Hotel menus are divided into Chinese menu, western menu, coffee shop menu, wine menu and so on.

1. Principles of menu design and production There are six main principles of menu design and production: 1. Customer demand-oriented? Restaurants should be customer-oriented, and customers must be clear about what dishes they like and what grades they eat. Because satisfying customers' needs is the foundation of restaurant management, menu design must also reflect customers' needs, such as popular food or flavor food, Sichuan food or Cantonese food. The menu design is completely different because of the different needs of customers.

2. A restaurant with its own characteristics must first decide what kind of menu to provide according to its own business policy. Menu design should try to choose dishes that reflect the characteristics of our store and list them on the menu for key promotion. Even in popular restaurants, there are often several specialties and housekeeping dishes. Because if you don't have a few stable and well-established housekeeping dishes, it will be difficult to attract old customers and new customers. Therefore, when designing a menu, you must highlight your characteristics, your "specialty dishes" and "fist products", put them in a prominent position in the menu and introduce them separately. Only by reflecting your own characteristics can you leave a deep impression on customers. 3. Keep innovating to adapt to the new situation? Change is the foundation of all things in the world, and following the rules will only lead to failure. With the continuous development of society, customers' tastes and catering situation are also changing, so the menu should also be innovated. It is best to change it once every quarter or half a year. If the menu is not changed for a long time, it will be unattractive and thus lose customers. If the menu is not changed for a long time, it will affect the normal supply of dishes, because some raw materials are affected by the season. After the season, there will be a situation that there are dishes on the menu, but there is actually no supply, thus affecting the reputation of the restaurant; Not changing the menu for a long time is not conducive to the improvement of the chef's cooking skills. In addition to considering seasonal factors, menu changes should also pay attention to the changes of customers' eating habits, such as dietary requirements in nutrition, health and bodybuilding.

4. Is the form elegant? The menu is not only a propaganda tool for restaurants, but also a work of art. Therefore, the style, size, color, font, paper and layout of the menu need to be coordinated with the level and atmosphere of the restaurant, and should be adapted to the display, layout, tableware and clothing of the service personnel of the restaurant. Popular restaurants do not need beautifully decorated menus, but beautiful and generous menus are helpful to increase the sales of dishes.

5, can create economic benefits? The ultimate goal of restaurant management is to make money, so when designing a menu, we should not only consider the sales of dishes, but also consider their profitability. If the price of food is too high, customers may not accept it; If the price of vegetables is too low, it will affect the gross profit and may even cause losses. Therefore, when designing the menu, we should appropriately reduce the gross profit of high-cost dishes and increase the gross profit of low-cost dishes, so as to ensure that the gross profit margin can be reached as a whole.

6. Do what you can. Are you sure? Only by designing the menu according to your own ability can you ensure its best effect. Therefore, the menu designer should be aware of the restaurant's production capacity and have excellent production and service skills to ensure that the quality of the selected dishes can achieve the expected results. This requires that the technical level of kitchen production personnel should be fully considered when planning dishes, and at the same time, special equipment should be equipped to produce many dishes. ? In short, when designing a menu, we should comprehensively consider the above principles and basis. Only in this way can we formulate a more scientific and reasonable menu. Moreover, for the newly formulated menu, the restaurant must also test it and put it into use after analysis and improvement.

second, the program of menu design and production? When making and designing the menu, we should do it step by step and in an orderly way. Its concrete procedure mainly includes four steps:? 1. Prepare the required reference materials, including: All kinds of old menus, including those that enterprises are using. ? Standard recipe file. ? Inventory information and seasonal menu, best-selling menu, etc. ? Cost per dish or similar information. ? Various cooking technology books, general dictionaries, menu dictionaries. ? Menu food and beverage list. ? Past sales materials.

2. Implement standard recipes? The standard menu refers to the instruction card about the cooking method and principle of a dish, which lists the names, quantities, operation methods, quantity of each serving, plate loading tools and other necessary information of various main ingredients, auxiliary materials and seasonings needed in the production process of a dish. Using standard recipes is not only conducive to planning the cost of dishes, but also conducive to the goal of product quality standardization.

3. When the initial design idea is first conceived, it is best to choose a blank form, and fill in the table with the dishes, drinks and drinks that may be provided to customers, and then determine the contents of the menu after considering all factors comprehensively. 4. The decoration design of the menu? When decorating the menu, we can call relevant advertising, art designers, experienced chefs and relevant management personnel to discuss the cover design, style selection and text description of the menu. But no matter in which step, the designer must put the customer's needs in the first place, give priority to their consumption motives and psychological factors, and then do a good job in each step on this basis.

Third, the skills of menu design and production

In the specific design and production of menus, the following skills should be reasonably used: 1. Good materials for making menus can not only reflect the appearance quality of menus, but also leave a good first impression on customers. Therefore, when selecting materials for the menu, we should not only consider the type and specifications of the restaurant, but also consider the production cost, and reasonably choose the production materials according to the usage of the menu. Generally speaking, for long-term reusable menus, heavy coated paper that is durable and not easy to be contaminated with oil should be selected; Pagination menu is often composed of a thick and wear-resistant cover and a loose-leaf core with less paper quality. The disposable menu generally doesn't consider its wear resistance and dirt resistance, but it doesn't mean that it can be shoddy. Although many high-standard banquet menus are only used once, they still require excellent materials and beautiful design to fully reflect the banquet service specifications and restaurant grades.

2, menu cover and back cover design The front and back cover of the menu are the "facade" of the menu, and how its design affects the effect of the menu as a whole, so we should pay attention to the following four requirements when designing the back cover and cover: The cover of the menu represents the image of the restaurant. Therefore, the menu must reflect the characteristics of restaurant management, restaurant style and restaurant grade. The color of the menu cover should be coordinated with the color of the restaurant's internal environment, so that the color of the restaurant's internal environment is more harmonious, so that when customers order in the restaurant, the menu can be used as an ornament of the restaurant. The name of the restaurant must be designed on the cover of the menu, and it should be distinctive. The strokes should be simple, easy to read and remember, which can increase the visibility of the restaurant on the one hand and establish the image of the restaurant on the other.

? The back cover of the menu should be printed with the address, telephone number, business hours and other business information of the restaurant. In this way, we can take this opportunity to promote sales to customers.

3. Text design of the menu? As a bridge between restaurant and customers, menu information is mainly transmitted to customers through words, so the design of words is very important. ? In general, a good menu text introduction should be described in detail to promote sales, rather than just listing the names and prices of dishes. If the menu is compared with the magazine advertisement, its writing time and effort are no less than designing a wonderful advertising word. The design of the text part of the menu mainly includes three aspects: food name, descriptive introduction and publicity of restaurant reputation (including quality service and cooking technology, etc.).

In addition, the selection of menu font is also very important. The names of dishes on the menu are generally written in italics, arranged in Arabic numerals, numbered and marked with prices. Fonts should be printed correctly so that customers can see them clearly in the light of the restaurant.

? Unless otherwise specified, avoid using foreign languages to represent dishes in the menu. Even the use of foreign languages should be standardized according to the spelling of standard dictionaries, in line with grammar and to prevent errors. ? Of course, the title of the menu and the description of the dishes can be in different fonts to show the difference.

4. Illustrations and color application of the menu In order to enhance the artistry and attractiveness of the menu, some illustrations are often used on the cover and inner pages. When using patterns, we must pay attention to the color must be coordinated with the overall environment of the restaurant. ? The common illustrations in the menu mainly include: patterns of dishes, places of interest in China, the appearance of the restaurant, famous dishes of our restaurant, and pictures of important people eating in the restaurant. In addition, geometric patterns and abstract patterns are often used as illustrations, but these patterns should correspond to business characteristics.

? In addition, the use of color is also very important. Pleasant colors can make the menu attractive, better introduce key dishes, and also reflect the style and mood of a restaurant. Color can reflect people's psychology in different ways and reflect different suggestive characteristics, so we must pay attention to the nature of the restaurant and the types of customers when choosing colors.

5. What are the specifications and length of the menu? The specifications of the menu should be coordinated with the catering content, the type and area of the restaurant, the size of the dining table and the seating space, so that customers can take it comfortably and read it conveniently. Therefore, the format and selection of the menu should be cautious. According to the survey data, the ideal format is 23 cm and 31 cm. The operator determined the basic structure and content of the menu, and after listing the dishes, he selected several folio sizes suitable for comparison, and arranged different types for comparison. There should be a certain gap in the length, and usually the area of words should not exceed 51% of the total length.

6. Photos and graphics of the menu? In order to increase the marketing function of the menu, many restaurants will print pictures of special dishes on the menu, which can add color to the menu and increase its aesthetics, thus speeding up the order of customers. However, when using photos or pictures, we must pay attention to the shooting and printing quality of photos or pictures, otherwise the expected effect will not be achieved. In addition, the color photos on many menus still have the problem of not being in the right place, that is, the color photos, dish names, prices and text descriptions are not listed together. The easiest way to solve this problem is to frame it with black lines or highlight it with small colored faces.

4. common problems in menu design and production? Although most restaurant operators or managers have spent a lot of time and energy to design the menu, there are still many restaurants whose menus are not satisfactory, resulting in such problems, which have a great impact on restaurant management. The common problems are:

1. Improper selection of manufacturing materials? In order to save costs, some restaurants use various kinds of book products, including folders and lecture folders, and also use letter and mail books and photo albums as menus instead of specially designed menus. Such a menu can not only decorate the restaurant environment and contrast the atmosphere of the restaurant, but is out of place with the style of the restaurant and looks nondescript.

2. Improper specifications and binding. Many small restaurants' menu texts are made of 16K plain paper, which is undoubtedly too small, resulting in too tight arrangement of dishes' names and other contents on the menu. Some menus are even the size of exercise books, but there are dozens of pages, which is tantamount to a small magazine. Most of the menu papers are thin, the printing quality is poor, there are no illustrations, no colors, and they are extremely simple and dirty due to poor storage and use.

3. Improper font selection? Many menus are typed and mimeographed, and even printed ones use type 1. Sitting in the dim light of the restaurant, reading the 3 mm type menu will be very difficult, and the handwriting in the mimeographed version will be easily blurred. At the same time, most menus have a single font, ignoring the use of different sizes and fonts to highlight and publicize important dishes.

4. Altering the menu at will is one of the most common disadvantages in menu use. The methods of alteration mainly include: directly altering dishes, prices and other information with pens and ballpoint pens; Or cover it with computer printing paper and adhesive tape. The most altered part of the menu is the price. All these make the menu look very serious and unsightly, which causes great resentment from customers.

? In addition to the above-mentioned common problems, many small and medium-sized restaurants sometimes have some problems, such as too simple text introduction, menu inconsistent with dishes, artificial omission or careless omission of some information. All of these have brought a modest impact on the operation of the restaurant, so the manager or operator of the restaurant must pay attention to checking for missing items to avoid the above problems and make the menu design and production perfect.