Displaying Additional Information on the Menu

Evaluating the Sales Menu.

▪ Merchandising: the
presentation of a product to
the appropriate market at
the right time in an
organized and attractive
display.
▪ It is important to list additional
pertinent information, such as
liquors and wines, appetizers,
salads, steaks, seafood,
sandwiches, desserts, take-out
service and specials.
▪ Additional information on a menu is practical knowledge that is provided
to serve and accommodate customers better.
1. The hours of operation
2. A list of the credits card accepted by the establishment
3. The address, phone number, and e-mail address of the restaurant
4. Catering information, take-out service, and banquet accommodations
5. Professional association memberships
6. Mention of a gift shop and local tourist attractions
7. Possibly a history of the property are also appropriate
8. A listing of other restaurant locations, if the restaurant is part of a chain
▪ Although many establishments do not include additional information on
their menus, the back cover does allow for a great opportunity to
merchandize.
▪ Appetizers should be listed
before soups on the menu.
▪ Good copy that is easy to
read aids in selling
appetizers.
▪ Six to ten appetizers on an
average size a la carte menu
provide a good balance.
▪ Variety is also important. The
number of appetizer offerings
should increase as the number
of entrees increase.
▪ SALADS are more commonly listed after the appetizers and
the soups.
▪ Salads, like appetizers, should be set in readable type and
should be given appropriate descriptive copy.
▪ A chef’s salad might be described as “a generous portion of
romaine, iceberg, and Bibb lettuce, topped with Danish ham, Genoa
salami, smoked turkey, sliced potatoes, cucumbers, green peppers, and
sliced hard-boiled eggs, served with a side of the house’s own Thousand
Island dressing. A complete meal in itself.”

▪ A description of the salad dressing itself can be

important on the menu. An example might be: “a Thousand
Island dressing made with rich mayonnaise, ketchup,Worcestershire
sauce, relish, assorted spices, and just a touch of Tabasco sauce. A great
dressing for any salad.”
▪ STEAKS require
descriptive copy for better
merchandising on a menu.
▪ There are many factors to consider when describing
steaks: for example, the cut, thickness, size, portion,
and the manner in which it is prepared. Effective
descriptive copy foe a steak might read: “a 12-oz cut of filet
broiled to perfection and topped with a creamy Hollandaise
sauce with assorted spices”.
▪ Seafood, like steak, must
be listed
in large, easy- to-read type
and should have adequate
descriptive copy.
▪ Information concerning how the
seafood is prepared and
served is needed.
▪ An example of descriptive copy for
a seafood selection might read:
“Scrod Bella Vista- a generous
portion of baked scrod, topped with
sliced onions, green peppers, and
tomatoes, surrounded by a rich
tomato sauce.
 have
▪ SANDWICHES should also
good descriptive copy in
easy-to-read type.
▪ If sandwiches are a specialty item,
they should be listed before
the entrees.
▪ However, it is common practise to
list only the most popular and
profitable sandwiches after
the entrees.
▪ Hot sandwiches on the menu can be
given more extensive descriptive
copy than cold sandwiches, if the are
more profitable items.
▪ There can be two types of specials on menu.
▪ The first type is the one for which the restaurant is well
known.
▪ The second type generates a high profit.
▪ To encourage customers to try the specials, use pictures
on the menu, as many specialty establishments do , or
place the specials inside a box or a graphic panel to
attract attention.
▪ DESSERTS can be listed in two ways.
▪ The first method is to clearly list
desserts with descriptive copy after
entrees on the menu.
▪ The second method is to have a
separate dessert menu that may also
include after dinner drinks and
specialty coffees and teas.
▪ The separate dessert menu offers a
greater amount of space in which to
describe dessert items elaborately,
drawing greater attention to those
items.
▪ The best way to merchandise take-out service is to
➢ prepare a separate take-out menu.
➢ When listing take-out information, give proper descriptive
copy in readable type, prices, portions, and packaging
should be listed.
➢ A phone number should be provided, if delivery service is
available.
➢ Advertising for take- out service can be placed on the back
cover of the in-house menu as well.
Special Occasions
menu is evaluated
for:
• Print
• Balance
• Variety
• Composition
• Descriptive
Copy
• Listing of Items
• Color
PRINT BALANCE

▪ The print is clear and easy ▪ The balance on this menu is

to read. The headings are poor because of the limited
printed in uppercase number of choices of
letters, and the descriptive entrees and vegetable.
There should be a minimum
copy is print in lowercase of two vegetable choices
roman typeface. and two potato choices. The
entrees should include
other selections, such as a
broiled tenderloin with a
bordelaise sauce or a
baked swordfish with a
horseradish crust.
VARIETY COMPOSITION

▪ The variety offered on a ▪ The eye appeal and

special occasion menu is aesthetic value of the menu
usually limited, because items are fairly good. To
certain foods are traditional present a more colourful
for that occasion, as seen on plate, a green vegetable
this Thanksgiving menu. such as broccoli or
Despite the limited asparagus is
selection of vegetables and recommended.
entrees, the variety of the
other food categories is
good.
DESCRIPTIVE COPY LISTING OF ITEMS

▪ The descriptive copy is ▪ The food categories are

written in an interesting and listed in the proper serving
appetizing fashion. The sequence of appetizer,
copy for each item is not too soups, salads, entrees,
long or overly detailed. The vegetables, desserts, and
food items are clearly and beverages. The prix-fixe
precisely described. menu includes the entire
meal at a set price.
COLOR

▪ The colours used on

Thanksgiving menus should
include earth tones, such as
browns, oranges, yellows,
and greens. The graphics
on the menu relate to the
occasion being celebrated
and include turkeys, pies,
pumpkins, and other
autumnal specialities.