Transcript Marketing and the Menu Pro Start Year Two Chapter Six

Marketing and the Menu
Pro Start Year Two Chapter Six
A Menu is the most important
documents that defines the purpose,
strategy, market, service and theme
of an operation.
Major types of menus
A` la carte
• Food offered separately at separate prices.
• Each item listed with it’s own price
Cyclical
• Usually made for a certain time period and then
repeated.
• Varies form three to seven or more days.
• Should contain enough variety so repetition is not
noticed.
• Used mostly by institutional and noncommercial
food service.
California
• Lists all meal available at any
time.
• Printed on heavy stock and
laminated.
• Designed to suit different
eating schedules.
Du jour
• Offers different foods for each
day.
• The phrase can be used to
describe the soup, or other
item, of the day. (Soup du
jour)
Limited
• Offers few selections.
• Often used by quick service restaurants and cafes.
Table d’hote
• Offers a complete meal or several
items grouped together for a single
price.
• This is used to limit the number of
combinations that may be ordered.
• May offer a choice between some
items, like soup or salad.
• A` la carte items may be added by
the guest.
To write a menu for an establishment
you must know:
•
•
•
•
Who are the customers and what are their needs?
What types of food and services are expected?
What is the purpose of the operation?
What is the physical layout of the faciity, including space
for storage, preparation, and service areas
• What is the skill level and number of employees?
• What is the availability of foods?
• What is the desired profit margin?
Menu Organization
Coffee Shop
Appetizers/Side
Dishes
Salads
Sandwiches
Hot Entrees
Fountain Items
Desserts
French Restaurant
Hors d’ oeuvres
Potages (soups)
Salads
Sorbets
Entrees
Plateaus de fromage
(cheese platters)
Entrements
(small desserts)
Hospital
Appetizers/Soups
Salads
Entrees
Vegetable
Desserts
Use a variety of cooking methods
within a major classification:
•
•
•
•
•
Poaching
Roasting
Grilling
Frying
Baking
What makes a menu?
•
•
•
•
•
•
•
•
•
•
•
Size
Cover material
Cover art
Descriptions
Portion size
Price
Arrangement
Negative/white space
Color
Menu materials
Fonts
Marketing
• Communicating and planning to take a product or
service to market.
• Examples?
Product-Service Mix
Contemporary
Marketing
Mix
Communication Mix
Presentation Mix
Market Trends
•
•
•
•
Increased demand for nutritious foods
Use of food additives
Sanitation and food safety
Others?
12 Steps to a Marketing Plan
(Steps 1-6)
•
Gather information
1. Establish objectives for the operation.
2. Examine the organization’s strength’s weaknesses, opportunities and
competitions.
3. Examine the product/service’s strength’s weaknesses and
competitions.
4. Develop several marketing strategies.
5. Evaluate pros and cons of each strategy.
12 Steps to a Marketing Plan
(Steps 7-12)
7. Select the best strategy.
8. Develop an action plan with a deadline.
9. Put the plan in action and monitor it.
10. Evaluate the plan.
11. Evaluate feedback from customers and employees.
12. Modify the plan as necessary.
Market Research Methods
•
•
•
•
•
Demographic
Geographic
Product usage
Benefit
Lifestyle
How the Total Market is
Divided into segments
•
•
•
•
Experimental method
Observational method
Survey method
Sampling
Total Market Demand (in dollars) =
Number of customers in market
x Frequency of dining out in specific foodservice operation
x Average check per person
How Much Should You Charge?
Method 1
Method 2
Cost to make product
+ overhead
+ profit
__________________
Initial Price
Production cost
divided by one third
(usual food cost).
Satisfied customers tell and average
of four other people about a good
experience - they bring their friends
and tell others about your
outstanding service!
Sales Promotion Activities
•
•
•
•
•
•
•
•
•
•
Calendars
Contests and sweepstakes
Coupons
Pens
Point-of-purchase promotions
Premiums
Samples
Trade shows and conventions
Internet Web sites
Others?