Objectives of a menu include communication of the products available for sale, providing tangible evidence and selling. Managers must consider all these elements when they create a new menu. Focuses on menus as a sales tool in a full‐service restaurant. Describes an experiment to investigate the effectiveness of using menu design techniques to sell a specific menu item. Presents the experiment′s results and four propositions that relate to the effectiveness of the menu as a selling tool.

A model system was employed to study the operating conditions and primary parameters of enzymic hydrolysis of cod proteins. Pancreatin, papain, and bromelain were used to hydrolyse minced cod fillets under controlled conditions and with the rate of hydrolysis being continually monitored via both the pH-stat and TNBS method. The two methods were compared and evaluated. The rate of protein solubilisation was plotted against the degree of hydrolysis (DH). Dry fish protein hydrolysate (FPH) powders having short, medium and high degrees of hydrolysis (DH of approximately 8%, 11% and 16% respectively) were produced and analysed for their molecular weight distribution, using size exclusion chromatography. Almost complete protein solubilisation (75 g soluble protein per kg hydrolysis solution) could be achieved within an hour, at 40^oC, at 1% enzyme/substrate ratio (w/w) with papain and bromelain. The pH-stat was found capable of continuously following the rate of hydrolysis but only at low DH. The TNBS could be accurately used even at high DH to estimate the percentage of the peptide bonds cleaved, but required chemical analysis of withdrawn samples

Papain was used to hydrolyse fish frames under controlled conditions at a batch-pilot plant scale- process, for the production of fish protein hydrolysates (FPH). Mass balance calculations were carried out so that the rate of hydrolysis, rate of protein solubilisation and yields could be estimated. Almost complete hydrolysis could be achieved in 1 hour, at 40^oC, with no pH adjustment, at 0.5% (5 g.kg^-1) enzyme to substrate ratio (E/S, were S is Kjeldahl protein) using whole fish frames (including heads and flaps). This was achieved both with the addition of water (1/1 to 2/1 frames/water) but more importantly from commercial considerations without the initial addition of water (after mincing of the fish material). The degree of protein solubilisation ranged between 71% - 86% w/w. Four different processes are described, namely: 1) a soluble spray-dried FPH powder 2) a liquid FPH 3) a partly soluble, spray dried FPH powder and 4) a crude, drum-dried protein for animal consumption. The amino acid profile of the FPH was identical to that of the parent substrate (fish frames)