Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://specialtyfoodmagazine.epubxp.com/i/802137
"Menus are an act of curation and an expression of your culi- nary point of view," says Arlene Spiegel, founder and president of Arlene Spiegel & Associates, Inc., a full-service restaurant and hos- pitality consulting firm in New York City. "They exist to provide a message to reassure the culinary integrity of your establishment and elevate the dining experience for your customers," she continues. "A well-executed menu gives customers a sense of virtuosity over their experience and reinforces your brand proposition." To make sure your menus are current and best ref lect your brand, consider these tips collected from industry experts to help you get—and stay—ahead of the pack. Know Who You Are and Show It "Your menu is not just an extension of your identity, it is your awe- some identity," says Rodger Bowser, deli manager at Zingerman's Deli in Ann Arbor, Mich. "It needs to inform and tell a story without being overwhelming." So how do you do that? "Start with your brand and your brand positioning and decide how your menu items are going to deliver on your brand promise. Then ask yourself, 'does what you put on your menu validate your brand story and is it relevant to the market you are competing with,'" said restaurant consultant Aaron Noveshen, founder of The Culinary Edge, San Francisco, in a webinar sponsored by Nation's Restaurant News and Restaurant Hospitality. And keep going back to your core business. "People want to come to your place for the things you are known for. Listen to your customers' suggestions of what they like and don't like and adapt to FOODSERVICE BUZZWORDS FOR 2017 Here are some popular menu phrases for the year. Bowls—from poke to grains Breakfast all day Breakfast sandwich Breakfast taco Butcher-to-table Cauliflower Charcuterie Clean label cold cuts Ice cream roll-ups Jackfruit Horseradish Matcha Nose-to-tail butchery Oddball ice cream Savory ice cream Sea vegetables Sophisticated soda Upscale ramen Vegetable butchers Veggie-centric In Out Small plates Starters/appetizers Straightforward Whimsical Authentic-ethnic Ethnic-inspired Breakfast taco Omelet Premium High-end * Source: Baum + Whiteman 44 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com