1, menu category design --- menu categories complement each other

(1) Fixed menu design

Fixed menu refers to a relatively stable (to the annual time period), on behalf of the catering business operating characteristics of the classic dishes and high-quality dish combinations, is recognized by the customer, the click rate of the dish combinations. Fixed menu should be high-grade, mid-range, low-end three levels have a combination of dishes. Fixed menu should be beautifully designed, because it is part of the visual image of the enterprise. And the dishes have the characteristic of not estimating clear.

(2) Seasonal menu design

Seasonal menu refers to the seasonal menu launched with the change of seasons, because Beijing is a city with four distinct seasons, and thus the seasonal menu is also divided into four parts: winter menu, spring menu, summer menu, and fall menu. The seasonal menu is also divided into four parts: winter menu, spring menu, summer menu and fall menu. It also consists of three levels of combinations: high-grade dishes, mid-range dishes and low-grade dishes. Seasonal menu can make up for two defects: one is to make up for the fixed menu dishes relatively few defects; the second is to make up for some products due to seasonal reasons for raw materials to estimate the defects of the clear.

(3) weekly special introduction

Even with the fixed menu and seasonal menu, there is still a sense of fatigue for repeat customers, so the weekly special introduction can make up for the shortcomings of the fixed menu and seasonal menu. Weekly specials are weekly recommended dishes designed by the culinary management team, which can become candidates for the seasonal menu if they are recognized by customers, and are eliminated if they are not. The weekly special also includes three levels of combinations: a high-end section, a mid-range section, and a low-end section.

(4) The design of the menu includes a fixed menu, a seasonal menu, and a weekly introduction.

2, menu structure design --- menu core expertise design

(1) menu category structure

Classic dishes combination: the content of the fixed menu is a combination of classic dishes of the catering business, the so-called classic dishes refers to the customer recognition, high click-through rate, the enduring signature dishes.

Fine food combinations: the content of the seasonal menu is a combination of fine food catering enterprises, the so-called fine food refers to the season as the background, select the customer's favorite combination of fine food. Fine food combinations can make up for the shortcomings of the fixed menu, but also to increase customer selectivity.

Selected dishes combination: selected dishes combination is to make up for the fixed menu, seasonal menu shortcomings, not to make the customer visual fatigue, taste fatigue, fatigue and fatigue and the formulation of the weekly special introduction. After the promotion of selected dishes, those dishes that are popular among customers and have a high click rate gradually settle down and become the content of seasonal menu.

(2) dish category structure

Cold dishes proportion: menu design cold dishes proportion design should account for about 20% of the total number of dishes, i.e., 100 dishes in the proportion of cold dishes accounted for 20%.

Hot food ratio: the hot food ratio in the menu design should be about 70% of the total number of dishes, i.e., hot food should be about 70 out of 100 dishes. Because hot dishes are, after all, the key to Chinese catering enterprises to show the operating characteristics and the level of dishes, so the 70% ratio of hot dishes design is more appropriate.

The proportion of pasta:. Menu design in the proportion of noodle design should account for about 10% of the total number of dishes, in the above 100 dishes in the cold dishes have accounted for 20%, hot dishes have accounted for 70%, it is clear that the noodle should account for 10%, that is, about 10 dishes of the noodle, the noodle should be designed in the cycle of the menu.