File type context menus

I know how to change the context menu of a file type, by
adding/changing an action. The trick is if I want to add a
secondary drop down menu in the slot that is reserved for
an action. The computer expects me to enter the name of a
program, and it just won't settle for me to put the name
of a folder with links to programs there. For example, if
i have a JPG file, and I want to create a context menu
with Editors (3 of those) and Viewers (5 of those). How
can I get the job done without having to list all 8 at the
top level of the context menu. Tkx.