‘A Change In Menu Involves A Change In All Categories’

Chef V R Chandrasekaran, executive chef, Taj Coromandel in conversation with Lakshmi Subramanian explains the procedure and reason behind the change in menu at all their restaurants

EH&C Staff: Is a precise purpose behind changing the menu at all the restaurants?

V R CHANDRASEKARAN: The change of menu is a routine exercise once every six months. This is done to break the monotony of the same menu throughout the year. After a certain point of time, regular customers prefer a change in menu, as they want some variety. It also gives the restaurant an opportunity to innovate and add something new.

Is there a particular procedure followed for changing the menu?

A menu consists of appetizers, soup, main course and the desserts. Therefore, a change in menu involves a change in all these categories depending on the type of restaurant. We collect data for each restaurant through the suggestion forms filled by the customers and other comments from their perspective. We compile these details and incorporate into the revised menu. In addition, we choose about five of the most popular dishes from the menu and retain them on the revised menu. We also collect data from food festivals that we organise from time to time. Customers demand popular items even after the food festival. We make sure these items are also included in the menu.

The entire procedure also includes us drawing up a menu based on the data collected and our own creativity. Then we conduct focus group tastings where we let the regular customers try out the dishes and rate them according to various criteria such as serving, presentation, taste, flavour, colour and so on. Based on the feedback received from these focus groups we make minor changes to the menu.

Once the menu is ready then we train the chefs. It is a time consuming process and takes a minimum of six months. We wanted to change the menu once in three months but realised that it would not be possible to maintain the high quality with such frequent changes.

What kind of specialised training do the chefs undergo?

A good menu will not suffice. The preparation, the presentation and the service all matter to the customer. For this purpose, we provide a rigorous training programme for the chefs. This training includes aspects such as menu knowledge, item preparation, technical expertise and presentation.

What are the technical aspects involved in menu change? What are the other changes coupled with changes in menu?

When we change the menu (Indian / international) there are certain technical aspects we have to keep in mind. We have to maintain the authenticity of the regular items. We may have several creative ideas but these ideas have to match the customer’s requirements. Finally, the uniqueness of the menu is another technical aspect. Apart from the menu, we modify only the accompaniments. It is only during food festivals and a re-launch of the restaurant that we change the décor and the entire appearance.

What sort of investment is required to change the menu?

There is obviously an overall financial investment. The total investment for the change in menu is usually Rs three lakh towards designing and printing of the new menu, trials, advertising and so on.