Menu Analysis Report
By Rachael PrattSouthern Cross University, 2011
The purpose of this report is to evaluate the effectiveness of an establishments menu in relation to what it communicates and its overall appeal. Hellenika restaurant is a Greek restaurant which services traditional home style dishes in a friendly and rustic atmosphere. With a casual formal dress code and thorough table service the restaurant caters to the higher end of the market with options of both table d’hôte and an a la cart menus. Menus are printed in a basic black font on a white page offering both table d’hote and a la cart banquet options. Item are listed in Greek and briefly described in English targeting the higher end of the market with greater disposable income. Studies present simple descriptions to sometimes be more effective then elaborate once; in addition simplicity keeps in turn with the basic, home food style theme. The option of smaller, moderately priced portions can help to encourage those unfamiliar with the restaurant to take a risk on the unknown as it minimizes the risk associated with trying something new. In addition the majority of menu item end in the digit 5 which presents quality to customers in accordance with research. Finally several recommendations can be made to improve the effectiveness of the menu including increased item description and improved presentation through delivery. Menus may be placed in leather folders similar to the wine lists thus keeping in theme, whilst creating a more unique and stylish appearance.
List of references
A menu is one of a restaurant’s most critical marketing tools, simply due to the fact that it directly communicates an establishment’s offerings to its customers. The menu is also the key element in producing a profitable restaurant and therefore precise and extensive planning is necessary to ensure the establishments survival both in the long and short term. This report will breakdown and analyse a menu, examining the importance of presentation as well as item prices, description and layout. The menu chosen for review is one of a privately owned restaurant. Analysis will demonstrate whether it accurately and effectively represents the outlet and the image it serves to portray.
The selected outlet is Hellenika Restaurant; opened by Simon Gloftis almost two years ago in Nobys Beach. Hellenika is a Greek themed restaurant, offering traditional home style dishes in a rustic themed and friendly atmosphere. At Hellenika it’s all about sharing good food & wine with friends & family’ (Hellenika). This restaurant is open for dinner Wednesday through to Sunday and for lunch on Sundays. With a casual formal dress code this restaurant provides full table service and as well as a fully functional bar. Discussion
A customer’s perception of an establishment can be directly influenced by reviewing an outlets menu (Stoner cited by Mccall & Lynn, 2008). A menu must entice patrons to select their restaurant, by meeting customers’ needs and expectations all the while enticing them with their image and reputation. If a menu fails to entice such interest with their menu, potential customers and profits can and will be lost. Hellenika’s menu begins with a list of starters consist which include an array of dips and olives. This is then followed by ‘Mezedes’- which are small share portions; including char grilled prawns, octopus and lamb cutlets. Furthermore these are then shadowed by main dishes g of the house speciality slow cooked lamb ‘Arni,’ pasta bakes and other meat and vegetable dishes, finishing with a selection of Greek sweets. Food menus are printed on a one sided A4 sheet of white paper in black ink and are placed in thick plastic...
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