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 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. 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. 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) 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. 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. 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? 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 ShopFrench RestaurantHospital Appetizers/Side Dishes Salads Sandwiches Hot Entrees Fountain Items Desserts Hors d’ oeuvres Potages (soups) Salads Sorbets Entrees Plateaus de fromage (cheese platters) Entrements (small desserts) Appetizers/Soups Salads Entrees Vegetable Desserts

Use a variety of cooking methods within a major classification: Poaching Roasting Grilling Frying Baking 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 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? Communicating and planning to take a product or service to market. Examples?

Contemporary Marketing Mix Product-Service MixPresentation Mix Communication Mix

Market Trends Increased demand for nutritious foods Use of food additives Sanitation and food safety Others? 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. (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. (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 Demographic Geographic Product usage Benefit Lifestyle

How the Total Market is Divided into segments Experimental method Observational method Survey method Sampling 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 xAverage check per person Total Market Demand (in dollars) = Number of customers in market x Frequency of dining out in specific foodservice operation xAverage check per person

How Much Should You Charge? Method 1 Cost to make product + overhead + profit __________________ Initial Price Method 2 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! 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? Calendars Contests and sweepstakes Coupons Pens Point-of-purchase promotions Premiums Samples Trade shows and conventions Internet Web sites Others?