There are a number of basic factors you have to be considered to ensure the efficacy of menu as an in-house effective sales tool for optimizing sales.
Menu presentation is very important as it identifies the image and personality of that particular unit or department whether it is a steak-House or a cocktail bar. The following points should be taken into consideration:
- Attractive: The menu should be attractive;’ The first’ impression of the menu should be that it looks interesting and inviting and that the customers will really want to read it.
- Cleanliness: It should be clean. Although this appears to be obvious it is something that is frequently ignored by hoteliers and caterers. If it is intended that a particular menu is to be offered frequently it is well worth considering having them either’ plastic coated so that they can be regularly wiped clean, or printed on inexpensive paper or card and regularly replaced or contained within a presentable and durable cover.
- Legible: It should be easy to read. It is usual to use different sizes of typeface for such things as headings and the items appearing under them. How typeface styles are used can help customers to make their choice of food and beverage items more easily. The use of attractive graphics, colour and blank space can also help with aiding customers to make their selection by directing and attracting their eye. What is not required is that a menu should resemble a page from a railway or bus timetable with its mass of information produced in an unattractive style which besides failing in so many other ways would also be annoying to the customer.
- It should complement the occasion. It is necessary that the general presentation of the menu is not only in keeping with the decor of the room but also suitable and complementary to the occasion. Obvious examples are a restaurant within a holiday camp, a kosher wedding, a state banquet and bistro, where a different style and presentation are necessary for each.
- It should reflect current awareness. The menu should take into consideration the current trends in eating habits, so as to be fully aware of customer requirements.