9780471287476

Menu : Pricing and Strategy

by ;
  • ISBN13:

    9780471287476

  • ISBN10:

    0471287474

  • Edition: 4th
  • Format: Paperback
  • Copyright: 1996-07-14
  • Publisher: Wiley

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Supplemental Materials

What is included with this book?

Summary

Now in its fourth edition, this popular guide to designing and pricing menus has even more information that will help turn your ordinary menu into a merchandising and cost control tool. Two of the industry's top hospitality educators, Jack Miller and Dave Pavesic, have teamed up to make this new edition the best book available on menu pricing and design. This revised edition includes New sections on the history of the restaurant industry The psychology of menu pricing and design How to write menu copy Use of coupons and discounts Demand and market driven pricing Menu sales mix analysis Expanded glossary of menu terms

Table of Contents

Preface to the Fourth Edition vii
Acknowledgments ix
Menu Development
1(22)
The Role of the Menu
1(1)
The History of the Restaurant Industry in the United States
2(4)
The Menu as a Communication Tool
6(1)
Restaurant Objectives
6(2)
Limited versus Extensive Menus
8(1)
Market Area
9(4)
Restaurant Clientele
13(3)
The Competition
16(1)
The Marketing Plan
17(5)
Summary
22(1)
The Physical Menu
23(44)
Menu Communication
23(1)
Classification of Menus
24(4)
Number of Menu Items
28(1)
Menu Types
29(1)
Menu Psychology
30(2)
Menu Policy
32(1)
Menu Formats
33(2)
Menu Dimensions and Cover Size
35(16)
Menu Copy
51(7)
Menu Production
58(5)
Cocktail Menus
63(1)
Children's Menus
64(2)
Summary
66(1)
Marketing Strategies
67(30)
Internal Marketing
67(9)
Coupons and Discounts
76(8)
Signature Items and Specialties
84(3)
Current Food Trends
87(5)
Sales Acceptability
92(2)
Summary
94(3)
Economic Strategies
97(20)
Profit-and-Loss or Income Statement
97(2)
Economic Principles
99(12)
Menu Item Life Cycle
111(2)
Goal Value Analysis
113(3)
Summary
116(1)
Pricing Support Systems
117(16)
The Food-Cost Breakdown
117(1)
Attainable Food Cost
118(1)
The Standardized Recipe
118(5)
Indirect Cost Factors
123(5)
Salad and Food Bar Pricing
128(2)
Price and Portion
130(2)
Summary
132(1)
Menu Pricing Strategies
133(24)
Pricing Strategy
133(3)
Menu Pricing Methods
136(9)
Menu Sales Mix Analysis
145(7)
Pricing Decision
152(3)
Summary
155(2)
Guidelines for Success
157(10)
Menu Evaluation
157(6)
Fifty Tips for a Successful Menu
163(4)
Sample Menus and Comments
167(24)
Accuracy in Menus
191(12)
The Restaurant Operator's Obligation
191(1)
Accurate Menu-Writing Guidelines
192(2)
Standards of Business Practices
194(9)
Appendixes 203(14)
Glossary 217(4)
Bibliography 221(4)
Index 225

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