Part I focuses on the evolution of the menu and includes topics such as menu trends in the industry, performing market research and creating a market survey, nutrition and dietary guidelines, and menu planning. Part II examines the financial aspects of menu planning such as performing a yield test, creating and writing standardized recipes, and recipe costing. Part III covers writing, designing, and merchandising the menu. With this accessible resource, hospitality management students, culinary students, restaurateurs and other foodservice professionals will all gain a thorough understanding of how an effective and successfully planned menu is fundamental to the success and profitability of the wider foodservice enterprise.

Table of Contents:
Preface xi Part 1 Evolution of the Menu 1 Chapter 1 New Trends in the Foodservice Industry 3 Foodservice Trends 4 Appetizers 5 Soups 7 Salads 8 Sandwiches 9 Entrées 10 Accompaniments 17 Desserts 18 Beverages 19 Tea Menus 21 For Review and Discussion 21 Chapter 2 Market Survey 23 Preliminary Steps 24 Areas of Analysis 24 For Review and Discussion 36 Chapter 3 Nutrition and Menu Planning 37 Nutrition Basics 38 Phytochemicals 42 Guidelines and Recommendations for Meeting Nutrient Needs 43 Food Pyramids 46 Other Food Guide Pyramids 49 Nutrition Labeling 49 Relationship of Nutrition to Health 54 Diabetes Type 1 and 2 56 Nutritional Implications for Menu Planning 56 Ingredients and Preparation 57 For Review and Discussion 60 Chapter 4 Foodservice Menus 61 Menu Styles 62 Breakfast Menus 62 Brunch Menus 63 Luncheon Menus 63 Dinner Menus 72 Tasting Menus 72 Special Occasion Menus 73 Ethnic Menus 73 Specialty Menus 78 Catering Menus 79 Room Service Menus 86 Institutional Menus 86 Wine Menus 88 Dessert Menus 88 Tea Menus 90 Lounge Menus 95 For Review and Discussion 95 Part 2 Financial Aspects of Menu Planning 97 Chapter 5 The Yield Test 99 Defining the Yield Test 100 Types of Yield Tests 101 Calculating a Yield Test 103 Edible Yields Percentage 106 Software Packages 110 For Review and Discussion 110 Chapter 6 Standard Recipes 111 Defining Standard Recipes in the Industry 112 Recording Recipes 113 Recipe Creativity 114 For Review and Discussion 116 Chapter 7 Recipe Costing 117 Assigning the Task of Recipe Costing 118 The Importance of Recipe Costing 118 Guidelines for Costing Out a Recipe 120 How to Cost Out a Recipe 121 Recipe Costing Software 129 For Review and Discussion 132 Part 3 Writing, Designing, and Merchandising the Menu 133 Chapter 8 Characteristics of a Menu 135 Issues for Consideration 136 Paper 136 Print 137 Color 140 Balance 140 Variety 143 Composition 147 Descriptive Copy 147 Truth-in-Menu 149 Menu Labeling 151 Listing of Items 152 Size of Menu 153 Cover Design 153 Menu Design Software 153 For Review and Discussion 154 Chapter 9 Sales History 155 Sales History Background 156 Benefits of the Scatter Sheet 158 How a Scatter Sheet Works 159 Production Sheet 159 Menu Engineering 161 Software Programs Available 162 For Review and Discussion 163 Chapter 10 Merchandising the Menu 165 Displaying Additional Information on the Menu 166 Listing Liquors 167 Wine Lists 167 Appetizers 167 Salads 170 Steaks 172 Seafood 172 Sandwiches 172 Specials 176 Desserts 176 Take-Out Service 176 Evaluating the Sales Menu 176 For Review and Discussion 181 Chapter 11 Foodservice Equipment Analysis 183 Guidelines for Selecting Equipment 184 Selecting Equipment with Advanced Technology 188 Foodservice Equipment Analysis 189 Guidelines for Designing a Hot Cooking Line 193 For Review and Discussion 195 Appendix A Descriptive Copy Exercise 197 Appendix B Descriptive Terms for Menus 200 Appendix C Words Frequently Misspelled on Students’ menus 201 Appendix D Culinary Terms 202 Appendix E Measurements 209 Appendix F A Practical Guide to the Nutrition Labeling Laws for the Restaurant Industry 210 Appendix G National Restaurant Association’s Accuracy in Menus 232 Appendix H Menu Marketing Characteristics 239 Appendix I Menu-Making Principles 240 Bibliography 243 Index 247