MISSION STATEMENT
MAXIMIZE MERCHANDISING POWER

Restaurant operators have an average of THREE MINUTES to impress customers with their menus. Make the most of that precious time by creating a menu that effectively markets your restaurant.

"The average customer spends about three minutes with your menu, how much is comprehended during that three-minute contact with your in-house marketing tool depends on how well organized it is, how readable it is and how well it conveys the tone of the operation."

The complex puzzle of menu development reduces to one uncomplicated principle: keep attuned to what's selling and what's not selling, and then make the necessary adjustments. "A good menu mix requires solid research and creativity. You have to have options for your guests - and by talking to them, you can achieve the proper mix." When items clearly appear to be poor sellers, unprofitable or unpopular with consumers, be ready to delete them promptly from your menu. Be equally ready to add new items that customers crave.

"Use a professional designer to establish a basic design template, even if you want to keep the menu simple." A designer can offer invaluable guidance on paper color and weight, typefaces, and graphics -- subtle adjustments tat give any menu a professional look and boost its effectiveness.

"Look at the menu as an extension of who you are and what you are about, if the menu is not properly designed and developed, it can have a detrimental effect on the overall impression guests have of your restaurant."
Despite the power menus can have, I am still dismayed by the laissez-faire approach many restaurants take toward menu engineering.
"Most restaurateurs think, "Who cares about the menu? Guests have to order something anyway.'"
"A good menu will sell, it will make patrons hungry, and if they can't decide among different items, you have a better chance of getting them to return."

Once you've discovered your customers' menu preferences, it's time to decide what to feature on your menu. An attractive menu with appealing dishes by itself will not automatically boost sales. To do that, you need to determine how much a menu item -- for example, a grilled-cheese sandwich -- costs to make. "You need to know how much those two pieces of cheese, those two pieces of bread and butter for that grilled cheese cost. So you have to count bread slices, cheese slices and tablespoons of butter. When you are finished, you'll know exactly what the butter in that grilled cheese costs, "says Gregg Rapp, a Seattle-based menu consultant.