role of menus in marketing n should further the goals of the marketing concept n should contribute...

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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

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Page 1: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 2: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 3: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

Menu Census Reports

Key menu trends Regional differences and uniqueness Best-selling items in American

hospitality Data by type of operation

Chapter 15.3

Page 4: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 5: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 6: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

Producing the Printed Menu

The Menu Cover Writing Menu Copy Type Style and Paper Stock Wine Lists and Promotions Banquet Menus

Chapter 15.6

Page 7: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 8: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 9: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 10: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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

Page 11: Role of Menus in Marketing n Should further the goals of the marketing concept n Should contribute to establishing the perceived image of the firm n Should

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