Marketing and the Menu Pro Start Year Two Chapter Six

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Marketing and the MenuPro Start Year Two Chapter
Six

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A Menu is the most important documents that
defines the purpose, strategy, market, service
and theme of an operation.
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Major types of menus
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A la carte

• Food offered separately at separate prices.
• Each item listed with its own price

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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.

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California

• Lists all meal available at any time.
• Printed on heavy stock and laminated.
• Designed to suit different eating schedules.

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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)

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Limited

• Offers few selections.
• Often used by quick service restaurants and cafes.

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Table dhote

• 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.

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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?

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Menu Organization
Coffee Shop French Restaurant Hospital
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
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Use a variety of cooking methods within a major
classification

• Poaching
• Roasting
• Grilling
• Frying
• Baking

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What makes a menu?

• Size
• Cover material
• Cover art
• Descriptions
• Portion size
• Price
• Arrangement
• Negative/white space
• Color
• Menu materials
• Fonts

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Marketing

• Communicating and planning to take a product or
  service to market.
• Examples?

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Product-Service Mix
Presentation Mix
Contemporary Marketing Mix
Communication Mix
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Market Trends

• Increased demand for nutritious foods
• Use of food additives
• Sanitation and food safety
• Others?

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12 Steps to a Marketing Plan

• (Steps 1-6)
• Gather information
• Establish objectives for the operation.
• Examine the organizations strengths weaknesses,
  opportunities and competitions.
• Examine the product/services strengths
  weaknesses and competitions.
• Develop several marketing strategies.
• Evaluate pros and cons of each strategy.

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12 Steps to a Marketing Plan

• (Steps 7-12)
• Select the best strategy.
• Develop an action plan with a deadline.
• Put the plan in action and monitor it.
• Evaluate the plan.
• Evaluate feedback from customers and employees.
• Modify the plan as necessary.

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Market Research Methods

• Demographic
• Geographic
• Product usage
• Benefit
• Lifestyle

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How the Total Market is Divided into segments

• Experimental method
• Observational method
• Survey method
• Sampling

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• Total Market Demand (in dollars)
• Number of customers in market
• x Frequency of dining out in specific
  foodservice operation
• x Average check per person

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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).
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• Satisfied customers tell and average
• of four other people about a good experience -
  they bring their friends
• and tell others about your
• outstanding service!

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Sales Promotion Activities

• Calendars
• Contests and sweepstakes
• Coupons
• Pens
• Point-of-purchase promotions
• Premiums
• Samples
• Trade shows and conventions
• Internet Web sites
• Others?

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