Depending on the restaurant you go to, the entrees and drinks can vary a lot.

根據餐廳的不同，主菜和飲料也會有很大的差異。

But then, the dessert menu drops, and you're almost always left staring down the same options.

但隨後，甜點菜單就會減少，你幾乎總是隻能盯著同樣的選項。

A cheesecake, maybe a chocolate lava cake and some type of fruit pie, probably a sorbet or ice cream.

芝士蛋糕，也許是巧克力熔岩蛋糕和某種水果派，可能是冰糕或冰淇淋。

Desserts in a lot of restaurants are kind of boring.

很多餐廳的甜點都有點乏味。

There's a reason why.

這是有原因的。

But it doesn't have to be this way.

但也不一定非得這樣。

Menu curation can make or break a restaurant.

菜單策劃可以成就一家餐廳，也可以毀掉一家餐廳。

Because frankly, it's really hard to make money in this business.

因為坦率地說，這一行真的很難賺錢。

Profit margins for restaurants are not particularly high.

餐館的利潤率並不高。

It's interesting because so many people want to go into the restaurant business because they think it's glamorous or whatever.

有趣的是，很多人都想進入餐飲業，因為他們覺得這很光鮮亮麗。

It's definitely less than 10%.

絕對低於 10%。

Catherine Gordon teaches restaurant and culinary management at the Institute of Culinary Education in New York.

凱瑟琳-戈登在紐約烹飪教育學院教授餐廳和烹飪管理。

The revenue is going to come in on the food and the beverage sales, and then there's going to be the cost of goods to support those food and beverage sales.

收入來自食品和飲料銷售，然後是支持這些食品和飲料銷售的商品成本。

Things like ingredients and staff salaries, rent, electricity and more.

比如原料和員工工資、房租、電費等等。

What's left is a low number, and then of course it has to be taxed after that.

剩下的就是一個很低的數字，當然之後還要徵稅。

The menu is really their one chance to maximize profits.

菜單是他們實現利潤最大化的唯一機會。

But it's a delicate balance.

但這是一種微妙的平衡。

Charge too much and people won't buy it.

收費太高，人們就不會買。

Charge too little and you'll miss out.

收費太低，你就會錯過機會。

When priced right, the entrees will bring in the most profit.

如果定價合理，主菜將帶來最大的利潤。

And it's not really a secret that drinks are relatively cheap to make and easy to upcharge.

飲料的製作成本相對較低，而且很容易加價，這其實並不是什麼祕密。

Both alcoholic and non-alcoholic.

既有酒精飲料，也有非酒精飲料。

And people will often pay that multiple times throughout a meal.

而人們往往會在一餐中多次支付。

But outside of drinks and entrees, it's not so easy to make money.

但除了酒水和主菜，賺錢就沒那麼容易了。

Look at appetizers, for example, with an average profit margin all the way down at 22%.

以開胃菜為例，其平均利潤率一路下滑至 22%。

Luckily, if you're savvy, there are ways to work appetizers into a menu and recoup the cost.

幸運的是，只要你精明，就有辦法在菜單中加入開胃菜並收回成本。

So what people try to do is what we call cross-utilization of product.

是以，人們試圖做的就是我們所說的產品交叉利用。

For example, you can buy a full chicken cheaper than pieces of a chicken.

例如，買一隻完整的雞比買雞塊便宜。

And then… You might be able to use the chicken bones after it's broken down for your base for your stock.

然後......你也許可以用分解後的雞骨作為高湯的底料。

And then that stock can become a sauce or it can become a soup and you can sell that.

然後，高湯可以做成醬汁，也可以做成湯，然後就可以出售了。

And then you can sell like your chicken breast like on a salad or something, you know, at And then you can have the chicken thighs in a dish at the dinner time.

然後你就可以把雞胸肉做成沙拉什麼的賣掉 然後你就可以在晚餐時把雞腿肉做成菜餚了。

And then you might even have like little scrap pieces and I don't know, you're selling chicken tacos at the bar, something like that, you know, so it's like full utilization.

然後，你甚至可能會有一些小碎片，我不知道，你在吧檯賣雞肉捲餅，諸如此類的東西，你知道，所以它就像充分利用。

So when done properly, the menu fits together like a neat little puzzle.

是以，只要操作得當，菜單就能像一個整齊的小拼圖一樣組合在一起。

But desserts are sometimes hard to fit in.

不過，甜點有時也很難吃得飽。

Making them is one thing, but making them well requires an entirely different skill set from the rest of the kitchen.

製作它們是一回事，但要把它們做得很好，則需要與廚房其他部分完全不同的技能。

Plus… You want that amazing wow kind of thing at your restaurant.

另外......您希望您的餐廳能讓人驚歎不已。

You have to dedicate space and not every place has it because the rents for how many square feet you're getting is just astronomical these days and people just can't afford more little physical location.

你必須要有專門的空間，而不是每個地方都有，因為現在的租金簡直是天文數字，人們根本負擔不起更多的小物理位置。

There's also ingredients to consider.

還要考慮成分。

Cream cheese and chocolate and nuts and things like that.

奶油奶酪、巧克力、堅果之類的東西。

You may not be using them in other parts of your menu.

您可能不會在菜單的其他部分使用它們。

Desserts are one of the most expensive things to make in terms of ingredients.

就原料而言，甜點是製作成本最高的食物之一。

Ingredient costs in the world change like consumers see inflation as well.

世界原料成本的變化就像消費者對通貨膨脹的看法一樣。

It's more than the egg inflation we've all been frustrated with.

這不僅僅是我們一直苦惱的雞蛋通脹問題。

In 2018, the cost of vanilla skyrocketed due to a crisis in Madagascar.

2018 年，由於馬拉加西的危機，香草的成本飆升。

It's stabilized, but it's never really returned to where it once was.

它已經穩定下來，但從未真正恢復到從前的狀態。

Bad weather in West Africa, where around 70% of the world's cocoa comes from, has led to dramatic increases as well.

全球約 70% 的可可產自西非，那裡的惡劣天氣也導致可可產量急劇增加。

When all is said and done, desserts are tied with appetizers as the lowest average profit margins in restaurants, and one of the hardest to fit into that neat little menu puzzle.

說來說去，甜點與開胃菜並列成為餐廳平均利潤率最低的菜品，也是最難納入整齊的小菜單拼圖的菜品之一。

So when a restaurant is struggling, in-house pastry chefs are often the first to go, especially because restaurants can offer desserts at a much lower cost by outsourcing them entirely.

是以，當餐廳陷入困境時，內部糕點師往往是最先被淘汰的，尤其是因為餐廳可以通過完全外包的方式以更低的成本提供甜點。

Thus, the same desserts everywhere you go.

是以，走到哪裡都是一樣的甜點。

But there is something about dessert these places are often missing.

但這些地方往往缺少一些關於甜點的東西。

The marketability of the experience.

經驗的可銷售性。

Okay, but before we get into that, let's take a minute to talk about our sponsor, Bluehost.

好了，在談這個問題之前，我們先來談談我們的贊助商 Bluehost。

If you need to build a website, Bluehost is trusted by over 5 million WordPress users globally.

如果您需要建立網站，Bluehost 是全球 500 多萬 WordPress 用戶的信賴之選。

And now, they even have an AI website builder that can design a custom look in seconds.

現在，他們甚至還有一個人工智能網站生成器，可以在幾秒鐘內設計出定製的外觀。

No coding necessary.

無需編碼。

Simply type in the kind of website you want to build, and you'll instantly get a bunch of designs to choose from.

只需輸入您想建立的網站類型，您就會立即獲得大量設計供您選擇。

You'll also get features like marketing and e-commerce tools to help you manage profit margins, which help grow and scale your business.

您還將獲得營銷和電子商務工具等功能，幫助您管理利潤率，從而幫助您發展和擴大業務。

Bluehost has no editorial influence on our work, but their support does make videos like this one possible.

Bluehost 對我們的工作沒有任何編輯方面的影響，但他們的支持使得像這樣的視頻成為可能。

So if you're a content creator, blogger, or entrepreneur just getting started, check out the link below.

是以，如果你是內容創作者、博主或剛剛起步的企業家，請查看下面的鏈接。

Now, from aesthetically pleasing websites, back to aesthetically pleasing foods.

現在，從美觀的網站說回美觀的食物。

Recent data suggests there's a shift in how consumers are viewing desserts.

最近的數據表明，消費者對甜點的看法發生了轉變。

When going out to eat, only 11% of boomers on average order dessert, compared to over 30% of Gen Z or millennial diners.

在外出就餐時，平均只有 11% 的一代人會點甜點，而在 Z 世代或千禧一代的就餐者中，點甜點的比例超過 30%。

At Bad Roman, an Italian restaurant in Manhattan, that number is much higher.

在曼哈頓的一家意大利餐廳 Bad Roman，這個數字要高得多。

It's close to 40% of our guests are ordering desserts.

接近 40% 的客人都點了甜點。

Chef Craig Koketsu and pastry chef Lucy Blanche helped create the restaurant's dessert menu.

主廚 Craig Koketsu 和糕點師 Lucy Blanche 幫忙製作了餐廳的甜點菜單。

And part of the reason so many people are ordering from it is because they've tapped into the importance of marketability.

之所以有這麼多人訂購，部分原因是他們意識到了市場營銷的重要性。

You know, the saying is that people eat with their eyes first.

俗話說，吃東西先看眼睛。

And it's totally true.

這完全正確。

You know, so you want to capture them first visually.

所以，你要先從視覺上捕捉他們。

Chef Lucy's viral lemon cheesecake really captured people.

露西大廚的病毒式檸檬芝士蛋糕著實吸引了人們的眼球。

I mean, it's a lemon cheesecake beautifully molded to be shaped like lemons, served on a lemon plate.

我的意思是，這是一種檸檬芝士蛋糕，形狀就像檸檬，用檸檬盤子裝著，非常漂亮。

It's even fun to eat, since you're encouraged to crack the shell before diving in.

吃的時候也很有趣，因為我們鼓勵你先把殼敲碎，然後再吃。

And of course, it tastes amazing.

當然，它的味道也非常棒。

It's very important to me that things look wonderful, but more than anything, also that they taste amazing.

對我來說，東西看起來漂亮非常重要，但更重要的是味道要好。

I remember one of the team members that were at the table when we brought the dish out saying, well, this is a home run.

我還記得，當我們把菜端出來時，同桌的一位團隊成員說："嗯，這是一次全壘打。

And he was right.

他是對的。

At the end of the day, the only way for a restaurant to really make money is to get people into seats.

說到底，餐廳真正賺錢的唯一途徑就是讓人們入座。

Viral hits like this can drive customers into a restaurant, and more customers can obviously turn more of a profit as they spend on entrees and drinks.

這樣的病毒式傳播能把顧客吸引到餐廳，而更多的顧客在主菜和飲料上的消費顯然能帶來更多的利潤。

But in order to get diners coming back again and again, chefs can't rely on one dish.

但是，要讓食客一次又一次地光臨，廚師們不能只靠一道菜。

The entire menu has to work together, and desserts have a unique opportunity.

整個菜單必須相互配合，而甜點則是一個獨特的機會。

It's the last thing that the diner, you know, sort of like identifies with on the table.

這是用餐者在餐桌上看到的最後一樣東西。

Everything will be memorable, but I feel like the last thing that they eat, it's always like that.

一切都會令人難忘，但我覺得他們吃的最後一樣東西總是這樣。

What's going to make it, you know, what's going to make your entire meal?

是什麼讓你的整頓飯變得如此美味？

Dining out has always been about more than what you eat, and so that's how dessert can fit into this menu puzzle.

外出就餐向來不只是吃什麼，是以甜點也是菜單上的一道難題。

As a final cherry on top of the experience that makes you want to come back and send your friends and spend a little extra at the end.

作為體驗的最後一抹亮色，讓你忍不住想再來，想讓你的朋友們再來，並在最後多花一點錢。