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2.1 – Generate a range of ideas for menus for dishes or food production ranges, assess their merits, and discuss with relevant personnel
By the end of this chapter, the learner should be able to:
Use the customer’s preferences to select the right type of menu
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Generate and display a range of food ideas for different menus
Implement ideas into planning and preparing the menu.
Ideas for menus
Once you have identified the customer’s preferences, it is time to select the type of menu and come up with ideas for dishes. The menu should be chosen based on the customer’s needs and the type of event. A menu is a presentation of lists of food on offer at the event or restaurant, and some offer detailed descriptions of the dish and the ingredients in it. It is considered one of the most important aspects of planning when running a food service operation. Therefore, the menu should be planned and prepared carefully to ensure it meets the customer’s needs. Traditionally, two types of food menus are offered in food operation, which are the table d’hote and the a la carte and other menus are usually adaptions of these.
Modified from source: http://www.hospitality–school.com/types–menus–restaurant Accessed on 04/11/2016.
Different types of menus:
A la carte – this is a French term meaning ‘according to the card’ or ‘customer’s order’. It is a very popular menu type especially in restaurants, and it offers a wider range of food and beverages which are individually priced. Due to the wide selection of dishes, it requires more mise en place preparation, space and time as the dishes are made from fresh. Food is usually offered in courses and different categories and has a short description underneath the name of the dish to explain what it is. Dishes are generally more expensive than in the table d’hote menu as they are made up of expensive seasonal fresh foods.
Buffet – this is a form of table d’hote menu as it offers a limited selection of food items at a predetermined set price. A buffet is usually available at a set time with the dishes presented together at the same time. The food in a buffet can vary depending on the occasion and event, and it can include party food or more formal, creative dishes.
Cyclical – this type of menu offers specific food items which repeat in a cycle for a set period, for example, 7, 10, 14 or 28 days. It is usually offered in a four-cycle for a year, and then after this, a new set menu is introduced on the basis of seasonal dishes.
Degustation – this is a French culinary term which means sampling a range of small dishes that are served one after the other. It is designed for savouring food and appreciating the ingredients and the chef’s cooking skills. These menus are popular in upmarket restaurants. The meal usually takes place over several hours and can consist of up to twenty small dishes paired with different wines.
Set – this is used mostly by restaurants that offer the same dishes all year round, with the food separated into different sections on the menu such as starters, mains and salads etc. Fast food outlets also use set menus as they consistently have the same food on offer to customers.
Table d’hote – this is a French term meaning ‘food from the host’s table’. It is a classified menu that offers a complete meal at a fixed price for guests, regardless of how much food has been consumed. It usually has a small selection of courses which are popular food items, and the dishes are prepared at a set time. It is an easier food operation as it requires less preparation and minimum waste. Adaptations of this menu include:
breakfast menu – this offers a selection of food at a reasonable price, and the dishes are usually prepared quickly after the order is taken and served to guests
lunch menu – this offers daily specials from the food organisation, which are usually served in smaller portions
dinner menu – this offers both a la carte and semi a la carte food. It usually offers more appetisers and starters than a lunch menu and the food is served to the guests table
ethnic menu – this offers dishes that are representative of food from a particular region or country o speciality menu – this is a combination of both a la carte and semi la carte foods
room service menu – food offered on this menu can be more limited and expensive than the normal table service menu. It is usually ordered by phone and delivered to the guest room.
lounge menu – this is offered in either a la carte or semi a la carte style. These menus are generally served in hotels and spas and offer selective food items that are easier to prepare and serve.
➢ Seasonal – this menu offers a range of dishes that change throughout the year depending on the season. For example, in winter the menu would contain winter warmer foods such as roast dinners, pies, soups and stews. Ingredients such as fruit and vegetables generally taste better when they are in the right season, so matching food with the seasons ensures it will be at its best condition.
Modified from sources: http://www.hospitality–school.com/types–menus–restaurant and http://gomexico.about.com/od/fooddrink/a/degustation.htm. Accessed on 03/11/2016.
Discuss with relevant personnel
It is important to discuss different types of menu and food options with the customer to ensure they are satisfied with everything before you start preparing it for the event. Ask the customer questions to find out exactly what their needs and requirements are so you can make sure you get it right. You should also assess whether a certain style of menu would be suitable for the event or function, and work out which would be the best type. You should also discuss menu plans with employees to make sure they understand what is required of them and work effectively at the event. A meeting should take place each business day so that all staff working at the event is aware of the food that needs to be prepared and any other customer requirements.
Feedback is crucial to improving and achieving success, so it is important to gather feedback from customers throughout. You should listen and respond to all customer feedback, whether positive or negative and ask them questions to find out how you can make any improvements. This will help you to produce a menu that ensures customer satisfaction.
Activity 2A
2.2 – Choose menu items to meet customer preferences / 2.3 – Identify organisational service style and cuisine, and develop suitable menus
By the end of this chapter, the learner should be able to:
Use their knowledge of customer preferences to choose menu items
Identify organisational service style and cuisine
Develop and implement suitable menus for the event.
Choosing menu items and service style
Before choosing menu items, you should gather information on the customer profile and find out their food preferences to determine what food items need to be purchased for the event or function.
Service style and cuisine
You will then need to identify the organisational service style and cuisine so you can start planning the catering. The service style and cuisine are important decisions to make in the planning process as they will determine the menu, inventory, food prices and décor of the venue. The chosen style and cuisine will depend on personal preferences so it is important to discuss this with the customer and make sure they are happy with the decision. You should be aware of the characteristics of different service styles, so you can advise the customer and find the most suitable one for their event.
Modified from source: http://smallbusiness.chron.com/4–styles–service–restaurant–business–22923.html. Accessed on 03/11/2016.
Different service styles include:
Chinese service – it is a unique and sophisticated service style. Chopsticks are served with most foods, and food is usually served individually on large platters or in bowls in the middle of the table so guests can pick and choose. Sweet foods are often served at the beginning of and during the meal, followed by rice or soup at the end of the meal. Guests are also seated on longer tables to accommodate more people
Banquet service – this formal service is usually used in hotels, casinos and restaurants in a conference room. The menu, number of guests and time of service will all be predetermined and set, and the service will be organised and paid for in advance. There are usually plenty of choices on the menu for guests. Water and coffee is also placed on the table throughout the event
Buffet style service –this style of service is usually used in banquet halls catering to large numbers of guests. Food can be served by chefs standing by the buffet tables or guests can help themselves. They can select from a variety of food served out on tables and crockery and cutlery is placed at the top of the table for guests to help themselves.
Buffet food can include salads, soups, hot dishes, breads and desserts. It is most commonly used at parties and celebrations
Silver service – this is a formal and traditionally English service style, mostly used at big events and celebrations. The cutlery and service dishes are all made of silver, and the food is portioned in the kitchen for all the guests then served out on a plate. It is then placed on a sideboard with heating burners to keep it warm and served out to each guests from the left using a spoon and fork. Food is presented in a neat and appealing way, and the table setting includes hors d’oeuvre (appetisers/starters), soup, main course and dessert.
Modified from source: http://www.hospitality–school.com/food–beverage–servicetypes–restaurant. Accessed on 03/11/2016.
Develop suitable menus
Once you have confirmed everything with the customer and they are happy with the plans, you should start developing and preparing the menus for the event. Evaluate the food service preferences of the customer profile and plan menus around this to meet the preferences. You should gather all the information you need to plan the menu and coordinate a menu development process. Write descriptions on the menu to creatively explain each dish, make them sound appetising to the customer, and to promote sales.
How to develop a suitable menu:
Speak to the customer before developing the menu to make sure they are happy with everything and to get the go-ahead
Ask questions to find out about any allergies or dietary requirements that you will need to take into consideration
Gather all the information you need about customer requirements and food preferences etc. and refer to it when creating the menu to make sure you stay on track
Write creative descriptions for all the dishes to make them sound appealing and to let people know what is in them
Once you have created the menu, show it to the customer and allow them to check it over to make sure they are happy with it
Menu design is a very important aspect of selling and promoting your business, so you need to know exactly what to include when creating it and how to attract customers’ attention.
Tips for designing menus:
Capture your defining characteristics – design the menu to reflect your organisations image and values. Think about the colours and any graphics you use and question whether they convey your organisation’s brand image well. For example, if your organisation is known for being upmarket, then opt for a classic, understated design with classy colours to fit with the brand. Alternatively, if you want to convey a more fun and friendly image then try adding some brighter colours and some fun graphics to the menu to make it appeal to customers
Make sure it is easy to read – think about the type of font you are using and the size of the writing. You need to make sure it is the right size for people to be able to read it, but you also don’t want it to be too big. Make sure the background pictures or colours are the right shade and the text stands out. Also, make sure the language fits with the menu type and the customer so they are able to understand it. It is a good idea to print it out first to see what it looks like then make any adjustments needed
Break it down into categories – this makes it easier for the customer to read through and it also shows that you offer a variety of dishes to cater to people with different tastes and requirements, such as vegetarians and allergy sufferers. Use a larger font for the heading of each category to make it stand out more
Be descriptive – provide as much detail as you can about the dishes to entice customers and make the food sound appealing. It is also important to let the customers know what is in the dishes so they can make the right decision when choosing food.
Activity 2B
2.4 – Include balanced variety of dishes or food production items for the style of service and cuisine
By the end of this chapter, the learner should be able to:
Research different types of dishes to match the style of service and cuisine
Select a balanced variety of food production items to use at the event
Implement a balanced variety of dishes into the menu.
Balanced variety of dishes
When planning a menu, it is best to offer a variety of food options for guests to choose from. A balanced variety of dishes will make the food look more appealing and interesting whether it is presented as a buffet or as a formal meal. It is also important to have a wide variety of options to ensure you are catering for everyone and not excluding any customers. You should make sure the dishes are suitable for the style of service and cuisine at the event, and that the customer is happy with the choices of food on offer. There are many ways you can add variety to the menu by being creative with dishes and using a range of ingredients. You should first decide on the special, meat and main course dishes that will be served, and then build the rest of the menu around these dishes.
Catering for special requirements
It is important to make sure you are catering for customers with special dietary requirements and allergies. For example, you should provide a range of vegetarian, vegan and gluten-free options on the menu so those customers have options to choose from. You should also consider offering healthier lowcalorie dishes as well for customers who are dieting or eating healthier foods. Generally, meals should consist of a variety of the following foods from the five food groups:
Meat
Milk and milk products
Fruit and vegetables
Bread and cereals
Fats and oils
Modified from source: http://www.hospitalityconsult.com.au/pdf/Rest/Menu–
Planning%20–Writing.pdf. Accessed on 04/11/2016.
How to include a balanced variety of dishes:
Colours – try to add a variety of different colourful foods to dishes, such as a mixture of vegetables, salad or fruit. This will make the dishes look more interesting and appealing to customers and is likely to be healthier
Cooking methods – this is easier to do when preparing a buffet as they usually contain lots of different foods, but you should try to include a variety of foods cooked in different ways, such as a mix of fried, steamed, grilled and roasted foods. For example, if you’re serving fried steak or chicken, pair it with steamed or roasted vegetables
Delicacies – adding some expensive delicacies to dishes will enhance the appearance, flavour and texture, and add a touch of luxury to the dish. Australian delicacies include pavlova, damper, lamingtons and pie floaters
Flavours – try adding a variety of flavours to your dish to give it a more exciting and unique taste. A good example of this is sweet and sour dishes, and using herbs and spices when cooking
Nutritional values – a balanced meal should include plenty of plant-based foods that contain a variety of nutrients such as vitamins, minerals and antioxidants. Make sure you check the nutritional value of foods before cooking and aim to use large portions of vegetables, fruits and grains for a healthy and balanced meal
Presentation –present meals in a creative way that looks appealing and displays the balanced variety of foods. Also, think about arranging the food so the whole dish looks colourful and appetising
Seasonally available ingredients – try to match the dishes you make with the seasons to get the most from the ingredients you buy. This applies mainly to vegetables and fruit, which taste better in season, usually around the spring and summer months. However, food costs can fluctuate when in season, so you would need to either factor this into your prices to make a profit, or try balancing the dishes out with less expensive items
Textures – it is good to have a variety of texture on the plate to make it more interesting, such as soft and chewy foods mixed with foods with a firmer texture. For example, chewy meats mixed with soft vegetables or salad.
Activity 2C
3. Cost menus
3.1. Itemise proposed components of included dishes or food production items.
3.2. Calculate portion yields and costs from raw ingredients.
3.3. Assess cost-effectiveness of proposed dishes or food production items and choose menu items that provide high yield.
3.4. Price menu items to ensure maximum profitability.
3.1 – Itemise proposed components of included dishes or food production items / 3.2 – Calculate portion yields and costs from raw ingredients
By the end of this chapter, the learner should be able to:
Itemise components of dishes or food production items
Calculate and adjust portion yields
Calculate and document costs from raw ingredients.
Itemise components of dishes
When providing a quote for food services to a customer, you should produce an itemised list stating the proposed components of dishes or food production items. Itemising a list means to write each item down individually, including the price and sometimes details about the items as well. This will allow the customer to see exactly what they are paying for and give them the opportunity to calculate the items themselves if they wish to do so. If an itemised list is not voluntarily provided to the customer, they are likely to ask for one before they make a decision about the services or make any payments.
Why you should itemise components of dishes:
To provide the customer with detailed and honest information
Keep track of the components and food production items that are included
Show professionalism and good organisational skills
It may encourage the customer to consider your services.
Calculate portion yields
Recipes will sometimes need to be modified, i.e. increased or decreased, in order to serve the right amounts. For example, if a recipe only serves 4 and you need it to serve 25, then you would need to modify it using a calculation. You may also need to adapt a recipe from different units or determine how much food in a recipe costs to ensure you can make a profit. Yield is how much a recipe will make, and portion is how much you would serve one person.
To adjust the yield of a recipe, you will first need to find out the recipe conversion factor. Once you find out this factor, you would then multiply all the ingredient amounts by it, and then convert the new measurements into appropriate units.
The calculation for adjusting yield is:
Desired yield / original yield = recipe conversion factor (RCF)
Ingredients amounts x recipe conversion factor = new recipe
Some ingredients may be more difficult to scale than others, such as herbs, spices and salt, and you may need to convert some measurements into different units in order to do the calculation accurately. However, some ingredients will be easier to calculate and will just require a simply increase or decrease.
For example, if the recipe made 5 servings and you needed to amend it to 50, you would simply multiply 5 by 10 to get your desired amount. Once you have the new ingredients amounts, you may need to round it or convert it to another unit of measure so it is easier to work with. It is advisable to test the new recipe to make sure it works right, and make any adjustments until you are happy with it.
Modified from source: http://chefsblade.monster.com/training/articles/211–the–ultimate–guide–torecipe–calculation?page=2 Accessed on 07/11/2016.
Calculate costs from raw ingredients
When calculating food costs and pricing, you will need to include the costs of the total ingredients used, as well as any other expenses such as cost of energy, gas, VAT, room costs and salaries etc. This can be done manually on a cost sheet by calculating the ingredients, or you can use computer software programs to help you cost and document it. You will need to add all your expenses up and then subtract your inventory to determine the total costs of food. When pricing foods, you should combine all the ingredient costs that have been used in the dish and divide the total by 0.35. This will leave you with the minimum cost that you need to charge in order to make a profit on the food.
Food cost percentage formula is a calculation that’s shows the percentage of how much it costs to prepare a meal: Food cost percentage = total costs of ingredients / sale price.
http://www.gourmetmarketing.net/costing–pricing–food–regular–menus–catering–services–specialevents/. Accessed on 07/11/2016.
Different ways to calculate costs:
Butcher’s test – this is a test used to determine the standard portion costs of items that are portioned after cooking. For example, meat, fish and poultry are cut and trimmed before serving so not the entire portion is given to the customer. To do this test, you would need to weigh the full portion first, cut and trim the meat as normal, then keep all the parts separately and weigh them. Some parts of the meat may be used to make other dishes so you would need to keep a record of this and factor it into the price of the relevant dish.
Standard yield tests – this is a test used to determine what the costs of food products are per person before it is served out. This test should be done for all ingredients and recipes, and you should also consider the losses and waste that will occur during preparation and cooking, and include these in the menu price.
Modified from source: https://opentextbc.ca/basickitchenandfoodservicemanagement/chapter/yield-testing/. Accessed on 07/11/2016.
Activity 3A
3.3 – Assess cost-effectiveness of proposed dishes or food production items and choose menu items that provide high yield / 3.4 – Price menu items to ensure maximum profitability
By the end of this chapter, the learner should be able to:
Work out variable and fixed costs of dishes and assess cost-effectiveness
Calculate profit goals and select menu items that provide highest yield
Price menu items to ensure profitability.
Cost-effectiveness of dishes
It is important to assess the cost-effectiveness of dishes on a regular basis to ensure you are making a profit from them and choose the menu items that provide the highest yield. It can be difficult setting prices for your dishes, as you don’t want them to be too high to deter customers away, but at the same time, you don’t want them to be too low that you don’t make any profit from them. When determining the price and cost-effectiveness of a dish, you will need to include all the costs involved in making it.
Variable costs
These are the costs that change depending on the amount, i.e. how many people you are serving:
Raw ingredients
Producing
Packaging/storage
Transportation
Labour
Marketing
Fixed costs
These are the costs that remain the same and do not alter, regardless of the amount you’re making:
Hire costs
Equipment
Kitchen, building or facility
Insurance
Utilities
Management
When assessing the cost-effectiveness of dishes, you will need to take all these costs into account and make sure you include them in your calculations. The formula for this would be:
Cost of production = variable costs + fixed costs
Break-even point
This is a calculation that is used to find the point where costs are covered by a price and volume. This means there would be no loss or profit made from the sale of the dish, as you would simply break even. To work this out, you will need to find out the variable costs involved in producing one of the dishes, and then find out what your monthly fixed costs for the business are. The calculation for this would be:
Break-even point = fixed costs per month / variable costs of one dish.
Calculating profits and pricing items
Once you have worked out how to cover your costs, it is important to ensure you can make a sufficient profit from the menu items. Therefore, you should set your profit goals as a percentage higher than the cost of the product. It is advisable to look at the prices charged in the industry for the same product to make sure you are setting a realistic and suitable profit goal. It should be a figure that is beneficial to your business and one that is also of value to customers purchasing it. The profit margin should be around 30-35%, meaning you should earn that percentage in profit when the product is sold. The formula to calculate profit goals is:
Selling price / mark-up factor (profit percentage) = cost to producer
The percentage would need to be converted to a mark-up factor to be able to do the calculation. Below is a mark-up factor table that you can use to convert it:
Modified from source: http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/agdex1137. Accessed on 08/11/2016.
Activity 3B
4. Write menu content
4.1. Write menus using words that appeal to customer base and fit with the business service style.
4.2. Use correct names for style of cuisine.
4.3. Use descriptive writing to promote sale of menu items.
4.1 – Write menus using words that appeal to customer base and fit with the business service style
By the end of this chapter, the learner should be able to:
Write menus using words and language that appeal to customers base
Design menus carefully to reflect the style and concept of the business
Display creativity skills by designing menus, completing descriptions, layout and pricing.
Writing menus
A menu should not only inform customers of the food options and prices, it should also reflect your business style and concept. You should spend time writing the menu carefully, and use it as a marketing tool for promoting the business and attracting a wide range of customers. When designing and writing a menu, you will need to consider the following elements: description, layout and pricing. A menu needs to be professional and also accurate in the descriptions and pricing to make sure it is isn’t misleading to customers. You will also need to consider your customer base and make sure the style of writing and language used would appeal to them. Make sure you use a computer and design software to create the menu as this will make it look more attractive and professional.
How to write an effective menu: o food cost – this refers to the menu price of a dish in comparison the cost of the food that was used to prepare the dish. Food cost should be around 30-35%. For example, whatever you pay for something, you would need to add 30-35% on to the price and that would be the amount you should charge for the dish to make a profit. This covers the costs of the food, someone preparing the food and serving it, as well as someone cleaning up after it. For example, if you work in a restaurant you would need to make sure that everything used, including gas and electric, is covered by the amount you’re charging. You also need to make sure you are charging for all ingredients, including any sauces or garnishes used as well as the main food items.
Description – the descriptions should be easy to understand, so you should avoid using any words or phrases that are too complicated and be careful to avoid any spelling errors. It is best to keep it short and simple but to also write it in a creative and interesting way that will entice the customer. It is important to explain what the main ingredients are in the dish so that customers know what they are ordering, and you will also need to describe how the dish is prepared and served. You should also use ethnic names for suitable dishes, and mention any special stand-out features of the dish.
Layout – the menu design should match your business concept or theme. You will need to think about what colours and images would best represent it and use these for the menu. For example, to match a classy and expensive image, you would be best to opt for natural and subtle colours to give off the right impression. You will also need to consider what style font to go for. For example, a classic script font or a simple font would work well for a classy business image as it would look more formal and expensive. Make sure the font is the correct size for the menu and easy to read.
Pricing – you will need to work out the correct food costs to ensure you make a profit but are not overcharging customers. When pricing the dishes, food cost and portion control are the main factors to consider. It is best to create a balance of expensive and inexpensive food items to ensure a profit.
The formula to work this out is cost of your product/0.35 = menu price. For example, if you worked out your food costs to be a total $8.50 then the calculation would be: £8.50/0.35 = $24.29. If the final number is an unusual number, then you would round it up to $24.99, for example. If you decide to charge any higher than this then you would make a bigger profit as your costs would be lower.
portion control – in order to make a big profit on food, it is important to know exactly how much of each ingredient is required to make the dish. To do this accurately, you would need to practice measuring ingredients out and weighing them to make sure it is the correct amount. You can also buy portion control cups and containers to store ingredients in to ensure you don’t make a mistake and add too much. Experienced chefs can usually tell how much to add by looking at the ingredients instead of measuring it as they will get used to making the same dishes and adding the same portions. Some restaurants, such as chain ones, are very strict on portion control and because of this, they tend to make a bigger profit than others.
Modified from sources: https://www.thebalance.com/tips–for–writing–your–restaurantmenu–2888584 and https://www.thebalance.com/layout–menu–prices–and–food–cost–
5217. 2888801. Accessed on 07/11/2016.
Common menu mistakes
If the right amount of time and effort is not put into creating menus then the end result is likely to contain errors and mistakes, which could have a negative impact on your business. Not everyone will notice these errors, but customers who have meticulous attention to detail will pick up on these straight away, and it can give the impression that the business is careless and unprofessional.
Common mistakes to avoid when writing a menu:
Crowded menu with little room for descriptions
Text that is too small to read
Using lots of different languages
Complicated words or phrases that are difficult to understand
Lack of description for each dish
Too wordy, instead of short and simple descriptions
No logical order and organisation in the menu layout
Inaccurate pricing
Misleading descriptions
Handwritten instead of printed out
Missing out basic information such as address, phone number, hours of business, website address and methods of payment etc.
Modified from source: http://www.hospitalityconsult.com.au/pdf/Rest/Menu-
Activity 4A
4.2 – Use correct names for style of cuisine
By the end of this chapter, the learner should be able to:
Name and describe different cuisines and dishes accurately
Prepare food dishes from different cuisines.
Types of cuisine
When preparing food for an event or restaurant, you will most likely be preparing dishes from different cuisines. However, a customer may ask you to prepare dishes from a cuisine you are not familiar with, so it is important that you are aware of different popular cuisines so you can prepare them and describe them on the menu accurately. Below is a list of some of the most popular cuisines around the world and the dishes they are renowned for.
Different cuisines include:
Mexican – this cuisine is popular in America, and it includes dishes such as chilli con carne, enchiladas, and other spicy dishes
Italian – a world favourite cuisine, including pasta dishes, lasagne, bread and pizza ➢ Indian – a varied cuisine including curries, rice, sweet and hot and spicy dishes
Thai – includes broths, noodles, herbs, and a range of sweet, sour and spicy tastes
Greek – similar to Italian cuisine, it includes Mediterranean style dishes with herbs, olive oil, feta, fish and various meats
Chinese – a diverse cuisine including noodles, rice, vegetables, tofu, duck and a range of meat dishes
Japanese – popular options in this cuisine are noodles, tofu, sushi and vegetables
American – this is a popular cuisine offering a range of different foods, including deep dish pizzas, hot dogs, hamburgers and buffalo wings
Mediterranean – includes fruits, vegetables, seafood and olive oil dishes
French – a unique cuisine with dishes including cheese, chocolate and baguettes, and fine wine
Spanish – includes mildly spiced dishes such as seafood and tapas
German – includes potatoes, various breads, cheese and sausages
Caribbean – this cuisine includes peppers, tropical fruits, fish, green vegetables, sweet potatoes, rice, salsa and coconut.
Modified from source: http://www.herinterest.com/types-of-cuisine/. Accessed on 07/11/2016.
Activity 4B