Menu Planning and Marketing

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Questions and Answers

How many menus should a 100-seat restaurant have printed if they want the menus to last for 6 months?

  • 200 (correct)
  • 300
  • 100
  • 50

Which of the following is NOT an example of a menu board?

  • Chalkboard
  • Bulletin board (correct)
  • Television screen
  • None of the above choices

Which of the following is NOT a single-use, disposable menu example?

  • Take-out menu
  • Children's menu that can be colored on.
  • A placemat
  • Lounge menu (correct)

A menu item has a contribution margin of $2.00 and sells 350 units. What is the menu contribution margin for this item?

<p>$700 (A)</p> Signup and view all the answers

A menu item with high popularity and low profitability is classified as what?

<p>Plow-horse (A)</p> Signup and view all the answers

To address a 'puzzle' menu item, the menu planner should do what?

<p>Suggestive sell it (D)</p> Signup and view all the answers

What is the primary reason a customer is initially drawn to a restaurant?

<p>The brand (B)</p> Signup and view all the answers

Flashcards

Menu Quantity

Restaurants need double the seating capacity in menus to account for wear and tear.

Disposable Menu

Menus designed for single use, then disposal (e.g., daily specials).

Item Contribution Margin

Selling price minus direct cost.

Plow-horse

An item with high popularity but low profitability.

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Suggestive selling

Highlight and promote to increase sales, given the item's other benefits.

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Menu Analysis Star

Maintain quality and presentation; it's already successful.

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Restaurant Brand

The customer's perception and experience associated with the restaurant.

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Study Notes

  • A restaurant with 100 seats wanting its menus to last 6 months should have 200 printed by a professional printer.
  • Bulletin boards are not examples of menu boards.
  • Lounge menu is not an example of a single-use, disposable menu.
  • A menu item with an item contribution margin of $2.00, selling 350 units during the period measured, has a menu contribution margin of $700.
  • A menu item with high popularity and low profitability is considered a plow-horse.
  • To deal with a menu analysis puzzle, the menu planner should suggestively sell it.
  • To deal with a menu analysis star, the menu planner should leave it alone.
  • A POS system can perform all of the following functions: Accepting customer orders input by the server, conducting a menu analysis, and accepting customer orders input by the server.
  • The brand normally brings a customer into a restaurant.
  • When marketing with a menu, it should be placed in all of the following locations except highway billboards.

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