Download - Chapter 12 Controlling Food Sales
-
7/29/2019 Chapter 12 Controlling Food Sales
1/20
Principles of Food, Beverage, and Labor CostControls, Ninth Edition
-
7/29/2019 Chapter 12 Controlling Food Sales
2/20
In Chapter 2, Control was defined as aprocess used by managers to direct, regulate,and restrain the actions of people so that theestablished goals of an enterprise may beachieved.
Revenue control is clearly an important goalof sales control, but it is not the only one.
-
7/29/2019 Chapter 12 Controlling Food Sales
3/20
Optimize number of sales Maximize profit
Control revenue
-
7/29/2019 Chapter 12 Controlling Food Sales
4/20
Consider how customers select restaurants. To be successful, a restaurant must meet a
sufficient number of customer needs toappeal to a large enough market.
-
7/29/2019 Chapter 12 Controlling Food Sales
5/20
Location Menu item differentiation
Price acceptability
Dcor Portion sizes
Product quality
Service standards
Menu diversity
-
7/29/2019 Chapter 12 Controlling Food Sales
6/20
Other things being equal, customers willchoose the most conveniently locatedrestaurant.
The greater the distance from a populationcenter, the fewer the customers a restaurantcan expect to attract from that center.
Having a good location is usually necessary
for volume business.
-
7/29/2019 Chapter 12 Controlling Food Sales
7/20
Homogenous products or services are so similar toone another that customers do not have apreference and will purchase whichever costs less.
Differentiated goods and services are sufficiently
different that customers develop preferences forthem.
Unique menu items created for increasing salesvolume are called signature items.
-
7/29/2019 Chapter 12 Controlling Food Sales
8/20
If restaurants are alike in every way exceptmenu prices, the one with the lowest priceswill have the greatest sales volume.
If menu items are price sensitive, arelationship exists between sales price andsales volume.
-
7/29/2019 Chapter 12 Controlling Food Sales
9/20
Dcor differentiates one restaurant fromanother.
Dcor that appeals to a large segment of thetargeted market should be selected.
Evaluate the decors of local restaurants.
-
7/29/2019 Chapter 12 Controlling Food Sales
10/20
Portion sizes must be appropriate to arestaurants clientele.
Large portions do not always attract thegreatest number of customers.
Various customer segments demand food
products of various levels of quality.
-
7/29/2019 Chapter 12 Controlling Food Sales
11/20
Customers select restaurants offering a typeand level of service that they find appropriateto the occasion.
Managers must be able to adjust someaspects of service in order to increasecustomer satisfaction.
-
7/29/2019 Chapter 12 Controlling Food Sales
12/20
Most restaurants find it necessary to have abroad range of menu items.
The number and range of menu items aregoverned by cost considerations, availableequipment, and the culinary abilities of thekitchen staff.
-
7/29/2019 Chapter 12 Controlling Food Sales
13/20
Cost is usually the most significant factor inestablishing sales prices.
Restaurants with differentiated products havemore flexibility to change menu prices thanthose with homogenous products.
The proper sales price for an item is thatwhich will produce an acceptable number of
sales.
-
7/29/2019 Chapter 12 Controlling Food Sales
14/20
1. Matching competitors prices.2. Calculating prices from costs and cost
percents.
3. Adding contribution margins to portioncosts.
-
7/29/2019 Chapter 12 Controlling Food Sales
15/20
The Menu is the primary sales tool. The five most important elements of menu
preparation are; Layout and Design
Variety of Foods and Prices
Item Location and Arrangement
Descriptive Language
Kitchen Personnel and Equipment
-
7/29/2019 Chapter 12 Controlling Food Sales
16/20
Many managers hold daily meetings withservers just before opening time to review themenu.
Training servers to suggest various menuitems.
-
7/29/2019 Chapter 12 Controlling Food Sales
17/20
Documenting food sales Using numbered checks
Checking and verifying food sales
Recording revenue
-
7/29/2019 Chapter 12 Controlling Food Sales
18/20
Help servers remember orders
Give itemized bills to guests
Maintain records for sales history
Prove accuracy of cashiers work
Verify the accuracy of prices charged
Records for tax purposes
-
7/29/2019 Chapter 12 Controlling Food Sales
19/20
Padded Unpadded
Signature book
Concerns on using hand-written guest checks Legibility
Accuracy
-
7/29/2019 Chapter 12 Controlling Food Sales
20/20
Dupes
Restaurant sales control sheet
John Wiley & Sons, Inc. 2009