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The article Designing Profitable Menus by Linda Lipsky offers some great information regarding what a menu should and should not have. She begins the article by focusing on the fact that a flashy menu does not necessarily generate sales. It is important that menus be designed to maximize sales and promote the items which are most profitable and unique to the property. Ms. Lipsky reinforces the fact that the menu is a major marketing tool and the design should be created carefully and with thought.The article discusses things like color, icons, typeface, seasonal offerings, costing and recipes, legibility and much more. For the color of the menu, the author suggests that if a menu printed professionally, using at least three colors is best. One color should be used for section headers like Appetizers or Entrees; a second color is used for menu item names and their description; a third can be used to highlight a few key items within each menu section.Another important aspect of a menu the author mentions is seasonal offerings. It can be essential for a restaurant to change its menu to match the season. Offering strawberries in December will be too costly for a restaurant and not bring in much profit (if any..A great idea to maximize profit is to sell extras. Use that extra space on the menu to remind customers of other items the restaurant might offer like specialty cocktails, wines by the glass and side dishes. Many times, customers do not think of ordering anything more than their entree and perhaps an appetizer. However, with other food dishes and beverages mentioned on the side they may choose to have something more that they would not have thought of ordering before they saw it printed. This can increase sales and reduce food cost
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A great way to save money is to print the menus yourself. Besides saving money, this allows a restaurant to have more control of its menu and allows more revising and editing at no extra cost and this is also more convenient to do. Buying colored paper or paper with a restaurant logo on top and printing the menu yourself is a way to save but keep things from appearing mundane.Other important aspects of menus are legibility, user-friendliness, costing, typeface, icons and sometimes photos.The article offers some good tips for designing a menu that increases profit, but also leaves out some key factors. In the lecture on Menu Management, there were many factors mentioned not mentioned in the article. First of all, as a marketing tool the restaurant needs to design its menu in regards to its clientele- what kind of cuisine will the restaurant offer? How much money is the clientele going to be willing to spend? What type of menu should the restaurant offer? The answers to these questions all need to be established before anything else.Next should come the management side of the menu. Determine the ingredients needed and how it is all going to be purchased (this is a good time to look at what is in season.) Once the ingredients arrive, the food needs to be prepared- how will production run? For example, a salmon dish is appealing to many, but should the salmon be steamed or grilled? Duck is also an appealing menu item but there are many ways to prepare duck. A chef needs to figure out how to prepare food in the most efficient manner and appeal to customers at the same time.Also, cost and labor control need to be taken into consideration. Purchasing items that are not in season can be very costly to a restaurant. Another mistake a restaurant can make is purchasing items from a far away location. The food may not be of a good quality by the time it arrives or the shipping costs may outweigh the necessity of the item in a dish and an alternative should be found. Preparing foods in a timely and efficient manner is essential to labor control. If a certain food needs too much time to be prepared, it may not be worth the effort if one person is preparing one item all day.In planning a menu, it is important to be sure the restaurant has the right equipment and adequate space. A restaurant may want to make french fries but not have a deep fryer. If there are numerous desserts needed in a restaurant but not enough space in the walk-in to store them, more cold storage space is needed or the desserts need to not require chilling.The article did not mention anything about focal points on a menu. For a one-page menu the most expensive items should begin right above the middle of the page. This is where a person first looks when he or she glances or begins to look at a menu. For a two-fold menu, the focal point is at the same place on the page but on the right page; a customers eye will be drawn to the center page of a three-fold menu, the focal point position being the same as the preceding menus. These points are very important in menu design. If the least expensive items are placed at these points, a customer may decide they only want a side salad printed at that point and not even look at the other items on the menu.How items are described plays an important role in what a customer may or may not choose from a menu. It is essential to use adjectives and the method of preparation should be included. Many people like to know where their food came from as well, for example, in a mussels dish the description should include they are Prince Edward Island mussels to show their origin. Primary ingredients need to be included. A person will not be drawn to a Grilled Chicken with Vegetables but would most likely rather have Grilled Chicken Breast with Paprika Red Roasted Potatoes and Sauteed Haricot Verts. If a sauce is on the set, it is a great idea to include this in the description. People are very attracted to sauces, especially if they sound unique like a tomato and portobello mushroom broth or a five-chile barbecue sauce.Menu design is imperative to bringing in profit for a restaurant. A well-written, intelligently designed and very importantly, deliciously described items, can bring guests back again- and also encourage their friends to try the restaurant out as well. It is also an inevitable factor is cost and labor control as aforementioned..As a future restaurateur, it is important for me to realize and learn how important a well-designed menu is to a restaurant. I have learned things, both from the article and the lecture, that I did not even realize were part of planning a menu and will look for more information on the subject as well. Now I have a good start and a better idea of what is good and profitable menu design..
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