Modular Menus:  Putting Control in the Customer’s Hands

Remember the days when a menu was made up of sections for appetizers, entrees and desserts? Not anymore—small plates, large plates, prix fixe menus, chef’s tasting menus, limited-selection wine-bar and gastropub menus, bar menus, late-night menus… these days it seems like anything goes.

“People don’t eat the same way they used to, and chefs don’t create the same kind of menus,” says Michael Schwartz, chef/owner of Michael’s Genuine Food & Drink in Miami, with an ultimate “mix-and-match” menu that allows customers to put together the meal they want from an ingredient-driven array of small, medium, large and extra large plates, plus sides, snacks and desserts. “We wanted a menu that was conducive to ordering different things and sharing,” says Schwartz. And the proof is in the popularity: While sales are listless in many Miami restaurants, Michael’s is still packing them in.

The trend not only allows customers to eat what they want, it also allows them to spend as much or as little as they care to. And, interestingly, operators who have experimented with mix-and-match menus report that patrons actually spend more, because they’ll “throw in” a $6 side dish or a $3 snack plate of olives for the table, or have a second glass of wine.

The result is often higher average checks, at the same time that customers see value prices and uniqueness—in many markets, a mix-and-match menu will still be distinctive enough to stand out. Then, too, a menu with a wide variety of different options can encourage repeat business, as patrons can come in for a leisurely full meal on a weekend night, or a light weeknight meal with a couple of small dishes.

Here are some other examples of modular menu concepts:

• Au Bon Pain’s new Portions menu section consists of smaller, 200-calorie “snacks” (such as hummus with cucumbers or Brie with fruit and crackers), that can be enjoyed on their own or as an add-on soup, salad or a sandwich. Priced at $2.99 to $3.49, they have a “why not” price point that has led to significant increases in check averages, plus an enhanced perception of value and choice for customers
• At Hugo’s, an upscale restaurant in Portland, ME, chef/owner Rob Evans has made a name for himself with a monthly tasting menu showcasing seasonal local delicacies in an opulent 10-course package, from amuse to petits fours, for about $90, or $130 with wine pairings. It may sound like a lot of money, but for foodies who travel from as far as Boston to dine at Hugo’s, it’s a full evening’s entertainment for under $10 a course, and a regular menu is also available
• Chili’s new Pick ‘n Pair lunch combos allow customers to build their own lunch by choosing any two of some 60 different items such as salads, soups, sandwiches, pasta and mini-dessert “shooters”
• Tapas-style menus of all ethnic persuasions are big news, such as the Barfood menu at Chez Henri in Cambridge, MA (pressed Cuban sandwiches, homemade chorizo, empanadas); wine-friendly antipasti at Chicago’s Quartino wine bar (cured meats, pizzas and “wine bar plates” such as bruschetta); and pan-Mediterranean mezze (dips and spreads, falafel, stuffed vine leaves) at Pilaf in Ashland, OR

Many mix-and-match menus are also conducive to off-hours dining, such as late-night or pre-theatre, creating another sales opportunity. 

The whole point is to allow customers to have what they want to eat, when they want to eat it—so much the better that such a menu can build sales at the same time.

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