Smart Hotelie Profit Idea
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How to design a "winning menu"
When designing a menu, it is imperative that the menu showcases the primary positioning of your restaurant (e.g., what your restaurant stands for). To create a good impression, you need a well designed menu. A good menu is simple and conveys the message to the guests, effectively. A good menu not only satisfies the guests' needs, it also increases restaurant profitability. Menu designing is both an art and a science. For example, in a recent study conducted by Cornell University, researchers determined that guests tend to order more when the price is NOT preceded by a currency sign ($, £, €, etc).
Following are ten tips for designing a good menu:
TEN TIPS FOR MENU DESIGNING
Use simple words: In menu designing, it is very important that guests understand the text; so, use simple and attractive text. It is equally critical when it comes to menus containing ethnic items.
Highlight what is important: This is significant because it helps guests understand what ingredients are being used; especially when guests may be allergic to certain items such as shell fish, nuts, etc.
Be descriptive: Most guests visualize when they read a menu description, so it is important to use appealing adjectives (such as “Fresh”, “Crispy” & “Crunchy”) to help them decide. A good menu description will also assist you in selling the dish.
Truth-in-Menu: Truth-in-Menu is the most important guideline that a restaurateur should follow. It is crucial to describe the origin of the dish, preparation method, terms used (i.e., stuffed), accurately.
Describe the accompaniments: Describe every item on the menu, including the accompaniments, so that the guest can understand the complete dining experience.
Always keep in mind “Less is More”: Always remember that guests come to dine, and not to read the menu; so, mention only important ingredients that add flavor to the dish.
Offer selective recommendations: There is a belief that if you recommend everything you will end up recommending nothing; so it is always advisable to recommend only signature dishes and not more than two or three dishes in each menu category.
Avoid grammatical and spelling errors: It is very important to avoid grammatical and spelling errors because it creates a bad impression on guests. A menu is an extremely important sales tool that reflects on the abilities of the organization.
Proper punctuation: Always use proper punctuation because it can help the guest (i.e., use a ‘comma’ and an ‘and’ between series of items (stuffing of mushroom, bell peppers, onions, olive and parsley)). Avoid the confusion of ‘Choice of’ (i.e., ‘Choice of ham or bacon and sausages’ versus ‘Choice of ham, bacon or sausages’); mention clearly – choose any two or choose any one.
Follow the rules of good typography: Selection of paper color, ink color, size & font should convey the brand positioning. Do not use a formal menu design for a casual restaurant or viceversa. It is recommended not to align prices at the right margin so that they can not be easily compared. Design in a way that sections can be easily identified by guests, (i.e., leaving space between sections).
Improve your Profitability
Standard Operating Procedures – to improve your operations from how to check in guests to cleaning table in a restaurant and lots more;
Formats and Templates – to get you up and running in no time;
Job Descriptions – for over 35 positions in hotels and restaurants;
Checklists - for everything from restaurant, HK, maintenance, hotel opening checklists and more.
We strive to add articles and ideas to offer you best practices from best minds in the industry. Each departmental section (Front Office, Housekeeping, Sales & Marketing, Menu Design and Engineering etc) has informative articles to improver profitability.
Employee Motivation and Retention
Ideas to manage your staff, articles on employee motivation and retention. Check our Human Resources section.
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