7.1: The Menu

The Menu is a list, in specific order, of the dishes to be served at a given meal. The Menu is central to the food service concept—it defines the product offering, establishes key elements of financial viability namely price and contribution margin, and provides a powerful marketing tool. It dictates staff, equipment, food, and décor choices. It is the most important document in the building!

The word ‘menu’ dates back to 1718, but the custom of making such a list is much older. It is said that in the year 1541 Duke Henry of Brunswick was seen referring to a long slip of paper. On being asked what he was looking at he said it was a form of program of dishes and by referring to it he could see what dish was coming and reserve his appetite accordingly. It is believed that perhaps it was this idea that led to development of menu cards.

During olden times ‘bill of fare’ of ceremonial meals were displayed on the walls to enable the kitchen staff to follow the order in which the meal had to be served. Modern menus did not appear until the nineteenth century when the Parisian restaurant Palais Royale provided customers with small, handy reproduction of the menu displayed on the door. Mid-nineteenth century saw the placement of menus at the end of the table from where the guests could choose the menu item that they wished to have. However, as time progressed, individualized menus came into being.

The menu is the most significant factor in a food service operation. A menu epitomizes a caterer’s F&B intention. People eat away from home for various reasons. However, to many, the food that they eat has the greatest and the most significant impact upon their experience. Therefore, the menu, which proclaims to the guests the choice of food items available, is a major factor in popularizing a restaurant and promoting F&B sales.

Badly composed menu is likely to spoil the best of dinners. Menu plays a competitive role in the commercial industry. Its effect is not only observed in satisfying a client, but also in generating sufficient revenue for the business. Firms should understand the role of menu and entail steps to better it if required.

Functions of the Menu

A menu performs the following functions:

1. Information: It satisfies a guest’s need for information about what food is available, how it is cooked and presented, and at what price.
2. Order: It presents the dishes in a logical order, usually listing the menu items under course headings, thereby making comprehension of the menu easy.
3. Choice: It determines the freedom of choice that a guest may have.
4. Image: Menu helps present the overall image and style of the restaurant.
5. Sales: It is a means of promoting sales by appropriately describing the dishes, which appeal to the guest.

In order for the menu to perform all these functions successfully, it must be informative, accurate, understandable, and well designed. A restaurant manager must ensure that the items mentioned on the menu are available at all times and as per description since it is frustrating for a guest to make a decision only to be told that the dish is not available or to receive a dish that is not as stated.

Menus are broadly classified into three styles as follows:

1. A la carte: It is a list of all dishes on offer, which is within the resources of a particular kitchen. It means ‘from the card’. From it, a guest may select items to compose his/her own menu. The charge of meal will be the total of the prices of individual dishes served to the guest. This is where the skill of the steward will come into picture, where he/she would do the suggestive selling and let the guests mix their choices in such a way that they enjoy the meal.
2. Semi a la carte: Some items are priced and ordered separately and some are priced to include other items.
3. Table d’ hote: It literally means ‘from the host’s table’. It is a meal usually divided into various courses with little or no choice, and is available at a fixed price.

Menus Also Classify by type:

Static Menu – All patrons are offered the same foods every day.
Cycle Menu – Developed for a set period. At the end of the period, the cycle repeats.
Market Menu – Based on the products available in the market. Also called “Seasonal” menu.
Hybrid Menu – Combines the static, the cycle and the market menus.

The Classical French 12 Course Menu

1. Hors d’oeuvre: This course is usually aimed to simulate appetite and, therefore, is composed of tangy and salty dishes. For example, potato salad, Caesar salad, Russian salad, caviar, smoked salmon, smoked ham, oyster, etc. all in small bite-sized servings and elegantly presented.
2. Potage: It refers to soups of two types—clear (consommé) and thick (cream, velouté, or puree). A clear soup on the menu card is generally listed first.
3. Poisson (fish): In this course normally poached/steamed/baked fish is served with an appropriate sauce and properly cooked vegetables.
4. Farinaceous: Dishes such as risotto, spaghetti, gnocchi, and penne may be served in place of the fish course. Egg dishes, such as en cocotte, sur le plat, may be served in this course, especially during a luncheon menu. They are seldom included during dinner.
5. Entrée: This is the first of the meat course at dinner; and it is usually complete in itself. For example, sweet breads, vol-au-vent, tournedos, etc.
6. Remove/Relevee: It is a large joint of meat. For example, leg of lamb, beef roast loin of pork, etc. Served with potatoes such as Dauphinoise, Puree, Duchesse, Gratinee etc.
7. Sorbet: Sometimes called the “Intermezzo”. This course is intended to be a pause during a long meal. A sorbet is supposed to settle dishes already served and to stimulate the appetite for the ones to follow. It is water ice flavored with champagne or any liquor or delicate wine. It is usually served in a champagne saucer with a teaspoon. Russian cigarettes may be passed around the table and ten minutes are allowed before the next course.
8. Roti: This course consists of roast poultry or game, such as chicken, duck, turkey, pheasant, partridge, etc., served with their sauces and gravy. A dressed salad is served along.
9. Legume (vegetable): The French customarily served vegetables as a separate course, for example, asparagus served with hollandaise sauce.
10. Entremets: This may consist of a hot sweet dish such as soufflé, rum omelet, etc. Petit fours are served with this course.
11. Savory: A savory course consists of a titbit on a hot canapé of a toast or fried bread. Cheese platter may also be presented with crackers, watercress, walnuts, and so forth. as accompaniments.
12. Dessert: This finale consists of a basket of fresh fruits sometimes placed on the table as a part of the decoration, along with nuts and simple fruit tarts. Different types of coffees are served with this course.

The Modern Seven-Course Menu

1. Amusee’: An elegant savory, hot or cold, two or three-bite course. It should stimulate the appetite and amuse the mouth, thus the name.
2. Potage: A soup; bisque, consommé, purée or chowder.
3. Poisson: The fish course, whole or filleted, served with properly cooked vegetables.
4. Intermezzo: Sorbet; a citrus or fresh fruit ice, not too sweet. Should be designed to cleanse the palate.
5. Entrée: The meat course; comprised of the portion of meat or poultry along with a starch such as potato or rice or pastry, perhaps a slice of Beef Wellington with Sauce Bordelaise.
6. Dessert: The sweet course; perhaps a custard, a pastry, a pudding, a mousse,, etc.
7. Salade/Cheese: Perhaps leaves of endive or heart of romaine with tiny tomatoes and vinaigrette. Alternatively, this could be a cheese course or a combination of both.

Coffee to conclude or perhaps a ruby or tawny port wine with the cheese.

Menu Sample, musthavemenus.com