Factors affecting menu planning
Appeal of dishes
There are three main considerations when planning a menu to make it appealing to customers; flavour, texture and colour.
Food should be well flavoured using herbs, spices and sauces to make it appetising. A variety of different types of flavours should be used in different dishes to offer choice on the menu.
Food that lacks flavour tastes bland and will not entice a customer back. Texture involves firm, soft and crunchy mouthfeel.
A variety of textures provided by the different foods on a plate can add very much to the enjoyment of a meal.
A simple sandwich served with a few crisps will be much more satisfying than just the sandwich.
Bright colours, usually provided by a range of vegetables, fruit or garnishes look very appetising, appealing and interesting accompanying most meat dishes.
Cost
There are a number of factors that determine the selling price of dishes.
These include ingredient costs, labour costs (staff wages) and overheads (fuel, lighting, rates).
A chef has to consider very carefully the ingredient costs and try to keep these as low as possible by using seasonal foods that are cheaper and do not have added transportation costs.
Customers are usually willing to pay a fair price that reflects the type of outlet and their expectations. Poor quality food that is over priced will not meet their expectations.
People do not expect the same high quality food or wide choice where the provision of food falls within the catering services sector e.g. in residential homes, hospitals or schools.
Cooks in establishments like these are working on a very tight budget and have to keep costs down, so people’s expectations are lower.
Skill of kitchen staff
In order for a kitchen to run smoothly and efficiently, the type of menu offered must match the skills of the kitchen staff.
If the staff lack training, a simple menu where the food is well cooked and served creates a much better impression than a more elaborate menu where the food is poor quality.
Many outlets now use cook chill or cook freeze dishes that only require reheating. This means the quality is consistent for customers and wage costs are low because highly trained staff are not necessary.
If the chef isn’t capable of producing a high standard of food this will have damaging effects on the reputation of the business and the outlet may close.
