Transcript Role of Menus in Marketing

Role of Menus in Marketing
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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
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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
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Key menu trends
Regional differences and uniqueness
Best-selling items in American
hospitality
Data by type of operation
Chapter 15.3
Managing Price Increases
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How often should prices be increased?
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How much should prices be increased?
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How many menu items will be affected
by the price increase?
Chapter 15.4
Disguising Menu Price Increases
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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
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The Menu Cover
Writing Menu Copy
Type Style and Paper Stock
Wine Lists and Promotions
Banquet Menus
Chapter 15.6
Menu-Planning Pitfalls
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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
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Representation of:
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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
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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
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Typical – begins each new cycle on the
same day
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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
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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
Average number sold
High
Question
Marks
Item
Contribution
Margin
Stars
($)
Cash
Cows
Average contribution
margin
Low
Dogs
High
Low
Number Sold
Chapter 15.11