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Boost Your Profits With
      Accurate Recipe Costs &
      Menu
      Men Engineering
Economic and Community Development Institute
Columbus, OH  March 27, 2012
© 2012 Return On Ingredients LLC      P.O. Box 2387      Westerville, Ohio 43086-2387      614.423.4410      Fax 614.340.7946
Mark Kelnhofer
• BA in Accounting and Business Administration in 1993
• Masters in Business Administration (MBA) in 2005
   • Ohio Dominican University, Columbus, Ohio
• Manufacturing Cost (1993 – 2012)
   • Plastics, Lighting, Tire Repair Kits, Buses, Restaurants
• Bravo/Brio Restaurant Group (2002 – 2010)
• Return On Ingredients (2009 – Present)
   • Bravo/Brio Restaurant Group, Eddie V’s Pistacia Vera Bob Evans
                              Group         V s,        Vera,
      Farms, Gordon’s Gourmet, Midwest Culinary
      Institute, Luce, Crème de la Crepe, Cooper’s Hawk
      Winery, Zauber Brewing Co.

• Ohio Dominican University (2007 – Present)
   • Adjunct Faculty, Financial & Managerial Accounting
• Midwest Culinary Institute (2011 – Present)
   • Adjunct Faculty, Food, Beverage & Labor Cost Controls
Bravo/Brio Restaurant Group
                                     BBRG Food Cost Trend 2005-2010
30.0%

                    29.3%
29.0%
                                       28.8%

28.0%
                                                          27.6%
                                                                                27.4%
                                                                                27 4%
27.0%


26.0%
                                                                                                25.5%
25.0%                                                                                                              25.1%
                                                                                                                   25 1%


24.0%


23.0%
23 0%
               FY 2005            FY 2006            FY 2007               FY 2008         FY 2009            FY 2010

                                                               Food cost
                                   4.2% = $ millions in savings
        Return On Ingredients LLC   P.O. Box 2387   Westerville, Ohio 43086‐2387   614.423.4410   Fax 614.340.7946
                   Return On Ingredients® and its logo are registered trademarks by Return On Ingredients LLC 
Brio Tuscan Grille – Easton Town Center
           Columbus, Ohio
Bravo! Cucina Italiana
  Virginia Beach, VA
Bon Vie – Easton Town Center
      Columbus, Ohi
      C l    b    Ohio
Mark Kelnhofer

• BA in Accounting and Business Administration in 1993
• Masters in Business AdAdministration (MBA) in 200
                                       ( A)     2005
   • Ohio Dominican University, Columbus, Ohio
• Manufacturing Cost (1993 – 2012)
   • Plastics, Lighting, Tire Repair Kits, Buses, Restaurants
       l           h
• Bravo/Brio Restaurant Group (2002 – 2010)
• Return On Ingredients (2009 – Present)
   • Bravo/Brio Restaurant Group, Eddie V’s, Pistacia Vera, Bob Evans
      Farms, Gordon’s Gourmet, Midwest Culinary
      Institute, Luce, Crème de la Crepe, Cooper’s Hawk Winery &
      Zauber Brewing Co.

• Ohio Dominican University (2007 – Present)
   • Adjunct Faculty, Financial & Managerial Accounting
             Faculty
• Midwest Culinary Institute (2011 – Present)
   • Adjunct Faculty, Food, Beverage & Labor Cost Controls
Other Food Manufactures…

•   Restaurants
•   Casinos
•   Hotel & Lodging
•   Sports Arenas
•   Hospitals
•   Colleges and Universities
•   Catering and Banquet Centers
•   Theme Parks
•   Horse Race Tracks
•   ….and others!
Restaurants vs. Manufacturing
RESTAURANTS    MANUFACTURING
 Ingredients    Raw Materials
Restaurants vs. Manufacturing
RESTAURANTS       MANUFACTURING
Prep Production   Work In Process
Restaurants vs. Manufacturing
RESTAURANTS   MANUFACTURING
 Menu Item     Finished Goods
Restaurants vs. Manufacturing

RESTAURANTS       MANUFACTURING
 BOH ( h f) /
      (chef)        Direct L b
                    Di   t Labor
FOH (bartender)
Restaurants vs. Manufacturing
   RESTAURANTS          MANUFACTURING
FOH (Waiter/Waitress)    Indirect Labor
Restaurants vs. Manufacturing

Other manufacturing aspects as well
• Prep Time = Labor Routing
• Customer Order = Manufacturing Order
• O
  Overhead (Di
      h d (Direct & I di
                   t Indirect)t)
• Recipe = Bill of Material (BOM)
Top Reasons
   To Know
 Your Costs!
 Y     C t !
The
Restaurant
 Industry
 I d t
The Restaurant Industry

2012 Restaurant Industry Forecast in the U.S.
• Sales of $
    l    f $631.8 b ll
                  billion in 2012 compared to
                                          d
  $610.4 billion in 2011, a 3.5% increase
• Employs 12.9 million in 2012; forecasted to
      p y                       ;
  be 14.3 million in 2022
• In Ohio in 2012, 530,500 people are
  employed by the industry
Source: National Restaurant Association      restaurant.org/research
2012 Restaurant Industry Forecast
The Restaurant Industry
Specialty Foods Industry

State of Specialty Foods Industry 2011
• Sales of $
     l    f $70.3 b ll
                  billion with $
                             h $55.9 b ll
                                     billion in
  retain sales
• Specialty foods represent 13.1% of all retail
    p      y           p
  food sales
• Cheese and Cheese Alternatives are the
  largest specialty food category $3.2 billion
                                   $3 2
• Categories with the greatest percentages of
  all food sales – refrigerated sauces, salsas
  and di
     d dips
• Gluten-free product showed sharp gains
Source: National Association of Specialty Food 
    http://www.specialtyfood.com/nasft/press-office/industry-facts/
The U S
    U.S.
Economy y
General U.S. Economy

• General economic indicators
  •   Unemployment is improving
  •   Housing market values are continuing to drop
  •   Unpredictable future actions of Washington
         p                                   g
  •   States and Cities on the verge of bankruptcy
  •   Cities defaulting on municipal bonds
  •   European Debt Crisis (Greece Italy)
                            (Greece,
  •   1 in 7 on food stamps
• U-3 unemployment rate 8.3% (02/2012)
• U-6 unemployment rate 14.9% (02/2012)
• Discretionary income drops
  • E i
    Eating out d i i
               decisions are made l
                               d less often
                                       f
  • Highly competitive environment
U-3/U-6 Unemployment

18.0%
17.0%
16.0%
15.0%
14.0%
13.0%
12.0%
11.0%
10.0%
10 0%
 9.0%
 8.0%
 7.0%
 6.0%
 6 0%




                                                 U-3    U-6



 Source: Bureau of Labor Statistics, http://www.bls.gov/news.release/empsit.t15.htm
U-3/U-6 Unemployment



U-3 Unemployment
Total unemployed as a percent of the civilian labor force (official rate)
      unemployed,                                                   rate).


U-6 Unemployment
Total unemployed, plus all persons marginally attached to the labor
      unemployed
force, plus total part-time employed for economic reasons, as a percent
of the civilian labor force plus all persons marginally attached to the
labor force (total rate).




Source: Bureau of Labor Statistics, http://www.bls.gov/news.release/empsit.t15.htm
Long Term Unemployment

             Wall Street
             Journal,
             07/21/2011



             “Long Term
              Long
             Unemployment
             by State”
General U.S. Economy
The Wall Street Journal, 03/12/2012
General U.S. Economy
The Wall Street Journal, 03/03/2012
General U.S. Economy

               The Wall Street
               Journal,
               03/02/2012
General U.S. Economy

Wall Street Journal, “Housing Still Drowning in
Underwater Mortgages”, 03/02/2012
General U.S. Economy

Wall Street Journal, 03/02/2012
Commodity
Commodit
  Costs
Food Inflation
    Cleveland Research Company
    01/12/2012
Food Inflation


Reuters
  / /
02/23/2012
Cost of Fuel




Source: http://fuelgaugereport.aaa.com/
Commodity Research




Source: American Restaurant Association
www.americanrestaurantassociation.com
1-888-423-4411  Fax 941-953-4034
Forecasting and Managing Food and Energy Commodities
ck
Chees Bloc
    se,                    Commodity Research




   Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
Beef, Ground
      G    d               Commodity Research




   Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
WCR Pork
  R                       Commodity Research




  Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
Pork Ham
   k                      Commodity Research




  Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
con
Pork Belly, Bac
P                            Commodity Research




     Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
Wheat                    Commodity Research




 Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
Industry
 Ind str
Failure Rate
Restaurant Failure Rate




The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
Restaurant Failure Rate




The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
Restaurant Failure Rate

 Controls
 “According to the National Restaurant Association (2009), a
 “A      d       h N        lR             A            (2009)
 typical restaurant in America earns a net profit under 10%. That
 means 90% of revenues are used to defer the cost of doing
               f                         f             f    g
 business. Thus, managers that do not understand the importance
 of cost controls are bound to fail in the restaurant business. Two
 major costs in the restaurant industry are food cost and labor
     j      t i th     t      ti d t          f d     t dl b
 cost. These two costs together are referred to as prime costs. For
 a restaurant to succeed, the prime costs are expected to be less
                               p                   p
 than 60% of revenues. It is a ‘rule of thumb’ and a good rule to
 follow. Most restaurants that have failed often were found to have
 prime costs exceeding 60% indicating greater potential to
 failure.”
The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
The Missing Link




                +


Culinary Arts       The Numbers
ROI Methodology




Recipe costing is the base for many
 other aspects of the operations.
The Reality Is…

• Some restaurant operators do not
                    p
  have any written or documented
  recipes.
• Some have recipes that are written
  are only for execution, not costing.
• The few that have costing in many
  cases do not take a manufacturing
  approach.
  approach
• Menu pricing in some cases is not
  based on proper analysis and data
                                 data.
What is in your control?

 Knowing your costs
What is in your control?

 Knowing your costs
 Establishing your selling
  price
Types of Recipes

• Batch or Prep Recipes
  • Larger quantities
  • Become their own unique
    inventory item when produced
  • Can be used in other recipes
• Serving or Menu Item Recipes
  • Ultimately is what is sold to the
    guest or customer
Weights & Measures

• Portion control thro gh the use of
                  through      se
  utensils
  (Tbsp, tsp dishers, spoodles, etc.)
  (Tbsp tsp, dishers spoodles etc )
  .
• Accuracy of weights and measures
  is paramount.
  1 cup, Basil Leaves   1 cup, Granulated Sugar

  0.2 ounce              6.8 ounces
Batch Recipes & Yields

• Batch recipes should account for the
  proper yield (what the result is)
  including known waste and the
          g
  process (labor)
• When the purchased product has
            p          p
  changed form in any way, a batch
  recipe should be created to account
  for h
  f the cost.
• If you don’t account for the process
  and yields, your menu l
     d i ld              level costs i
                              l     t in
  most cases is understated!
Batch Recipe Example #1

• We purchased ‘Basil, Fresh’ at
     p               ,
  $8.50/# or $0.531/oz

BASIL PICKED
Ingredients    Quantity   UOM   Cost     Extended
Basil, Fresh     16.0     oz    $0.531      $8.500
                                Yield    11.0 oz

• The new item ‘Basil Picked’ now
                 Basil Picked
  has a correctly stated value of
  $0.773/oz or $12.36/#
Batch Recipe Example #2

• We purchase ‘P&D 31/40 Shrimp’
      p               /       p
  at $5.50/# or $0.344/oz

P&D 31/40 SHRIMP THAWED
      /
 Ingredients     Quantity UOM   Cost     Extended
P&D 31/40         16.0    Oz    $0.344     $5.500
Shrimp, frozen
                                Yield    14.2 oz

• Th new it
  The     item ‘P&D 31/40 ThThawed’d’
  now has a correctly stated value of
  $0.387/oz
  $0 387/oz or $6 19/#
               $6.19/#
Batch Recipe Example #3

• We purchase ‘Lobster Bisque Soup’
     p                    q      p
  by the bag/8# for $16.95 bag.

LOBSTER BISQUE SOUP YIELDED
 Ingredients     Quantity UOM    Cost     Extended
Lobster Bisque     1.0   Bag    $16.950    $16.950
Soup
                                 Yield    0.98 gal

• Th new it
  The      item ‘L b t Bi
                ‘Lobster Bisque S
                                Soup
  Yielded’ now has a correctly stated
  value of $17.30/gallon or $0 136/oz
           $17 30/gallon    $0.136/oz
Batch Recipe Example #4

• We purchase ‘Bananas’ for
     p
  $0.513/#.

BANANAS PEELED
 Ingredients   Quantity UOM   Cost     Extended
Bananas         16.0    Oz    $0.032     $0.513
                              Yield    10.5 oz


• Th new it
  The      item ‘B
                 ‘Bananas P l d’ now
                          Peeled’
  has a correctly stated value of
  $0.049/oz
  $0 049/oz or $0.782/#
                $0 782/#
Packaging

• Packaging is part of the raw
        g g p
  material cost, similar to the
  ingredients
• Packaging includes:
   • Boxes
   • Labels
   • Wraps
The Costing Problem



Ingredients
Prime Cost



Ingredients   Labor
Total Cost



Ingredients   Labor



       Overhead
Labor & Overhead Costs

• Your labor and overhead can be
  accounted for in the recipe
• Prep Time, Labor Routing
  • Time/motion studies (stopwatch)
  • Time (hours) is loaded on every recipe
• Standard Labor (BOH) Rates
  • By market
  • Includes wages and fringes
Time Motion Studies

•   Stopwatch time motion study
       p                         y
•   Must be in a live environment
•   Must be a controlled test
•   Must be the personnel that will
    actually execute the recipes
           y                 p
Batch Recipe Example
           Prime Cost
• We purchased ‘Basil, Fresh’ at
     p               ,
  $8.50/# or $0.531/oz

BASIL PICKED
Ingredients    Quantity   UOM   Cost     Extended
Basil, Fresh     16.0     oz    $0.531      $8.500
Labor           0.167     hr    12.00       $1.999
                                Total      $10.499
                                Yield
                                Yi ld    11.0
                                         11 0 oz

• The new item ‘Basil Picked’ now
  has a correctly stated value of
  $0.954/oz or $15.27/#
Direct (BOH) Labor Rate

• The direct (BOH) labor rate should
             (    )
  include the base rate plus any
  other additional fringes associated
  with those personnel
     h h               l
  •   Unemployment Insurance
  •   Workers
      Workers’ Compensation
  •   Social Security & Medical
  •   Health, dental and vision insurance plans
  •   401(k) or other retirement plans
  •   Vacation & Sick Pay
  •   Childcare
      Child
Overhead Rates
        Predetermined Overhead Rate


• Based on budgeted expenses and
                g       p
  direct labor hours (BOH) by location.



Total Budgeted Overhead
                               =      $0.000/hr.
  Direct Labor BOH Hours

                                      Overhead
                                        Rate
Overhead Rates
              Predetermined Overhead Rate


•   FOH Labor & Fringes
•   Advertising & Marketing
•   Repair & Maintenance
•   Supplies
•   Training
•   Utilities
•   Communications
•   Landscaping
•   Research & Development
                                               Budgeted
•   Occupancy
                                            Direct Labor
•   Taxes
                                                   Hours
Batch Recipe Example
           Total Cost
• We purchased ‘Basil, Fresh’ at
     p               ,
  $8.50/# or $0.531/oz
BASIL PICKED
Ingredients    Quantity   UOM   Cost     Extended
Basil, Fresh     16.0     oz    $0.531      $8.500
Labor           0.167     hr    $12.00      $1.999
Overhead        0.167     hr    $40.00      $6.664
                                Total      $17.163
                                Yield    11.0
                                         11 0 oz

• The new item ‘Basil Picked’ now
  has a correctly stated value of
  $1.56/oz or $24.96/#
Efficient Batch Designs
                               g

• Are the batch or prep recipes
                   p p      p
  designed for efficiency?




    Batch #1          Batch #2
 Yields: 28 oz         Uses
                      24 oz of
                      Batch #1
Efficient Batch Designs
                               g

• Are the batch or prep recipes
                   p p      p
  designed for efficiency?

                   Automatically incurs 4
                   oz of waste each time

    Batch #1           Batch #2
 Yields: 28 oz          Uses
                       24 oz of
                       Batch #1
Sales Mix & Execution

Review of the sales mix with assigned
                                 g
  recipes for each station

Station #1   Station #2   Station #3   Station #4   Station #5




Where is the distribution of the sales mix?
Execution vs. Costing

• Recipes are written differently for
      p                         y
  execution than they are for
  costing.
  • Execution usually states what utensils
    to utilize
  • Costing involves weights and
    measures
Execution vs. Costing

                           Execution       Costing



BALSAMIC MARINADE
         Ingredients      Qty    UOM     Qty     UOM
Olive Oil Blended 90/10   3.0    cups    24.0    oz
             g
Balsamic Vinegar          1.0    cup
                                   p      8.0    oz
Salt and Pepper Mix       0.25   cup     2.025   oz
Chopped Shallots          0.25   cup     1.20    oz
Chopped Parsley           0.25
                          0 25   cup     0.45
                                         0 45    oz
                                 Yield   38.0    oz
Menu Level Costing
Menu Level Costing




           Prime Cost
Menu Level Costing




             Total Cost
Menu Engineering

               The 
              Guest


Community               Reputation


            MENU

 Families                Business


            Employees
Menu Engineering

• Your menu(s) are what y
            ( )         you are in
  the business to do.
• Types of Menus
  • Lunch
  • Dinner
  • Brunch
  • Banquet
  • Kids
• Pricing Structures
  • By Markets, Demographics
Cost-Volume-Profit (CVP)

The components that we will be analyzing:
• Menu items in the category
• Quantity/volume sold
• Selling Price
                                PRODUCT COSTS:
• U it Cost
  Unit C t                      Ingredients, Di
                                I    di t Direct t
                                Labor and Variable
                                    Overhead
• Cost Percentage
•GGross Margin Per Pl
         M    i P Plate
• Contribution Margin             PERIOD COSTS:
                                        Fixed Overhead
                                           and Profit
Cost-Volume-Profit (CVP)

The components that we will be analyzing:
• Menu items in the category
• Quantity/volume sold
• Selling Price
                                  TOTAL COSTS:
• U it Cost
  Unit C t                      Ingredients, Di
                                I    di t Direct
                                  Labor and Total
                                                  t

                                     Overhead
• Cost Percentage
•GGross Margin Per Pl
         M    i P Plate
• Total Profit                        PROFIT
My Famous Quote




“You cannot place
 You
 percents in your
     pocket!
     pocket!”
My Famous Quote

       Change the focus from cost
     percent to gross margin dollars
   Menu Item       Qty    Menu      Unit    Cost %    Unit
                   Sold   Price     Cost             GM $s
Pasta Fettucine     1     $11.99   $1.98    16.5%    $10.01
Filet Mignon        1     $32.95   $12.49   37.9%    $20.46


  Which one would you rather have?
  Do we focus too much on cost p
        f                      percents?
Loss Leaders




Items that are sold at a loss
that will result in other menu
 items being sold at a profit.
Loss Leaders




Items that are sold at a loss
that will result in other menu
 items being sold at a profit.


      Drive profits!
Dog/Star Graph



                     Plowhorse
Popularit Inde %




                                                   Star
             ex




                   High PI % Low GM $s
                           %,               High
                                            Hi h PI %, High GM $
                                                    % Hi h     $s
        ty




                         Dog                     Puzzle
                   Low PI %, Low GM $s      Low PI %, High GM $’s




                           Average Unit Gross Margin $
Dog/Star Graph Flaws

           Flaw #1
Traditional Dog/Star reports only
      analyze entrees only.
          l             l
Dog/Star Graph Flaws

           Flaw #1
Traditional Dog/Star reports only
      analyze entrees only.
          l             l
           Flaw #2
  The calculation looks as unit
    gross margin as a base
                       base.
Dog/Star Graph Flaws

            Flaw #1
 Traditional Dog/Star reports only
       analyze entrees only.
           l             l
            Flaw #2
    The calculation looks as unit
      gross margin as a base
                         base.
            Flaw #3
The graph plots all entrees together.
Cost Volume Profit Example
Which menu item should be reviewed?

SALADS             Menu in place for 6 months.

   Menu Item               Menu       Unit       Cost %     Unit
                           Price      Cost                Profit $s
Chopped Salad              $5.50     $0.43       7.8%      $5.07
Wedge of Iceberg           $5.50     $0.33       6.0%      $5.17
Caesar Salad               $5.50
                           $5 50     $0.41
                                     $0 41       7.5%
                                                 7 5%      $5.09
                                                           $5 09
House Salad                $5.50     $0.48       8.7%      $5.02
 Averages                  $5.50     $0.41       7.5%      $5.09
Cost Volume Profit Example
Which menu item should be reviewed?

SALADS             Menu in place for 6 months.

   Menu Item               Menu       Unit       Cost %     Unit
                           Price      Cost                Profit $s
Chopped Salad              $5.50     $0.43       7.8%      $5.07
Wedge of Iceberg           $5.50     $0.33       6.0%      $5.17
Caesar Salad               $5.50
                           $5 50     $0.41
                                     $0 41       7.5%
                                                 7 5%      $5.09
                                                           $5 09
House Salad                $5.50     $0.48       8.7%      $5.02
 Averages                  $5.50     $0.41       7.5%      $5.09


If the decision was based on cost percent alone, the
‘House Salad’ would be reviewed for action.
 House Salad
Cost Volume Profit Example
Which menu item should be reviewed?

SALADS             Menu in place for 6 months.

   Menu Item       Qty     Menu       Unit       Cost %     Unit        Total
                   Sold    Price      Cost                Profit $s   Profit $s
Chopped Salad      1,664   $5.50     $0.43       7.8%      $5.07      $8,437
Wedge of Iceberg   1,183   $5.50     $0.33       6.0%      $5.17      $6,116
Caesar Salad       1,508
                   1 508   $5.50
                           $5 50     $0.41
                                     $0 41       7.5%
                                                 7 5%      $5.09
                                                           $5 09      $7,676
                                                                      $7 676
House Salad        2,041   $5.50     $0.48       8.7%      $5.02      $10,246
 Averages                  $5.50     $0.41       7.5%      $5.09

If you would have chosen the ‘House Salad’, you would
have reviewed the menu item driving the most dollars
to cover fixed overhead costs and profit and possibly
removing it from the menu.
Dog/Star Calculation
Which menu item should be reviewed?

SALADS                      Menu in place for 6 months.

   Menu Item       Qty     Menu    Unit    Cost %    Unit      Total     GM   MM     Rank
                   Sold    Price   Cost             Profit   Profit $s
Chopped S l d
Ch    d Salad      1,664
                   1 664   $5.50
                           $5 50   $0.43
                                   $0 43   7.8%
                                           7 8%     $5.07
                                                    $5 07    $8,437
                                                             $8 437      L    H    Plowhorse?
                                                                                   Pl  h    ?

Wedge of Iceberg   1,183   $5.50   $0.33   6.0%     $5.17    $6,116      H    H      Star?

Caesar Salad       1,508   $5.50   $0.41   7.5%     $5.09    $7,676      H    H      Star?

House Salad        2,041   $5.50   $0.48   8.7%     $5.02    $10,246     L    H    Plowhorse?

 Averages                  $5.50   $0.41   7.5%     $5.09



MM = (1/4) * .7 = 17.5%; GM = $32,474 / 6,396 = $5.08
Flaw: Gross margin rank for dog/star calculation is
based on unit level only, not extended contribution
margin dollars.
Dog/Star Graph
                      35.0%
                                  House Salad

                      30.0%
      arity Index %




                                                        Chopped Salad
                                    Plowhorse                                             Star
              7.5%




                      25.0%                                      Caesar Salad
  (¼) * .7 = 17




                      20.0%                                                                         Wedge Salad
                              17.5%

                      15.0%
Popula




                      10.0%                  Dog                                     Puzzle
                                                                  $5.08
                       5.0%
P




                       0.0%
                          $5.00      $5.02      $5.04   $5.06   $5.08     $5.10   $5.12     $5.14   $5.16   $5.18




                                             Menu Item Unit Gross Margin $s
                                                $32,475 / 6,396 = $5.08
Stellar / Cellar Graph


                          The Engineer                     Stellar - The Bank
Popularit Inde %




                   • Reengineering of Menu Items       • Sacred Items
                        • Labor Process Improvements
                                           p           • Most Profitable Items
             ex




                        • Alternative ingredients
                        • Menu placement
                   • Price increase possibility
        ty




                           The Cellar                       The Push or Sell
                   • New menu item opportunity         • FOH Suggestive Selling
                   • Exception: Unique menu item       • FOH Contests
                                                       • Review price with value
                                                       proposition; price too high?
                                                       • Quality or flavor issue

                                  Menu Item Total Profit $s
Stellar / Cellar Graph


                          The Engineer                     Stellar - The Bank
Popularit Inde %




                   • Reengineering of Menu Items       • Sacred Items
                        • Labor Process Improvements
                                           p           • Most Profitable Items
             ex




                        • Alternative ingredients
                        • Menu placement
                   • Price increase possibility
        ty




                           The Cellar                       The Push or Sell
                   • New menu item opportunity         • FOH Suggestive Selling
                   • Exception: Unique menu item       • FOH Contests
                                                       • Review price with value
                                                       proposition; price too high?
                                                       • Quality or flavor issue

                                  Menu Item Total Profit $s
Stellar / Cellar Graph
                     35.0%
                                                                                                          House Salad

                     30.0%
     arity Index %




                                                                                    Chopped Salad
                             25.0%    The Engineer                                                         The
            0%




                     25.0%                                                   Caesar Salad
                                                                                                          Stellar
   (¼) = 25.0




                     20.0%                                   Wedge Salad


                     15.0%
Popula




                     10.0%
                                          The Cellar                                              The Push




                                                                                            19
P




                                                                                        $8,11
                      5.0%



                      0.0%
                        $2,000   $3,000   $4,000    $5,000     $6,000      $7,000   $8,000       $9,000   $10,000   $11,000


                                                   Menu Item Total Profit $s
                                                    $32,475 / 4 = $8,119
Cost Volume Profit Example
Which menu item should be removed?

SALADS             Menu in place for 6 months.

   Menu Item       Qty     Menu       Unit       Cost %     Unit      Profit $s
                   Sold    Price      Cost                Profit $s
Chopped Salad      1,664   $5.50     $0.43       7.8%      $5.07      $8,437
Wedge of Iceberg   1,183   $5.50     $0.33       6.0%      $5.17      $6,116
Caesar Salad       1,508
                   1 508   $5.50
                           $5 50     $0.41
                                     $0 41       7.5%
                                                 7 5%      $5.09
                                                           $5 09      $7,676
                                                                      $7 676
House Salad        2,041   $5.50     $0.48       8.7%      $5.02      $10,246
 Averages                  $5.50     $0.41       7.5%      $5.09


The proper item to target to be reviewed is the ‘Wedge
of Iceberg’.
   Iceberg
What are my options?


• Review the menu placement
• Reengineer an existing menu item
       g               g
  • Review process
  • Alternative ingredients
      te at e g ed e ts
  • Price increase
• Remove the item and create a new item
Engineering a New Menu Item



   Menu Item       Qty     Menu    Unit    Cost %     Unit        Total
                   Sold    Price   Cost             Profit $s   Profit $s
Wedge of Iceberg   1,183   $5.50   $0.33   6.0%      $5.17      $6,116
New Menu Item        -     $TBD    $TBD             > $5.17


 When engineering the new menu item, attempt to
  create the item that will increase the average
  gross margin on the item being removed. In this
  case - $5.17/menu item.
Menu Placement


SALADS
   Menu Item      Qty    Menu    Unit    Cost %     Unit        Total
                  Sold   Price   Cost             Profit $s   Profit $s
House Salad      2,041   $5.50   $0.48   8.7%      $5.02      $10,246
Chopped Salad    1,664   $5.50   $0.43   7.8%      $5.07      $8,437
Field Greens      NEW    $5.75
                         $5 75   $0.43
                                 $0 43   7.5%
                                         7 5%      $5.32
                                                   $5 32
Caesar Salad     1,508   $5.50   $0.41   7.5%      $5.09      $7,676
 Averages                $5.56   $0.44   7.9%      $5.12


 When reading the menu, customers read from top to bottom of
   the category they are looking at. Place the menu items that
   drive the most contribution margin to the top. The two top
   menu items are my highest “The Bank” category items.
Menu Placement & Eye Gaze




Source: Bowen & Morris, 1995; Hug & Warfel, 1991; Kelson, 1994; Scanlon,1998; Main, 1994; Miller, 1992; Panitz, 2000; National
Restaurant Association, 2007;Kotschevar, 2008; Pavesic, D.V., 2011
Menu Placement & Eye Gaze




Source: Livingston, 1978
Front of House (FOH) Sales

• If the menu layout is structured
  with the most profitable items on
  top, it should not be a secret!
     p,
• FOH personnel can play an active
  roll in suggesting to the
            gg     g
  customers items that drive profit!
Where do I start?

Step 1: Purchased Items
                                         Ingredient
  Step 2: Batch Recipes                  level only

      Step 3: Serving Recipes

         Step 4: Time Standards

            Step 5: Labor and Overhead Rates

                Step 6: Performance Benchmarking
Systems

• MBE (Manage By Excel)
      (    g y        )

• Systems & Software (do your
  research!)
  • Features (i.e.
    recipes, production, ordering,
  • invoicing, menu engineering, etc.)
  • Service
  • Cost
  • Your overall plan (short and long
    term)
Our Systems
Cost Control


                    Audit to
   ACCURATE        Improve
     RECIPE       Efficiencies
                   ffi i   i
    COSTING



   MENU             Benchmarking
ENGINEERING           (Actual v.
                     Theoretical)
              JIT
         Production &
           Ordering
           (Dynamic
             Pars)
             P    )
The
    h
  Top 10
Takeaways
  k
The Top 10 Takeaways


      Takeaway #1
Get the competitive edge!
            p         g
The restaurant industry is
highly
hi hl competitive and th
              titi   d the
 current economic factors
                   f
      compound that.
The Top 10 Takeaways


        Takeaway #2
The business failure rate has
              f
 historically been very large.
 Use both your culinary skills
    and data to keep from
     becoming a statistic.
The Top 10 Takeaways


      Takeaway #3
 Recipe costing is vitally
     p        g          y
important to the success of
  the operations Recipe
      operations.
 costing can be a science.
    Everything can be
      accounted for
                 for.
The Top 10 Takeaways


       Takeaway #4
     Your menu is too
  important to guess at!
Guessing i not good enough!
G    i   is  t    d      h!
The Top 10 Takeaways


         Takeaway #5
Writing a recipe for execution
       g       p f
   is very different than for
 costing.
 costing Execution is for the
  line personnel. Costing is
     for the management.
         You need both
                  both.
The Top 10 Takeaways


        Takeaway #6
“You cannot place p
            p      percents in
   your pockets!”. Shift the
  focus from cost percents to
   gross margin dollars per
    plate and contribution
        margin dollars.
The Top 10 Takeaways


       Takeaway #7
Make decisions not only based
                      y
 on the passion and emotion
 of the menu item – but also
      empirical data. Be
         methodical.
The Top 10 Takeaways


      Takeaway #8
  The menu layout and
               y
 placement of menu items
 does matter. Place higher
      matter
contribution margin items
on top in descending order.
The Top 10 Takeaways


        Takeaway #9
 This is your call to action!
         y
Start the process. If you do
 not h
    t have adequate ti
              d     t time or
skills, get some professional
      ,g          p f
           assistance!
The Top 10 Takeaways


      Takeaway #10
    To ensure success –
     The bottom line is
     know your costs!
      Plan for success!
Be proactive, not reactive!
   p          ,
Reference Books

The Book of Yields: Accuracy in Food Costing & Purchasing
  Francis T. Lynch
  John Wiley & Sons
  ISBN 13: 978-0-471-74590-7
           978 0 471 74590 7
  ISBN 10: 0-471-745909-1

Chef’s Book f F
Ch f’ B k of Formulas, Yi ld & Si
                    l  Yields Sizes
  Arno Schmidt
  John Wiley & Sons
  ISBN 10: 0-471-22716-1

Note: Neither references is truly comprehensive. You need to p
                f               y    p                       practice the
   costing methods discussed in this presentation.
Articles Booklet

•   “Obtaining Accurate Recipe Costs”
     Obtaining                   Costs
•   “Improve Your Menu Engineering”
•   “The Case For Theoretical Food Costs”
     The                            Costs
•   “The Advantages of Just-In-Time”
•   “Robust Supply Chain Management”
     Robust                 Management
•   “Line Checks That Create Efficiency”
•   “Traits of Effective Cost Management”
     Traits                   Management
         http://www.ReturnOnIngredients.com
Other Speaking Events

2012
•   ACF S d k Ch
         Sandusky Chapter, 01/09 i Mil
                                    in Milan, OH
•   National Assn. for the Specialty Food Trade 01/12 in San Francisco, CA
•   Southern California Gas Co., Foodservice Equipment Ctr., 01/19 in Downey, CA
•   ACF Cincinnati Chapter, 01/23 in Cincinnati, OH
•   North American Pizza & Ice Cream Show, 01/29 – 01/30 in Columbus, OH
•   Delaware Area Career Center, 02/10, in Delaware, OH
•   International Restaurant & Foodservice Show, 03/03 - 03/04 in New York, NY
•   Columbus Culinary Institute, 03/14, in Columbus, OH
•   Western Illinois University, 03/20 in Macomb, IL
•   Economic Community & Development Institute, 3/27 in Columbus, OH
•   Platt College, 04/17 in Tulsa, OK
•   O
    Oklahoma Restaurant Association, 0 /
                                       , 04/17 in Tulsa, O
                                                       , OK
•   San Diego Mesa Community College, 04/24, in San Diego, CA
•   California Restaurant Association, 04/25, in San Diego, CA
•   Economic Community & Development Institute, 04/27, in Columbus, OH
•   Southwestern Foodservice Expo 06/24 in Dallas TX
                                Expo,          Dallas,
•   Western Foodservice & Hospitality Expo – 08/12 – 08/14 in Anaheim, CA
•   Florida Restaurant & Lodging Show – 09/23 – 09/25 in Orlando, FL
Culinary Schools

• This program is offered at no cost to culinary
  and hospitality schools programs b
    dh      i li    h l             based on
                                         d
  availability and budget.
          •     San Diego Mesa Community College (San Diego, CA)
                       • Lexington College (Chicago, IL)
                      • Roosevelt University (Chicago, IL)
                   • Western Illinois University (Macomb, IL)
                 • Lake Michigan College (Benton Harbor, MI)
               • Central Michigan University (Mt. Pleasant, MI)
      •       Guilford Technical Community College (Jamestown, NC)
                 • Midwest Culinary Institute (Cincinnati, OH)
               • C lColumbus C li
                          b Culinary I tit t (C l
                                       Institute (Columbus, OH)
                                                       b
                  • Owens Community College (Toledo, OH)
                          • Platt College (Tulsa, OK)
              • Culinary Institute of Charleston (Charleston, SC)
                         y           f


     Please email me at Mark@ReturnOnIngredients.com
            Or call me directly at Cell 614.558.2239
Questions & Answers

   Mark Kelnhofer President & CEO
        Kelnhofer,
        Return On Ingredients
            P.O.
            P O Box 2387
    Westerville, Ohio 43086-2387
            614.423.4410
            614 423 4410
          Fax 614.340.7946
          Cell 614 558 2239
          C ll 614.558.2239
   Mark@ReturnOnIngredients.com
http://www.ReturnOnIngredients.com

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Accurate recipe costs 3 27 ecdi

  • 1. Boost Your Profits With Accurate Recipe Costs & Menu Men Engineering Economic and Community Development Institute Columbus, OH  March 27, 2012 © 2012 Return On Ingredients LLC  P.O. Box 2387  Westerville, Ohio 43086-2387  614.423.4410  Fax 614.340.7946
  • 2. Mark Kelnhofer • BA in Accounting and Business Administration in 1993 • Masters in Business Administration (MBA) in 2005 • Ohio Dominican University, Columbus, Ohio • Manufacturing Cost (1993 – 2012) • Plastics, Lighting, Tire Repair Kits, Buses, Restaurants • Bravo/Brio Restaurant Group (2002 – 2010) • Return On Ingredients (2009 – Present) • Bravo/Brio Restaurant Group, Eddie V’s Pistacia Vera Bob Evans Group V s, Vera, Farms, Gordon’s Gourmet, Midwest Culinary Institute, Luce, Crème de la Crepe, Cooper’s Hawk Winery, Zauber Brewing Co. • Ohio Dominican University (2007 – Present) • Adjunct Faculty, Financial & Managerial Accounting • Midwest Culinary Institute (2011 – Present) • Adjunct Faculty, Food, Beverage & Labor Cost Controls
  • 3. Bravo/Brio Restaurant Group BBRG Food Cost Trend 2005-2010 30.0% 29.3% 29.0% 28.8% 28.0% 27.6% 27.4% 27 4% 27.0% 26.0% 25.5% 25.0% 25.1% 25 1% 24.0% 23.0% 23 0% FY 2005 FY 2006 FY 2007 FY 2008 FY 2009 FY 2010 Food cost 4.2% = $ millions in savings Return On Ingredients LLC   P.O. Box 2387   Westerville, Ohio 43086‐2387   614.423.4410   Fax 614.340.7946 Return On Ingredients® and its logo are registered trademarks by Return On Ingredients LLC 
  • 4. Brio Tuscan Grille – Easton Town Center Columbus, Ohio
  • 5. Bravo! Cucina Italiana Virginia Beach, VA
  • 6. Bon Vie – Easton Town Center Columbus, Ohi C l b Ohio
  • 7. Mark Kelnhofer • BA in Accounting and Business Administration in 1993 • Masters in Business AdAdministration (MBA) in 200 ( A) 2005 • Ohio Dominican University, Columbus, Ohio • Manufacturing Cost (1993 – 2012) • Plastics, Lighting, Tire Repair Kits, Buses, Restaurants l h • Bravo/Brio Restaurant Group (2002 – 2010) • Return On Ingredients (2009 – Present) • Bravo/Brio Restaurant Group, Eddie V’s, Pistacia Vera, Bob Evans Farms, Gordon’s Gourmet, Midwest Culinary Institute, Luce, Crème de la Crepe, Cooper’s Hawk Winery & Zauber Brewing Co. • Ohio Dominican University (2007 – Present) • Adjunct Faculty, Financial & Managerial Accounting Faculty • Midwest Culinary Institute (2011 – Present) • Adjunct Faculty, Food, Beverage & Labor Cost Controls
  • 8. Other Food Manufactures… • Restaurants • Casinos • Hotel & Lodging • Sports Arenas • Hospitals • Colleges and Universities • Catering and Banquet Centers • Theme Parks • Horse Race Tracks • ….and others!
  • 9. Restaurants vs. Manufacturing RESTAURANTS MANUFACTURING Ingredients Raw Materials
  • 10. Restaurants vs. Manufacturing RESTAURANTS MANUFACTURING Prep Production Work In Process
  • 11. Restaurants vs. Manufacturing RESTAURANTS MANUFACTURING Menu Item Finished Goods
  • 12. Restaurants vs. Manufacturing RESTAURANTS MANUFACTURING BOH ( h f) / (chef) Direct L b Di t Labor FOH (bartender)
  • 13. Restaurants vs. Manufacturing RESTAURANTS MANUFACTURING FOH (Waiter/Waitress) Indirect Labor
  • 14. Restaurants vs. Manufacturing Other manufacturing aspects as well • Prep Time = Labor Routing • Customer Order = Manufacturing Order • O Overhead (Di h d (Direct & I di t Indirect)t) • Recipe = Bill of Material (BOM)
  • 15. Top Reasons To Know Your Costs! Y C t !
  • 17. The Restaurant Industry 2012 Restaurant Industry Forecast in the U.S. • Sales of $ l f $631.8 b ll billion in 2012 compared to d $610.4 billion in 2011, a 3.5% increase • Employs 12.9 million in 2012; forecasted to p y ; be 14.3 million in 2022 • In Ohio in 2012, 530,500 people are employed by the industry Source: National Restaurant Association  restaurant.org/research 2012 Restaurant Industry Forecast
  • 19. Specialty Foods Industry State of Specialty Foods Industry 2011 • Sales of $ l f $70.3 b ll billion with $ h $55.9 b ll billion in retain sales • Specialty foods represent 13.1% of all retail p y p food sales • Cheese and Cheese Alternatives are the largest specialty food category $3.2 billion $3 2 • Categories with the greatest percentages of all food sales – refrigerated sauces, salsas and di d dips • Gluten-free product showed sharp gains Source: National Association of Specialty Food  http://www.specialtyfood.com/nasft/press-office/industry-facts/
  • 20. The U S U.S. Economy y
  • 21. General U.S. Economy • General economic indicators • Unemployment is improving • Housing market values are continuing to drop • Unpredictable future actions of Washington p g • States and Cities on the verge of bankruptcy • Cities defaulting on municipal bonds • European Debt Crisis (Greece Italy) (Greece, • 1 in 7 on food stamps • U-3 unemployment rate 8.3% (02/2012) • U-6 unemployment rate 14.9% (02/2012) • Discretionary income drops • E i Eating out d i i decisions are made l d less often f • Highly competitive environment
  • 22. U-3/U-6 Unemployment 18.0% 17.0% 16.0% 15.0% 14.0% 13.0% 12.0% 11.0% 10.0% 10 0% 9.0% 8.0% 7.0% 6.0% 6 0% U-3 U-6 Source: Bureau of Labor Statistics, http://www.bls.gov/news.release/empsit.t15.htm
  • 23. U-3/U-6 Unemployment U-3 Unemployment Total unemployed as a percent of the civilian labor force (official rate) unemployed, rate). U-6 Unemployment Total unemployed, plus all persons marginally attached to the labor unemployed force, plus total part-time employed for economic reasons, as a percent of the civilian labor force plus all persons marginally attached to the labor force (total rate). Source: Bureau of Labor Statistics, http://www.bls.gov/news.release/empsit.t15.htm
  • 24. Long Term Unemployment Wall Street Journal, 07/21/2011 “Long Term Long Unemployment by State”
  • 25. General U.S. Economy The Wall Street Journal, 03/12/2012
  • 26. General U.S. Economy The Wall Street Journal, 03/03/2012
  • 27. General U.S. Economy The Wall Street Journal, 03/02/2012
  • 28. General U.S. Economy Wall Street Journal, “Housing Still Drowning in Underwater Mortgages”, 03/02/2012
  • 29. General U.S. Economy Wall Street Journal, 03/02/2012
  • 31. Food Inflation Cleveland Research Company 01/12/2012
  • 32. Food Inflation Reuters / / 02/23/2012
  • 33. Cost of Fuel Source: http://fuelgaugereport.aaa.com/
  • 34. Commodity Research Source: American Restaurant Association www.americanrestaurantassociation.com 1-888-423-4411  Fax 941-953-4034 Forecasting and Managing Food and Energy Commodities
  • 35. ck Chees Bloc se, Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 36. Beef, Ground G d Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 37. WCR Pork R Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 38. Pork Ham k Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 39. con Pork Belly, Bac P Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 40. Wheat Commodity Research Source: American Restaurant Association (ARA), http://www.americanrestaurantassocaition.com
  • 42. Restaurant Failure Rate The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
  • 43. Restaurant Failure Rate The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
  • 44. Restaurant Failure Rate Controls “According to the National Restaurant Association (2009), a “A d h N lR A (2009) typical restaurant in America earns a net profit under 10%. That means 90% of revenues are used to defer the cost of doing f f f g business. Thus, managers that do not understand the importance of cost controls are bound to fail in the restaurant business. Two major costs in the restaurant industry are food cost and labor j t i th t ti d t f d t dl b cost. These two costs together are referred to as prime costs. For a restaurant to succeed, the prime costs are expected to be less p p than 60% of revenues. It is a ‘rule of thumb’ and a good rule to follow. Most restaurants that have failed often were found to have prime costs exceeding 60% indicating greater potential to failure.” The Dick Pope Institute for Tourism Studies, UCF Rosen College of Hospitality, Parsa/Green/Terry
  • 45. The Missing Link + Culinary Arts The Numbers
  • 46. ROI Methodology Recipe costing is the base for many other aspects of the operations.
  • 47. The Reality Is… • Some restaurant operators do not p have any written or documented recipes. • Some have recipes that are written are only for execution, not costing. • The few that have costing in many cases do not take a manufacturing approach. approach • Menu pricing in some cases is not based on proper analysis and data data.
  • 48. What is in your control?  Knowing your costs
  • 49. What is in your control?  Knowing your costs  Establishing your selling price
  • 50. Types of Recipes • Batch or Prep Recipes • Larger quantities • Become their own unique inventory item when produced • Can be used in other recipes • Serving or Menu Item Recipes • Ultimately is what is sold to the guest or customer
  • 51. Weights & Measures • Portion control thro gh the use of through se utensils (Tbsp, tsp dishers, spoodles, etc.) (Tbsp tsp, dishers spoodles etc ) . • Accuracy of weights and measures is paramount. 1 cup, Basil Leaves 1 cup, Granulated Sugar 0.2 ounce 6.8 ounces
  • 52. Batch Recipes & Yields • Batch recipes should account for the proper yield (what the result is) including known waste and the g process (labor) • When the purchased product has p p changed form in any way, a batch recipe should be created to account for h f the cost. • If you don’t account for the process and yields, your menu l d i ld level costs i l t in most cases is understated!
  • 53. Batch Recipe Example #1 • We purchased ‘Basil, Fresh’ at p , $8.50/# or $0.531/oz BASIL PICKED Ingredients Quantity UOM Cost Extended Basil, Fresh 16.0 oz $0.531 $8.500 Yield 11.0 oz • The new item ‘Basil Picked’ now Basil Picked has a correctly stated value of $0.773/oz or $12.36/#
  • 54. Batch Recipe Example #2 • We purchase ‘P&D 31/40 Shrimp’ p / p at $5.50/# or $0.344/oz P&D 31/40 SHRIMP THAWED / Ingredients Quantity UOM Cost Extended P&D 31/40 16.0 Oz $0.344 $5.500 Shrimp, frozen Yield 14.2 oz • Th new it The item ‘P&D 31/40 ThThawed’d’ now has a correctly stated value of $0.387/oz $0 387/oz or $6 19/# $6.19/#
  • 55. Batch Recipe Example #3 • We purchase ‘Lobster Bisque Soup’ p q p by the bag/8# for $16.95 bag. LOBSTER BISQUE SOUP YIELDED Ingredients Quantity UOM Cost Extended Lobster Bisque 1.0 Bag $16.950 $16.950 Soup Yield 0.98 gal • Th new it The item ‘L b t Bi ‘Lobster Bisque S Soup Yielded’ now has a correctly stated value of $17.30/gallon or $0 136/oz $17 30/gallon $0.136/oz
  • 56. Batch Recipe Example #4 • We purchase ‘Bananas’ for p $0.513/#. BANANAS PEELED Ingredients Quantity UOM Cost Extended Bananas 16.0 Oz $0.032 $0.513 Yield 10.5 oz • Th new it The item ‘B ‘Bananas P l d’ now Peeled’ has a correctly stated value of $0.049/oz $0 049/oz or $0.782/# $0 782/#
  • 57. Packaging • Packaging is part of the raw g g p material cost, similar to the ingredients • Packaging includes: • Boxes • Labels • Wraps
  • 60. Total Cost Ingredients Labor Overhead
  • 61. Labor & Overhead Costs • Your labor and overhead can be accounted for in the recipe • Prep Time, Labor Routing • Time/motion studies (stopwatch) • Time (hours) is loaded on every recipe • Standard Labor (BOH) Rates • By market • Includes wages and fringes
  • 62. Time Motion Studies • Stopwatch time motion study p y • Must be in a live environment • Must be a controlled test • Must be the personnel that will actually execute the recipes y p
  • 63. Batch Recipe Example Prime Cost • We purchased ‘Basil, Fresh’ at p , $8.50/# or $0.531/oz BASIL PICKED Ingredients Quantity UOM Cost Extended Basil, Fresh 16.0 oz $0.531 $8.500 Labor 0.167 hr 12.00 $1.999 Total $10.499 Yield Yi ld 11.0 11 0 oz • The new item ‘Basil Picked’ now has a correctly stated value of $0.954/oz or $15.27/#
  • 64. Direct (BOH) Labor Rate • The direct (BOH) labor rate should ( ) include the base rate plus any other additional fringes associated with those personnel h h l • Unemployment Insurance • Workers Workers’ Compensation • Social Security & Medical • Health, dental and vision insurance plans • 401(k) or other retirement plans • Vacation & Sick Pay • Childcare Child
  • 65. Overhead Rates Predetermined Overhead Rate • Based on budgeted expenses and g p direct labor hours (BOH) by location. Total Budgeted Overhead = $0.000/hr. Direct Labor BOH Hours Overhead Rate
  • 66. Overhead Rates Predetermined Overhead Rate • FOH Labor & Fringes • Advertising & Marketing • Repair & Maintenance • Supplies • Training • Utilities • Communications • Landscaping • Research & Development Budgeted • Occupancy Direct Labor • Taxes Hours
  • 67. Batch Recipe Example Total Cost • We purchased ‘Basil, Fresh’ at p , $8.50/# or $0.531/oz BASIL PICKED Ingredients Quantity UOM Cost Extended Basil, Fresh 16.0 oz $0.531 $8.500 Labor 0.167 hr $12.00 $1.999 Overhead 0.167 hr $40.00 $6.664 Total $17.163 Yield 11.0 11 0 oz • The new item ‘Basil Picked’ now has a correctly stated value of $1.56/oz or $24.96/#
  • 68. Efficient Batch Designs g • Are the batch or prep recipes p p p designed for efficiency? Batch #1 Batch #2 Yields: 28 oz Uses 24 oz of Batch #1
  • 69. Efficient Batch Designs g • Are the batch or prep recipes p p p designed for efficiency? Automatically incurs 4 oz of waste each time Batch #1 Batch #2 Yields: 28 oz Uses 24 oz of Batch #1
  • 70. Sales Mix & Execution Review of the sales mix with assigned g recipes for each station Station #1 Station #2 Station #3 Station #4 Station #5 Where is the distribution of the sales mix?
  • 71. Execution vs. Costing • Recipes are written differently for p y execution than they are for costing. • Execution usually states what utensils to utilize • Costing involves weights and measures
  • 72. Execution vs. Costing Execution Costing BALSAMIC MARINADE Ingredients Qty UOM Qty UOM Olive Oil Blended 90/10 3.0 cups 24.0 oz g Balsamic Vinegar 1.0 cup p 8.0 oz Salt and Pepper Mix 0.25 cup 2.025 oz Chopped Shallots 0.25 cup 1.20 oz Chopped Parsley 0.25 0 25 cup 0.45 0 45 oz Yield 38.0 oz
  • 74. Menu Level Costing Prime Cost
  • 75. Menu Level Costing Total Cost
  • 76. Menu Engineering The  Guest Community Reputation MENU Families Business Employees
  • 77. Menu Engineering • Your menu(s) are what y ( ) you are in the business to do. • Types of Menus • Lunch • Dinner • Brunch • Banquet • Kids • Pricing Structures • By Markets, Demographics
  • 78. Cost-Volume-Profit (CVP) The components that we will be analyzing: • Menu items in the category • Quantity/volume sold • Selling Price PRODUCT COSTS: • U it Cost Unit C t Ingredients, Di I di t Direct t Labor and Variable Overhead • Cost Percentage •GGross Margin Per Pl M i P Plate • Contribution Margin PERIOD COSTS: Fixed Overhead and Profit
  • 79. Cost-Volume-Profit (CVP) The components that we will be analyzing: • Menu items in the category • Quantity/volume sold • Selling Price TOTAL COSTS: • U it Cost Unit C t Ingredients, Di I di t Direct Labor and Total t Overhead • Cost Percentage •GGross Margin Per Pl M i P Plate • Total Profit PROFIT
  • 80. My Famous Quote “You cannot place You percents in your pocket! pocket!”
  • 81. My Famous Quote Change the focus from cost percent to gross margin dollars Menu Item Qty Menu Unit Cost % Unit Sold Price Cost GM $s Pasta Fettucine 1 $11.99 $1.98 16.5% $10.01 Filet Mignon 1 $32.95 $12.49 37.9% $20.46 Which one would you rather have? Do we focus too much on cost p f percents?
  • 82. Loss Leaders Items that are sold at a loss that will result in other menu items being sold at a profit.
  • 83. Loss Leaders Items that are sold at a loss that will result in other menu items being sold at a profit. Drive profits!
  • 84. Dog/Star Graph Plowhorse Popularit Inde % Star ex High PI % Low GM $s %, High Hi h PI %, High GM $ % Hi h $s ty Dog Puzzle Low PI %, Low GM $s Low PI %, High GM $’s Average Unit Gross Margin $
  • 85. Dog/Star Graph Flaws Flaw #1 Traditional Dog/Star reports only analyze entrees only. l l
  • 86. Dog/Star Graph Flaws Flaw #1 Traditional Dog/Star reports only analyze entrees only. l l Flaw #2 The calculation looks as unit gross margin as a base base.
  • 87. Dog/Star Graph Flaws Flaw #1 Traditional Dog/Star reports only analyze entrees only. l l Flaw #2 The calculation looks as unit gross margin as a base base. Flaw #3 The graph plots all entrees together.
  • 88. Cost Volume Profit Example Which menu item should be reviewed? SALADS Menu in place for 6 months. Menu Item Menu Unit Cost % Unit Price Cost Profit $s Chopped Salad $5.50 $0.43 7.8% $5.07 Wedge of Iceberg $5.50 $0.33 6.0% $5.17 Caesar Salad $5.50 $5 50 $0.41 $0 41 7.5% 7 5% $5.09 $5 09 House Salad $5.50 $0.48 8.7% $5.02 Averages $5.50 $0.41 7.5% $5.09
  • 89. Cost Volume Profit Example Which menu item should be reviewed? SALADS Menu in place for 6 months. Menu Item Menu Unit Cost % Unit Price Cost Profit $s Chopped Salad $5.50 $0.43 7.8% $5.07 Wedge of Iceberg $5.50 $0.33 6.0% $5.17 Caesar Salad $5.50 $5 50 $0.41 $0 41 7.5% 7 5% $5.09 $5 09 House Salad $5.50 $0.48 8.7% $5.02 Averages $5.50 $0.41 7.5% $5.09 If the decision was based on cost percent alone, the ‘House Salad’ would be reviewed for action. House Salad
  • 90. Cost Volume Profit Example Which menu item should be reviewed? SALADS Menu in place for 6 months. Menu Item Qty Menu Unit Cost % Unit Total Sold Price Cost Profit $s Profit $s Chopped Salad 1,664 $5.50 $0.43 7.8% $5.07 $8,437 Wedge of Iceberg 1,183 $5.50 $0.33 6.0% $5.17 $6,116 Caesar Salad 1,508 1 508 $5.50 $5 50 $0.41 $0 41 7.5% 7 5% $5.09 $5 09 $7,676 $7 676 House Salad 2,041 $5.50 $0.48 8.7% $5.02 $10,246 Averages $5.50 $0.41 7.5% $5.09 If you would have chosen the ‘House Salad’, you would have reviewed the menu item driving the most dollars to cover fixed overhead costs and profit and possibly removing it from the menu.
  • 91. Dog/Star Calculation Which menu item should be reviewed? SALADS Menu in place for 6 months. Menu Item Qty Menu Unit Cost % Unit Total GM MM Rank Sold Price Cost Profit Profit $s Chopped S l d Ch d Salad 1,664 1 664 $5.50 $5 50 $0.43 $0 43 7.8% 7 8% $5.07 $5 07 $8,437 $8 437 L H Plowhorse? Pl h ? Wedge of Iceberg 1,183 $5.50 $0.33 6.0% $5.17 $6,116 H H Star? Caesar Salad 1,508 $5.50 $0.41 7.5% $5.09 $7,676 H H Star? House Salad 2,041 $5.50 $0.48 8.7% $5.02 $10,246 L H Plowhorse? Averages $5.50 $0.41 7.5% $5.09 MM = (1/4) * .7 = 17.5%; GM = $32,474 / 6,396 = $5.08 Flaw: Gross margin rank for dog/star calculation is based on unit level only, not extended contribution margin dollars.
  • 92. Dog/Star Graph 35.0% House Salad 30.0% arity Index % Chopped Salad Plowhorse Star 7.5% 25.0% Caesar Salad (¼) * .7 = 17 20.0% Wedge Salad 17.5% 15.0% Popula 10.0% Dog Puzzle $5.08 5.0% P 0.0% $5.00 $5.02 $5.04 $5.06 $5.08 $5.10 $5.12 $5.14 $5.16 $5.18 Menu Item Unit Gross Margin $s $32,475 / 6,396 = $5.08
  • 93. Stellar / Cellar Graph The Engineer Stellar - The Bank Popularit Inde % • Reengineering of Menu Items • Sacred Items • Labor Process Improvements p • Most Profitable Items ex • Alternative ingredients • Menu placement • Price increase possibility ty The Cellar The Push or Sell • New menu item opportunity • FOH Suggestive Selling • Exception: Unique menu item • FOH Contests • Review price with value proposition; price too high? • Quality or flavor issue Menu Item Total Profit $s
  • 94. Stellar / Cellar Graph The Engineer Stellar - The Bank Popularit Inde % • Reengineering of Menu Items • Sacred Items • Labor Process Improvements p • Most Profitable Items ex • Alternative ingredients • Menu placement • Price increase possibility ty The Cellar The Push or Sell • New menu item opportunity • FOH Suggestive Selling • Exception: Unique menu item • FOH Contests • Review price with value proposition; price too high? • Quality or flavor issue Menu Item Total Profit $s
  • 95. Stellar / Cellar Graph 35.0% House Salad 30.0% arity Index % Chopped Salad 25.0% The Engineer The 0% 25.0% Caesar Salad Stellar (¼) = 25.0 20.0% Wedge Salad 15.0% Popula 10.0% The Cellar The Push 19 P $8,11 5.0% 0.0% $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 $8,000 $9,000 $10,000 $11,000 Menu Item Total Profit $s $32,475 / 4 = $8,119
  • 96. Cost Volume Profit Example Which menu item should be removed? SALADS Menu in place for 6 months. Menu Item Qty Menu Unit Cost % Unit Profit $s Sold Price Cost Profit $s Chopped Salad 1,664 $5.50 $0.43 7.8% $5.07 $8,437 Wedge of Iceberg 1,183 $5.50 $0.33 6.0% $5.17 $6,116 Caesar Salad 1,508 1 508 $5.50 $5 50 $0.41 $0 41 7.5% 7 5% $5.09 $5 09 $7,676 $7 676 House Salad 2,041 $5.50 $0.48 8.7% $5.02 $10,246 Averages $5.50 $0.41 7.5% $5.09 The proper item to target to be reviewed is the ‘Wedge of Iceberg’. Iceberg
  • 97. What are my options? • Review the menu placement • Reengineer an existing menu item g g • Review process • Alternative ingredients te at e g ed e ts • Price increase • Remove the item and create a new item
  • 98. Engineering a New Menu Item Menu Item Qty Menu Unit Cost % Unit Total Sold Price Cost Profit $s Profit $s Wedge of Iceberg 1,183 $5.50 $0.33 6.0% $5.17 $6,116 New Menu Item - $TBD $TBD > $5.17 When engineering the new menu item, attempt to create the item that will increase the average gross margin on the item being removed. In this case - $5.17/menu item.
  • 99. Menu Placement SALADS Menu Item Qty Menu Unit Cost % Unit Total Sold Price Cost Profit $s Profit $s House Salad 2,041 $5.50 $0.48 8.7% $5.02 $10,246 Chopped Salad 1,664 $5.50 $0.43 7.8% $5.07 $8,437 Field Greens NEW $5.75 $5 75 $0.43 $0 43 7.5% 7 5% $5.32 $5 32 Caesar Salad 1,508 $5.50 $0.41 7.5% $5.09 $7,676 Averages $5.56 $0.44 7.9% $5.12 When reading the menu, customers read from top to bottom of the category they are looking at. Place the menu items that drive the most contribution margin to the top. The two top menu items are my highest “The Bank” category items.
  • 100. Menu Placement & Eye Gaze Source: Bowen & Morris, 1995; Hug & Warfel, 1991; Kelson, 1994; Scanlon,1998; Main, 1994; Miller, 1992; Panitz, 2000; National Restaurant Association, 2007;Kotschevar, 2008; Pavesic, D.V., 2011
  • 101. Menu Placement & Eye Gaze Source: Livingston, 1978
  • 102. Front of House (FOH) Sales • If the menu layout is structured with the most profitable items on top, it should not be a secret! p, • FOH personnel can play an active roll in suggesting to the gg g customers items that drive profit!
  • 103. Where do I start? Step 1: Purchased Items Ingredient Step 2: Batch Recipes level only Step 3: Serving Recipes Step 4: Time Standards Step 5: Labor and Overhead Rates Step 6: Performance Benchmarking
  • 104. Systems • MBE (Manage By Excel) ( g y ) • Systems & Software (do your research!) • Features (i.e. recipes, production, ordering, • invoicing, menu engineering, etc.) • Service • Cost • Your overall plan (short and long term)
  • 106. Cost Control Audit to ACCURATE Improve RECIPE Efficiencies ffi i i COSTING MENU Benchmarking ENGINEERING (Actual v. Theoretical) JIT Production & Ordering (Dynamic Pars) P )
  • 107. The h Top 10 Takeaways k
  • 108. The Top 10 Takeaways Takeaway #1 Get the competitive edge! p g The restaurant industry is highly hi hl competitive and th titi d the current economic factors f compound that.
  • 109. The Top 10 Takeaways Takeaway #2 The business failure rate has f historically been very large. Use both your culinary skills and data to keep from becoming a statistic.
  • 110. The Top 10 Takeaways Takeaway #3 Recipe costing is vitally p g y important to the success of the operations Recipe operations. costing can be a science. Everything can be accounted for for.
  • 111. The Top 10 Takeaways Takeaway #4 Your menu is too important to guess at! Guessing i not good enough! G i is t d h!
  • 112. The Top 10 Takeaways Takeaway #5 Writing a recipe for execution g p f is very different than for costing. costing Execution is for the line personnel. Costing is for the management. You need both both.
  • 113. The Top 10 Takeaways Takeaway #6 “You cannot place p p percents in your pockets!”. Shift the focus from cost percents to gross margin dollars per plate and contribution margin dollars.
  • 114. The Top 10 Takeaways Takeaway #7 Make decisions not only based y on the passion and emotion of the menu item – but also empirical data. Be methodical.
  • 115. The Top 10 Takeaways Takeaway #8 The menu layout and y placement of menu items does matter. Place higher matter contribution margin items on top in descending order.
  • 116. The Top 10 Takeaways Takeaway #9 This is your call to action! y Start the process. If you do not h t have adequate ti d t time or skills, get some professional ,g p f assistance!
  • 117. The Top 10 Takeaways Takeaway #10 To ensure success – The bottom line is know your costs! Plan for success! Be proactive, not reactive! p ,
  • 118. Reference Books The Book of Yields: Accuracy in Food Costing & Purchasing Francis T. Lynch John Wiley & Sons ISBN 13: 978-0-471-74590-7 978 0 471 74590 7 ISBN 10: 0-471-745909-1 Chef’s Book f F Ch f’ B k of Formulas, Yi ld & Si l Yields Sizes Arno Schmidt John Wiley & Sons ISBN 10: 0-471-22716-1 Note: Neither references is truly comprehensive. You need to p f y p practice the costing methods discussed in this presentation.
  • 119. Articles Booklet • “Obtaining Accurate Recipe Costs” Obtaining Costs • “Improve Your Menu Engineering” • “The Case For Theoretical Food Costs” The Costs • “The Advantages of Just-In-Time” • “Robust Supply Chain Management” Robust Management • “Line Checks That Create Efficiency” • “Traits of Effective Cost Management” Traits Management http://www.ReturnOnIngredients.com
  • 120. Other Speaking Events 2012 • ACF S d k Ch Sandusky Chapter, 01/09 i Mil in Milan, OH • National Assn. for the Specialty Food Trade 01/12 in San Francisco, CA • Southern California Gas Co., Foodservice Equipment Ctr., 01/19 in Downey, CA • ACF Cincinnati Chapter, 01/23 in Cincinnati, OH • North American Pizza & Ice Cream Show, 01/29 – 01/30 in Columbus, OH • Delaware Area Career Center, 02/10, in Delaware, OH • International Restaurant & Foodservice Show, 03/03 - 03/04 in New York, NY • Columbus Culinary Institute, 03/14, in Columbus, OH • Western Illinois University, 03/20 in Macomb, IL • Economic Community & Development Institute, 3/27 in Columbus, OH • Platt College, 04/17 in Tulsa, OK • O Oklahoma Restaurant Association, 0 / , 04/17 in Tulsa, O , OK • San Diego Mesa Community College, 04/24, in San Diego, CA • California Restaurant Association, 04/25, in San Diego, CA • Economic Community & Development Institute, 04/27, in Columbus, OH • Southwestern Foodservice Expo 06/24 in Dallas TX Expo, Dallas, • Western Foodservice & Hospitality Expo – 08/12 – 08/14 in Anaheim, CA • Florida Restaurant & Lodging Show – 09/23 – 09/25 in Orlando, FL
  • 121. Culinary Schools • This program is offered at no cost to culinary and hospitality schools programs b dh i li h l based on d availability and budget. • San Diego Mesa Community College (San Diego, CA) • Lexington College (Chicago, IL) • Roosevelt University (Chicago, IL) • Western Illinois University (Macomb, IL) • Lake Michigan College (Benton Harbor, MI) • Central Michigan University (Mt. Pleasant, MI) • Guilford Technical Community College (Jamestown, NC) • Midwest Culinary Institute (Cincinnati, OH) • C lColumbus C li b Culinary I tit t (C l Institute (Columbus, OH) b • Owens Community College (Toledo, OH) • Platt College (Tulsa, OK) • Culinary Institute of Charleston (Charleston, SC) y f Please email me at Mark@ReturnOnIngredients.com Or call me directly at Cell 614.558.2239
  • 122. Questions & Answers Mark Kelnhofer President & CEO Kelnhofer, Return On Ingredients P.O. P O Box 2387 Westerville, Ohio 43086-2387 614.423.4410 614 423 4410 Fax 614.340.7946 Cell 614 558 2239 C ll 614.558.2239 Mark@ReturnOnIngredients.com http://www.ReturnOnIngredients.com