1、LOGO第二章菜单管理CompanyLogov有四位客人在酒店用餐，在菜单上点了两个冷菜和六个热菜。冷菜很快上桌，客人吃的甚欢。但一会以后，服务员就来告知：其中有四个热菜无法供应！客人当即说，那怎么刚才不说？那么多菜没有，让我们吃什么？v思考：酒店存在的问题？CompanyLogo第一节菜单的作用与种类一、菜单与菜谱q菜单？菜单与菜谱的区别菜单是饭店餐厅提供商品的目录。是餐厅餐饮产品销售的品种、说明和价格的一览表，在餐厅的经营和销售中起着重要作用。CompanyLogo二.菜单的作用:(一)菜单是饭店餐饮部门一切活动的总纲1、是餐饮部门选择、购
2、置餐饮设备的依据和指南2、菜单决定厨师及服务人员的技术水平和人数3、菜单决定了食品原料采购和储藏工作的对象4、菜单支配着所供应的膳食营养的含量5、决定了餐饮成本的高低6、影响厨房布局及餐厅室内装修和设计CompanyLogov(二).菜单反映了餐厅的经营方针v(三).菜单标志着餐厅菜肴的特色水准v(四).菜单是沟通消费者和接待者之间的工具v(五).菜单是研究食品菜类的资料v(六)菜单既是艺术品又是宣传品CompanyLogov三、菜单的种类v（一）根据市场特点分类v1.固定菜单v2.循环菜单v3.当日菜单和限定菜单CompanyLogov（二）、根据
3、菜单价格形式分类v1.零点菜单v2.套菜菜单（定菜菜单）v3.混合式菜单CompanyLogov（三）照菜单的装祯制作方法分:v合卡式v招贴式v纸垫式v活页式v迷你式CompanyLogov区别下列属于哪种菜单CompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogoCompanyLogo第二节菜单定价内部因素一.影响定价的因素外部因素CompanyLogo内部因素v1
4、.成本费用v2.定价目标v3.产品v餐饮产品的益处v餐饮产品的构成v4.档次v5.原料v6.工艺v7.人力资源v8.经营水平v9.企业形象CompanyLogo餐饮企业形象1餐厅形象2餐饮产品形象3服务形象CompanyLogo外部消费者心理价位市场需求竞争市场发展情况环境本地人生活水平气候CompanyLogov二.菜单定价目标v成本导向v利润导向v营业额导向v竞争导向CompanyLogo三.菜单定价的策略心理定价折扣定价招徕定价新产品定价CompanyLogo心理定价整数声望尾数奇数6,8第一位数字保持CompanyLogo数量折扣时段折扣
5、实物折扣推销津贴折扣定价CompanyLogo新产品定价撇油定价策略渗透定价策略满意价格策略CompanyLogov四.定价范围的确定v各类菜平均价格=综合人均消费额该类菜占销售额百分比/订单率v例:某餐厅计划客人每餐人均消费额是30元,菜单菜品的分类,每类菜的销售额百分比和顾客订单率如下:CompanyLogo定价范围的确定菜品类别占销售额%订单率计划平均价价格范围冷盆1640鱼虾类1620家禽类1525肉类1525蔬菜类1030汤类1070主食类10100饮料类840CompanyLogo定价范围的确定菜品类别占销售额%订单率计划平均价价格范
6、围冷盆1640126-18鱼虾类16202418-30家禽类15251812-24肉类15251812-24蔬菜类1030105-15汤类10704.33-8主食类1010032-6饮料类84062-10CompanyLogov毛利：是指餐饮产品价格中费用、税金和利润构成的部分，是餐饮产品价格减去成本后的差额。v所有餐饮产品价格还可表示为原料成本与毛利之和。v产品价格=产品成本+毛利v毛利率是指毛利在价格中所占的比重。v毛利率=毛利/销售价格*100%(1)销售毛利率法（内扣率法、折扣率法）v销
7、售毛利率(内扣毛利率)v（销售价格原材料成本）销售价格100v销售价格原材料成本(1-销售毛利率)v(2)成本毛利率法（外加率法、加成率法）v销售价格原材料成本（1+成本毛利率）v定价方法的选择CompanyLogov(3)贡献毛利率法v每位就餐客人除须支付所购餐饮产品的成本外，还需分摊餐饮企业的其他费用以作为餐饮企业产品销售的毛利，并
8、据此对餐饮产品进行定价。v贡献毛利预期获得的毛利总额餐饮产品销售总数v销售价格原材料成本贡献毛利v(4)跟随定价法v其他的同类餐饮企业的价格水平为依据，对餐饮产品进行定价的方法。CompanyLogov某餐饮企业新增一种菜肴，其原材料成本为5.4元，企业对该菜肴规定的销售毛利率为55%，求该菜肴的销售价格。v某餐饮企业调基酒耗用的基酒成本为8.5元，辅料成本为4.96元配料和装饰物成本为0.14元。企业规定调制饮料的销售毛利率为60%
9、，求鸡尾酒的销售价格。CompanyLogov某企业新增一类菜肴，其原材料成本为17.3元，企业对该菜肴的规定成本毛利率为85%，求菜肴的销售价格。CompanyLogo某酒楼2007年经营预测分析预测项目金额营业收入3200000.00原材料成本1440000.00毛利1760000.00其他营业费用608000.00劳力成本576000.00税前利润576000.00CompanyLogo第三节菜单的设计与制作v一、菜单设计的原则v（一）立足市场，目标明确v（二）继承传统，改革创新v（三）常变常新，紧跟时尚潮流v（四）积极参与餐饮企业竞争v（五）代表先
11、ov（三）菜单用纸的选择v（四）菜单颜色的选用v（五）菜肴顺序的编排v（六）菜单中的描述性文字v（七）菜单要富有独创性LOGOCompanyLogoqZnVkShPdMaJ7F4C0z)w&s!pYmUjRfOcL9H6E3B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G4D1A-w*t$qYnVjSgPdLaI7F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u$rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgOdLaI6F3C0y)
12、v%s#pXlUiRfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4C1z-w&t!qYmVjRgOdL9I6F3B0y)v%s#oXlUiQfNcK8H5D2A+x*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOcL9I6E3B0y(v%r#oXlTiQfNbK8G5D2A-x*u$qZnWkShPdMaJ7F4C1z)w&s!pYmUjRgOcL9H6E3B+y(v%r#oWlTiQeNbK8G5D1A-x*t$qZnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%r#oWlThQeNbJ8G5D1A-w*t$qYnVkSg
13、PdLaI7F3C0z)v&s#pXmUiRfOcK9H5E2B+x(u%rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgPdLaI6F3C0y)v&s#pXlUiRfNcK9H5E2A+x(u$rZoWkThPeMbJ7G4D1z-w&t!qYmVjSgOdL9I6F3B0y)v%s#oXlUiQfNcK8H5D2A+x*u$rZnWkThPeMaJ7G4C1z-w&t!pYmVjRgOdL9I6E3B0y(v%s#oXlTiQfNbK8H5D2A-x*u$qZnWkShPdMaJ7F4C1z)w&s!pYmUjRgOcL9I6E3B3B+y(v%r#oXlTiQeNbK8G5D
14、2A-x*t$qZnVkShPdMaI7F4C0z)w&s!pXmUjRfOcL9H6E2B+y(u%r#oWlThQeNbJ8G5D1A-w*t$qYnVkSgPdLaI7F3C0z)v&s!pXmUiRfOcK9H6E2B+x(u%rZoWlThQeMbJ8G4D1A-w*t!qYnVjSgPdLaI6F3C0y)v&s#pXlUiRfNcK9H5E2A+x(u$rZoWkThQeMbJ7G4D1z-w*t!qYmVjSgOdLaI6F3B0y)v%s#pXlUiQfNcK8H5E2A+x*u$rZnWkThPeMaJ7G4C1z-w&t!pYmVjRgOdL9I6F3B0y(v%s#oX
15、lUiQfNbK8H5D2A+x*u$qZnWkShPeMaJ7F4C1z)w&t!pYmUjRgOcL9I6E3B+y(v%r#oXlTiQeNbK8G5D2A-x*t$qZnVkShPdMaJ7F4C0z)w&s!pYmUjRfOcL9H6E3B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F3C0z)v&s!pXmUiRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G4D1A-w*t$qYnVjSgPdLaI7F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u$rZoWkThQeMbJ7G4D1z-w*t!qYmVjSgOdLaI6
16、F3C0y)v%s#pXlUiRfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4C1z-w&t!qYmVjRgOdL9I6F3B0y(v%s#oXlUiQfNbK8H5D2A+x*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOcL9I6E3B0y(v%r#oXlTiQfNbK8G5D5D2A-x*u$qZnVkShPdMaJ7F4C0z)w&s!pYmUjRfOcL9H6E3B+y(u%r#oWlTiQeNbK8G5D1A-x*t$qZnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G4D1A-w*t
17、$qYnVjSgPdLaI7F3C0z)v&s#pXmUiRfOcK9H5E2B+x(u%rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgOdLaI6F3C0y)v%s#pXlUiRfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4D1z-w&t!qYmVjSgOdL9I6F3B0y)v%s#oXlUiQfNcK8H5D2A+x*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOcL9I6E3B0y(v%s#oXlTiQfNbK8H5D2A-x*u$qZnWkShPdMaJ7F4C1z)w&s!pYmUjRgOcL9H6E3B+y(v%r#oWlTiQeN
18、bK8G5D1A-x*t$qZnVkShPdMaI7F4C0z)w&s!pXmUjRfOcL9H6E2B+y(u%r#oWlThQeNbJ8G5D1A-w*t$qYnVkSgPdLaI7F3C0z)v&s#pXmUiRfOcK9H5E2B+x(u%rZoWlThQeMbJ8G4D1A-w*t!qYnVjSgPdLaI6F3C0y)v&s#pXpXlUiRfNcK9H5E2A+x(u$rZoWkThPeMbJ7G4D1z-w&t!qYmVjSgOdL9I6F3B0y)v%s#pXlUiQfNcK8H5E2A+x*u$rZnWkThPeMaJ7G4C1z-w&t!pYmVjRgOdL9I6E3B0
19、y(v%s#oXlTiQfNbK8H5D2A-x*u$qZnWkShPdMaJ7F4C1z)w&t!pYmUjRgOcL9I6E3B+y(v%r#oXlTiQeNbK8G5D2A-x*t$qZnVkShPdMaI7F4C0z)w&s!pXmUjRfOcL9H6E2B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F3C0z)v&s!pXmUiRfOcK9H6E2B+x(u%rZoWlThQeMbJ8G4D1A-w*t!qYnVjSgPdLaI6F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u$rZoWkThQeMbJ7G4D1z-w*t!qYmVj
20、SgOdLaI6F3B0y)v%s#pXlUiQfNcK8H5E2A+x*u$rZnWkThPeMbJ7G4C1z-w&t!qYmVjRgOdL9I6F3B0y(v%s#oXlUiQfNbK8H5D2A+x*u$qZnWkShPeMaJ7F4C1z)w&t!pYmUjRgOcL9I6E3B0y(v%r#oXlTiQfNbK8G5D2A-x*u$qZnVkShPdMaJ7F4C0z)w&s!pYmUjRfOcL9H6E3B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F4C0z)v&s!p!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G
21、4D1A-w*t$qYnVjSgPdLaI7F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u$rZoWkThQeMbJ7G4D1z-w*t!qYnVjSgOdLaI6F3C0y)v%s#pXlUiRfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4C1z-w&t!qYmVjRgOdL9I6F3B0y(v%s#oXlUiQfNcK8H5D2A+x*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOcL9I6E3B0y(v%r#oXlTiQfNbK8G5D2A-x*u$qZnVkShPdMaJ7F4C1z)w&s!pYmUjRgOcL9H6E3B+y(v%r#
22、oWlTiQeNbK8G5D1A-x*t$qZnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G5D1A-w*t$qYnVkSgPdLaI7F3C0z)v&s#pXmUiRfOcK9H5H5E2B+x(u%rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgOdLaI6F3C0y)v%s#pXlUiRfNcK9H5E2A+x(u$rZoWkThPeMbJ7G4D1z-w&t!qYmVjSgOdL9I6F3B0y)v%s#oXlUiQfNcK8H5D2A+x*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOd
23、L9I6E3B0y(v%s#oXlTiQfNbK8H5D2A-x*u$qZnWkShPdMaJ7F4C1z)w&s!pYmUjRgOcL9H6E3B+y(v%r#oWlTiQeNbK8G5D2A-x*t$qZnVkShPdMaI7F4C0z)w&s!pXmUjRfOcL9H6E2B+y(u%r#oWlThQeNbJ8G5D1A-w*t$qYnVkSgPdLaI7F3C0z)v&s#pXmUiRfOcK9H6E2B+x(u%rZoWlThQeMbJ8G4D1A-w*t!qYnVjSgPdLaI6F3C0y0y)v&s#pXlUiRfNcK9H5E2A+x(u$rZoWkThPeMbJ7G4D1z
24、-w&t!qYmVjSgOdLaI6F3B0y)v%s#pXlUiQfNcK8H5E2A+x*u$rZnWkThPeMaJ7G4C1z-w&t!pYmVjRgOdL9I6E3B0y(v%s#oXlTiQfNbK8H5D2A-x*u$qZnWkShPeMaJ7F4C1z)w&t!pYmUjRgOcL9I6E3B+y(v%r#oXlTiQeNbK8G5D2A-x*t$qZnVkShPdMaI7F4C0z)w&s!pXmUjRfOcL9H6E3B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F3C0z)v&s!pXmUiRfOcK9H6E2B+x(u%rZoWlT
25、hQeMbJ8G4D1A-w*t$qYnVjSgPdLaI7F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u$rZoWkThQeMbJ7G4D1z-w*t!qYmVjSgOdLaI6F3B0y)v%s#pXlUiQfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4C4C1z-w&t!qYmVjRgOdL9I6F3B0y(v%s#oXlUiQfNbK8H5D2A+x*u$qZnWkShPeMaJ7F4C1z)w&t!pYmUjRgOcL9I6E3B+y(v%r#oXlTiQfNbK8G5D2A-x*u$qZnVkShPdMaJ7F4C0z)w&s!pYmUjRfOcL9H6
26、E3B+y(u%r#oWlTiQeNbJ8G5D1A-x*t$qYnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G4D1A-w*t$qYnVjSgPdLaI7F3C0y)v&s#pXmUiRfNcK9H5E2B+x(u%rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgOdLaI6F3C0y)v%s#pXlUiRfNcK8H5E2A+x(u$rZnWkThPeMbJ7G4C1z-w&t!qYmVjRgOdL9I6F3B0y)v%s#oXlUiQfNcK8H5D2A+x*u*u$rZnWkShPeMaJ7G4C1z)w&t!pYmVjRgOcL9I6E3B0y(v%r#oXlTiQfNbK8G5D2A-x*u$qZnVkShPdMaJ7F4C0z)w&s!pYmUjRgOcL9H6E3B+y(v%r#oWlTiQeNbK8G5D1A-x*t$qZnVkSgPdMaI7F4C0z)v&s!pXmUjRfOcK9H6E2B+y(u%rZoWlThQeNbJ8G5D1A-w*t$qYnVkSgPdLaI7F3C0z)v&s#pXmUiRfOcK9H5E2B+x(u%rZoWkThQeMbJ8G4D1z-w*t!qYnVjSgOdLaI6F3C0y)v&s#pXlXlUiRfNc