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MENU
There must be at least one food item from
each category on the menu:
• Starchy foods: Potatoes, pasta, rice, noodles
• Fruit and Vegetables: Mango, melon, broccoli
• Meat, fish and other non-dairy sources of protein: Meat e.g. pork,
beef, chicken; fish e.g. grouper, sea bream; non-dairy e.g. tofu, red
beans, soya products
• Milk, eggs and dairy foods: Cream, cheese, yogurt, sour cream
• Fat-containing Foods and sugar-containing foods: Cheese, bacon,
eggs, fatty cuts of meat. Dried fruits, canned fruits, sauces and soups,
sugar-containing ice cream
Types of menu
• A table d’hote menu (non-selective menu)
• A table d’hote menu may only offer one food item from each category
of the menu format and therefore offers little choice. Or it can be a
menu at a set price, offering two or three courses with no choice. For
example: Soup, main course and dessert.
• Table d’hote menus are a good example of a non-selective menu. The
menu is at a fixed price with set items. It can also be a cyclical menu,
e.g. changing every day and rotating through the month. The guest is
seated and served at a table by the waiting staff.
Banqueting menus can also be table d’hote menus (set menu at
a set price) when a large number of people are served at their
table at the same time, course by course. Sit-down wedding
banquets are a good example.
A non-selective menu would be used in establishments for the
following reasons:
• Additional staff are not required in the production
• Simpler and easier to control purchasing
• Less costly due to the limited items required
• Better and easier portion control
A selective menu
• A selective menu offers at least two choices from each of the food groups in each
category.
• A good example of a selective menu would be:
•
• À la carte menu
• This is a menu with all the dishes individually priced. Items on the menu are
prepared and cooked to order. All items on the menu are listed at a separate price
and the guest is served at a table.
• Carte du jour
• This menu is a list of dishes that are available from the restaurant on a particular
day. Customers can choose from this list which may be given to them as a menu
card, written on a blackboard or introduced verbally by the waiter/waitress.
• Cocktail menu (finger food)
• This menu consists of small items (no more than two bites). There is usually
a selection of items – canapés, hors d’oeuves. Service staff will circulate
with a tray of items which are offered to the standing guests.
• Usually no menu card
• Dishes can be hot or cold
• Children’s menu
• A children’s menu can be à la carte or table d’hote and offered in
conjunction with an adults’ menu. Puzzles and pictures are often found on
the menu. The dishes can be prepared very quickly with smaller portion
size and lower pricing when compared to a normal menu. This kind of
menu is usually available in theme restaurants. Visit these two web sites to
look at some children’s menus.
• Cyclical menu
• A cyclical menu is compiled to cover a given length of time, e.g. one,
two, three month(s), and usually consists of a number of set menus
for use in the business. These menus are usually available in industrial
catering establishments, cafeterias, hospitals, prisons, colleges. The
length of the cycle depends on:
• Management policy
• The time of year
• Foods available
• Cost of items to prepare
• Healthy menu
• You can plan your own menu so as to enjoy delicious food easily while providing
your body with important nutrients that are most needed for specific health
conditions. Spark your imagination in creative ways to mix and match the recipes
and the foods to create deliciously satisfying meals. Use the five main food
groups to balance the menu.
• A selective menu would be used in establishments for the following reasons:
• Often less expensive as the menu can be balanced with less expensive items.
• There is an increased level of food acceptance as customers can make their own
choices.
• Can also encourage correct eating habits from the five food groups.
• Fewer leftovers as customers will eat what they have selected.
• A large quantity of food is not required as you have more varieties to choose
from.
MENU ENGINEERING
• Menu engineering focuses on the contribution margin (or gross
margin) of each menu item and combined with its popularity or
customer demand.
Menu Engineering Categories
Plowhorse
High Popularity
Low Contribution Margin
Star
High Popularity
High Contribution Margin
Star
Low Contribution Margin
Low Popularity
Puzzle
High Contribution Margin
Low Popularity
Stars
•
‫هي‬
‫عناصر‬
‫ذات‬
‫متوسط‬
‫هامش‬
‫ربح‬
‫مرتفع‬
contribution margin
‫و‬
‫متوسط‬
‫​شعبية‬
​
popularity
‫مرتفع‬
‫مما‬
‫يعتبر‬
‫ميزة‬
‫وعنصر‬
‫من‬
‫عناص‬
‫ر‬
‫السمو‬
.
‫وهذة‬
‫العناصر‬
‫تظهر‬
‫فى‬
‫التصنيف‬
HH

‫النجوم‬
‫هي‬
‫عناصر‬
‫القائمة‬
‫التي‬
‫يفضل‬
‫مدير‬
‫المطعم‬
‫بيعها‬
‫كلما‬
‫أمكن‬
‫ذلك‬
.
‫يجب‬
‫ترك‬
‫هذه‬
‫العناصر‬
‫ف‬
‫ي‬
‫القائمة‬
‫ما‬
‫لم‬
‫يكن‬
‫هناك‬
‫سبب‬
‫وجيه‬
‫إلزالتها‬
.
‫ومع‬
‫ذلك‬
،
‫ال‬
‫تنخدع‬
‫بربحية‬
‫النجوم‬
‫إذا‬
‫كانت‬
‫القائمة‬
‫غير‬
‫متوازنة‬
،
‫كما‬
‫يتضح‬
‫من‬
‫عوامل‬
‫الربح‬
‫التي‬
‫توضح‬
‫أن‬
‫ا‬
‫لكثير‬
‫من‬
‫إجمالي‬
‫هامش‬
‫الربح‬
‫مشتق‬
‫من‬
‫عدد‬
‫قليل‬
‫ًا‬‫د‬‫ج‬
‫من‬
‫عناصر‬
‫القائمة‬
.

‫يجب‬
‫توزيع‬
‫هامش‬
‫الربح‬
‫اإلجمالي‬
‫بشكل‬
‫أكثر‬
‫ا‬ً‫ف‬‫إنصا‬
‫على‬
‫الجميع‬
‫عناصر‬
‫القائمة‬
‫أو‬
‫تعظيمها‬
‫بش‬
‫كل‬
‫أكبر‬
‫عن‬
‫طريق‬
‫التخلص‬
‫من‬
‫العناصر‬
‫ذات‬
‫الهوامش‬
‫منخفضة‬
‫الربح‬
.

‫يجب‬
‫ًا‬‫ض‬‫أي‬
‫وضع‬
‫النجوم‬
‫في‬
‫الموضع‬
‫األكثر‬
​
ً‫ل‬‫تفضي‬
‫في‬
‫القائمة‬
‫حتى‬
‫تظل‬
‫ا‬ً‫م‬‫نجو‬
.
‫ًا‬‫ض‬‫أي‬
،
‫ا‬ً‫نظر‬
‫لشعبيتها‬
‫النسبية‬
،
‫ا‬ً‫ب‬‫غال‬
‫ما‬
‫يمكن‬
‫رفع‬
‫أسعار‬
‫هذه‬
‫العن‬
‫اصر‬
‫دون‬
‫التأثير‬
‫على‬
‫تلك‬
‫الشعبية‬
،
‫وبالتالي‬
‫زيادة‬
‫األرباح‬
.
‫بشكل‬
‫عام‬
،
‫تعد‬
‫النجوم‬
‫هي‬
‫العناصر‬
‫األقل‬
‫حساسية‬
‫للسعر‬
(
‫األكثر‬
‫مرونة‬
،
‫من‬
‫الناحية‬
‫االقتصادي‬
‫ة‬
)
‫في‬
‫القائمة‬
.

‫ال‬
‫ينبغي‬
‫ًا‬‫د‬‫أب‬
‫تخفيض‬
‫أسعار‬
‫هذه‬
‫العناصر‬
‫ألن‬
‫الكمية‬
‫المباعة‬
‫لن‬
‫تنخفض‬
‫على‬
‫األرجح‬
‫ولكن‬
‫سيت‬
‫م‬
‫تخفيض‬
‫إجمالي‬
‫هامش‬
‫الربح‬
.
‫من‬
‫ناحية‬
‫أخرى‬
،
‫إذا‬
‫زادت‬
‫أسعار‬
‫النجوم‬
،
‫سيتأثر‬
‫الطلب‬
​
ً‫ل‬‫قلي‬
‫وسيزداد‬
‫هامش‬
‫الربح‬
‫اإلجمالي‬
.
‫ومع‬
‫ذلك‬
،
‫إذا‬
‫كان‬
‫الطلب‬
‫عل‬
‫ى‬
‫النجوم‬
‫أكثر‬
‫مرونة‬
،
‫فقد‬
‫يؤدي‬
‫خفض‬
‫السعر‬
‫إلى‬
‫زيادة‬
‫المبيعات‬
(
‫واألرباح‬
)
‫لهذه‬
‫العناصر‬
‫بشكل‬
‫كبير‬
.

‫ا‬ً‫أخير‬
،
‫ا‬ً‫نظر‬
‫ألن‬
‫النجوم‬
‫هي‬
‫العناصر‬
‫األكثر‬
‫ًا‬‫ع‬‫شيو‬
‫واألكثر‬
‫ربحية‬
‫في‬
‫القائمة‬
،
‫فإن‬
‫مراقبة‬
‫الجودة‬
‫في‬
‫إعدادها‬
‫وخدمتها‬
‫أمر‬
‫بالغ‬
‫األهمية‬
.
Plowhorses
‫​عناص‬،​‫​الشعبية​؛​وهذة​العناصر​تظهر​فى​التصنيف‬
​
​‫​ولكنه​أعلى​من​متوسط‬
​
​‫هي​عناصر​ذات​هامش​ربح​أقل​من​المتوسط‬
‫ر‬
LH

‫أحصنة‬
‫المحراث‬
‫هي‬
‫العناصر‬
‫التي‬
،
‫على‬
‫الرغم‬
‫من‬
‫شعبيتها‬
‫بين‬
‫العملء‬
،
‫توفر‬
‫هامش‬
‫ربح‬
‫م‬
‫نخفض‬
‫لكل‬
‫عنصر‬
.

‫ولكن‬
‫يجب‬
‫ا‬ً‫م‬‫عمو‬
‫االحتفاظ‬
‫بها‬
‫في‬
‫القائمة‬
،
‫فى‬
‫نفس‬
‫الوقت‬
‫يجب‬
‫على‬
‫مدير‬
‫المطعم‬
‫محاول‬
‫ة‬
‫زيادة‬
‫هامش‬
‫ربحيتها‬
‫دون‬
‫التأثير‬
‫على‬
‫الطلب‬
.

‫رفع‬
‫أسعارها‬
‫هو‬
‫أحد‬
‫الطرق‬
‫للقيام‬
‫بذلك‬
.
‫هناك‬
‫طريقة‬
‫أخرى‬
‫تتمثل‬
‫في‬
‫مراجعة‬
‫الوصفات‬
‫ومواص‬
‫فات‬
‫الشراء‬
‫بهدف‬
‫تقليل‬
‫تكلفة‬
‫المكونات‬
‫أو‬
‫تقليل‬
‫حجم‬
‫الجزء‬
.
​
ً‫ال‬‫بد‬
‫من‬
‫ذلك‬
،
‫يمكن‬
‫زيادة‬
‫هامش‬
‫الربح‬
‫عن‬
‫طريق‬
‫إعادة‬
‫العنصر‬
‫مع‬
‫عنصر‬
‫ج‬
‫انبي‬
،
‫ثم‬
‫إعادة‬
‫تسعير‬
‫الحزمة‬
‫بالزيادة‬
.

‫إذا‬
‫لم‬
‫يكن‬
‫من‬
‫الممكن‬
‫زيادة‬
‫هامش‬
‫الربح‬
،
‫فينبغي‬
‫إنزال‬
‫أحصنة‬
‫المحراث‬
‫إلى‬
‫موضع‬
‫أقل‬
‫تفض‬
​ً
‫يل‬
‫في‬
‫القائمة‬
.

‫ا‬ً‫نظر‬
‫ألن‬
‫لدى‬
‫جياد‬
‫المحراث‬
‫هامش‬
‫مساهمة‬
‫منخفض‬
،
‫فإن‬
‫خفض‬
‫أسعارها‬
‫ليس‬
‫فكرة‬
‫جيدة‬
‫ألن‬
‫ه‬
‫ذا‬
‫سيقلل‬
‫إجمالي‬
‫هامش‬
‫المساهمة‬
.
‫كما‬
‫أن‬
‫تفضيل‬
‫هذه‬
‫العناصر‬
‫من‬
‫خلل‬
‫موقع‬
‫القائمة‬
‫المحسن‬
‫أو‬
‫اقتراح‬
‫النادل‬
‫ليس‬
‫كذلك‬
‫فكرة‬
‫جي‬
‫دة‬
‫ألن‬
‫ذلك‬
‫سيؤدي‬
‫ببساطة‬
‫إلى‬
‫إبعاد‬
‫األعمال‬
‫عن‬
‫عناصر‬
‫القائمة‬
‫األكثر‬
‫ربحية‬
.

‫تعتبر‬
‫عوامل‬
‫الربح‬
‫من‬
‫العمود‬
T
‫من‬
‫ورقة‬
‫العمل‬
‫مهمة‬
‫للغاية‬
‫مع‬
‫أحصنة‬
‫المحراث‬
.
‫يمكن‬
‫لبعض‬
‫العناصر‬
،
‫من‬
‫خلل‬
‫الكمية‬
‫العالية‬
‫المباعة‬
،
‫أن‬
‫تمثل‬
‫هامش‬
‫مساهمة‬
‫إجمالي‬
‫كبير‬
،
‫وبالتالي‬
‫األرباح‬
.
‫يجب‬
‫تحليلها‬
‫بعناية‬
‫فائقة‬
.
Puzzles
•
‫هي‬
‫عناصر‬
‫ذات‬
‫هامش‬
‫ربح‬
‫أعلى‬
‫من‬
‫المتوسط‬
‫​ولكنها‬
​
‫أقل‬
‫من‬
‫متوسط‬
‫​الشعبية‬
​
‫؛‬
‫وهذة‬
‫العناصر‬
‫تظ‬
‫هر‬
‫فى‬
‫التصنيف‬
،
‫عناصر‬
HL.
‫​الشعبية‬
​
​‫​ولكنها​أقل​من​متوسط‬
​
​‫األلغاز​لها​هامش​مساهمة​أعلى​من​المتوسط‬
.
‫إنها​ع‬
‫ًا‬‫د‬‫ناصر​مربحة​ولكنها​ال​تبيع​جي‬
.
‫األسباب‬
‫​أو​جودتها​غير​مرض‬،​‫المحتملة​لعدم​البيع​بشكل​جيد​هي​أن​أسعارها​مرتفعة​للغاية‬
‫​أو​أنها​غير​مناسبة​لعملء​المطعم‬،​‫ية‬
.
‫​ولكن​يجب​على​مدير​المطعم​محاولة​زيادة​ال‬،​‫ا​االحتفاظ​بها​في​القائمة‬ً‫م‬‫يجب​عمو‬
​‫​أو‬،​‫طلب​عليها​عن​طريق​إعادة​تسميتها‬
‫​أو​نقلها​إلى​موقع​أكثر​ملءمة​في​القائمة‬،​‫جعل​أوصاف​قوائمها​أكثر​جاذبية‬
.
‫ا​وطل‬ً‫ي‬‫​إذا​كان​للعنصر​هامش​مساهمة​مرتفع​نسب‬ً‫​خاصة‬،​‫بديل​اخر​هو​خفض​السعر‬
‫ب​مرن‬
.
​‫​يجب​تشجيع‬،​‫بمعنى​آخر‬
‫المبيعات​ألن​مثل​هذه​العناصر​قد​تواجه​مقاومة​سعرية​من​العملء‬
.
‫ًا​عن​النجوم​و‬‫د‬‫​ألن​هذا​يمكن​أن​يأخذ​األعمال​بعي‬،​‫ا‬ً‫​ال​تخفض​السعر​كثير‬،​‫ومع​ذلك‬
‫يقلل​من​هامش​المساهمة‬
.
‫ًا​فقط​مع​عدد​ق‬‫د‬‫ا​ج‬ً‫ع‬‫​إذا​كان​شائ‬،​‫​يمكن​رفع​سعر​عنصر​األلغاز‬،​‫في​بعض​الحاالت‬
‫ليل​من​العملء​الذين​يكون​طلبهم​غير​مرن‬
.
‫​لكن​إجمالي​هامش​المساهم‬،​‫لن​تؤثر​األسعار​المتزايدة​على​الطلب​من​هؤالء​العملء‬
‫ة​سيزداد‬
.
‫​فيجب​إزالته​من​القائمة​واستبداله​بآخر​يظهره​اس‬،​‫ا‬ً‫ق‬‫إذا​ظل​عنصر​األلغاز​غير​مرغوب​فيه​ح‬
​‫تطلع​رأي​العملء​أنه​سيكون‬
‫ًا‬‫ع‬‫أكثر​شيو‬
Dogs
•
‫هي‬
‫عناصر‬
‫ذات‬
‫هامش‬
‫ربح‬
‫أقل‬
‫من‬
‫المتوسط‬
‫​وأقل‬
​
‫من‬
‫متوسط‬
‫​الشعبية‬
​
‫وهذة‬
‫العناصر‬
‫ت‬
‫ظهر‬
‫فى‬
‫التصنيف‬
،
‫بنود‬
LL
‫​وأقل​من​متوسط‬
​
​‫الكلب​لديها​هامش​مساهمة​أقل​من​المتوسط‬
‫​الشعبية‬
​
.
​‫من​وجهة​نظر​مدير‬
‫​في​ال‬ً‫ل‬‫​فهى​بشكل​عام​هي​العناصر​األقل​تفضي‬،​‫المطعم‬
‫قائمة‬
.
​‫إذا​كان​هامش​مساهمتهم​و‬
/
‫​يجب​اس‬،​‫أو​ال​يمكن​زيادة​الشعبية‬
‫تبدال​هذه​العناصر​بشكل​عام‬
‫ا​هامش​مس‬ً‫ض‬‫ًا​لها​أي‬‫ع‬‫في​القائمة​بعناصر​جديدة​وأكثر​شيو‬
‫اهمة​أعلى‬
.
‫​في​بعض​األحيان​قد​يكون​هناك​سبب​وجيه​للحتفاظ​بها​ف‬،​‫ومع​ذلك‬
‫ي​القائمة‬
.
​‫إذا​كان​الطبق‬
‫​فقد​يكون‬،​‫يتمتع​بشعبية​لدى​عدد​قليل​من​العملء​المنتظمين‬
‫من​الخطأ​إزالته​من​القائمة‬
.
‫​يمكن​النظر​في​زيادة​السعر​بحيث​ينتقل​إلى​فئة‬،​‫في​هذه​الحالة‬
‫األلغاز‬
.
​‫​قد‬،​‫​من​ذلك‬ً‫ال‬‫بد‬
‫تزداد​شعبيتها​بمرور​الوقت​وتحولها​إلى​فئة​المحراث‬

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