The menu is the primary marketing tool used to communicate with customer. The products it offers or does not offer are a primary influence on the potential customer’s desire to patronize the food service operation. Likewise, the way in which the menu presents the products and services will influence which ones will be ordered by the customers. The menu also “dictates” food service operating procedures and specifies the type and amount of work which must be done as stated by Jack D. Ninemeier.
Throughout this book, the author emphasizes the importance of proper menu planning; it should receive high priority. One should schedule a formal time to plan the menu and establish a definite deadline for completing the task. It is often beneficial, in food service operations to obtain ideas about the menu from employees (cooks, serving personnel, etc) and consumers. After all, since these individuals must work with and/or eat the items being produced, their suggestions can be very useful. This technique is much better than the all-too-common practice of the manager and/or chef planning the menu without outside assistance.
Your existing menu is not “cast in stone” just because an item has always-or never-been offered. The author suggests re-examining menu items as new menus are planned. After all, the food habits and preferences of consumers change. We have an obligation to keep up with these changes and, when possible, to incorporate them into the menu.