MENUS CHAPTER 7 MENU OVERVIEW STRONGEST MARKETING TOOL

MENU OVERVIEW • STRONGEST MARKETING TOOL • MOST IMPORTANT INTERACTION CONSUMERS HAVE WITH A

FUNCTIONS OF THE MENU: PLANNING PURPOSES • GIVES AN OPERATION AN END GOAL TO

FUNCTIONS OF THE MENU: COMMUNICATION • INFORMING CUSTOMERS ABOUT WHAT THE OPERATION OFFERS—CHEF CAN

INFLUENCES ON THE MENU • TARGET CUSTOMERS—THINK ABOUT THE TARGET MARKET AND CREATE MENU

ASSIGNMENT 1. 2. RESEARCH AND COMPARE MENUS FROM TWO RESTAURANTS AND FOOD SERVICE OPERATIONS.

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MENUS CHAPTER 7

MENU OVERVIEW • STRONGEST MARKETING TOOL • MOST IMPORTANT INTERACTION CONSUMERS HAVE WITH A GIVEN OPERATION • WHERE SALES ARE WON OR LOST

FUNCTIONS OF THE MENU: PLANNING PURPOSES • GIVES AN OPERATION AN END GOAL TO WORK TOWARD • CHEF GEARS ALL THE STAGES OF FOOD PRODUCTION TOWARD PUTTING OUT THE BEST PRODUCT AT THE BEST PRICES • HELPS ALL STAFF MEMBERS OF AN OPERATION TO ORGANIZE THEMSELVES • HELPS EMPLOYEES STAY FOCUSED ON ALL THE BEHIND-THE-SCENES WORK AND HOW TO BEST ACCOMPLISH THE GOALS OF THE OPERATION

FUNCTIONS OF THE MENU: COMMUNICATION • INFORMING CUSTOMERS ABOUT WHAT THE OPERATION OFFERS—CHEF CAN USE DESCRIPTIONS TO SHOW THEIR FOOD IS BETTER THAN THE COMPETITION; INFORMS CUSTOMERS OF POTENTIAL HEALTH CONCERNS AND ALLERGENS, AND PARTICULARITIES OF AN ITEM (EX. DEGREE OF SPICINESS) • SELLING PRODUCTS—OPERATION’S BEST SALES TOOL; CAN INFLUENCE WHAT CUSTOMERS DECIDE TO ORDER (WELL-WRITTEN DESCRIPTIONS, PLACEMENT ON THE MENU) • CREATING IDENTITY—OPPORTUNITY TO DISTINGUISH AN OPERATION FROM THE COMPETITION; FONT, COLOR SCHEME, AND MATERIAL OR PAPER STOCK HELP COMMUNICATE THE IDENTITY OF AN OPERATION

INFLUENCES ON THE MENU • TARGET CUSTOMERS—THINK ABOUT THE TARGET MARKET AND CREATE MENU BASED ON IT • PRICE—PEOPLE EXPECT DIFFERENT TYPES OF ESTABLISHMENTS TO OFFER FOOD WITHIN A CERTAIN PRICE RANGE. FOOD ITEMS THAT ARE ABOVE OR BELOW THIS RANGE WILL BE OUT OF PRICE ON THE MENU. • TYPE OF FOOD SERVED—A MENU IS PLANNED TO REFLECT A TYPE OF FOOD SERVED IN A PARTICULAR RESTAURANT. (EX. FRENCH FOOD IN A FRENCH RESTAURANT) • EQUIPMENT—TYPE OF EQUIPMENT AVAILABLE DICTATES MENU • SKILL OF WORKERS—CONSIDER THE SKILL LEVEL OF EMPLOYEES WHEN CREATING THE MENU • GEOGRAPHY AND CULTURE • CURRENT EATING TRENDS

ASSIGNMENT 1. 2. RESEARCH AND COMPARE MENUS FROM TWO RESTAURANTS AND FOOD SERVICE OPERATIONS. WHAT INFORMATION DOES EACH PROVIDE? WHAT KIND OF MESSAGE IS THE MENU COMMUNICATING? WHO APPEARS TO BE THE TARGET MARKET OF EACH RESTAURANT? HOW DOES EACH MENU WORK AS A SELLING TOOL? DO YOU THINK A MENU FUNCTIONS MORE AS A PLANNING TOOL OR A COMMUNICATION TOOL? EXPLAIN YOUR ANSWER IN A PARAGRAPH.