Information Package / Course Catalogue
Menu Planning
Course Code: CUL223
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

The aim of this course is to enable students to conceptually and practically address the menu planning process for food and beverage businesses; to develop menus considering the principles of nutritional balance, seasonality, and the use of local products; to apply methods of creating standard recipes, calculating food costs, and pricing; to perform profitability analysis by integrating the menu engineering matrix with a guest profile-based design approach; and to generate practical menu decisions by interpreting data obtained from digital menu systems.

Course Content

This course addresses the menu planning process in food and beverage management from conceptual, analytical, and applied perspectives. Students learn about menu types, nutritional balance principles, seasonal and local product-based planning approaches, standard recipe development, and yield calculation methods. Key application areas include food cost analysis and pricing, menu engineering matrices (Stars, Plowhorses, Puzzles, Dogs), and menu language design based on psychographic guest profiles. The course also covers special dietary requirements, sustainable cuisine approaches, and data-driven decision-making from digital menu systems.

Name of Lecturer(s)
Lec. Murat TOKER
Learning Outcomes
1.Classifies and compares menu types and functions within the context of food and beverage management.
2.The nutritional principles take into account seasonality and the use of local products when planning balanced menus.
3.It develops standard recipes, calculates yields, and determines pricing by calculating the food cost ratio.
4.Performs menu profitability analysis using the menu engineering matrix (Stars, Plowhorses, Puzzles, Dogs).
5.It applies psychographic guest profiles and temperament-based design principles to menu language and product positioning.
6.Sustainability develops practical menu design by integrating specific nutritional requirements and digital menu data.
Recommended or Required Reading
1.Kasavana, M. L. & Smith, D. I. (1982). Menu Engineering: A Practical Guide to Menu Analysis.
2.Stuchel, D. D. (2024). Food & Beverage Financial Management. JWU Pressbooks.
3.Program QR Menü Platform Önerileri: QR Tiger / Menülog
Weekly Detailed Course Contents
Week 1 - Theoretical
The definition of a menu and its place in food and beverage management; its historical development; the three basic functions of a menu as a marketing tool, operational plan, and financial driver; the relationship between the menu and business identity; examples of businesses from Türkiye and around the world.
Week 2 - Theoretical
Comparison of table d'hôte and à la carte menu structures; cyclical (rotating) menu system and its application areas; fixed menu, tasting menu and buffet structures; differences between digital and QR menus and traditional menus; menu selection according to establishment type.
Week 3 - Theoretical
Essential nutrients and daily requirements; principles of nutritional balance in menu planning; calorie counting and portion control; nutritional needs for different target groups (athletes, the elderly, children); methods for ensuring nutritional diversity in the menu.
Week 4 - Theoretical
Farm-to-table and local supply chain approach; menu updates according to seasonal product calendar; integration of local and geographically indicated products into the menu; contribution of seasonal menus to cost and quality; examples of regional cuisine and local products from Türkiye.
Week 5 - Theoretical
Definition and importance of standard recipes; stages of recipe development; standardization of ingredient lists, quantities, and preparation methods; calculating cooking losses and yield percentage; determining portion sizes; contribution of standard recipes to cost control; application: recipe development and yield calculation exercise.
Week 6 - Theoretical
Definition and calculation of food cost ratio; setting target food cost percentage (industry standard 28–32%); sales price calculation methods (cost-plus, competitive pricing, value-based); contribution margin analysis in menu pricing; strategy against raw material price fluctuations; food cost calculation application with Excel.
Week 7 - Theoretical
The definition and strategic importance of menu engineering; four categories based on popularity and contribution margin: Stars (high popularity, high profit), Plowhorses (high popularity, low profit), Puzzles (low popularity, high profit), Dogs (low popularity, low profit); management strategies for each category; sales mix analysis; matrix application exercise with real menu data.
Week 8 - Intermediate Exam
The topics covered in weeks 1-7 will be evaluated. A midterm exam will be administered covering the concept and types of menus, nutritional principles, seasonal planning, standard recipe development, food cost analysis, and the menu engineering matrix.
Week 9 - Theoretical
The influence of the menu on guest decision-making; eye movement patterns and focal points; price positioning and anchoring effect; the reflection of color, font, and visual language on purchasing behavior; psychographic segmentation: adventurous, comfort-seeking, health-oriented, and prestige-oriented guest profiles; menu language, product positioning, and presentation strategy according to each profile; reading guest profiles from observable behavioral cues; application: an exercise in rewriting the same product according to four different guest profiles.
Week 10 - Theoretical
Menu planning according to specific nutritional needs; allergen management and mandatory labeling regulations (14 basic allergens); vegetarian and vegan menu design principles; criteria for developing children's menus; diet and health-focused menu options; the contribution of special menus to business profitability; the use of icons and symbols in menus.
Week 11 - Theoretical
The concept and importance of sustainable gastronomy; nose-to-tail and root-to-stem cooking approaches; kitchen waste analysis and reduction strategies; zero-waste menu development techniques; the cost and environmental impact of food waste; Green Key and sustainability certification systems; examples of best practices from Türkiye and around the world.
Week 12 - Theoretical
Advantages and application examples of digital and QR menu systems; menu integration with POS (point of sale) systems; reading and interpreting sales data obtained from digital menus; analysis of most preferred products, average order value, and order timing; data-driven menu update process; introduction to AI-powered menu personalization applications.
Week 13 - Theoretical
A final project incorporating all competencies learned throughout the semester: defining the business concept, defining the target guest profile, developing a seasonal and local product-based menu, standardizing recipes and calculating food costs, applying a menu engineering matrix, visual design, and creating a language appropriate to the guest profile; presentation and evaluation of the project in front of the class.
Week 14 - Theoretical
A final exam will be conducted to review all topics covered in the course. These topics include menu types, nutritional balance, standard recipes, food cost analysis, menu engineering, menu psychology, special menus, sustainability, and digital menu systems.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Project1%20
Midterm Examination1%20
Final Examination2%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Assignment1022
Midterm Examination110111
Final Examination110111
TOTAL WORKLOAD (hours)52
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
OÇ-1
2
2
2
5
5
5
OÇ-2
2
2
2
5
5
5
OÇ-3
2
1
2
5
5
5
OÇ-4
2
1
3
5
5
5
OÇ-5
2
1
3
5
5
5
OÇ-6
Adnan Menderes University - Information Package / Course Catalogue
2026