First, describe all kinds of catering foods that meet the market demand with beautiful, elegant and appetizing words to attract guests to the greatest extent, thus making the menu the most basic and important marketing tool owned by catering enterprises.
2. Scientifically and reasonably arranging the variety and quantity ratio of dishes has become the basis for enterprises to control labor and equipment costs, and avoid the phenomenon that some labor and equipment in kitchens and restaurants are overused and some are idle.
Third, the menu price should correctly reflect the relationship between raw material cost and gross profit, make the menu a tool for enterprises to manage raw material cost, and ensure enterprises to obtain expected profits at reasonable prices.
Four, flexible, so that enterprises have sufficient room to use seasonal food raw materials in time, enrich the catering content, or use temporary special raw materials to reduce the cost of raw materials.
Five, correctly and truly reflect the chef's cooking skill level, and become the basis for enterprises to formulate recipes, techniques, side dishes, cooking and decorative dishes.
Six, to provide the restaurant waiter with the flavor characteristics, raw materials and ingredients, cooking methods and required time of various dishes, so as to facilitate the publicity of the restaurant and ensure the service quality of the restaurant.
Menu design should strengthen cultural affinity.
Menu design must consider the aesthetic function and the function of introducing dishes. Many operators separate the above two functions, simply beautifying the service content and ignoring the cultural affinity of the menu.
The menu is not only to tell guests that you can eat leaves, but also a guide to dress beautifully. Menu is an effective means to improve the cultural taste of restaurants. Consumers who enter a restaurant are often at a loss, especially those who enter it for the first time. At this time, they need a restaurant menu system with friendly interface and independent cultural personality, not just a one-page menu. The menu of excellent restaurants attaches great importance to the humanized service characteristics of target consumer groups. To do this, restaurant operators must have a deep understanding of customers and insight into their cultural needs, which is ultimately reflected in the menu design.
McDonald's and Chindeji have a lot to learn from in this respect. From the moment we saw these two restaurants, we entered their menu promotion scope. No matter where we are in the restaurant, we can feel the message of promoting restaurant specialties around you. These two restaurants expand the menu into a gradual cognitive system, which integrates menu and restaurant management and makes full use of comprehensive and diverse menu media.
Eight, the organic combination of aesthetic design and food introduction Menu design is the world for graphic designers to display their design talents, and it is also the stage for restaurant operators to embody their business principles and demonstrate their business capabilities. Restaurant operators must make it clear that art design is for restaurant management, and menu design should reflect that graphic aesthetic design and food introduction complement each other and merge with each other. In menu design, color language must be coordinated with the overall tone of the restaurant. At the same time, the menu also has a relatively independent visual personality, and its design effect must have affinity.
When designing a menu, we should consider the form, color, font and layout of the menu from an artistic point of view, and also make it convenient for guests to browse, so that the menu can become a part of the beautification of the restaurant. Specifically, the following aspects should be done well in designing a menu.
1. The artistic design of the menu with the same style must conform to the overall style of the restaurant, including the management style and decoration style. For example, Laozhengxing Restaurant in Beijing has a long history. The bronze menu cover is painted with ancient lanterns of pine cranes, which gives people a sense of simplicity and elegance, while the imitation restaurant is based on yellow, with two dragons playing beads painted on it, which shows its imperial heroism everywhere. At present, color menu is very popular, but it should be noted that only a small number of color words can be printed, because a large number of color words are not easy to read. The best way is to choose colored paper, which will not increase the cost and make the menu look beautiful.
2. The cost of printing exquisite menus is a considerable expense in restaurant expenses. For this reason, operators always hope that high input will bring high output. But you can't be reluctant to update. If the existing menu cannot be effectively promoted, it should be replaced and redesigned in time. The menu is like the facade of a restaurant. Some restaurants use the folder menu to change folders instead of folders. If it is used for a long time, the dirty and worn surface of the menu will affect the appetite of the guests and destroy the image of the restaurant.
Liu's menu has a wonderful idea and profound meaning, which can make people remember, while the menu without characteristics makes people forget. The unique menus designed by some restaurants not only play a good propaganda role, but also can be sold as works of art. The unique creativity of menu design can also be combined with restaurant characteristics. If there is a restaurant called Barbara Pie Restaurant, its menu is like a pie, which is quite unique.
Only when the menu meets the above requirements can it be considered scientific and reasonable and become a tool and guide for catering service management activities.
In the process of menu design, we must avoid two tendencies or disadvantages that are easy to appear.