Foundations of Menu Planning (2e) : 9780134484471

Foundations of Menu Planning (2e)

 
Edition
 
2
ISBN
 
9780134484471
ISBN 10
 
0134484479
Published
 
04/01/2017
Published by
 
Pearson Higher Ed USA
Pages
 
272
Format
 
Out of stock
 
Title type
Book
$156.99
 
 
Title type
 
$60.00
 
 
Description

For courses in Menu Planning (Culinary Arts)

 

Foundations of Menu Planning guides readers through the menu planning process in the same order in which a professional menu planner conducts the process. Menus are marketing mechanisms, cost control tools, and critical communication devices for successful food service operations. Beginning with identifying and defining a target market, the book progresses through understanding various menu styles, creating beverage menus, costing recipes, determining menu prices, and analysing and engineering an existing menu. A unique chapter on unwritten menus, a capstone project for creating an original menu, and a concluding look at the menu-first approach to building a successful foodservice operation reinforce the book’s reputation as the most comprehensive resource of its kind on the market.

 

The 2nd Edition incorporates a wide range of new information including: strategies for incorporating nutrition into menus based on the Dietary Guidelines for Americans 2015-2020 and shifts in menu pricing strategies from the traditional table d’hote to the more contemporary prix fixe with supplemental charges. Also included are trends in menu planning, from small plates and signature cocktails, to online menu design and layout and menu engineering to maximise profitability.

Table of contents
  • 1. Factors that Define a Menu
  • 2. Nutrition and Menu Planning
  • 3. Menu Styles and Headings I–Traditional Basics 
  • 4. Menu Styles and Headings II–Beyond the Basics 
  • 5. Beverage Menus 
  • 6. Standardized Recipes and Recipe Costing 
  • 7. Menu Pricing 
  • 8. Menu Copy 
  • 9. Unwritten Menus 
  • 10. Layout of the Written Menu 
  • 11. Evaluation: Menu Engineering 
  • 12. How the Menu Directs Business 
New to this edition
  • See theory in the real world and the latest trends across the country:

    • Over 60 sample menus from around the country, nearly all brand new and as current as 2016, support the text material and illustrate the latest ideas.
    • Case studies at the ends of most chapters let students apply their learning to extended, more complicated scenarios. (Chapter 3)
  • Create an original menu by the end of the course. A comprehensive capstone project breaks the process into steps by chapter.

  • Get a deeper understanding of menu pricing:

    • Technology assistance sections help students create their own Excel templates for costing recipes and analyzing menus.
    • Shifts in menu pricing strategies from the traditional table d’hote approach to the more modern prix fixe with supplemental charges approach let students learn the most current pricing strategies as they are often applied at upscale, gastronomic dining experiences. (Chapter 3)
  • Enhance comprehension and ensure motivation of the concepts with thorough, varied, strong pedagogical features.

    • UPDATED! Enhanced Chapter Objectives provide motivating learning goals and help students track learning. (Chapter 7)
  • Keep up to date on the latest strategies, advice, and trends in today’s restaurants and menus:

    • Changes in nutritional advice as reflected in the Dietary Guidelines for Americans 2015-2020 are incorporated throughout.
    • Discussion of the small plates trend in modern menus shows students the newest trends in menus and menu items that are rapidly expanding across the country. (Chapter 4)
    • Discussion of the trend toward signature cocktails made from house-crafted mixers helps students design beverage menus that reflect the hottest trends in alcoholic beverages today. (Chapter 5)
  • Get practical help for putting together the physical menu–in print or online:

    • Incorporation of industry terminology for menu content, including “menu copy,” “descriptive copy,” and “institutional copy,” helps students speak the lingo used by other professionals when working with graphic designers and menu printing companies. (Chapter 8)
    • A look at software and other options for laying out a menu during the design phase shows students the most popular electronic resources used by professionals. (Chapter 10)
    • Approaches to organizing an online menu take students beyond print menu layout and show how to effectively accommodate those who read online menus to determine whether or not they will patronize a restaurant. (Chapter 10)
    • More detailed discussions on menu engineering for greater profitability enhance the previous discussion of the complex process of menu analysis. (Chapter 11)
Features & benefits
  • Cover all essential elements of the menu planning process from start to finish:

    • Planning steps are presented in the same order that professional menu planners traditionally use.

    • Included are chapters on nutrition, menu styles, beverage menus, standardised recipes and recipe costing, menu pricing, menu copy, unwritten menus, layout of the written menu, menu engineering, and using the menu to direct business.

  • Experience real restaurant theory and the latest trends across the country:

    • NEW! Over 60 sample menus from around the country, nearly all brand new and as current as 2016, support the text material and illustrate the latest trends.

    • NEW! Case studies at the ends of most chapters let students apply their learning to extended, more complicated scenarios. (Chapter 3)

  • NEW! Create an original menu by the end of the course. A comprehensive capstone project breaks the process into steps by chapter.

  • Get a deeper understanding of menu pricing:

    • Chapter 7, “Menu Pricing,” takes students through the final real-world step of deciding how high the menu can go and what format the price should take on the menu.

    • NEW! Technology assistance sections help students create their own Excel templates for costing recipes and analyzing menus.

    • NEW! Shifts in menu pricing strategies from the traditional table d’hote approach to the more modern prix fixe with supplemental charges approach let students learn the most current pricing strategies as they are often applied at upscale, gastronomic dining experiences. (Chapter 3)

  • Learn how caterers, buffets, and institutional food service operations work without printed menus. This often-neglected topic helps students understand the functions that the menu plays much better when they understand that those tasks must be performed even if the menu isn’t printed.  (Chapter 9)

  • Deal effectively and efficiently with nutrition in today’s wide range of specialised diets, such as gluten-free, low-fat, and vegan diets. Chapter 2, “Nutrition and Menu Planning,” helps menu planners keep chefs from becoming bogged down with special off-menu dietary requests.

  • Enhance student comprehension of the concepts with thorough, varied, strong pedagogical features:

    • UPDATED! Enhanced Chapter Objectives provide motivating learning goals and help students track learning. (See Chapter 7.)

    • Comprehension and discussion questions confirm student knowledge acquisition and promote in-class discussion.

  • Keep up to date on the latest strategies, advice, and trends in the industry:

    • NEW! Changes in nutritional advice as reflected in the Dietary Guidelines for Americans 2015-2020 are incorporated throughout.

    • NEW! Discussion of the small plates trend in modern menus shows students the newest trends in menus and menu items that are rapidly expanding across the country. (Chapter 4)

    • NEW! Discussion of the trend toward signature cocktails made from house-crafted mixers helps students design beverage menus that reflect the hottest trends in alcoholic beverages today. (Chapter 5)

  • Get practical help for putting together the physical menu

    • NEW! Incorporation of industry terminology for menu content, including “menu copy,” “descriptive copy,” and “institutional copy,” helps students speak the lingo used by other professionals when working with graphic designers and menu printing companies. (Chapter 8)

    • NEW! A look at software and other options for laying out a menu during the design phase shows students the most popular electronic resources used by professionals. (Chapter 10)

    • NEW! Approaches to organising an online menu take students beyond just print menu layout and show how to effectively accommodate those who read online menus to determine whether or not they will patronise a restaurant. (Chapter 10)

    • NEW! More detailed explanations on menu engineering for greater profitability enhance the previous discussion of the complex process of menu analysis. (Chapter 11)

Author biography

Daniel Traster CCP, is a freelance writer, culinary consultant, and author of three books: Welcome to Culinary School: A Culinary Student Survival Guide (2010, 2016), Foundations of Cost Control (2013), and Foundations of Menu Planning (2013), all published by Pearson Education. Former Dean of Culinary Arts and Hospitality Management at Stratford University and former Academic Director for the Art Institute of Washington, Traster had eight years of experience in formal culinary arts education before pursuing culinary education consulting. Prior to his time in education, Chef Traster worked at the Four Seasons Hotel in Philadelphia, and at Provence Restaurant, Occasions Caterers, and American University all in Washington, DC. Traster has a BA in English and Theater from Yale University, an AOS in Culinary Arts from the Culinary Institute of America, and an MS in Adult Learning and Human Resource Development from Virginia Tech.