Menu Design and Engineering Chapter 1: Know Your Customer

Questions and Answers

What is emphasized about certain foods and ethnic groups?

Particular foods appeal to certain ethnic groups most of the time.

What is the key factor in popularity polls according to the text?

Income

Following trends always costs money, according to the text.

True

What is the purpose of demographics in menu planning?

To determine and define the customer population for a restaurant. Signup and view all the answers

What are the four (4) sources of information used for demographic studies?

Psychographic studies Signup and view all the answers

Personal knowledge is considered an essential factor in the success of a restaurant business.

True Signup and view all the answers

______ is any business that sells food according to the broad definition of competition.

Competition Signup and view all the answers

Match the age groups with their characteristics:

Children = Heavily influenced by television and high fat, high-sugar food preferences Teenagers = Transitioning from childhood to adulthood, large market with disposable income Young Adults = Health conscious, trend towards vegetarian menus, affinity for junk food Middle-aged = Sophisticated tastes, preference for upscale treatments of comfort foods Matures = Prefer smaller portions, familiar foods, price becomes more important after retirement Signup and view all the answers

Study Notes

Determining and defining the customer is a crucial aspect of menu planning.
The location of a restaurant determines who will patronize it, and people tend to stay close to their homes or places of work when dining out.
The menu should cater to customers in the surrounding area.

Demographics

Demographics is the study of location and potential customers, including statistical data on age, income, education, and more.
Two factors to evaluate: the demographic study itself and matching customers with their needs and preferences.
Four sources of information: feasibility studies, demographic surveys, psychographic studies, and personal knowledge.

Demographic Studies

Feasibility studies: a creative, objective, and rational process to predict whether a business will succeed or fail.
Demographic surveys: list the general population by age group, median age, ethnic origins, household type, occupation, education, housing, income, and number of vehicles.
Psychographic studies: analyze the values, attitudes, and lifestyles of the population, revealing preferences and habits.
Personal knowledge: a personal feel for the market is essential, including knowing the reasons for restaurant failure, such as wrong menu listings, poor service, and poor quality.

Competition

Competition is any business that sells food, and it can be direct or indirect.
Healthy competition promotes price-value relationships, excellent service, and quality products.
Market saturation occurs when too many similar businesses operate in a market, making it difficult to succeed.

Age Groups

Age groups are crucial for proper menu selection: children, teenagers, young adults, middle-aged adults, and older adults.
Children: often influence family dining decisions, are influenced by TV, and prefer high-fat, high-sugar, high-calorie foods.
Teenagers: pose special problems, refining their tastes, and requiring a nutritionally balanced diet.
Young adults: health-conscious, choosing vegetarian menus, and concerned about physical fitness.
Middle-aged adults: traditional in menu selection, preferring fully flavored foods, and willing to try unfamiliar foods.
Older adults: prefer smaller portions, familiar food, and balanced meals.

Ethnic Origins

Many members of ethnic groups do not exclusively partake in basic foods of their native land.
Dietary needs of special groups, such as Jews, Muslims, Hindus, Buddhists, and persons from certain geographical areas, should be considered.

Education, Occupation, and Income

Education, occupation, and income are tied together and influence each other.
Income is a key factor, specifically disposable income, which affects affordability for the market.

Popularity Polls

Available disposable income affects people's eating habits and their tendency to trade up.
Recognize the difference between fads and trends, and be aware of trends without overreacting.
Following trends can make money, while embracing fads can cost money.