role of menus in marketing n should further the goals of the marketing concept n should contribute...
TRANSCRIPT
Role of Menus in Marketing
Should further the goals of the marketing concept
Should contribute to establishing the perceived image of the firm
Should act as a means to influence consumer demand for menu items
Can be used as a vehicle to gain a competitive advantage
Chapter 15.1
Selecting Menu Items
Formulate a list of menu groups that will be included on the menu
Choose the group classifications within each menu group
Group specifications must be included under each group classification
Exact specifications are determined for each item that will be included on the menu
Chapter 15.2
Menu Census Reports
Key menu trends Regional differences and uniqueness Best-selling items in American
hospitality Data by type of operation
Chapter 15.3
Managing Price Increases
How often should prices be increased?
How much should prices be increased?
How many menu items will be affected by the price increase?
Chapter 15.4
Disguising Menu Price Increases
Avoid “across-the-board” increases Avoid listing prices in a straight line Don’t list menu items according to price Never cross out prices or write over them Use odd-even pricing Trade-off portions with price changes Avoid raising prices when introducing a new
menu
Chapter 15.5
Producing the Printed Menu
The Menu Cover Writing Menu Copy Type Style and Paper Stock Wine Lists and Promotions Banquet Menus
Chapter 15.6
Menu-Planning Pitfalls
Being the wrong physical size Using too small a type size Failing to sell Treating all menu items equally Using tacky clip-ons Forgetting the basics
Chapter 15.7
Accuracy in Menus
Representation of: – Quantity– Quality– Price– Brand names– Product identification– Point of origin
– Merchandising terms– Means of
preservation– Food preparation
method– Verbal and visual
presentation– Nutritional claims
Chapter 15.8
Accuracy Guidelines
Read your menu Talk to your service personnel Evaluate consumer comments and
complaints related to menu accuracy Institute a training program for handling
consumer complaints
Chapter 15.9
Cycle Menus Typical – begins each new cycle on the same day Typical Break Cycle Menu – begins each new
cycle on a different day so that the same foods are not repeated on the same day of the week
Random Cycle Menu – each menu is assigned a letter and then the letters are picked at random and assigned to an individual day; good for long-term captive customers (e.g., institutions)
Chapter 15.10
Menu Sales Mix Analysis
Stars
Cash Cows Dogs
Question Marks
Average number sold
Average contribution margin
Number Sold
Item Contribution
Margin
($)
LowHigh
Low
High
Chapter 15.11