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A Culinary Perspective on Menu Development Presented by

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A Culinary Perspective on Menu Development Presented by Charlie Baggs President & Executive Chef Charlie Baggs, Inc. c.baggs_at_charliebaggsinc.com www.charliebaggsinc.com – PowerPoint PPT presentation

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Title: A Culinary Perspective on Menu Development Presented by


1
A Culinary Perspective on Menu
Development Presented by
  • Charlie Baggs
  • President Executive Chef
  • Charlie Baggs, Inc.
  • c.baggs_at_charliebaggsinc.com
  • www.charliebaggsinc.com
  • Skip Julius CEC, CRC, CCS
  • Product Development Leader
  • Gordon Food Service Skip.Julius_at_gfs.com
  • www.gfs.com

2
Presentation at a Glance
  • Consumer insights
  • Increased ingredient cost
  • Look at the menu
  • Rising cost strategy
  • How to capture customers interest
  • Tracking trends
  • Menu engineering
  • Concepting and menu descriptions
  • Pleasure principles

3
Consumer Desires Overlap
  • Most successful products meet these
    characteristics

4
Healthy and Wellness trend
  • Berries
  • Calcium
  • Plant sterols
  • Gluten intolerance
  • Nuts
  • Omega 3s
  • Soy
  • Blueberries
  • Pomegranate
  • Tea
  • Natural
  • High fiber
  • Whole grain
  • Fresh perception
  • Customized for consumer
  • Fortified
  • Reduced Bad Ingredients HFCS, calories, trans
    fat, sodium,
  • Portion controlled
  • Flax, nutritious

5
Restaurant Trends
  • Trend Customization
  • pick a pair, choose a combo and make my way.
    Source Datassentials October 2007
  • Ideas
  • Supper / Snack Combos soup and sub or sub and
    dessert separate (unbundled) beverage
  • Trend Decline in core diner dayparts (dinner and
    lunch)
  • NPD Consumer Visits, August 2007
  • Ideas
  • Add more snack-like foods
  • Trend Niche Focused Menus
  • Ideas
  • LTOs that celebrate a style, region, or daypart
  • Bistro Bakery LTO baguette, croissant and Bahn
    Mi sandwiches
  • Breakfast for Dinner LTO sandwiches
  • Italian Bistro LTO bun and flatbread sandwiches
  • Calorie Controlled Flatbreads and Wraps

6
Restaurant Trends
  • Trend Upgraded offers for kids
  • Ideas
  • Make kid size Signature dishes
  • Fruits fresh whole fruit, or cut fruit or
    cocktail available as side or dessert options or
    vegetable sticks with dressing cup or pack
  • Nutritional information posted for childrens
    menus citing accordance with acceptable standard
    of childhood nutrition, and awareness of
    childhood obesity concerns.
  • Trend Restaurants and environmental
    responsibility
  • Ideas
  • Waste reduction theme posters in store,
    sustainable paper sourced products
  • Segregated waste recycling waste containers
  • Trend Marketing lunch menu specials for workers
  • Ideas
  • Offer buy two get a percent off deals.
  • Offer daily weekday lunch special subs combos
  • Offer frequent diner cards to local work places

7
Food Trends Overview
8
Consumers Want Choices
  • Convenience Dine in, dine at home, or dine
    on-the-go
  • Cupholder Cuisine Demands food that travels well
  • The Rise of Breakfast
  • Customization of Menu Items
  • Choice of Portion Sizes
  • Miniaturization of Treats/Indulgences
  • Choice of Sides
  • New Beverage Options
  • Bold New Flavors
  • Ethnic - Authenticity a must
  • Premiumization vs. Basic

9
Green is IN
  • Grass Fed
  • Hormone Free
  • Cage Free
  • Ethical
  • Fair Trade
  • Clean Foods
  • Carbon Footprint
  • Energy Efficient
  • Eco-Friendly
  • Free Range
  • Recyclable
  • Sustainable
  • Traceable
  • Vegetarian/Vegan
  • Locally Grown
  • Natural
  • Organic
  • Humanely Raised
  • Rainforest Alliance
  • Whole Foods

10
Food Trends
  • Trend Familiar with a Twist
  • Ideas
  • Take signature ideas and offer LTO variations
  • Trend Moving to smaller portions
  • Ideas
  • Half portion sandwiches, salads, entrees
  • Differentiate by focusing on quality unique
    sauces, premium proteins and exquisite breads.

11
Food Trends
  • Trend Fruit Savory (sweet savory)
  • Ideas
  • Savory proteins accented by sharp, sweet fruit
    flavors - traditional or exotic (mango was 1st)
  • Fruit salsas or sweet glazes can be small in
    quantity applied but still provide significant
    identifiable flavor and texture
  • Trend Shrimp has greatest seafood share on
    restaurant menus.
  • Ideas
  • Add shrimp to your sandwiches, soups, salads

12
Consumer Trends Overview
13
Top Trends To Watch
  • Healthy Foods
  • Reduced Portions/Tapas
  • Small plates menus
  • Bite-sized desserts
  • Bold Flavors (Mexican Asian)
  • Local Foods Organic Products

14
Consumer Trends
  • Trend Communal dishes
  • Ideas
  • Combo platters, sharable
  • Trend Healthy, All-Natural, Better for You Items
  • Ideas
  • Incorporate nutrient-rich ingredients. perceived
    as inherently good due to high levels of
    anti-oxidants
  • Fruits include blueberries, mango, cranberries,
    apples, kiwi, strawberry and oranges.
  • Bread ingredients could be oats, walnuts, flax
    seed, wheat grass, soy, chives, barley,
    buckwheat, other whole seeds.
  • Condiment components include olive oil, sesame,
    cinnamon, ginger, oregano, turmeric.

15
Customization
  • Offer sauce accompaniment
  • Offer portion size alternatives
  • Hot or cold serving option
  • Kid or adult packaging choice
  • Packaged for the office or immediate consumption

16
Increased Ingredient Cost
  • Example
  • The Clorox Story
  • Early in the 20th century hypochlorite became
    very scarce and cost increased due to supply and
    demand.

17
Your Menu is the Lifeblood of your
Business. Dont Take it for Granted!
  •  
  •  
  • Capture customers' interest
  • Encourage repeat visits
  • Review the menu now
  • Profitability
  • Operational constraints
  • Labor capabilities
  • Current trends
  • Seasonal menu options
  • It can help to work with an outside/objective
    source

18
How do you create a menu that captures customers'
interest?
Know who your customer is!
  • Demographics
  • Regional Issues
  • Psychographics
  • What does your customer want
  • Who is your competition
  • What is the competition doing

19
Understanding the Menu
20
Menu Strategies And Practices
  • The Menu is the 1 Merchandising Tool
  • Rounding Theory
  • Eye Gaze Patterns
  • Shading, Boxing, Angled Specials, Top Bottom of
    a List
  • Price to the Consumer, Not to Formula
  • Branding drives Image and Value

21
Rounding Theory
  • Under 5.00, guests only recognize price
    increments of 25
  • Above 5.00, guests only recognize price
    increments of 50 and 95.
  • Over 10.00, the incremental price point is
    1.00.
  • Common pricing strategy - a 2.54 food cost and
    a 33 cost percentage target should be priced at
    7.62.

22
Rounding Theory cont.
  • Manager lowers pricing to 7.75 from 7.95
  • In a year, most restaurants will serve in excess
    of 100,000 customers.
  • An extra 20 on just half of those customers (in
    pure profit) would put an extra 10,000 to the
    bottom line.
  • Restaurant only makes 50,000, so this is a 20
    increase.
  • Fact Based Selling!

23
Eye Gaze Patterns
  • Customers dont read menus.
  • Customers scan menus
  • The eyes follow a predictable path
  • Strategically place high-profit items
  • Customer spends less than 45 seconds scanning the
    menu.

24
Eye Gaze Patterns Mapped
2
3
5
1
7
4
6
25
Shading, Boxing, Angled Specials, Top Bottom
Of Lists
  • You can expect a minimum 20 increase
  • At the top or bottom of a list.
  • When you shade or box.
  • Patrons only scan menus.
  • Eye gaze motion will be drawn to variations in
    text, layout or format
  • Combine shading, boxing and special with other
    forms of merchandising

26
Price to the Consumer, Not to Formula
  • Formula pricing is lazy.
  • A formula price leaves Money on the table.
  • Customers have limited knowledge of raw costs.
  • Set price points based on the value perception of
    the guest and what the market will bear.
  • Use coffee as your example
  • Fact Based Selling!

27
Margin Dollars Increase by 30-50 !
1.50
1.05
28
Where to get Trends
  • NRA
  • The Food Institute
  • CIA
  • Food Navigator
  • Technomic
  • Google
  • Datamonitor
  • Mintel
  • Datassentials
  • NPD
  • Publications (Trade Consumer)

29
Butwhat are the real trends?
  • How to filter out the noise

30
Flavor Trends
31
Flavor Trends
32
Macro Trends
33
Macro Trends
34
Menu Engineering
  • Your approach to menu analysis must have a plan
  • What is your culinary Brand identity?
  • Create and maintain a brand
  • Organization of menu / menu layout
  • Use a Daily Menu / daily specials
  • Maintain quality and consistency
  • Menu positioning

35
Engineering Menu Profit
  • Real Time Pricing
  • Set menu item performance levels
  • -Dont become emotionally attached
  • -If items dont perform or contribute 86 em
  • SKU Utilization- Get Creative
  • Specials your best friend (BFF)
  • -Steer customers to higher margin items

36
Consumer Food Prices

  • Unadjusted Mar. 08
  • All Items 4.9
  • All Food 4.9
  • Beef Veal 4.7
  • Pork 1.8
  • Poultry 8.3
  • Fish Seafood 4.1
  • Eggs 34.7
  • Dairy Products 12.8
  • Sugar Sweets 2.8
  • Fats Oils 6.9
  • Source www.usda.com

37
Concepting A hamburger doesnt always sell
itself
  • Less descriptive
  • More descriptive
  • A ground beef patty with melted cheese on a
    grilled bun with bacon, lettuce and tomato
  • A fire grilled angus ground beef patty topped
    with Wisconsin cheddar cheese, Apple wood crispy
    bacon, fresh lettuce and ripe tomato slices on a
    toasted Sour dough bun

38
Menu Descriptions
  • Include ingredients spring onions, portabella
    mushrooms, etc.
  • Add terms to make ingredients alive 
    caramelized, sautéed, basted, glazed, crispy,
    chunky, rich
  • Describe colors/temperatures/sensations 
    chilled, cool, refreshing, soothing, blush, rosy,
    vibrant green

39
Concepting Action Words
  • Flavors (zesty, tangy, salty, etc)
  • Cooking Methods (roasted, fried, caramelization,
    etc)
  • Textures (soft, crispy, chewy, etc)
  • Shape Size (chopped, julienne, minced, etc)
  • Cooking Action (drizzled, shaved, stuffed, etc)

40
Making Food Irresistible
41
Great Food Gives Great Pleasure
  • Food and beverage is one of three essential human
    needs for basic survival
  • Yet, aside from love, nothing else evokes as much
    pleasure and passion as food!
  • We Choose the Food That Gives Us The Most
    Pleasure!!!!!

42
Why it Works
  • Understanding Why Food Tastes So Goodor Doesnt
  • PLEASURE

43
Genetics Why We Respond to Food Pleasure
Humans begin 5,000,000 BC Hunter-Gathers
Agriculture begins 8,000 BC
0 AD
Industrial Age 1900 AD
44
Genetics Why We Respond to Food Pleasure
  • 4.998 of human history is as hunter gathers
  • Natural selection results in our genes being
    predisposed as hunter gathers
  • The brain and body have 5 million years of
    developing mechanisms that respond to pleasure
    stimulus its how we survived this long!

45
Food Pleasure Equation
  • When you have a food choice the brain calculates
    how much pleasure will be generated during the
    eating and digestion of any food. EXPECTATIONS!
  • Goal of the brain, gut and fat cell is to
    maximize the pleasure extracted from the
    environment in both food sensation and
    macronutrient content

46
Pleasure Rule 1 Taste Hedonics
  • Salt, Sugar, MSG, 5 Nucleotides in solution
    yield most pleasure
  • Glutamates Umami (MSG is but one)
  • Umami signals presence of protein
  • Salt Glutamates powerful hedonics
  • Emulsions
  • Salt-fat butter, salad dressings, mayo
  • Sugar-fat chocolate, ice cream, cream

47
Pleasure Rule 2 Foods High in Umami/Glutamates
  • Many preferred food are naturally high in
    Glutamates
  • Soy Sauce
  • Parmesan Cheese
  • Tomato
  • Potato
  • Sardines
  • Fish Sauces

48
Pleasure Rule 3 Taste Hedonics
  • Salivation Response
  • We prefer foods that are moist or evoke saliva
  • Saliva is critical for solute contact with taste
    buds (no taste, no pleasure)
  • Saliva fosters food lubrication, enhances the
    eating experience
  • Why is there salt on crackers?
  • Add salt and fat (think potato chips) perfect
    salivation food

49
Pleasure Rule 4 Balance the BASICS
  • Balance
  • Acid
  • Sweet
  • Intended flavor and texture
  • Color
  • Salt

50
Pleasure Rule 5 Texture
  • About Texture
  • The brain has more difficulty reading a flavor
    when a food has more texture
  • The brain reads temp first, then texture and
    finally flavor
  • Foods like ice cream, foie gras and risotto are
    sensed as richer and more sensual

51
Pleasure Rule 6 Sugar and Fat Pleasure
  • Pleasure magnified when mixed with fat Emulsion
    Pleasure Theory
  • Brain Loves Emulsions with sugar/salt

52
To Summarize
  • Your menu is the most important thing you have.
    Never take it for granted!

53
Culinary Quotes
  • "It is the sauce that distinguishes a good chef.
    The saucier is a soloist in the orchestra of a
    great kitchen." - Fernand Point
  • "Come quickly I am tasting the stars!" - Dom
    Pérignon, upon discovering Champagne
  • "Burgundy makes you think of silly things
    Bordeaux makes you talk about them, and Champagne
    makes you do them." - Brillat-Savarin
  • "Poultry is for the cook what canvass is for the
    painter." - Brillat-Savarin
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