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Formats

There are three basic types of menu page and fold formats you can use on a menu. First is the single-page format in which the entire menu is contained on a single page or card. The area of sales concentration is in the top half of the page. Then there is the most common format of the two-page/single-fold menus. Menu size and shape will vary considerably. The National Restaurant Association conducts a menu contest every year during its annual convention in Chicago and has found that the most common sized menu was 9 inches by 12 inches. This is the result of no other reason than to accommodate the standard paper size of 8.5 inches by 11 inches.

The graphic “Eye Movement Pattern” (see picture below) shows the typical eye movement over a three-panel, two-fold menu. The pattern of eye movement is not fixed and can be altered and directed by “eye magnets.” Eye magnets are little graphic techniques that will attract the eye and guest’s attention. Some of the best examples are graphic boxes around menu items, the use of a dot matrix screen of color as a background, using a larger or bolder type font, incorporating an illustration or even a photograph to “draw” the eye. The areas of emphasis are used to list the items you want to promote the most.

Gaze motion patterns will vary according to the page format, graphics, layout and number of folds in the menu. There is a tendency to list items in the order in which they are consumed. This puts cocktails and appetizers first and desserts and dessert beverages last. The greatest amount of space on the menu is given to entrees, which are the highest-priced items on the menu. In most restaurants, close to 100 percent of the customers will order an entrée but only a small percentage will order appetizers and desserts. This begs the question that perhaps we should relinquish some of that prime menu space that up to now has been reserved for entrées, and in their place put a la carte appetizers, side orders and desserts. This emphasis can only increase the likelihood of those items being selected in addition to an entrée.

Restaurants with static menus that combine both lunch and dinner items can be quite extensive. Their menus tend to be fairly large and become crowded and use a type font that’s too small. A crowded menu that is difficult to read is not an effective merchandizing tool. It is recommended that if the menu approaches 12 inches by 18 inches in size that multiple menus be employed to keep the size manageable. Separate drink, wine, dessert and children’s menus may be more practical and do a better merchandizing job than an oversized and crowded menu. Especially with desserts, a separate menu that is handed to the guest is a more effective sales piece than having them recall what was on the original menu or having the server describe the choices verbally. Table tents and menu boards can be used to merchandize daily specials when menu clip-ons add to the clutter and compete with the regular menu items.


Date: 2015-01-11; view: 812


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