Book Review - "Menu Pricing and Strategy" by Jack Miller

After sharing my book selection "Menu Pricing and Strategy" by Jack Miller, I thought I had made a mistake. Upon completion of the book, I found it to be very interesting and full of useful information for anyone invovled with writing a menu or maintaining profitability.

Before one even gets started on menu creation it is important to create a merchandising chart. An example of this would be to list chicken, and all the possible ways it could be prepared with the equipment, staff, and ingredients planned to be stocked. This allows the operator to catalog the different preperation methods to be used for menu design, future promotions and possible catering events.

Prior to reading this book, I had several sample menus that I had created. I firmly believed that I had hit it out of the ball park. I mean I have a bachelors degree in marketing. I am comfortable with the graphic arts to make it look pretty. I understand how to "sizzle" or describe a menu item to make is sound outstanding. However all of that was not even close.

Did you know that a well designed menu can and will direct your customer to the items that you want to sell? Did you know that in a tri-fold menu that a customers eyes travel over the center of the menu three times? It has been scientifically proven that the eyes then rest on the center of the menu. That is where to place the items that we want to sell. The items with the most profit.

Something else to consider is the way the menu items are listed. For example, never list the menu items in order of prices. Customers will also skip to the lower price items. Through tracking the ordering of customers, it has been identified that customers usually select the first, second or last items on the list. Again it would be wise to place the profitable items in these locations.

Other opportunites to highlight a menu item or a special would be to utilize a chalkboard. This has proven to be successful in offering specials, usually on a limited basis. It is also a way to test out possible new menu additions.

The book pointed out many flaws in my plan, for instance menu pricing and costing.
I had not considered all the variables, and believe me that I found many that I had not even thought of. These all need to be listed, and figured into the pricing. The most important tool that I walked away from the book is that the best way to control cost and maintain profitablity is standardized recipes.

A standardized recipe has been produced, checked and rechecked to ensure that it can be reproduced exactly the same way everytime it is made. This requires all involed to be passionate about following the recipe. Not only does this help maintain a consistant food cost, it also maintains consistant quality. Successful restaurants have repeat business because the customers know whether it is Sunday noon, or Wednesday lunch, that their favorite dish will always taste the same.

The menu is our opportunity to communicate with the customer through accurate and honest descriptions. The book is full of strategies and ideas for the owner to plan an implement a successful menu. Rememeber the old saying "never judge a book by its cover"? "Menu Pricing and Strategy" by Jack Miller is truly one of those books. The title as well as the cover are total unapealing, however the pages are full of content that will prove to be invaluable to the restaurant entrepenuer or manager.

Dinner Time at the Kuhnert's

This is a great recipe. I had to use the knife skills that we learned in Fundamentals class, and guess what no blue band aides. I also learned how to make a white stock from veal shank, mise en place, spices and water. It was so easy, yet wonderful. Here is my helpful hint. I had a great deal of white stock left, and I am trying to control my food cost at home. I cooled the stock down and poured it into ice cube trays and froze. Once they were solid, I emptied the ice tray into a zip lock freezer bag. I now have 28, 1 oz. portions of white stock.

My family gives this dish two thumbs up

Biography of Guy Fieri

If you could not tell by looking, Guy Fieri is from California. He was born Guy Ramsey Ferry. His great grandfather was Giuseppe Fieri, Americanization changed it to Ferry. Guy changed his name back to honor his families roots. He has that laid back look. What is surprising, he is not laid back at all. Guy makes things happen. He had a passion for food even in his youth. He began selling soft pretzels when he was ten. For the next six years he sold pretzels and washed dishes. Saving his money to study as a foreign exchange student in Chantily, France.

After returning home, he bypassed high school and started at a Junior College. Later he attended the University of Las Vegas. He earned a degree in Hospitality Management.

Guy began his career managing several restaurants. After three years he became a District Manager of Louise's Trattoria, managing six locations. He was also responsible for the training and recruiting.

Finally in 1996 he opened Johnny Garlics, followed up by Tex Wasabi's. He rise to fame came with winning the The Next Food Nextwork Star in 2006. He won his fist six episodes of Guy's Big Bite, followed by Diners, Drive-Ins and Dives, Guy off the Hook, and recently ventured into the game show arena with Minute to Win It.

He currently lives in Santa Rosa, California with his wife and two kids.

At home Cooking

We tried Sauteed Pork Scallops with White Wine Lemon Sauce. It is straight our of the On Cooking text book. It was awsome. My kids loved it and want it again