Hotel menu design

The hotel menu is divided into Chinese food menu, Western food menu, cafe menu, wine menu, etc.

1. Principles of menu design and production. There are six main design and production principles: 1. Customer demand-oriented? The restaurant should be customer-oriented. What dishes do customers like to eat and what grade they eat? The dishes must be clear. Because meeting customer needs is the basis for successful restaurant operations, menu design must also reflect customer needs, such as popular dishes or specialty dishes, Sichuan or Cantonese dishes. The needs of customers are different, and the design of the menu is completely different.

2. Reflect its own characteristics. The restaurant must first decide what kind of menu to provide based on its own business policy. Menu design should try to select dishes that reflect the characteristics of the restaurant and list them on the menu for focused promotion. Even popular restaurants often have a few specialty dishes and housekeeping dishes. Because if you don’t have a few stable and well-established housekeeping dishes, it will be difficult to attract regular customers and new customers. Therefore, when designing a menu, you must highlight your characteristics, highlight your "specialty dishes" and "competitive products", put them in a prominent position on the menu, and introduce them in a separate column. Only by reflecting your own characteristics can you leave a deep impression on customers. impression. 3. Continuously innovate to adapt to new situations. Change is the foundation of the existence of all things in the world, and following rules will only lead to failure. As society continues to develop, customer tastes and catering situations are also constantly changing, so the menu must also be updated. It is best to change it once a quarter or half a year. If the menu is not changed for a long time, it will be unattractive and lose customers; if the menu is not changed for a long time, it will affect the normal supply of dishes, because some raw materials are affected by the season and will appear after the season. The situation where there are dishes on the menu but are actually unavailable affects the reputation of the restaurant; not changing the menu for a long time is also not conducive to the improvement of the chef's cooking skills. In addition to considering seasonal factors, menu changes should also pay attention to changes in customers' eating habits, such as dietary requirements in nutrition, health and fitness.

4. Beautiful and elegant form? The menu is not only a promotional tool for the restaurant, it is also a work of art. Therefore, the style, size, color, font, paper quality, and layout of the menu need to be coordinated with the level and atmosphere of the restaurant, and must be compatible with the restaurant's furnishings, layout, tableware, and service staff's clothing. Although popular restaurants do not need beautifully decorated menus, beautiful and elegant menus are helpful to increase the sales of dishes.

5. Can create economic benefits? The ultimate goal of restaurant operation is to make money, so when designing the menu, not only the sales of the dishes must be taken into consideration, but also its profitability. If the price of the food is too high, customers may not be able to accept it; if the price of the food is too low, it will affect the gross profit and may even result in a loss. Therefore, when designing the menu, the gross profit of high-cost dishes should be appropriately reduced and the gross profit of low-cost dishes should be increased to ensure that the specified gross profit rate is achieved overall.

6. Act within your capabilities and be sure. Only by designing the menu based on your own abilities can you ensure its best effect. Therefore, menu designers should be well aware of the restaurant's production capacity and have excellent production and service skills to ensure that the quality of the selected dishes can achieve the expected results. This requires that the technical level of kitchen production personnel should be fully considered when planning dishes, and special equipment for producing many dishes should be equipped. ? In short, when designing a menu, the above principles and basis must be comprehensively considered. Only in this way can a more scientific and reasonable menu be formulated. Moreover, the restaurant must test the newly formulated menu and put it into use after analysis and improvement.

2. Menu design and production procedures? When making and designing menus, they must be carried out step by step and in an orderly manner. The specific procedure mainly includes four steps: 1. Prepare the required reference materials. These materials include: ? Various old menus, including menus currently used by the company. ? Standard recipe files. ? Inventory information and seasonal menus, best-selling menus, and more.

? Cost per serving or similar information. ? Various cooking technology books, general dictionaries, and menu dictionaries. ? Menu food and beverage list. ? Past sales data.

2. Promote standard recipes? Standard recipes refer to instruction cards on cooking methods and principles of dishes. It lists the various main ingredients, auxiliary ingredients and seasonings required in the production process of a certain dish. Name, quantity, method of operation, amount of each portion and plating tools and other necessary information. The use of standard recipes is not only conducive to planning the cost of dishes, but also helps the management staff fully understand the production and service requirements of the dishes, and is also conducive to the purpose of product quality standardization.

3. When you first start to conceive the preliminary design concept, it is best to use a blank form, fill in the form with the dishes, beverages, drinks, etc. that may be provided to the customers, and then decide after comprehensive consideration of various factors. The contents of the menu. 4. Menu decoration design? When decorating and designing the menu, relevant advertising, art, experienced chefs and related management personnel can be summoned to discuss the menu cover design, style selection, pattern and text description, etc. But no matter which step, designers must put the needs of customers first, give priority to their consumption motivations and psychological factors, and then use this as a basis to do a good job in each step.

3. Menu design and production skills

When specifically designing and making menus, the following skills should be reasonably used: 1. Menu production materials. Menu production materials are good. Not only can it well reflect the appearance quality of the menu, but it can also leave a better first impression on customers. Therefore, when selecting menu materials, you must consider not only the type and specifications of the restaurant, but also the production cost, and make reasonable selections of materials based on how the menu will be used. Generally speaking, menus that are used repeatedly for a long time should choose heavy-duty coated paper that is durable and not easily stained by oil; paginated menus are often composed of a thick, wear-resistant cover and a loose-leaf inner core with inferior paper quality. As for single-use menus, their wear resistance and stain resistance are generally not considered, but this does not mean that they can be made shoddily. Although many high-standard banquet menus are only used once, they still require excellent selection of materials and beautiful design to fully reflect the banquet service specifications and restaurant grade.

2. Menu cover and back cover design The front cover and back cover of the menu are the "face" of the menu. How does its design affect the overall effect of the menu, so when designing the back cover and cover, pay attention to the following four items Requirements: The cover of the menu represents the image of the restaurant. Therefore, the menu must reflect the restaurant's operating characteristics, restaurant style and restaurant level. The color of the menu cover should be coordinated with the color of the restaurant's internal environment to make the interior environment of the restaurant more harmonious. In this way, when customers order food in the restaurant, the menu can be used as an embellishment of the restaurant. The name of the restaurant must be designed on the cover of the menu, and it must be distinctive. The strokes must be simple, easy to read, and easy to remember. On the one hand, it can increase the popularity of the restaurant, and on the other hand, it can establish the image of the restaurant.

? The back cover of the menu should have the restaurant’s address, phone number, business hours and other business information printed on it. This way, you can take the opportunity to market to your customers.

3. Menu text design? Menu serves as a bridge for communication between restaurants and customers. Its information is mainly transmitted to customers through text, so the design of text is very important. ?Generally speaking, a good menu text introduction should be detailed and play a promotional role, rather than just listing the names and prices of the dishes. If you compare a menu to a magazine advertisement, writing the text is no less time-consuming and laborious than designing a wonderful advertisement. The design of the text part of the menu mainly includes three aspects: food name, descriptive introduction, and promotion of the restaurant's reputation (including quality service, cooking techniques, etc.).

In addition, the choice of menu text font is also very important. The names of dishes on the menu are generally written in italics, arranged, numbered and marked with Arabic numerals. The printing of the fonts should be correct so that customers can easily see it clearly under the light of the restaurant.

?Unless specifically requested, menus should avoid using foreign languages ??to represent dishes. Even when using a foreign language, the spelling must be unified and standardized according to the standard dictionary to comply with grammar and prevent errors. ?Of course, the menu titles and dish descriptions can use different types of fonts to show distinction.

4. Menu illustrations and color use. In order to enhance the artistry and appeal of the menu, some illustrations are often used on the cover and inside pages. When using patterns, be sure to note that their colors must be coordinated with the overall environment of the restaurant. ?Common illustrations in menus mainly include: patterns of dishes, Chinese places of interest, appearance of the restaurant, famous dishes of the restaurant, and pictures of important people dining in the restaurant. In addition, geometric patterns, abstract patterns, etc. are often used as illustrations, but these patterns should correspond to the business characteristics.

In addition, the use of color is also very important. Eye-pleasing colors can make a menu attractive and better introduce key dishes, while also reflecting the style and mood of a restaurant. Color can have different reflections on people's psychology and reflect different suggestive characteristics. Therefore, when choosing colors, you must pay attention to the nature of the restaurant and the type of customers.

5. Menu specifications and length? The specifications of the menu should be coordinated with factors such as the catering content, the type and area of ??the restaurant, the size of the dining table and the seating space, so that it can be comfortable for customers to pick up and convenient for reading. Therefore, the menu format and selection should be careful. Survey data shows that the ideal format is 23cm30cm. After the management staff determined the basic structure and content of the menu and listed the dishes, they selected several formats with suitable sizes and arranged different types of type for comparison. A certain amount of white space should be maintained in the space, and usually the text should not account for more than 50% of the total space.

6. Menu photos and graphics? In order to increase the marketing function of the menu, many restaurants will print physical photos of special dishes on the menu, which can add color and aesthetics to the menu, thereby speeding up customer adoption. The speed of ordering food. However, when using photos or pictures, you must pay attention to the shooting and printing quality of the photos or pictures, otherwise the expected effect will not be achieved. In addition, the color photos on many menus still have the problem of not matching the seats, that is, the color photos, dish names, prices and text introductions are not listed together. The simplest solution to this problem is to frame it with a black line, or make it stand out with a small colored surface.

4. Common problems in menu design and production? Although most restaurant operators or managers spend a lot of thought and energy on designing menus, there are still many restaurants whose menus are not satisfactory. As a result, various problems arise, which have a great impact on restaurant operations. The common problems are:

1. Improper selection of production materials? In order to save costs, some restaurants use various book products, including folders, handout folders, letter albums and photo albums. menu, rather than a specially designed menu. Such a menu not only fails to embellish the restaurant environment and enhance the atmosphere of the restaurant, but is incompatible with the style of the restaurant and appears nondescript.

2. Improper specifications and binding. Many small restaurant menu texts are made of 16K ordinary paper. This size is undoubtedly too small, causing the names of dishes and other contents on the menu to be arranged too closely, making it difficult to distinguish primary from secondary. The menu is only the size of an exercise book, but it has dozens of pages, making it no more than a small magazine. Most of the menus have thin paper, poor printing quality, no illustrations, no colors, and poor storage and use, making them look extremely crude and dirty.

3. Improper font selection? Many menus are typed and mimeographed. Even if they are printed, they mostly use size 1 type. Sitting under dim lighting in a restaurant and reading a 3mm printed menu is not easy, and the handwriting on the mimeographed version is easily erased and blurred.

At the same time, most menus have a single font, neglecting to use different sizes and fonts to highlight and promote important dishes.

4. Modifying the menu at will. Modifying the menu at will is one of the most common drawbacks in the use of menus. The main methods of alteration include: using a pen or ballpoint pen to directly alter the dishes, prices and other information; or using computer printing paper or tape to cover the paste. The most altered part of the menu is the price. All these make the menu look extremely unserious and unsightly, causing great disgust among customers.

In addition to the common problems mentioned above, the menus of many small and medium-sized restaurants sometimes also have problems such as too simple text introductions, inconsistent menus and dishes, artificial omissions or careless omission of certain information. These have a moderate impact on the operation of the restaurant, so the manager or operator of the restaurant must pay attention to checking and filling in the gaps to avoid the occurrence of the above problems and make the design and production of the menu perfect.