Issue
A menu is more than a long list of food selections. It is something a restaurant can build its entire business model around, and it must deliver flavor to bring the restaurant to life. Yet many restaurants are too close to their own menus to implement change effectively, and many assume that any change will upset their regulars. At the same time, new businesses without restaurant experience often have a strong product but lack the menu, systems, and structure needed to turn it into a viable operation. In both cases, a menu without standards and training will not lead to profitability.
Findings
Two client examples show how these challenges play out. The first was a popular, trendy bar and restaurant in a historic building in Rhode Island. It had a comfortable relationship with its regulars but recognized the need to change and attract new customers without alienating its existing base. Given its location and business model, a move toward a gastropub concept made sense, preserving the casual food regulars loved while adding more sophisticated, flavorful options for new guests. Success depended on a menu the whole team could execute, not just the chef, along with standardized recipes and kitchen documents such as production charts and inventory lists. Documentation proved key to keeping all staff at the same level and providing consistent training for each new team member.
The second example was a couple opening a bake shop built around the wife’s cupcakes. They were confident in the product but knew they needed more to draw customers, and their own research pointed them to the popular bake-and-burger concept, which suited their excellent location. Having no restaurant experience, they needed a realistic menu blending bakery and restaurant, a design allowing logical flow for customers and staff, and detailed standards that would let them run the business in a turnkey fashion and learn as they worked.
Solutions
For the existing restaurant, the solution was to create the new menu, establish its flavors, and then develop and standardize the recipes so the team could prepare food with consistent quality. Before the menu launched, staff were trained in the new direction, oriented on kitchen equipment, and given standards for plating and presentation. The menu was an instant success, pleasing both regulars and new customers. Sales volume increased, and the restaurant expanded from a basic bar menu to a full menu of appetizers, entrees, and desserts.
For the new bake shop, the solution combined menu creation with coaching in strategy and a system for success. A customized standards operations manual gave the owners the tools to execute and sell their concept. A floor plan was prepared, equipment recommendations were provided, and an overall strategy was developed for the business model. The result is a facility offering outstanding food and a very viable, lucrative business.
The broader lesson is that whether improving a current menu or starting a new business, the menu requires standards and training in order to succeed.