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Some Good Things To Know About Restaurant Menus

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You’ve finished your restaurant meal and plunk down your cold hard cash or rectangular piece of plastic.  You’re paying for your restaurant meal, but do you feel as though what you ate was what you really wanted?

We often overlook the fact that restaurants are businesses and their income comes from what they sell to you. The money they make needs to cover their costs including the food they purchase, laundry and utility bills, rent, cleaning supplies, salaries, glasses, dishes, and so much more.

The Menu And The Mark-Up

The menu is the restaurant’s calling card and its main selling tool – it’s used to convince you to buy what the restaurant has to sell. The way a menu is arranged and how it looks and is written can make or break a restaurant.

The mark-up on the items on the menu is often between 350 and 400%. If the ingredients for a dish cost $3, the dish will probably end up being priced at about $12 — so dishes made with pricier ingredients will, in most cases, cost more.

But most restaurateurs are savvy and will adjust prices to what customers will pay. Most customers, for instance, won’t plunk down $50 for a 10 ounce steak, so menu items are balanced for profit and loss. A restaurant might lose money on steak by pricing it at a lower mark-up, but then make up for it with the mark-up on popular items with less costly ingredients — like pasta and pizza.

Think About What You Pay For Food In The Supermarket

To put things in perspective, think about how much you pay for food when you go grocery shopping. Pasta and rice cost very little, good steak and sushi grade fish cost a whole lot more. In a game of checks and balances that ultimately is reflected in the prices you see on the menu, good executive chefs monitor and leverage every product that comes through their doors.

Food that isn’t sold during earlier meals gets repurposed (ever wonder about the soup of the day, the stew, or the hash?). Good chefs can make those dishes sound delicious and taste wonderful – while, at the same time, marking them up and putting them on the menu as fabulous specials that sell out.

Do you eat out?  This is the first in a series of consecutive posts about decoding restaurant menus. Keep checking back for more information that might help you with your restaurant choices.

 

Do You Eat Out As Much As The Average Person In The US?

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The average adult in the US eats 4.8 meals in restaurants each week.

An online survey of 4000 consumers’ behavior found:

  • The most popular restaurant meal is lunch
  • 2.6 lunch meals are eaten out, on average, each week
  • The lunch meals are both take-out and restaurant dining
  • 1.4 sit down dinners each week are in restaurants
  • 0.8 brunch or breakfast meals are eaten out each week

How People Label Their “Eating Out” Preferences

  • Nearly 50% of the people responding to the survey call themselves “meat lovers”
  • 22% have a “sweet tooth”
  • 19% call themselves “fast food junkies”
  • 18% call themselves “health nuts”
  • 5% are self-described “vegetarians or vegans”
  • 35% describe themselves as “experimental eaters”
  • 25% call themselves “foodies”
  • 11% refer to themselves as “locavores,” or lovers of local food

Takeaways

It’s important to remember that this is a survey of 4000 people – done online — which makes it a survey of people who spend time online, who are willing to take a survey, and who eat out quite a bit.

That said – it seems that a lot of people are eating out a lot of the time.  If you are, too, consider building eating out into an overall eating plan so that you can continue to eat out, eat well and healthfully, and still manage your weight.

Do Restaurant Meals Sabotage Your Diet?

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Are you afraid to eat out for fear of “blowing your diet” or because you think there aren’t good choices to be had? Are you tired of hearing that you shouldn’t go to restaurants if you want to control what you eat?

Choices

You can choose to eat out and eat well. You are responsible for making good choices for yourself.

Your first choice is when you select which restaurant to go to (do you want grilled fish or a huge plate of pasta).  The second round of choices come when you’re inside the door and confronted with the menu, the breadbasket, and the portions.

Restaurant Meals

I eat out a lot.  After years of cooking for a very active family of five, I’m quite happy not to cook every night.  I actually find it easier to control my portions and calorie consumption when I eat out in restaurants.

I follow a number of unwritten guidelines that, over time,  have become habits.

I eat in the restaurant rather than ordering in or bringing prepared food home.  It is too difficult to eyeball portions when they arrive as full containers and it is far too easy to eat too much by finishing off the last bits rather than saving or tossing the leftovers.

Select Wisely

I pick my everyday restaurants carefully and I’ve developed relationships with the wait staff.   I certainly go to special restaurants on occasion and really enjoy the fantastic food – but that’s not my everyday fare. My “everyday” restaurants serve food that is friendly to my eating patterns.

They offer a range of lean proteins and vegetables and are amenable to swaps.  My local diner is so used to me ordering a side of spinach instead of home fries with my eggs that they bring it without my asking.  They make food swaps with pleasure – not with grumpiness.  I’m a good customer and ask very politely.

I don’t let the breadbasket even land on the table (if I’m eating with others it goes near them — my husband agrees with the breadbasket taboo).  Bread is way too difficult to resist when it’s staring you in the face and can add hundreds of calories before you get to the main course.

I usually drink iced tea, water, diet coke (yep, I like it), or a glass of wine.  These choices account for zero to around 120 calories for the wine (one restaurant sized glass).

If I do have dessert at an “everyday” restaurant, it’s berries in season.  If they’re not sweet enough I sprinkle a little Splenda on them – which makes my husband wince, but I find quite satisfying.

By no stretch of the imagination am I so controlled that I eat plain lean proteins and steamed vegetables all of the time.  Far from it – but for routine meals, I try to stay away from sauces, dressings, and sides of pasta, rice, or potatoes.  When I really “dine” at the finer restaurants, I deliberately choose  (not always successfully)  to limit either the number of courses or the portion size.  I attempt – again, not always successfully – to lay off the bread and control the liquid and dessert calories — often choosing either an appetizer or a dessert.

When I’m with other people who are ordering an appetizer and an entrée I often will order two appetizers instead — a practice that is so common that most waiters  don’t even blink an eye.  I find that if food is in front of me I’ll eat it – especially if it’s a lengthy meal.  The smaller the portion in front of me (appetizer size) the less I eat.  Still tastes darn good.

No Trauma

Don’t let the thought of eating out be traumatic.  Restaurants exist to serve you meals and it is up to you to choose which one to go to and what you will eat when you get there.

If you know you’re going to go for broke because you’re eating at a special place – or just because you want to – don’t freak out.  Eat and enjoy — you can always compensate by controlling what you eat earlier in the day or the next day.    Be careful about depriving yourself — you don’t want to feel so “cheated” that you end up raiding the fridge when you get home and chowing down on more calories than if you had eaten a full meal in the restaurant.

Blizzards, Hurricanes and Menu Choices

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Apples, apples, and more apples. NYC farmer's market in the snow.

The weather forecast is all doom and gloom:  a foot and a half of snow, or torrential rain with 60 miles an hour wind gusts. Rush to the supermarket and, it seems, along with everyone else who lives in your town or city, buy bread and milk and then lots of other stuff.  You need to be prepared for the apocalypse — which in many cases doesn’t happen — and, unfortunately, sometimes does.

The weather comes and forces you to be housebound. Eventually you start going stir crazy, have to get out of the house. Maybe you have lost power.  So,  you venture out to eat.  Perhaps not during the height of the storm, but right afterwards.  The trick is to find someplace that is open and has power.  Wow — you find one.  Hmmm . . . what to order?  Gee, the fresh fish of the day sounds great.

Fresh fish? If there’s a foot and a half of snow, the snow plows are struggling to clear the main roads, the local waterway is iced over, trains and buses are running on limited schedules if at all, the airports are empty because there are no flights in or out, and even professional sports teams have cancelled their games, how is that “fresh” fish getting to your local restaurant?

A moment to analyze the menu is in order.  The chef may have a whole bunch of stuff languishing in the freezer in the back.  Okay, it may be fine, but it’s certainly not fresh.  And those leafy vegetables and berries — if the delivery trucks can’t drive through the streets, how did they get there?

If the chef ordered enough food before the storm and the restaurant’s business was way down because customers didn’t want to fight the weather, what happened to the unused food?  Restaurants are in business to make money.  Unsold food taking up space in the refrigerator and freezer does not bring in the bucks.  So, does the unused food appear in the days after the storm in a frittata or stew? Soup, cassoulet?   Of course, the frittata, stew, soup, or cassoulet  may still taste great, or maybe not.

Exercise some thought — and in some cases caution — when you make those menu choices during, or just after, blizzards, hurricanes, monsoons, and mudslides, and especially power outages!  Does grilled cheese and tomato soup sound good?

Ever Wonder About Restaurant Reviews (and reviewers)?

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Who were some of the famous restaurant reviewers?  Did they really keep their identity secret?  Did their reviews have a significant effect on the restaurant’s performance?

If you want to read about restaurant reviews and restaurant reviewers – and how the process has changed over the years, check out  Robert Sietsema’s, “Everyone Eats . . . but that doesn’t make you a restaurant critic,” the feature article in the January/February 2010 edition of the Columbia Journalism Review.

Sietsma, the restaurant critic for the Village Voice, talks about the different approaches of some famous reviewers and the effect the internet has had on restaurant reviewing through the proliferation of food blogs.

You can also read an interview with him in Gothamist where he also talks about his cover story for the Village Voice in which he calls Iron Chef America bogus after attending a taping of the show at the Food Network’s Chelsea studios.

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