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 act as a means to influence consumer demand for menu items n Can be used as a vehicle to gain a competitive advantage Chapter 15.1

Selecting Menu Items n Formulate a list of menu groups that will be included on the menu n Choose the group classifications within each menu group n Group specifications must be included under each group classification n Exact specifications are determined for each item that will be included on the menu Chapter 15.2

Menu Census Reports n Key menu trends n Regional differences and uniqueness n Best-selling items in American hospitality n Data by type of operation Chapter 15.3

Managing Price Increases n How often should prices be increased? n How much should prices be increased? n How many menu items will be affected by the price increase? Chapter 15.4

Disguising Menu Price Increases n Avoid “across-the-board” increases n Avoid listing prices in a straight line n Don’t list menu items according to price n Never cross out prices or write over them n Use odd-even pricing n Trade-off portions with price changes n Avoid raising prices when introducing a new menu Chapter 15.5

Producing the Printed Menu n The Menu Cover n Writing Menu Copy n Type Style and Paper Stock n Wine Lists and Promotions n Banquet Menus Chapter 15.6

Menu-Planning Pitfalls n Being the wrong physical size n Using too small a type size n Failing to sell n Treating all menu items equally n Using tacky clip-ons n Forgetting the basics Chapter 15.7

Accuracy in Menus n 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 n Read your menu n Talk to your service personnel n Evaluate consumer comments and complaints related to menu accuracy n Institute a training program for handling consumer complaints Chapter 15.9

Cycle Menus n Typical – begins each new cycle on the same day n 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 n 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