Taylor’s University Bachelor of Culinary Arts & Foodservice Management

SUBJECT: Menu Design & Development TOPIC 12 DURATION: 1.5 hour

TITLE: Accuracy in menu

VENUE: CLASSROOM
OBJECTIVES
1. to identify basic requirements while writing and designing a menu

2. to create an awareness of the mistake to not make when designing a menu.

PRE-REQUISITES
• None
LESSON PLAN
CONTENTS

Introduction

1 - Representation of Quantity

2 - Representation of Quality

3 - Representation of Price

4 - Representation of Brand Names

5 - Representation of Product Identification

6 - Representation of Points of Origin

7 - Representation of Menu Descriptive Terms

8 - Representation of Means of Preservation

9 - Representation of Verbal and Visual Presentation

REFERENCES

1. Paul J. McVety, Bradley J. Ware, and Claudette Levesque Ware, “Fundamentals of Menu Planning 3rd
Ed.”, Wiley, 2008

2. Lendal H. Kotschevar and Diane Withrow, “Management by Menu”, Wiley, 2007

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Introduction

The creator of a new menu almost never has a free hand in developing the menu.
Constraints are placed on the development from various constituencies, including
customers, owners, investors, lenders, suppliers, employees, and regulators. Like a
politician, the menu planner must be able to address the concerns of these
constituencies while not seeming to pander to one group at the expense of another.
Thus, the menu developer must take into account the financial constraints placed on the
foodservice facility (like limits to equipment purchasing, or required minimum net return
on investment) from the lenders and investors while attempting to maximize menu
choice and variety within the limits of current employee abilities and training. This
balancing act is a fine art, and may be what distinguishes the truly great foodservice
operator from the merely competent.
Let us look at the various forces that tug at the creator of a new menu. These forces,
when in balance, pull the foodservice operation down the road to success. When one or
more factors are neglected or slighted, the disharmony created is as annoying as one
singer in a chorus who sings flat. A menu must be in tune with all of the constraining
factors.
What is the perfect balance? The following table shows the forces that affect the menu
and that, when in harmony, create exceptional menus.

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Taylor’s University Bachelor of Culinary Arts & Foodservice Management

1 - Representation of Quantity

If standard recipes and portion control are strictly adhered to, no quantities of menu
items should ever by misrepresented. For instance, it is perfectly acceptable to list
precooked weight of a steak on a menu; double martinis must be twice the size of a
regular drink; jumbo eggs must be labeled as such; petite and supercolossal are among
the official size descriptions for olives.

Although there is no question about the meaning of a three-egg omelet or all you can
eat, terms such as extra large salad or extra tall drink may invite problems if they are not
qualified. Also remember the implied meaning of words: a bowl of soup should contain
more than a cup of soup. There has been concern that restaurant serving sizes do not
correlate with a serving as defined by nutritionists or physicians.

2 - Representation of Quality

Federal and state quality grades exist for many foods including meat, poultry, eggs, dairy
products, fruits, and vegetables. Terminology used to describe grades include Prime,
Grade A, Good, No. 1, Choice, Fancy, Grade AA, and Extra Standard. Care must be
exercised in preparing menu descriptions when these terms are used. In some uses,
they imply a definite quality. An item appearing as “choice sirloin beef” should be USDA
Choice Grade Sirloin Beef. One recognized exception is the term prime rib. Prime rib is a
long established, well-understood, and accepted description for a cut of beef (the
“primal” ribs, the 6th to 12th) and does not represent the grade quality, unless USDA is
used also. Ground beef must contain no extra fat (no more than 30 percent), water,
extenders, or binders. Seasonings may be added as long as they are identified. Federally
approved meat must be ground and packaged in government-inspected plants.

3 - Representation of Price

If your pricing structure includes a cover charge, service charge, or gratuity, these must
be brought to your customers’ attention. If extra charges are made for special requests,
guests should be told when they order. Any restriction when using a coupon or premium
promotion must be clearly defined. If a price promotion involves a multi-unit company,
clearly indicate which units are or are not participating.

4 - Representation of Brand Names

Any product brand that is advertised must be the one served. A registered or
copywritten trademark or brand name must not be used generically to refer to a
product. A house brand may be so labeled even when prepared by an outside source, if
its manufacturing was to your specifications. Contents of brand-name containers must
be the labeled product.

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Taylor’s University Bachelor of Culinary Arts & Foodservice Management

5 - Representation of Product Identification

Because of the similarity of many food products, substitutions are often made. These
substitutions may be due to stockouts (also referred to in industry as 86), the
substitutions’ sudden availability, merchandising considerations, or price. When
substitutions are made, be certain these changes are reflected on your menu.
Substitutions that must be spelled out as such include the following.
Maple-flavored syrup for maple syrup Processed cheese or cheese food for
Nondairy creamer for cream cheese
Boiled ham for baked ham Chicken for turkey (or vice versa)
Ground beef or chopped beef for Nondairy cream sauce for cream sauce
ground sirloin Hereford beef for Black Angus beef
Capon for chicken Peanut oil for corn oil (or vice versa)
Veal pattie for veal cutlet Bonita for tuna fish
Ice milk for ice cream Blue cheese for Roquefort cheese
Cod for haddock (or vice versa) Beef liver for calf ’s liver (or vice versa)
Powdered eggs for fresh eggs Diced beef for tenderloin tips
Picnic-style pork for pork shoulder or Half & half for cream
ham Salad dressing for mayonnaise
Light-meat tuna for white-meat tuna Margarine or butter
Skim milk for milk Lake Superior whitefish
Pollack for haddock Bay scallops
Pectin jam for pure jam Gulf shrimp
Sole for flounder Idaho potatoes
Whipped topping for whipped cream

6 - Representation of Points of Origin

A potential area of error is in describing the point of origin of a menu offering. Claims
may be substantiated by the product, by packaging labels, invoices, or other
documentation provided by your supplier. Mistakes are possible as sources of supply
change and availability of product shifts. The following are common assertions of points
of origin.
Lake Superior whitefish Danish blue cheese
Bay scallops Louisiana frog legs
Gulf shrimp Alaskan king crab
Idaho potatoes Colorado brook trout
Florida orange juice Imported ham
Maine lobster Colorado beef
Imported Swiss cheese Florida stone crabs
Smithfield ham Long Island duckling
Wisconsin cheese Chesapeake Bay oysters
Puget Sound sockeye salmon
There is widespread use of geographic names used in a generic sense to describe a
method of preparation of service. Such terminology is readily understood and accepted

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Taylor’s University Bachelor of Culinary Arts & Foodservice Management

by the customer and their use should in no way be restricted. Examples of acceptable
terms follow.
Russian dressing French dip Danish pastries
French toast Country ham Russian service
Country fried steak Swiss steak French service
Denver sandwich French fries English muffins
Irish stew German potato salad Swiss cheese

7 - Representation of Menu Descriptive Terms

A difficult area to clearly define as right or wrong is the use of merchandising terms.
“We serve the best gumbo in town” is understood by the dining-out public for what it
is—boasting for advertising sake. However, to use the term “we use only the finest beef
” implies that USDA prime beef is used, as a standard exists for this product.
Advertising exaggerations are tolerated if they do not mislead. When ordering a
milehigh pie a customer would expect a pie heaped tall with meringue or similar fluffy
topping, but to advertise a footlong hot dog and to serve something less would be in
error. Mistakes are possible in properly identifying steak cuts. Use industry standards
such as provided in the National Association of Meat Purveyors Meat Buyer’s Guide.
Homestyle or our own are suggested terminology rather than homemade in describing
menu offerings prepared according to a home recipe. Most foodservice sanitation
ordinances prohibit the preparation of foods in home facilities. The means of food
preparation is often the determining factor in the customer’s selection of a menu
entree. Absolute accuracy is a must. See the table below:
Menu Descriptive Adjectives.

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* Terms that have to meet Truth in Menu Labeling Laws.

Courtesy of Nancy Miller-Randal, Pam Czaja, and Monroe Community College, August 25, 2006

8 - Representation of Means of Preservation

The accepted means of preserving foods are numerous, including canned, chilled,
bottled, frozen, and dehydrated. If you choose to describe your menu selections with
these terms, they must be accurate. Frozen orange juice is not fresh, canned peas are
not frozen, and bottled applesauce is not canned.

9 - Representation of Verbal and Visual Presentation

When your menu, wall placards, or other advertising contains a pictorial representation
of a meal or platter, it should portray the actual contents with accuracy. Following are
several examples of visual misrepresentation.

Using mushroom pieces in a sauce when the picture shows mushroom caps

Using sliced strawberries on a shortcake when the picture shows whole
strawberries

Using numerous thin sliced meat pieces when the picture shows a single thick
slice

Using four or five shrimp when the picture shows six

Omitting vegetables or other entree extras when the picture shows them

Using a plain bun when the picture shows a sesame topped bun

Examples of verbal misrepresentation include the following.

1. A server asking whether a guest would like sour cream or butter with a potato,
but serving an imitation sour cream and margarine
2. A server telling guests that menu items are prepared on the premises when in
fact they are purchased pre-prepared

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