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Role of Menus in Marketing

Role of Menus in Marketing. 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.

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Role of Menus in Marketing

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  1. Role of Menus in Marketing • 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

  2. Selecting Menu Items • 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

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

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

  5. Disguising Menu Price Increases • 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

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

  7. Menu-Planning Pitfalls • 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

  8. 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 Accuracy in Menus Chapter 15.8

  9. Accuracy Guidelines • 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

  10. Cycle Menus • Typical – begins each new cycle on the same day • 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 • 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

  11. Menu Sales Mix Analysis Average number sold High Question Marks Item Contribution Margin ($) Stars Average contribution margin Cash Cows Dogs Low High Low Number Sold Chapter 15.11

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