Unit of Competency Application

SITHKOP002 Plan and cost basic menus describes the performance outcomes, skills and knowledge required to plan and cost basic menus for dishes or food product ranges for any type of cuisine or food service style. It requires the ability to identify customer preferences, plan menus to meet customer and business needs, cost menus and evaluate their success.

It does not cover the specialist skills used by senior catering managers and chefs to design and cost complex menus after researching market preferences and trends. Those skills are covered in SITHKOP007 Design and cost menus.

The unit applies to hospitality and catering organisations. Menus can be for ongoing food service, for an event or function, or for a food product range such as patisserie products.

It applies to cooks, patissiers and catering personnel who usually work under the guidance of more senior chefs.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Competency Field

Kitchen Operations

Unit Sector

Hospitality

Performance Criteria

Element Performance Criteria preferences 1.2 Analyse food preferences of customer base

Elements describe the Performance criteria describe the performance needed to essential outcomes.demonstrate achievement of the element.

1. Identify customer 1 Identify current customer profile for the food business.

2. Plan menus 1 Generate a range of ideas for menus for dishes or food production ranges, assess their merits, and discuss with relevant personnel o Choose menu items to meet customer preferences o Identify organisational service style and cuisine, and develop suitable menus o Include balanced variety of dishes or food production items for the style of service and cuisine

3. Cost menus 1Itemise proposed components of included dishes or food production items o Calculate portion yields and costs from raw ingredients o Assess cost-effectiveness of proposed dishes or food production items and choose menu items that provide high yield o Price menu items to ensure maximum profitability

4. Write menu content 1 Write menus using words that appeal to customer base and fit with the business service style o Use correct names for style of cuisine o Use descriptive writing to promote sale of menu items

5. Evaluate menu success 5.1 Seek ongoing feedback from customers and others, and use to improve menu performance o Assess success of menus against customer satisfaction and sales data o Adjust menus based on feedback and profitability

Range of Conditions

Specifies different work environments and conditions that may affect performance. Essential operating conditions that may be present (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) are included.

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Balanced variety must relate to different:

 Colours

 Cooking methods

 Delicacies

 Flavours

 Nutritional values

 Presentation

 Seasonally available ingredients

 Tastes ➢

Foundation Skills

This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

Writing skills:

 Prepare menus and product descriptions to creatively explain menu dishes and promote sales.

Oral communication skills:

 Listen and respond to routine customer feedback, and ask questions that inform menu choice.

Numeracy skills:

 Calculate the cost of producing dishes for menus

 Calculate mark-ups and selling price for profitability

 Compare menu items based on their anticipated yield, budgetary constraints and profitability.

Problem-solving skills:

 Evaluate the food service preferences of the customer profile and plan menus to meet those preferences

 Identify unprofitable menu items and adjust menus to include high yield dishes.

Planning and organising skills:

 Access and sort all information required for menu planning and for coordinating a menu development process.

Technology skills:

 Use computers and software programs to cost and document menus.

Assessment Requirements

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

 Identify and evaluate the food preferences of customer groups with differing characteristics and use to inform menu planning

 Develop and cost each of the following menu types based on above information: o à la carte o buffet o cyclical o degustation o ethnic o set o table d’hôte o seasonal

 Evaluate success of the above menus by obtaining at least two of the following types of feedback: o customer satisfaction discussions with:

 customers

 employees during the course of each business day o customer surveys o improvements suggested by:

 customers

 managers

 peers

 staff

 supervisors

 suppliers o regular staff meetings that involve menu discussions o seeking staff suggestions for menu items o Develop the above menus within commercial time constraints, demonstrating:

 use of balanced variety of dishes and ingredients o methods for determining costs of supply for ingredients

 methods and formulas for calculating portion yields and costs from raw ingredients o methods for responding to feedback and adjusting menus o methods for achieving desired profit margins, mark-up procedures and rates o use of different types and styles of menus for dishes or food production ranges.

Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

 Organisation-specific information: o sources of information on current customer profile and food preferences o service style and cuisine o costs of supply for ingredients

 Methods and formulas for calculating portion yields and costs from raw ingredients: o butcher’s test o standard measures o standard yield tests

 Hospitality and catering industry desired profit margins, mark-up procedures and rates

 Different types and styles of menus for dishes or food production ranges for different types of food outlets

 Range of food preferences relating to: o contemporary eating habits o cultural and ethnic influences o popular menu items o quick service foods o seasonal dishes o variety of food products

 Differing characteristics of customer groups: o age range o buying power o gender o income level o social and cultural background

 Influence of seasonal products and commodities on menu content

 Naming conventions and culinary terms for a variety of cuisines ➢ Formats for and inclusion of menus presented to customers ➢ Methods of assessing the popularity of menu items: o customer surveys o popularity index o sales data.

Assessment Conditions

Skills must be demonstrated in a hospitality business operation where menus are planned and costed. This can be:

 An industry workplace

 A simulated industry environment or activity.

Assessment must ensure access to:

 Commercial information: o preferred supplier arrangements o purchase specifications o sources of negotiated cost of supply: o tariffs o price lists

 Product information: o food preparation lists o menus for restaurants o price lists o recipes o costs of food supply for food service businesses o menus for the variety of cuisines and service styles specified in the performance evidence.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:

 Have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.

Links

Companion Volume Implementation Guide

1. Identify customer preferences

1.1. Identify current customer profile for the food business.

1.2. Analyse food preferences of customer base.

1.1 – Identify current customer profile for the food business

By the end of this chapter, the learner should be able to:

 Explain who the target customer of their business is ➢ Research the customers to find out their characteristics

 Plan and implement menus based on customer profile.

Identifying customer profile

It is important for businesses to determine how to identify their best customers in order to be successful. The best customers are the ones who are loyal to the business and deliver high value. Attracting a large number of customers is not always beneficial for the company if they are going to be of little value and disloyal. It is more beneficial to focus on the loyal customers and put more time and effort into attracting and engaging them. This will help the business to achieve higher profits, instead of using a blanket approach and trying to appeal to every type of customer. The key to achieving this is to understand the target customers’ needs and requirements and then develop a strategy to meet these.

The target customers are the ones most likely to buy your products or service. If your business doesn’t already have one, you should research and develop a customer profile that identifies the characteristics, behaviours and attitudes of the target customers. This will help you to develop menus and cater your services around them and their needs. Customers will have different food preferences depending on their characteristics so it is important to identify and evaluate these when you are planning a menu. Whether you are creating menus for ongoing food service, an event or function, or a food product range, it is important to do your customer research beforehand in order to achieve the best results.

Modified from sources: http://smallbusiness.chron.com/target–market–customer–profile–22543.html and http://www.businessreviewaustralia.com/marketing/815/How–to–identify–and–engage–with–goodcustomers Accessed on 02/11/2016.

Things you will need to consider when creating a target customer profile:

 Age

 Gender

 Lifestyle

 Occupation

 Income level

 Cultural and social background

 Location and distance from your business

 Buying behaviour

 Expectations

Activity 1A

1.2 – Analyse food preferences of customer base

By the end of this chapter, the learner should be able to:

 Identify and evaluate food preferences of customers

 Explain the different characteristics of customer groups

 Use knowledge of customer’s food preferences to create menu.

Identify food preferences

It is important to find out what your customer’s food preferences are to make sure the event or function is a success and make sure the customer is happy with the menu. There are many factors that you should consider and analyse when planning a menu that can influence what customers’ food preferences are.

The differing characteristics of customer groups are:

 Age range – their age could determine what type of food they will like, so it is important to find out what ages you will be catering for. For example, children and young adults are more likely to want simple party food such as a hot or cold buffet, whereas older adults are likely to want more creative and formal dishes, such as an a la carte or set menu.

 Buying power – this generally means customers with higher incomes who can afford to pay for the services. Customers with low consumer buying power may have lower incomes so they may not have enough money to pay for the services. This knowledge is important for businesses to make sure they earn a profit from customers. This will help to determine how much is spent on goods and what prices the services should be. It is important that you have inventory to meet demand; however, you also need to ensure that you have enough customers to pay for it so you aren’t losing out on money.

Source: http://smallbusiness.chron.com/consumer–buying–power–68682.html. Accessed on 02/11/2016.

 Gender – the gender of customers will also determine what food will be required. If you are catering for men, they may prefer simpler buffet food, whereas women are likely to go for something fancier and more creative, and they may want formal dishes that look more appealing and presentable. So it is a good idea to find out what gender you will be catering for mostly.

 Income level – this will determine what customers will be able to afford. Customers with higher incomes will be able to afford more luxury food, whereas people with lower incomes may not have as much money to spend. It is important to consider this when buying food and setting prices, as you don’t want to be spending more than you make, and you should make sure it is affordable for the customer.

 Social and cultural background – this can mean someone’s race, language, education, lifestyle and religion etc. Customers will have different backgrounds and this will have an impact on the type of food that is required. It is important to find out this information about the customer and to ask if they have any personal preferences. Customers may want a different style of food depending on their ethnicity, or if they are religious it is important to buy and prepare the right type of food for them otherwise, they may not be able to eat it.

Different food preferences

Customers will have different food preferences for the event and it is important to find out what these are before purchasing the food items and planning the menu.

Food preferences may include:

 Special requirements – customers will have individual preferences of what they do and don’t like to eat. There may be certain foods that they don’t enjoy or are allergic to. For example, they could be vegetarian and may not want any meat or fish to be served at the event, so it is important to speak to them to find out if there is anything you should avoid putting on the menu.

 Cultural and ethnic influences – this will have a big impact on the menu as different cultures provide strict guidelines regarding acceptable foods, combinations, eating patterns and eating behaviours. Following these guidelines will be very important to the customer so you should speak to them beforehand to find out exactly what their cultural preferences are.

Modified from source: http://www.faqs.org/nutrition/Diab–Em/Eating–Habits.html Accessed on 02/11/2016.

 Quick service foods – the type of event may require quick and simple food such as buffet or barbeque food, or the customer may prefer this so that food can be served quickly and guests won’t have to wait a long time.

 Seasonal dishes – the customer may want the food to go with the season. For example, if the event or function is happening in the winter, the customer may request winter warming food for guests such as pies, stews and soups etc.

 Variety of food products – customers may request a variety of food to be served to appeal to different guests, so this would be best served as a hot or cold buffet so guests can pick and choose what they like.

Activity 1B

2. Plan menus

2.1. Generate a range of ideas for menus for dishes or food production ranges, assess their merits, and discuss with relevant personnel.

2.2. Choose menu items to meet customer preferences.

2.3. Identify organisational service style and cuisine, and develop suitable menus.

2.4. Include balanced variety of dishes or food production items for the style of service and cuisine.