Planning a Menu
15 October 2020 by Matt Lawrence
Planning a menu is a complex but very important issue. The espresso menu is one of the most important means of communicating the choices available to the customers. Whether it is displayed on a board or written on paper or card, it is important that a menu gives a clear message and a good impression.
Knowing your customers and their coffee preferences can be difficult. However, this knowledge is very important in making a decision about which beverage to include on a menu. Look at your location and consider who your potential customers are. If possible, talk to them to discover their preferences. Alternatively, consider which kind of customer you want to attract and decide on which beverages they may just prefer.
Resource assessment- The physical resources of your particular establishment will determine which espresso beverages you will be able to serve. For example, consider whether you have the appropriate cups and glasses for serving the drinks you have decided.
Skill assessment- Its a good idea to consider the skills of your staff when deciding what to include on your menu. As a general rule, it is best to limit your menu to one in which can be easily managed by them. Being able to make and deliver a number of hot drinks to a high standard is difficult for even the most skilled Barista.
Time- The time it takes to make a particular drink must be considered when deciding on your menu.
Price- Making the right decisions about the price to charge is very important. It is of utmost importance that you do a proper calculation of the costs involved in producing each drink on your menu. To calculate what you will need to charge you need to first calculate all your expenses. Total Price = Food cost + Labour cost + Overheads+ GST + Profit
Accurate- Anyone who has read an appetising description of a drink, only to be disappointed with what they are served, Understands it is important to be truthful on a Menu. Mouth watering Images on Social Media and Menus can provide a great mental picture, But be careful that the customer is not disappointed. Many customers will share, view and look at other photos customers have uploaded to their personal profiles but in turn can look very silly against ones stolen by you from sites such as Pinterest.
Clear- Do not confuse a customer by the Menu. Do not assume all customers understand the espresso terminology in which you are familiar with.
Informative- A Menu that is more than a simple ‘List’ of items adds an extra dimension to the espresso experience. Although most customers like to order a drink as quickly as possible, Take into account that customer who likes to be informed and asked if they arer having a good day, You could be the difference between a good and bad day. For example, Ask them how they are, Tell them the description of the types of coffee beans give them something to read whilst they wait for their order to arrive.
Designing the Menu- The specialist skills of a graphic designer may be employed at this stage. Consider-
Quality- The overall quality of your menu sends out messages and gives good first impressions
Materials- Can it be wiped clean? Keep them clean to give off good vibes.
Size- Its easier for a customer to order when they can ‘see it’ Whether that be on paper, card or chalkboard.
Readability- Make sure it can be read from a suitable distance, clear typeface spacing allows most customers to read.
