Marketing and the MenuPro Start Year Two Chapter Six

Marketing and the MenuPro Start Year Two Chapter Six

A Menu is the most important documents that defines the purpose, strategy, market, service and theme

of an operation.

A Menu is the most important documents that defines the purpose, strategy, market, service and theme

of an operation.

Major types of menusMajor types of menus

A` la carteA` la carte• Food offered separately at separate prices.• Each item listed with it’s own price

• Food offered separately at separate prices.• Each item listed with it’s own price

CyclicalCyclical• 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.

• 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.

CaliforniaCalifornia

• Lists all meal available at any time.

• Printed on heavy stock and laminated.

• Designed to suit different eating schedules.

• Lists all meal available at any time.

• Printed on heavy stock and laminated.

• Designed to suit different eating schedules.

Du jourDu 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)

• Offers different foods for each day.

• The phrase can be used to describe the soup, or other item, of the day. (Soup du jour)

LimitedLimited

• Offers few selections.

• Often used by quick service restaurants and cafes.

• Offers few selections.

• Often used by quick service restaurants and cafes.

Table d’hoteTable d’hote• 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.

• 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.

To write a menu for an establishment you must know:

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?

• 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?

Menu OrganizationMenu OrganizationCoffee 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

Use a variety of cooking methods within a major classification:

Use a variety of cooking methods within a major classification:

• Poaching

• Roasting

• Grilling

• Frying

• Baking

• Poaching

• Roasting

• Grilling

• Frying

• Baking

What makes a menu?What makes a menu?

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

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

MarketingMarketing• Communicating and planning to take a product or

service to market.

• Examples?

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

• Examples?

ContemporaryMarketing

Mix

Product-Service Mix Presentation Mix

Communication Mix

Market TrendsMarket Trends

• Increased demand for nutritious foods

• Use of food additives

• Sanitation and food safety

• Others?

• Increased demand for nutritious foods

• Use of food additives

• Sanitation and food safety

• Others?

12 Steps to a Marketing Plan12 Steps to a Marketing Plan

(Steps 1-6)• Gather information1. Establish objectives for the operation.2. Examine the organization’s strength’s weaknesses, opportunities and

competitions.3. Examine the product/service’s strength’s weaknesses and

competitions.4. Develop several marketing strategies.5. Evaluate pros and cons of each strategy.

(Steps 1-6)• Gather information1. Establish objectives for the operation.2. Examine the organization’s strength’s weaknesses, opportunities and

competitions.3. Examine the product/service’s strength’s weaknesses and

competitions.4. Develop several marketing strategies.5. Evaluate pros and cons of each strategy.

12 Steps to a Marketing Plan12 Steps to a Marketing Plan

(Steps 7-12)

7. Select the best strategy.

8. Develop an action plan with a deadline.

9. Put the plan in action and monitor it.

10. Evaluate the plan.

11. Evaluate feedback from customers and employees.

12. Modify the plan as necessary.

(Steps 7-12)

7. Select the best strategy.

8. Develop an action plan with a deadline.

9. Put the plan in action and monitor it.

10. Evaluate the plan.

11. Evaluate feedback from customers and employees.

12. Modify the plan as necessary.

Market Research MethodsMarket Research Methods

• Demographic

• Geographic

• Product usage

• Benefit

• Lifestyle

• Demographic

• Geographic

• Product usage

• Benefit

• Lifestyle

How the Total Market is Divided into segments

How the Total Market is Divided into segments

• Experimental method

• Observational method

• Survey method

• Sampling

• Experimental method

• Observational method

• Survey method

• Sampling

Total Market Demand (in dollars) = Number of customers in market

x Frequency of dining out in specific foodservice operation

x Average check per person

Total Market Demand (in dollars) = Number of customers in market

x Frequency of dining out in specific foodservice operation

x Average check per person

How Much Should You Charge?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).

Satisfied customers tell and average

of four other people about a good experience - they bring their friends

and tell others about your

outstanding service!

Satisfied customers tell and average

of four other people about a good experience - they bring their friends

and tell others about your

outstanding service!

Sales Promotion ActivitiesSales Promotion Activities

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

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