Foundations of Menu Planning - Notes from Chapter 10 on Menu Layout

Introduction to Menu Planning

  • Understanding the fundamental aspects of menu layout is essential for effective menu planning.

Paper Size

  • Standard Size: 8 ½” x 11” is the common and most economical option.
  • Larger Sizes: Useful for bigger print and images or to condense items across fewer pages.
  • Specific Formats:
    • Dessert menus and table tents typically use smaller sizes.
    • Larger menus can seem clumsy while smaller ones may require multiple pages.
  • Single Sheet: Either one- or two-sided menus.
  • Two-page Folio: Uses a standard fold.
  • Multipage Book: For extensive item lists.
  • Trifold Menus: Common for take-out.
  • Nonstandard/Die Cut: Unique shapes to match themes but may incur higher costs.

White Space Utilization

  • Maintain up to 50% white space.
  • More white space creates a cleaner look and decreases clutter.
  • Use excess space for:
    • Images
    • Historical context
    • Marketing materials.
  • Reserve sections for pricing policies and food safety information.

Hot Zones

  • Key Focus Areas: Upper half and towards the right side of the menu.
  • Placement of Items: Positioning high-profit items in these areas is crucial. Consider:
    • Placing beverages either at the start or end.
    • Testing different font sizes and images to attract attention.

Inserts and Clip-ons

  • Inserts: Full pages that are not bound and can showcase specials.
  • Clip-ons: Smaller, attached to the main menu; should not obscure other items but cover graphics instead.

Pricing Strategies

  • Aim to keep customers focused on food, not on prices.
  • Guidelines:
    • Avoid highlighting or bolding prices.
    • Do not arrange prices in an order that draws attention.
    • Place prices at the end of a description or separate from the item name.
    • List prices without the dollar sign to minimize focus on cost.

Paper Texture

  • Texture and weight reflect the restaurant's theme:
    • Light paper with dark fonts is traditional.
    • Heavyweight signals seriousness while rough textures give tactile feedback.
    • Glossy finishes are better for images, creating a polished look.

Font Style and Size

  • Font Style: Choose readable styles that align with the brand:
    • Roman Fonts: Traditional and easy to read.
    • Sans Serif Fonts: Modern appearance.
    • Scripts: Best for headings but can be hard to read.
  • Font Size: Maintain a readable size, typically 12-14 points, larger for headings.
  • Consistency in line spacing (leading) enhances readability.

Highlighting Dishes

  • Use highlighting to promote select items:
    • Colors, symbols, and boxes can denote special dishes.
    • Avoid overuse to prevent dilution of their impact.

Effective Use of Images

  • Images must reinforce the overall theme:
    • High-quality photos and illustrations are imperative.
    • Ensure all visuals are clear and free from blurring.
  • Types of Covers: Many options; can also opt for no cover.
  • Durability: Must be stain-resistant and easy to clean, reflects the theme.
  • Replacement: Covers should be replaced when stained or damaged.

Going Coverless

  • Suitable for single-page menus, typically printed in-house.
  • May personalize for guests for unique experiences.

Printing Options

  • Professional Printers: High quality, can handle complex designs, but more expensive.
    • Require checks for proofs before final printing.
  • In-house Printing: Suitable for simple menus with frequent changes.
    • Typically lower quality and often uses minimal color.

Quantity for Printing

  • Base quantities on anticipated demand:
    • For professional print jobs, order 2-3 times the number of seats.
    • Avoid over-printing to accommodate potential menu changes.

Take-out Menus

  • Cost-effective ways to promote businesses via distributed menus.
  • Opt for eye-catching designs that are inexpensive to print.
  • Common for quick-service settings:
    • Utilize large displays for efficiency in ordering.
    • Options include hard plastic, chalkboards, and electronic displays.

Children’s Menus and Single-use Items

  • Children's Menus: Often single-use and inexpensive for coloring activities.
    • Provide crayons for interaction.
  • Single-use Menus: Options like sushi or room service where guests can write on menus.

Digital Menus

  • Computer and Webpage Menus: Offers innovative ordering methods directly communicating with POS systems.
    • Must stay updated and user-friendly for efficiency and engagement in service.