Restaurants

Development
&
Classification
 Restaurants: Development &
Classification

Overview
• In order to design menu, the restaurant must
first define its customer profile and menu
type.

Goal
• To define menu and restaurant type and
comprehend their role in menu management
 Objectives

At the end of this lesson students will be able

to:
• Describe food service organizations
• Define customer behavior trends
• Comprehend what aspects to consider when
designing a menu
• Distinguish menu types
• Understand the role of menu and restaurant type in
menu design
 Describing Foodservice
Organizations
• Operating philosophy
• philosophy of owner/operator
• expression of ethics, morals and values

• Mission goals and objectives

• http://www.olivegarden.com/vision.html
 Who Is the Customer?
• 42 % report that they are cooking fewer meals
at home than they were two years ago.
• 53 % report that their favorite restaurant foods
provide flavor and taste sensations that cannot
easily be duplicated in a home kitchen.
• 78 % make at least one carryout or delivery
purchase in a typical month.
 Who Is the Customer?

• 68 % agree that going out to a restaurant

with family and/or friends is a better way to
make use of their leisure time
• 56 % report that they are not entertaining at
home as often as they were two years ago.
Trends in Consumer Behavior
• How often does the Average American eat out?
• Americans eat out 200 times a year

• What % of customers go out on their Birthday?

• 50% of customers visit a restaurant on their birthday

• What is the most popular meal period?

• Most popular meal period is lunch
Trends in Consumer Behavior

• What is the most popular day?

• “Mother’s Day” most popular day

• What National organization supports the

Restaurant Industry?
• National Restaurant Association
• http://www.restaurant.org
 Concept Element
• Created with customer in mind
• Location
• Theme and design - ambiance
 Considerations for Menu Design
• Needs and desires of guests • Nutritional analysis

• Capabilities of cooks • Accuracy in menu

• Equipment capacity and layout • Menu analysis

• Consistency • Menu design and layout

• Pricing
 Major Types of Menus
• A la carte
• Table d’hote
• Du jour
• Tourist menus
• California menus
• Cyclical menus
Restaurant Classification
• Full-Service Luxury Restaurants
• Spago
• http://www.kerrymenu.com/Spago.htm

• Specialty Restaurants
• Quick Service - Fast Food
• $111 billion annual sales
• Themed Restaurants
• Steakhouses, Family Restaurants
• Ethnic Restaurants
 Trends in Restaurant
Development
• Demographics

• Branding

• Alternative outlets

• Globalization