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The following Course Outcome is assessed in this assignment:
TH213-3: Apply best
The following Course Outcome is assessed in this assignment:
TH213-3: Apply best practices for menu planning and design for a foodservice facility.
Menu items must be organized into a menu that encourages guests to order them. A well-designed menu complements an operation’s overall theme, blends in with the decor, communicates with guests, and helps sell the operation and its menu items (Ninemeier, 2022). Instructions: Using the property you chose in Unit 1, you will apply best practices to a menu based on the outline below and your readings.
Assignment Checklist:
Introduce the foodservice system you selected in Unit 1 ( Chick Fila). Include an overview of the business, mission statement, location, website, cuisine, the average price of the menu items, and menu type. (Refer to Section 6.3 of your textbook.)
Take a screenshot of the menu and insert it into your paper.
Discuss the evident best practices followed in the menu for layout and design, including the menu style, sequence, placement, format, typeface, artwork, and cover. (Refer to Section 6.5 of your textbook.)
For those attributes that do not follow best practices, discuss what you would change to remedy the situation.
Discuss the three best attributes of the menu. (Refer to Section 6.5 of your textbook.)
Describe three changes that occurred to your selected Unit 1 foodservice system during the COVID-19 pandemic that you predict will remain intact and explain why.
Your paper must include an introduction and conclusion and be a minimum of 500 words using an 11- or 12-point sans serif font such as Ariel. Additionally, you must include a reference page, and your references and citations must use the current APA format and citation style. For assistance writing a paper, please see the Academic Writer link under Academic Tools.
Preview Rubric
TH213 Unit 4 Assignment Rubric
Print
Criterion 1 (25%)
Level III Max Points
15 points
Level II Max Points
12.75 points
Level I Max Points
9 points
Not Present
0 points
Criterion Score
Foodservice System Overview (Refer to Section 6.3)
Includes all of the following:
Introduces foodservice system from Unit 1
Business overview
Mission statement
Location
Website
Cuisine
Average menu price
Menu type
Screenshot of the menu
Includes eight of the following:
Introduces foodservice system from Unit 1
Business overview
Mission statement
Location
Website
Cuisine
Average menu price
Menu type
Screenshot of the menu
Includes seven or less of the following:
Introduces foodservice system from Unit 1
Business overview
Mission statement
Location
Website
Cuisine
Average menu price
Menu type
Screenshot of the menu
Does not meet sufficient criteria.
Score of Foodservice System Overview (Refer to Section 6.3),
/ 15
Criterion 2 (25%)
Level III Max Points
15 points
Level II Max Points
12.75 points
Level I Max Points
9 points
Not Present
0 points
Criterion Score
Menu Layout (Refer to Section 6.5)
Meets all criteria:
Discusses the following evident best practices and those not followed:
Menu style
Sequence
Placement
Format
Typeface
Artwork
Cover
Provides a remedy for those items above not in compliance as applicable.
Meets six or seven criteria:
Discusses the following evident best practices and those not followed:
Menu style
Sequence
Placement
Format
Typeface
Artwork
Cover
Provides a remedy for those items above not in compliance as applicable.
Meets four or five criteria:
Discusses the following evident best practices and those not followed:
Menu style
Sequence
Placement
Format
Typeface
Artwork
Cover
Provides a remedy for those items above not in compliance as applicable.
Does not meet sufficient criteria.
Score of Menu Layout (Refer to Section 6.5),
/ 15
Criterion 3 (15%)
Level III Max Points
9 points
Level II Max Points
7.65 points
Level I Max Points
5.4 points
Not Present
0 points
Criterion Score
Attributes (Refer to Section 6.5)
Meets all criteria:
Discusses three best attributes in the menu.
Meets all criteria:
Discusses two best attributes in the menu.
Meets all criteria:
Discusses one best attributes in the menu.
Does not meet any criteria.
Score of Attributes (Refer to Section 6.5),
/ 9
Criterion 4 (15%)
Level III Max Points
9 points
Level II Max Points
7.65 points
Level I Max Points
5.4 points
Not Present
0 points
Criterion Score
Predictions
Meets all criteria:
Describes three
changes to their chosen Unit 1 foodservice system that occurred during the pandemic they predict will remain intact and explains why.
Meets all criteria:
Describes two
changes to their chosen Unit 1 foodservice system that occurred during the pandemic they predict will remain intact and explains why.
Meets all criteria:
Describes one change to their chosen Unit 1 foodservice system that occurred during the pandemic they predict will remain intact and explains why.
Does not meet any criteria.
Score of Predictions,
/ 9
Criterion 5 (10%)
Level III Max Points
6 points
Level II Max Points
5.1 points
Level I Max Points
3.6 points
Not Present
0 points
Criterion Score
APA Style
Meets all criteria:
Applies APA style to in-text citations with minor errors.
Applies APA style to references, with minor to no errors.
References the course textbook and at least one additional reliable and/or scholarly source.
Meets two criteria:
Applies APA style to in-text citations with minor errors.
Applies APA style to references, with minor to no errors.
References the course textbook and at least one additional reliable and/or scholarly source.
Meets one criterion:
Applies APA style to in-text citations with minor errors.
Applies APA style to references, with minor to no errors.
References the course textbook and at least one additional reliable and/or scholarly source.
Does not meet any criteria.
Score of APA Style,
/ 6
Criterion 6 (10%)
Level III Max Points
6 points
Level II Max Points
5.1 points
Level I Max Points
3.6 points
Not Present
0 points
Criterion Score
Writing Conventions
Meets all criteria:
Writing is focused, concise, and organized in an informative essay format.
Articulates at a college level in a 500-word paper.
Few or no grammar or punctuation errors.
Uses non-offensive, inclusive, and respectful language.
Includes a title page, introduction, body, and conclusion.
Meets four criteria:
Writing is focused, concise, and organized in an informative essay format.
Articulates at a college level in a 500-word paper.
Few or no grammar or punctuation errors.
Uses non-offensive, inclusive, and respectful language.
Includes a title page, introduction, body, and conclusion.
Meets three criteria:
Writing is focused, concise, and organized in an informative essay format.
Articulates at a college level in a 500-word paper.
Few or no grammar or punctuation errors.
Uses non-offensive, inclusive, and respectful language.
Includes a title page, introduction, body, and conclusion.
Does not meet sufficient criteria.
Score of Writing Conventions,
/ 6
Total
Score of TH213 Unit 4 Assignment Rubric,
/ 60
Overall Score
Level III
51.001 points minimum
Level II
36.001 points minimum
Level I
0.001 points minimum
Not Present
0 points minimum
Reference your course textbook and at least one additional reliable and/or scholarly source.
Submit your completed assignment to the Unit 4 Assignment Dropbox. Assignments are due Tuesday at 11:59 p.m. ET of their assigned unit.
Preview the Unit 4 Assignment rubric.
Reference
Ninemeier, J. D., & Hayes, D. K. (2022). Management of food and beverage operations (7th ed.). American Hotel & Lodging Educational Institute.
Access the checklist and rubric on Tab 2.
6.3 Types of Menus
Learning Objective: Describe the differences in breakfast, lunch, and dinner menus, and list some of the most common specialty menus.
Three basic types of menus are breakfast, lunch, and dinner menus. In other words, these menus are designed around the three traditional meal periods. A large number of specialty menus are also designed to appeal to a specific guest group or meet a specific marketing need. The types of menus a foodservice operation offers depends on the number of meals it serves and the type of operation it is.
Many quick service restaurant operations have a separate breakfast menu with a cutoff time for serving breakfast. Others continue to offer a few breakfast items all day long. Combining lunch and dinner menus is a common practice. Whether to offer specialty menus depends on the operation and its clientele. An upscale restaurant may feel that a separate wine or dessert list adds to its image, for example.
Because an employee’s career in the foodservice industry may include the management of a variety of different operations, it is good to understand some of the unique features of breakfast, lunch, dinner, and specialty menus.
Breakfast
Breakfast menus are fairly standard. Many operations in both the commercial and noncommercial segments offer choices of fruits, juices, eggs, cereals, pancakes, waffles, and breakfast meats like bacon, ham, and sausage. Sometimes regional specialties, such as grits, are offered.
The watchwords for typical breakfast menu items are simple, fast, and inexpensive. Many guests are more price-conscious at breakfast than at other meals. They are also likely to be in a hurry to get to work or otherwise start their day, so they want fast service. To keep prices down and make quick service possible, most breakfast menus are relatively limited. In quick service restaurants offering breakfast menus, the times at which the breakfast items are offered for sale may be limited. Also, these menus often offer some sandwich-type items to simplify guest ordering and reduce production times.
Lunch
Like those at breakfast, lunch guests are often in a hurry. Therefore, lunch menus must also feature menu items that are relatively easy and quick to make. Sandwiches, soups, and salads are important in many lunch menus.
Lunch menus must have variety; many guests eat lunch at the same restaurant several times a week because it is located close to where they work or go to school. To provide variety, many lunch menus offer daily specials. These can be printed on a separate piece of paper and clipped onto the lunch menu or written on a menu board. Or a cycle menu can be used to provide variety, in which case the entire menu changes daily for a certain number of days.
Lunch menus usually offer smaller portions than dinner menus, because most guests do not want to feel full and sleepy during the afternoon. Lunch menus are usually less elaborate than dinner menus. If appetizers are offered at lunch, they are most often simpler to make and fewer in number. Lunch menus usually include desserts.
Dinner
Dinner is the main meal of the day for most people, and menu items offered at dinner may be heavier in character and more elaborate than those offered at breakfast or lunch. Dinner is more likely to be eaten in a leisurely fashion than breakfast or lunch because guests are often seeking a unique dining experience or celebrating a special occasion at dinner.
In most cases, guests are willing to pay more for dinner than for lunch, but they also expect a greater selection of menu items and place a greater premium on service, atmosphere, and decor. Therefore, dinner menus usually offer a wide variety of selections. Steaks, roasts, chicken, seafood, and pasta dishes like lasagna and linguine are typical dinner entrées. Wines, cocktails, and exotic desserts are more likely to be on a dinner menu than on a lunch menu.
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Specialty
There is a wide range of specialty menus, from poolside menus to those for afternoon teas. Some of the most common specialty menus are:
Children’s
Senior citizens’
Alcoholic beverage, including wine
Dessert
Room service
Pickup or delivery-only
Banquet
California style
Ethnic
Children’s Menus. Children’s menus do not necessarily have to blend in with the restaurant’s theme or decor; the important things are to ensure that the menu is entertaining and that items appealing to children are offered at a value price. (To see a large selection of children’s menus, enter “images of children’s menus” in a search engine.) The goal is to occupy the child long enough for the parents and other guests to eat in peace. Children’s menus can be shaped like cartoon characters, dinosaurs, or rocket ships. Many children’s menus feature bright colors, cartoons, pop-up designs, or black and white drawings that the child can color. Menus that fold into hats, masks, or other toys are good for small children; puzzles, word games, stories, and mazes can work for older children.
The food offered on children’s menus should be familiar, simple, and nutritious. Portions should be small, and prices should be modest.
Tassels, staples, or other potentially dangerous materials that can be removed and swallowed should never be part of a children’s menu.
Some hotel restaurants offer creative children’s menus. For example, Ritz-Carlton hotels offer “Ritz Kids Menus,” which present a wide variety of menu items to their young guests. In addition, some Ritz-Carlton properties offer “healthy choice” menus that present attractive and creative ways to provide nutritious items that are also “fun” to youngsters. Ritz-Carlton properties may also offer a special dining program for children twelve and under that includes breakfast, lunch, and dinner with unlimited fountain drinks during meals at selected hotel dining outlets for a single price per child per day. (These types of features are not unique to Ritz-Carlton. To learn about similar offerings, enter “hotel children’s menus” into a search engine.)
Children’s menus at fine-dining restaurants can be upscale. How about mini-steaks or small portions of grilled seafood with broccoli, a glass of milk, and perhaps a cookie for dessert?
Senior Citizens’ Menus. Menus that appeal to the special wants and needs of senior citizens are increasingly important. Senior citizens’ menus can be separate menus or separate sections of regular menus. They can also be selections of menu items placed throughout the regular menu.
Some seniors, especially those who may be living on fixed incomes, are more price-conscious and appreciate being able to receive smaller portions of popular menu items at reduced prices. These menus are often available to seniors during the late afternoons and early evenings to “spread out” business volumes to less popular dining times.
Other seniors have dietary prescriptions or recommendations from their doctors. Most revolve around weight control, diabetes, cardiovascular problems or precautions, and gastrointestinal disorders. Other seniors are just more conscious of the need to eat properly. Seniors watching their weight and those who are diabetic often prefer simple light snacks, entrées, and desserts. A piece of fresh fruit served stylishly can allow certain older people to enjoy dessert with others at the table.
Many seniors are on a no-added-salt (low-sodium) diet. With this diet, salt is used lightly in cooking. Many menu items can be prepared without sodium-rich condiments and foods.
Noting ingredients when items are described on the menu can help seniors make appropriate selections. Knowledgeable service staff can pick up where the menu leaves off by providing ingredient and preparation information to guests with special dietary concerns who request this information.
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Alcoholic Beverage Menus. Cocktails, beers, and wines can be listed on a separate alcoholic beverage menu or included on the regular menu. Sometimes, for example, menu descriptions for entrées suggest suitable wines. If included on the regular menu, the drink list should come before the food selections so guests desiring a drink before ordering their meal have the necessary information. Operations that offer separate alcoholic beverage menus often have separate cocktail menus and wine lists. Separate beverage menus can be used in the lounge as well as in the dining room.
Operations should list alcoholic beverages in large, readable type, with brand names and prices included. Today many beverage menus include no- or low-alcohol drinks creatively named and described to help promote their sale.
Dessert Menus. At the end of the meal, many guests will not recall the dessert items they saw listed on the main menu. Servers at some operations use dessert trays or carts to remind guests of desserts. Some operations have a separate dessert menu so that servers have something to give guests at the end of the meal to remind them of the desserts available. Many family and casual-service restaurants place dessert menus in tabletop holders so that they are visible to guests throughout the meal.
The advantages of having separate dessert menus include the following:
The operation may sell more desserts.
There is more room for bold graphics and descriptive copy.
If dessert items or prices change, operations do not have to reprint the main menu.
More space is available on the lunch and dinner menus for information applicable to those items.
The types of desserts offered vary with the type of operation. Some elegant restaurants feature flaming desserts prepared tableside, many family restaurants offer cake and ice cream, and quick service restaurants offer such simple dessert items as ice-cream cones, cookies, and other items that can be eaten without utensils. Upscale restaurants often include after-dinner wines, brandies, and liqueurs on the dessert menu.
Room Service Menus. Many full-service hotels offer room service (often called “in-room dining”) to guests. With a few exceptions, such as those found at luxury hotels, room service menus offer a limited number of items. They may offer selected items from the hotel’s regular menu or feature items not on the regular menu.
Most room service menus are limited in their menu choices because it can be difficult to offer high-quality food that does not deteriorate during delivery from the production area to the guestroom, suite, or outlying guestroom area. This is a problem in every lodging operation, but is especially true in high-rise hotels where service staff must contend with elevators and in resort-type properties where servers must use a vehicle to transport the food to guestrooms that may be far from central kitchen areas.
One special type of room service menu is the doorknob breakfast menu. A doorknob menu lists a limited number of breakfast items and times that the meal can be served. Guests indicate what they want to eat and when they want the food delivered and hang the menu outside the door on the doorknob. The menus are collected overnight, and the orders are prepared and sent to the rooms at the requested times.
Room service menus are increasingly available on in-room televisions, and, in many properties, guests can place orders via this medium or by texting their orders on a tablet or smartphone to a designated room service delivery phone number.
In the traditional room service model, guests in their room order desired food and beverages by, for example, telephone, television, or doorknob menu, and those items are delivered to the guestroom. Some hotels now offer a grab-and-go style of room service to replace (or in addition to) traditional room service. With this method, guests desiring food and beverage products select them and pay for them in the hotel lobby or some other public area. For example, one or more kiosks or other retail spaces may offer these products at the hotel. Limited-service properties often have “pantry” areas where grab-and-go items are available. Microwave ovens may be located in these areas if they are not in guestrooms. Guests may pay for these items when purchased, or the products may be added to their guestroom folio (bill) for payment at checkout.
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Pickup or Delivery-Only Menus. Due in part to the many service modifications resulting from the COVID-19 pandemic, and in part due to changing guest preferences, an increasing number of table-service restaurants offer special pickup menus or delivery-only menus. These menus can effectively capture consumer dollars that otherwise might be spent at quick-service establishments or on convenience foods in supermarkets and convenience stores. Restaurants offering both pickup and “sit-down” dining alternatives increasingly offer a separate menu that addresses the potentially long times between purchase and consumption.
In the United States, home meal replacement is an increasingly popular concept. In the past, a traditional takeout meal involved calling a property to place an order from a pickup menu. The guest would then drive to the property, park their car, and go inside the restaurant to the bar or host stand. Today more properties are designed with a dedicated pickup counter, sometimes with a separate entrance. Increasingly, staff members are available to carry preordered meals curbside to guests waiting in their cars.
Some organizations dedicate parking spaces for those ordering curbside delivery, and most accept credit card payment at curbside. Some chains, including Applebee’s, Ruby Tuesday, and Outback Steakhouse, now generate a significant percentage of their total revenues from curbside sales. Advantages for guests include greater menu variety and higher-quality items along with obvious time-saving benefits.
Like room service menus, pickup menus should feature items that can maintain an acceptable level of quality over an extended period of time. Guests will not be satisfied unless the food they have purchased still looks and tastes good when they consume it or reheat it at home.
Physical takeout menus should be inexpensive to produce if guests are encouraged to take them home. Today, modern technology supplements and more often than not replaces paper pickup menus. For example, nearly all restaurants feature their pickup menus on their websites or Facebook page. Because ghost kitchens do not have a physical location that guests can visit, these increasingly popular foodservice operations offer delivery-only menus electronically.
Food orders can be produced for pickup by guests at a traditional restaurant or ghost kitchen, and they can also be purchased at a quick service restaurant’s drive-through. Other alternatives include delivery by the operation’s employees or by those representing for-profit food delivery services. Whatever method is used, managers must carefully select only those menu items that can be quickly produced at consistently high-quality levels.
DID YOU KNOW?
Americans like their takeout menu choices served promptly! One study of U.S. quick service restaurant drive-through times found that the average guest spent 345.6 seconds (5.8 minutes) in line at a drive-through from the time of placing an order to the time of the order’s delivery.
Source: “The 2021 QSR® magazine drive-thru study: speed of service,” QSR® Magazine, July 2021, https://www.qsrmagazine.com/content/2021-qsr-magazine-drive-thru-study-speed-service
While takeout and delivery menus have traditionally mirrored an operation’s dine-in menu, many restaurants now offer family meal boxes (also known as family bundles). These are special menu combinations designed to feed an entire family its lunch or dinner meal, rather than an individual diner’s lunch or dinner meal.
Private clubs increasingly offer special holiday pickup menus for their members, including baked turkeys and/or hams with all the accompaniments for families and guests of specified sizes. In addition, some operations have found success in offering for sale “pantry items” (e.g., rice, beans, pasta, eggs, and the like) as takeout additions to their traditional offerings of prepared food items.
Facebook, Instagram, and Twitter are often sources of information about pickup and delivery-only dining options. Examples range from placement of entire menus (Facebook), to videos or pictures of menu items (Instagram), to a quick note about today’s special (Twitter).
Banquet Menus. Hotel food and beverage operations, restaurants that only offer banquet events, and their counterparts that do extensive banquet business often develop preset banquet menus in varying price ranges from which guests may choose desired items. They can also plan custom banquet menus and events when guests request them.
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The pricing style for banquet menus is usually table d’hôte—a set meal with few, if any, choices offered at a set price. The meal can be elaborate, with appetizers, soups or salads, wine, and desserts served along with the entrée and its accompaniments. The meal may be served buffet style or by an operation’s waitstaff. Many banquet operations recognize that some guests require or desire special meals for religious, medical, or other reasons and make efforts to accommodate these requests.
Managers who plan banquet menus must be careful to select food that can be produced in quantity and still hold its quality until the last guest is served.
California Style Menus. Some restaurants offer breakfast, lunch, and dinner menu items on one menu, with all the items available at any time of day. For example, if guests want spaghetti for breakfast or pancakes for dinner, they can order these items. This concept originated in California, so this type of menu is often referred to as a California style menu or simply as a California menu. Obviously, an operation with no restrictions about when it will serve breakfast, lunch, or dinner items also gives up the production and scheduling convenience that these restrictions provide.
Ethnic Menus. Ethnic menus are offered by restaurants to appeal to guests who desire a particular cuisine. Restaurants that feature Italian, Chinese, Greek, or Mexican, Japanese, Middle Eastern, German, Korean, Indian, and Thai cuisines are all popular.
An ethnic menu typically features a variety of dishes popular in the applicable country or area. The names of the dishes are often listed in the original language and translated into English. The main ingredients of each dish should be listed.
How authentic should the menu items be? If most of the restaurant’s guests are of the ethnic background to which the menu seeks to appeal, the dishes should closely follow traditional recipes. However, if most of the clientele are from other ethnic backgrounds, the recipes can be less traditional. For example, spices can be changed and/or reduced, and some ingredients may be eliminated so the resulting dishes will be more readily acceptable to a broader range of “local” guests.
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