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Marketing Strategy Plan Worksheet by nen53381

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Marketing Strategy Plan Worksheet document sample

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									Marketing and the Menu
What is a Menu?

   Customer point of view = Describes what
    food and drink you offer

   Foodservice Manager Point of view = Defines
    the purpose of the establishment and every
    phase of its operation
Menus Role

   First = Published announcement of what the
    restaurant has to offer

   Second = Tool used by managers to plan,
    organize, operate and control back of house
    operations
Menu as a Tool

   The menu defines the purpose, strategy,
    market, service, and theme of an operation.
   Defines the type of employees and servers
    the restaurant requires, as well as the training
    needed for them.
   The menu is a guide to purchasing, work
    order for kitchen, service schedule for the
    front of house.
Writing a menu? What you need to know.

   Who are the customers?
   What type of food and service do they
    expect?
   What is the purpose of the operation?
    Seafood, Breakfast, etc
   Are food items needed readily available?
   Can the item be prepared in an appealing
    way?
Menu Planning continued

   Commercial vs Non Commercial
    Commercial segment includes any type of
    operation that sells food and beverage for a
    profit. (full-service restaurant, fast food
    chains, sports centers, etc.)
   Non Commercial = Operate food service to
    support the establishment. ( school cafeteria,
    airlines, hospitals)
Types of Menu

   A la Carte
   Cycle
   California
   Du Jour
   Limited
   Table d hote
The order of Courses

   Appetizers and soups
   Salads
   Sandwiches
   Entrees
   Vegetables
   Desserts
   Beverages
Factors to consider in creating a menu

   Physical layout, including storage,
    preparation areas, and service centers
   Skill level and number of employees
   Availability of food
   Customer Needs
   Customers expectations
   Profit margin
Menu content (definition)

   Selection of food items in each menu
    category
Steps to develop menu content

   List all possible items
   Eliminate items
   Tailor items to fit customers, cuisine and
    theme
   Choose items within the price range
   Make final selections for the printed menu
Designing and Analyzing the Menu

   Two functions of a successful menu are
    communicating and selling
   Should reflect the restaurants character and
    atmosphere
Menu Design

   Must be clearly and attractively presented so
    customers can understand the items
   Cover Stock = heavy cover paper that helps
    protect the inner pages
   Laminated = Plastic coating
   Clip-on = Temporary attachment
   Shape can boost sales
Analyzing Menus

   Menu analysis- helps managers make a
    decision about keeping, cutting or adding
    menu items
   Menu analysis worksheet – shows how each
    item contributes to profitability
Menu Analysis

   List all items on menu
   Determine how many sold in a specific time
    period (Menu Mix)
   Determine menu mix percentage – Divide its
    menu mix by the total number of items sold
   Categorize each items menu mix % as either
    high or low.
Continued

   List the selling price
   Food cost
   Contribution Margin- subtracting its cost from
    the selling price
   Determine Menu Contribution Margin –
    Contribution margin x menu mix
Classify each menu item

   Dog – low menu mix, low contribution margin
   Puzzle – low menu mix, high contribution
    margin
   Plowhorse – high menu mix, low contribution
    margin
   Star high menu mix, high contribution margin
What is Marketing

   Service – intangible product sold or
    purchased in the marketplace
   Intangible – Something that cannot be
    touched or held.
   Marketing – is the communication and plan
    for taking a product or service to market.
   Market – means a group of people with
    specific, similar needs and wants
Basic Marketing Concept / Marketing Mix

   Product-service mix- All the food plus and
    services
   Presentation mix – What makes you unique
   Communication mix – How you lets the
    customer know what you have
Market Trends

   Have a big impact on the foodservice
    industry.
   You must be constantly able to make
    improvements in your marketing strategies by
    observing and reacting to market trends
Looking at the Market

   Marketing Strategy – Plan what you are doing
   Marketing Plan – List of steps to sell
   Demographics – Who
   12 steps page 276-277
Marketing Research (finding out why)

   Experimental – Tries out different items
   Observational – Watch and see
   Survey – yea survey
   Sampling- focus group
Making sense of Marketing Info

   Market segmentation - Break it down
   Demographic- age, income, marital statues,
    sex, size of household and education
   Geographic – lives and works
   Product usage – heavy users
   Benefit – expectation
   Lifestyle – hobbies, interest, activities
Positioning

   Planting in the mind of the consumer a clear,
    specific identity for a product
   Keep it simple
   USP – What makes you, you
Forecasting Market Demands

   Number of customers in market
   X
   How many time the will visit
   X
   What will they spend
   =
   Total market demand
How big is the market

   Market demand – number of potential
    customers
   Forecasting- estimating what sales will be
   Pricing
   Customer service
Sales Promotions and Public Relations

   Call in the next 10 minutes and get an
    additional one free!
   POS displays
   Internet
   Have a plan
Personal Selling

   Suggestive selling
   Sullivan Nod
   Upselling
Which menu type groups several items
together and sells them at one price?
1.   A la carte
                                             86%
2.   Table dhote
3.   Du jour



                                 14%
                                                       0%

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The major feature of the California menu
is that?
1.   All items are available
     all day                                             71%

2.   All fruit is shipped from
     California
                                                                                              29%
3.   Certain items are only
     available during peak                                                   0%
     hours


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Menus are planned differently depending
on whether the foodservice operation is
commercial or noncommercial?
                      100%
1.   True
2.   False




                               0%



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 What type of menu does our cafeteria
 offer?
0%     1.   Du jour
0%     2.   California
100%   3.   Cycle
What type of establishment is our
cafeteria?
                                              86%
1.   Commercial
2.   noncommercial
3.   Superduper
     noncommercial             14%
     commercial                                               0%




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Which of the following describes a
temporary attachment to a menu?
                                             100%
1.   Typeface
2.   Clip-on
3.   Du Jour



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Selling price minus the food cost equals


                                                71%
1.   Contribution margin
2.   Standard food cost
3.   Menu mix                                                     29%


                                                                              0%



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The shape and format of a menu can
boost sales?
                         100%
1.   True
2.   False




                                     0%




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Communicating and selling are the main
functions of a successful menu
1.   True
                          100%
2.   False




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A good marketing mix is?

1.   permanent                                     57%
2.   temporary
3.   limited
                                            29%

                                 14%




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A manager who instructs servers to
suggest appetizers in 3 different ways is
using:
                                                       71%



1.   Survey method
2.   Suggestive method                   14%                                14%
3.   Observational
     method




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Which of the following is not a way of
segmenting the market

1.   Demographic segmentation                                                   67%

2.   Geographic segmentation
3.   Historical segmentation                                    33%


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     Which items usually appear first on a
     menu?
                                                            100%
1.    Beverages
2.    Entrees
3.    Appetizers



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You have determined that a menu item
has a low menu mix and a low
contribution margin. This item is
                           86%
classified as a:

1.   Dog
2.   Puzzle
                                  14%
3.   plowhorse
                                              0%
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