Brinkman gerecht terras menu engineering

Menu engineering

Introducing a new menu is not only a thing of taste. Food concept design is more than meets the eye. Buy-in costs, seasonal advantages, work-flow and handling speed are all connected. In general we like to call it menu engineering. A menu can only be successful when the kitchen can handle it and when the food tastes good for the target group; every day, every time.

#menudesign # training #recipes #season-menu

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Client: Grand café Brinkmann Haarlem
What we did:
  • New menu design
  • Kitchen management system
  • Recipes database
  • Tableware design & photography
  • seasonal changes & specials
  • Margin & buy-in standards

It has to taste good!

The menu we present is always a reflection of the restaurant and its guests. We look at the target group, the client’s briefing, standard of the kitchen team and see if there are any current problems in the all-round performance. Sometimes the client reach out is problem based, sometimes it is just a demand for a new impulse or more revenue on specific menu groups.

When the menu communication and set up appeal to the guests, not only the revenue will go up, but it will also affect the way they order, and how many items.

Everybody can go on Instagram

When we have facts & figures about sales per menu group (breakfast, lunch, bites and dinner), we set to design the menu. We look at trends, and how long the menu will be used. Off course, everybody can look at great food picture, Jamie Oliver posts or trend reports; but a menu design is more about the back office. For us, a menu always makes a customer hungry and craving for food, not knowing what to choose. Then we have the niche group, which want to be surprised or have special requests; you also want to serve this group.

Make no mistake about it, every level of restaurant has this niche group, not only the luxurious ones! Third, you want some high traffic and fast menu items, next to the more expensive and labor intensive dishes. Now you are set for all kinds of guests with all kind of timeframes and reasons for being in your restaurant (business, leisure, dating).

Brinkmann Haarlem

High traffic restaurant going digital

In this case, we designed and implemented a menu for the Brinkmann Grand Café in the city of Haarlem. They serve more then 400 couverts a day, with tables moving fast with tourists, regular customers, families and businessmen. They had the old menu for a long time, but also wanted a quality injection in their kitchen. Introducing a digital management system, in this case inONE, is an intensive project where the kitchen workflow changes completely.

We Design Food manages this process and gives hands on assistance introducing the system. It is a team effort with the chef and his team, so not a top-down implementation.

All the recipes are digitalised and all the chefs work with a tablet in their day to day tasks. When ready, margins, waste, buy-in costs and a live conncection to all suppliers is reality. The client now has a day to day overview about how their kitchen is operating.

From a to z

At the Brinkmann project, we did not stop at just recipes and inONE. We evaluated the product quality, added suppliers and changed products. The tableware was changed and renewed completely. Every dish was photographed and added to the recipe book. The kitchen team and the total brigade got a tasting and menu communication training.

In short, a very intensive project for all people involved and a successful implementation and aftermath. It takes courage to start such a project, but Brinkmann is ready for the future with a fresh, new and modern menu and presentation. Happy guests!

Want to know more? E-mail Louis Meisen