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Marketing and the Menu Chapter 7

Marketing and the Menu Chapter 7. Chapter 7. What is a market? Customers What is marketing? A way of communicating a message to a market Is there a difference between marketing and advertising? Advertising is one part of marketing – marketing is much bigger than just advertising.

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Marketing and the Menu Chapter 7

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  1. Marketing and the MenuChapter 7

  2. Chapter 7 • What is a market? Customers • What is marketing? A way of communicating a message to a market • Is there a difference between marketing and advertising? Advertising is one part of marketing – marketing is much bigger than just advertising

  3. Contemporary Marketing MixMarketing Activity for Restaurants • Product-service mix – food and services offered to customer. • Presentation mix – elements that make the operation look unique(color, lighting, furniture, decoration, uniforms, etc…) • Communication mix – Ways an operation tries to communicate with desired customer.

  4. SWOT Analysis – for understanding current situations and looking for new opportunities.

  5. Market Research Methods • Experimental – try a product for a limited time or to a limited group. • Observational – Observing how customers react in a natural setting toward a product. • Survey – Gather information on a questionnaire – examples?? • Sampling – Focus group, sampling trial

  6. Marketing Communications • Advertising: paying to promote products, services or identity. Advertising options? • Sales Promotion: limited incentives to get customers. Examples? • Personal selling: Key to financial success – well trained staff • Public Relations: how an operation interacts with the community. Examples? • Direct Marketing: connecting with certain segment of the market. How?

  7. Types of Menus • A la carte • Offers food separately at separate prices • Du jour • “of the day” changes daily • Cyclical • Repeated – institutional food services • Limited • Few selections – quick service restaurants • Fixed • Same items every day • California • All meals any time • Prix fixe • Complete meal grouped together for a single price • Table d’hote • Complete meal but choices of appetizers, entrees, desserts, etc… Set single price

  8. Five Steps to Menu Planning • List all possible items • Eliminate items that are difficult to purchase, prepare or serve • Fine-tune remaining items to fit operation • Make sure all items can be successfully prepared at an appropriate price • Identify winning selections and create your menu

  9. Menu Engineering (J) – M_____________/ N______________ = Average Contribution Rate, DOG – low contribution margin, low menu mix (low sales, low $$) if F is above the average J is High if F is below the average J is Low PUZZLE – high contribution margin, low menu mix (high sales, low $$) PLOW HORSE – low contribution margin, high menu mix (low sales, high $$) STAR – high contribution margin, high menu mix (high sales, high $$)

  10. Now you create a menu

  11. More excellent examples

  12. Last ones

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