Flash on English for Cooking, Catering and
Reception
Unit 6. Preparing the Menu (A)
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9
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What do you know about preparing a menu? Write T
(true) or F (false).
A menu ……
1
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only provides a list of food and prices.
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2
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is often a customer's first introduction to a restaurant.
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3
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does not usually
give prices for all the items served in a restaurant.
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4
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is an important marketing tool for a restaurant.
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5
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is not something
that sticks in the minds of customers.
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6
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can express the style and personality of a restaurant.
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7
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can make
customers want to come to the restaurant.
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8
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can establish what kind of customers come to a restaurant.
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10
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Read the first paragraph and check your answers.
1
____
A
good restaurant menu provides much more than just a list of food with
prices. The menu is often a customer's first introduction to a food
outlet and is therefore an important marketing tool for it. A menu can
express the style and personality of a restaurant; establish what kind of
clientele it will attract depending on cost and the type of menu on
offer; and make the restaurant stick in the minds of new customers so
they want to come back.
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2
____
Before
deciding on a menu you need to do some market research of the local
competitors by looking at their menus, their websites and seeing what
marketing strategies they use. Wider research into regional, national or
global trends in people's eating and drinking habits can also be useful.
For example, are there more vegetarians today than there were a few years
ago and should you consider this in your menu? Do people prefer eating
locally sourced fresh organic produce and how can your menu reflect and
promote this? After your initial research, it is important to fully
understand the location as 80% of your potential customers will probably
be people who live or work within ten minutes of your restaurant. What
can you offer them on your menu that other restaurants in the area do
not?
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3
____
Your
menu should also be easy for customers to read and understand visually.
Good layout helps here. A small plain text menu can create a
sophisticated and elegant image, whereas a bright, bold menu full of
pictures might emphasise a particular tourist location or a fun side to
the restaurant. Organise information in columns and make sure print is large
and clear enough to read. Do not create a menu that is too big to handle,
ensure your menu is seasonal and up-to-date and provide clear information
about surcharges such as service, cover or bread and accompaniments, like
vegetables. The cost of a meal should not be a surprise to the diners, so
ask yourself if you would be happy to pay that price, for that meal, in
that restaurant, in that location, at that time of day or year. If the
answer is yes, then it is probably a good menu!
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4
____
The
organisation of items on a menu tends to determine the way in which
customers choose from it. So if you sequence courses like starters, main
courses, side orders, desserts or beverages, that is probably how your
customer will order. However, you can guide customers in other ways too
by placing your signature dishes on a separate page under the title 'House
Specials' or 'Chefs Specials' or by creating interesting names, which
invite curiosity. All dishes should have short, simple but attractive and
accurate descriptions of ingredients so your guests will want to eat
them.
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3
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Read the text and match a title with each
paragraph.
a
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Checking the menu is accessible to
customers
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b
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Helping customers order
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c
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The importance
of doing your research
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d
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The job of a menu
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4
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Look at this menu and label each part with the
words in the box.
beverages
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desserts
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main
courses
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side
orders
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starters
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