CHAPTER

CHARACTERISTIC OF MENU

Paper
Print
Color
Balance
Variety
Composition
Descriptive

copy
Truth-in menu
Menu labeling
Listing of items
Size
Cover design

ISSUES TO CONSIDER IN MENU

When

choose paper menu planner must

weigh four factors:

Strength
Texture
Color
Opacity (property of paper that minimize the
show-trough of printing to the back side of a
sheet.

Paper

The

print of menu should be sufficiently large and print

in easy to read.
There are many style of type. Three commons type
are:
Roman Type: Combination of thick and thin lines. Easy to
read. Should be used in descriptive copy on the menu.
Modern Type: Not have thick and thin lines. Its letters are
thick block letters. Used for heading and subheading on menu.
Script type: Look like hand writing. Difficult to read and only
use for headings and subheadings on the menu.
Type size start from 6 to 192 points. Most menu should be done
at least 12 points.

Print

The

color of type is important. Type

should be dark, background should be
light. Reverse type: Type is white,
background dark.

Variation

of typefaces:

Lowercase Letters / Small letters, used for

descriptive copy.
Uppercase Letters / Large Letters, used
heading and subheadings.

Color

selected on menu should go

together.

Color

Menu

balance: number offerings in each

categories is proportionately balanced
based on the restaurants concept.

Balance

Diversity

of food offerings within each

category include product, food
temperature and cooking technique.

Variety

How

well certain accoutrements go with

particular entrees. Example, sweet potato
excellent with ham. Popovers are good
choice with roast beef.
Eye appeal also very important in
composition of a menu. Example, a plate
of Baked Haddock (white), steam broccoli
(green) and stewed tomato (ruby red)
good color composition.

Composition

An

explanation how item is prepared and

served.
Its help to sell an item on the menu.
Entre should have most elaborate
descriptive copy, because most expensive
items on the menu.
Avoid use words that describe killing
process, Eg, slaughtered/ butchered.

Descriptive copy

Accurately

describe. Fines, court expenses

and negative publicity can result if
restaurant violates such laws.
Example, The National Restaurant
Association published Accuracy in Menu
to assist menu planners in preparing
descriptions that accurately represent the
items listed on a menu.

Truth in Menu

Once

restaurant makes a nutrient or

health claim regarding menu item, it must
substantiate that claim.
Nutrient claim makes a statement about
the presence of a particular nutrient in the
menu.
Health claim states that there is a
relationship between food item or a meal
and disease prevention.

Menu Labeling

Item

should be present on the menu in

the order in which they are consumed.
Appetizers, Soup, salads, entre, and
accompaniments and dessert.
Most profitable should list at first and last
in particular category.
Most popular and least profitable list in
the middle.

Listing of Items

Large

enough to merchandise the food

items without appearing crowded on the
page.
Too large menu will be awkward to
handle.
Most popular size 8 1/2 inches by 11
inches.

Size of Menu

Cover

should reflect the dcor and the

theme of the operation.
Front cover should carry the name of the
restaurant and a recognizable symbol or
logo.
Menu cover should water-resistant, stainresistant, unless the menu changes daily
and is disposable.

Cover Design

THE END

THANK YOU
HAPPY LEARNING AND GOOD LUCK!