Includes bibliographical references and index.

Factors that define a menu. Which comes first, the menu or the market? ; Logistical constraints on menus ; The stakeholders -- Nutrition and menu planning. Why is nutrition important to menu planning? ; Nutrition basics ; Creating a healthy menu -- Menu styles and categories I--traditional basics. Menu pricing styles ; Principles of menu item selection ; Traditional menu categories -- Menu styles and categories II--beyond the basics. Similarities to traditional menus -- Beverage menus. Wine menus ; Beer menus ; Liquor and cocktail menus ; Nonalcoholic beverage menus ; Special concerns over alcohol ; Non-restaurant menus -- Standardized recipes and recipe costing. Standard recipes and portion control ; AP, EP, and yield percentage ; Recipe costing -- Menu pricing. Menu pricing strategies ; Factors that affect menu prices ; Special menu pricing situations -- Product descriptions. Product descriptions that communicate information ; Selling the product ; History and other information -- Unwritten menus. Selling and informing without a menu ; Buffet layout ; Guaranteed guest counts ; Verbal specials -- Layout of the written menu. Menu size and layout ; Menu construction ; Printing in-house versus professionally ; Other types of menus -- Evaluation: menu analysis and adjustment. Menu analysis ; Menu analysis categories ; Point-of-sales systems and ongoing changes -- How the menu directs business. The menu's marketing function ; The menu as a control tool ; The chicken and the egg paradox.