Decoding Menu Times: Maximize Restaurant Revenue

Why Menu Timing Matters

Menu times are a huge deal in the restaurant world. When you offer specific menus throughout the day can seriously affect how happy your customers are – and how much money you make. Diners want different things at different times, and restaurants need to be efficient with their staffing and inventory.

In this article, we’ll break down the different types of menus you might see, what makes each one special, and all the things restaurants think about when they’re figuring out what to serve and when.

Breakfast/Brunch Menus

Breakfast and brunch menus are similar, but they’re not exactly the same. Here’s a quick rundown of each.

Characteristics of Breakfast Menus

Breakfast menus tend to focus on traditional breakfast fare, such as eggs, bacon, pancakes, waffles, and toast. Simple preparations and quick service are often the priorities.

The beverages on a breakfast menu are usually coffee, tea, juices, and milk.

Characteristics of Brunch Menus

Brunch menus are a little bit of both breakfast and lunch. You’ll often find breakfast staples alongside lunch items like salads and sandwiches.

Brunch is generally served between late morning and early afternoon, giving you some flexibility if you slept late and missed the traditional breakfast hour.

You’ll often find alcoholic beverages on a brunch menu, such as mimosas and Bloody Marys.

What about lunch menus?

Lunch menus tend to offer foods that are both quick to prepare and relatively easy to eat. Here’s a quick look at what you’ll often find on a typical lunch menu.

Common lunch offerings

Sandwiches, salads, and soups are standard lunch fare. People often want something lighter for lunch, and these items tend to fill the bill.

You’ll also find that lunch portions are smaller and less expensive than dinner portions. Value meals and combo options are common at lunchtime, too.

Speed and convenience

If a restaurant wants to attract the lunchtime crowd, it’s got to offer quick service. People often have limited time for lunch, so efficient ordering and preparation are essential.

Take-out and delivery options are key, too, for those who want to eat at their desks or in a nearby park. Online ordering and mobile apps add even more convenience for lunchtime customers.

Dinner Menus

Dinner menus tend to be more elaborate than lunch menus, offering a wider selection of appetizers, entrees, and desserts. You’ll often find more complex and refined dishes, along with more variety to cater to a range of preferences.

Restaurants may put more emphasis on presentation and ambiance at dinner, with more formal settings and attentive service. You might see special rolls or breads offered.

Because dinner menus tend to involve pricier ingredients and more labor, the prices are usually higher than those at lunchtime. This gives restaurants an opportunity to upsell premium items, like appetizers, desserts, and cocktails.

Many restaurants offer wine lists and beverage pairings designed to enhance the dining experience. Trained staff may be available to help guide customers in their selections.

Dinner menus may offer cuisine types that aren’t available at lunch, such as sushi and sashimi. You may also find special menu items designed for specific dietary needs, such as vegetarian options.

What about late-night menus?

If you’re looking for a meal after the traditional dinner hour, you may find a limited late-night menu. These menus tend to have a smaller selection of items — usually appetizers, snacks, and comfort food. Restaurants often simplify these menus to make it easier for the kitchen staff.

Late-night menus tend to focus on foods that are quick to prepare with minimal staff. They also tend to offer bar snacks and drinks, which create a social, relaxed vibe.

Factors Influencing Menu Times

Ever wonder why some restaurants stop serving breakfast at 10:30 a.m. sharp while others offer it until the doors close? Here are a few of the things restaurants consider when they’re setting the times for their menus:

Customer Demographics

Restaurants want to know who they’re serving. By understanding the lifestyles and eating habits of their target customers—their ages, incomes, and cultural backgrounds—restaurants can set their menu times to match. They also keep up with what’s trending in the local market and what their competitors are doing.

Operational Efficiency

Restaurateurs have to be realistic about what their kitchens and staff can handle. They design menus that can be prepped and cooked efficiently with the staff they have on hand, while also reducing waste. Finally, they have to balance their menu offerings with their profit goals, adjusting prices to reflect the costs of ingredients and market demand.

Things to keep in mind

It’s a good idea to think about these things as you plan your menu and your menu times:

• Daily Specials. Do you want to feature specials on certain days, like “Taco Tuesday?”
• Dietary Needs. Can you offer gluten-free or vegetarian options? Can you clearly mark allergens on the menu?
• Customization. Will customers be able to choose sides or add extra ingredients? Are substitutions allowed?

Frequently Asked Questions

Key Takeaways

Each menu time—breakfast, lunch, dinner, brunch, and late night—offers a restaurant the chance to meet specific customer needs and run its operation efficiently. Understanding the nuances of each meal service is vital for success.

Strategic menu planning is essential. A well-designed menu enhances customer satisfaction, drives revenue, and builds brand loyalty.