1, menu category design-menu category functions are complementary.
(1) Fixed Menu Design
Fixed menu refers to a relatively stable (annual) combination of classic dishes and fine dishes representing the operating characteristics of catering enterprises, which is recognized by customers and has a high click-through rate. The fixed menu should be a combination of high-end, middle-end and low-end dishes. The fixed menu should be beautifully designed, because it is a part of the corporate visual image. And the dishes are characterized by uncertainty.
(2) seasonal menu design
Seasonal menu refers to the seasonal menu introduced with the change of seasons. Because Beijing is a city with four distinct seasons, the seasonal menu is also divided into four parts: winter menu, spring menu, summer menu and autumn menu. It also includes the combination of high-grade, middle-grade and low-grade dishes. Seasonal menu can make up for two defects: one is to make up for the relatively few dishes in the fixed menu; The second is to make up for the defects of raw material estimation caused by seasonal reasons in some products.
(3) Weekly presentations
Even if there are fixed menus and seasonal menus, customers still feel tired when they come back, so weekly special introduction can make up for the shortcomings of fixed menus and seasonal menus. Weekly special introduction refers to the weekly recommended dishes designed by the kitchen management team. If it can be recognized by customers, it will become a candidate for seasonal menu, otherwise it will be eliminated. The weekly special introduction also includes the combination of high-grade, middle-grade and low-grade dishes.
(4) Menu format design includes fixed menu format, seasonal menu format and weekly introduction format.
2, menu structure design-menu core expertise design
(1) menu category structure
Classic menu combination: The content of the fixed menu is the classic menu combination of catering enterprises, and the so-called classic menu refers to the signature dishes recognized by customers, with high click-through rate and enduring.
Boutique cuisine combination: the seasonal menu is the boutique cuisine combination of catering enterprises. The so-called fine cuisine refers to choosing the combination of fine cuisines that customers like with the season as the background. The combination of fine dishes can not only make up for the shortage of fixed menu, but also increase the selectivity of customers.
Selected menu combination: Selected menu combination is a weekly special introduction to make up for the shortage of fixed menu and seasonal menu, so as not to cause customers visual fatigue, taste fatigue and feeling fatigue. After the promotion of selected dishes, those dishes that are popular with customers and have high click-through rate gradually settle down and become the contents of seasonal menus.
(2) Category structure of dishes
Proportion of cold dishes: the proportion of cold dishes in the menu design should account for about 20% of the total number of dishes, that is, the proportion of cold dishes in 100 dishes accounts for 20%. .
Proportion of hot dishes: The proportion of hot dishes in menu design should account for about 70% of the total number of dishes, that is, in 100 dishes, hot dishes should account for about 70%. Because hot dishes are, after all, the key for China catering enterprises to display their operating characteristics and the level of dishes, 70% of the hot dishes are designed appropriately.
Pastry ratio:. In menu design, the proportion of cakes should account for about 65,438+00% of the total number of dishes. Among the above 100 dishes, cold dishes account for 20% and hot dishes account for 70%. Obviously, cakes should account for 65,438+00%, that is to say, about 65,438+00 cakes should be designed on the circular menu.