Should you have a set menu all year round?

Set menus are very common during the festive season as a way to offer a festive themed menu without having to rip up the a la carte menu. Set menus also allow for careful inventory planning and limit wastage. However, set menus can have benefits to a restaurant all year round.

The pros of set menus

Set menus make ingredient sourcing and preparation easier allowing for reduced waste and more precise inventory management. With a more limited menu and less variety in what is ordered chefs can focus on creating dishes of higher quality often with better aesthetics The predictability can also simplify kitchen operations making them easier to work in in busy periods such as around Christmas.

With a fixed menu, those working in the kitchen have less to learn and are able to focus their abilities on a narrower set of skills. It can also help to increase consistency across dishes in both taste and presentation. Alongside this, it becomes a lot easier to train new staff, especially seasonal staff, if there is less on the menu and if there is freedom in what customers can order, leading to less errors and improving efficiency.

A set menu can also provide an opportunity for chefs to create a cohesive experience for diners. This can be a good way to keep staff engaged and to keep developing them. It can be particularly appealing to fine dining establishments or those with intentions to build a reputation for innovative cuisine. It can also be a way to highlight local ingredients and tell a story of an area or a culture.

By bundling multiple courses at a set price, restaurants can often increase the average bill. It also makes it easier to estimate average spend per head meaning it can be easier for owners to forecast their revenues and expenditure across a period. Furthermore, many customers perceive set menus as a curated and unique experience which may mean they are willing to pay more, especially if the menu includes premium ingredients or exclusive dishes, which could be festive dishes at this time of year.

The cons of set menus

A lack of choice can alienate diners with dietary restrictions, allergies, or personal preferences. If the set menu fails to cater to a diverse range of tastes, it may limit a restaurant’s appeal.

However, set menus come with a number of downsides which are unavoidable. For one, the nature of a set menu limits the options available to customers. This can be especially off putting to those with dietary restrictions, allergies or personal preferences. To mitigate this you can offer a vegetarian, vegan or gluten free option. However, it is important to cater your menu to a wide range of tastes to avoid pigeonholing it for a specific set of people.

Some customers may compare set menu prices to à la carte options and feel they aren’t getting their money’s worth, particularly if portion sizes are small or ingredients aren’t perceived as premium.

Alongside this, some diners may consider a set menu to have a lack of value. This may be especially pertinent if you have an a la carte menu alongside your set menu, so pricing is very important. This can be an issue if the portion sizes are smaller or the ingredients are not perceived as premium.

It can also have an effect on the reputation of your establishment among customers. If the set menu hangs around too long you are less likely to get repeat customers especially if the menu does not change often enough. Set menus can also reduce flexibility in accommodating off-menu requests or spontaneous changes, which may frustrate certain guests.

How to mitigate these challenges

The most important thing to do when designing a set menu is to know your audience. This way you will have a consistent menu which will attract a certain type of person. By trying to please everyone you can end up pleasing no one. A fine-dining restaurant might focus on multi-course tasting menus featuring exotic ingredients, while a casual bistro might offer a simple, affordable two- or three-course lunch special.

Alongside this, you can incorporate customisable options within the set menu. For example, you could provide a number choices for the main course or dessert to cater to varying preferences. You can also offer a number of side dishes which can add to the unique feeling of the menu. Most importantly you have to have vegetarian, vegan and allergy friendly dishes available.

Pricing is key to the success of a set menu. The price should consider the quality of the ingredients and portion sizes while remaining competitive within the margins. It is also important to balance the price of the menu with other equivalent offerings from your competitors. Offering a wine or beverage pairing alongside your set menu can be a good way to boost the profitability of the menu.

A well-curated set menu sticks to a consistent narrative and tells a story. Whether it’s inspired by a specific region, season, or culinary tradition, weaving a narrative into the menu enhances its appeal and elevates the dining experience for customers. It can also increase the recommendations your restaurant and menu may get via social media and word of mouth, driving more revenue for you.