With our growing obsession of food culture, and an estimate of 16 million restaurants worldwide, there is one neglected element that has been right in front of us all this time: the menu. When it comes to profits, the menu is not only important; it is everything in a successful restaurant brand identity. Research has found that a customer only takes an average of 109 seconds reading a menu. This is the time limit one has to impress and sell. This essay will outline different ways and means on how the graphic designer under-take different methods to turn the menu into a sales tool for the restaurant and will discuss menu design techniques to help boost the effectiveness of the ‘silent salesperson’ onto customers and increase profits (Pavesic, 2013).
History
Many give credit to Paris as to being the birthplace of the restaurant, but many characteristics that define a restaurant were already found in China during the song dynasty. Although the contemporary menu first appeared in France in the eighteenth century, it does not mean that it was the first time we ever saw a menu. The very first menus appeared in the first millennium during the Chinese Song Dynasty back In the 1200s (Heimann, Heller and Mariani, 2011). The Chinese used to offer hundreds different types of foods for their customers, and considering they were the first to invent paper, the Chinese used to find it much easier to scribble them all down. As more menus emerged, the first modern menu appeared in the latter part of the eighteenth century after the French revolution. After dining, menus were commonly taken as a souvenir; reason for this is to either have evidence of the luxurious spots one dined in, or just to keep it as a historical document. The eighteenth cent...
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Mcvety, P. J., Ware, B. J. and Ware, C. L. 2001. Fundamentals of menu planning. New York: Wiley.
Seaberg, A. G. 1991. Menu Design; Merchandising and Marketing. 4th ed. New York: Wiley.
Sharp, R. 2009. Mind games on the menu: The psychological tricks restaurants use to part us from our money. [online] 17th December. Available at: http://www.independent.co.uk/life-style/food-and-drink/features/mind-games-on-the-menu-the-psychological-tricks-restaurants-use-to-part-us-from-our-money-1842872.html [Accessed: 28 Dec 2013].
Buswell, T. 2013. Restaurant Colors: Triggering Appetite With the Use of Colors. SendMeTheManager, [blog] 21st Jan, Available at: http://www.sendmethemanager.com/blog/bid/199532/Restaurant-Colors-Triggering-Appetite-With-the-Use-of-Colors [Accessed: 15 Dec 2013].
Stephen Boos has worked in the food service industry for over 30 years. He started as a bus person and subsequently trained as a chef’s apprentice. Steve’s mother believed that a college education was something that everyone should receive. She felt that a college degree was a good investment in Steve’s future. In 1976 at his mother’s insistence, Boos moved to Northeastern Ohio to attend Kent State University where he earned a bachelor’s degree in business administration. After graduation, Steve began working for East Park Restaurant as a line cook. Using his education as a foundation, Steve made a point to learn everything he could about running a restaurant, from cutting meat to the bi-weekly food and beverage orders. His versatility, keen business sense, and ability to control costs resulted in Steve’s promotion to General Manager, as role he has held since 1995.
Even though food photography is tremendously popular, it might have negative effects. Firstly, taking photographs of a meal in public might disturb other people and some people even let the food go to waste as it takes them too long to find the right angle for their picture. For this reason, several restaurants – e.g. the SoHo House New York - have banned the taking of photographs (Stapinski, 2013). On top of this, research has demonstrated that seeing pictures of food results in decreased enjoyment of foods that have a comparable taste characteristic (Larson, Redden, & Elder, 2013). The over-exposure to food pictures increases people’s satiation, or the decreasing enjoyme...
Chapter 1 emphasis the importance of why marketing matters in our everyday lives. Cactus Rose is the first Latin American fusion cuisine restaurant that draws its own crowds also for its well-known tequila bar around the town of Wilton. They offer in their cuisine which includes fresh ingredients, natural beef, free range chicken, wild caught organic fish and seafood and also a variety of handcrafted margaritas. With the benefit of the marketing mix, Cactus Rose should think about what could impact its demand in terms of good, service or idea. The four Ps which are product, price, place and promotion. The four Ps will help Cactus Rose distinguish what they need to improve to better increase customer awareness, sales and profitability. A part of my contribution to the group project is conducting a new website for Cactus Rose. In terms of the four Ps, the improvements that are needed for this restaurant to gain more profit are more in the promotion decisions. In order to accomplish the marketing mix, our group planned to do more advertising for the restaurant through social
After a long day in school and studying, every student needs a night off to just relax and enjoy a meal at a restaurant. In this modern time, some aspects of a restaurant can be the deciding choice. Many choose their restaurant of choice based on either those they are with, their personal, cultural appetite, their routine eating habits or their mood. Some of these preferences are similar yet others are the deciding differences. Two common franchise restaurants that pose differences are Applebee’s and Olive Garden. These two restaurants present their differences in environmental and food options causing a choice between them.
...t food restaurants and the restaurants which have take away facility. Now as restaurants see so many people interested in these deals they start providing things with them to attract more people like toys, puzzle games and other things like that mostly for children. Bibliography Great Value Gourmet: Meals and Menus by Paul Gayler Everything about Exchange Values for Foods: How to Add...Mixed Dishes, Prepared Products, More Variety...to Your Diabetic Meal Plan by Marilyn A. Swanson, Pamela A. Cinnamon 30-Minute Meals 2 -- by Rachael Ray; First Meals -- by Annabel Karmel, Ian O'Leary http://www.cannedfood.co.uk/canveniently.asp?ID=63&cat=140 http://www.weightlossresource.com/library/showarticle.cfm/ID/1149/ http://www.labambaburritos.com/valueMeals.asp http://www.mercola.com/2002/jul/6/value_meals.htm http://www.prohealthnetwork.com/library/showarticle.cfm/ID/1149/
When different kinds of menu for lunch and dinner are included, there is an opportunity for attraction of more clients in the new outlet
This article’s main claim is that providing healthy food options in fast food menus allows individuals to perceive the food on the menu overall as healthy; and therefore enhances the likelihood that they will over consume unhealthy food options as well. Downs supports her argument by first providing context and introduces the question why “labels in restaurants do not change behavior”? (429). She finds that “restaurants who have provided nutritional labeling did not change consumer behavior nor did consumers take the opportunity to read them as well” (429). She notes that this critical because fast food has been referred to as one of the reasons behind the rise of obesity in the United States. In addition, she states that her findings about
The average customers in a restaurant fall under the “Stick-to-the-fifteen-percent, tippers.” They have the attitude of “I’m just here for the food.” These average customers can be heard saying, “Looks good, I just need ketchup.” and “When you get a chance, may I please have a refill?” The “Stick-to-the-fifteen- percent tippers” have a more serious, laid-back face and stay quiet. These customers are average maintenance and average tippers. The only time they leave more than a fifteen- percent tip is when they need to round to the nearest dollar. Their server is mellow and polite because he is thankful for the expected tip. A server walks away from the table cool, calm and collected with no need to complain.
For millions, fast food restaurants are the source of positive associations with birthday parties, play dates and accessible comfort food. For others, they represent a lifeline meal on a busy day, or the secret to quieting a cranky toddler on a long trip because hurrying residents of cities have no time to cook a healthy breakfast, lunch and dinner. Fast food presents even in the lives of people who are trying
Eating out at fast food restaurants regularly can severally drain one’s budget, which can society can do without. Any form of dining outside of the home, but with fast foods it is worse. Fast foods restaurants like McDonalds, KFC, and Pizza Hut are more entic...
The importance of planning and designing procedures for a food and beverage establishment is essential for a successful establishment. Procedures are the cautions taken to ensure that the operation is running effectively and efficiently to meet demands of the customer, with an effective and efficient operation it may reduce the complication of keeping customer relationships intact with the business. Making good decisions about operational procedures is an important characteristics to ensure that all processes and steps are taken to a degree of high quality standards and are delivered so it meets the requirements of a customer or goals set by the organization. Business that have effective practices can produce products and services that meets a high quality standards that can be delivered as the establishment inputs an effective effort into procedures such as supplies, customer orders, and payment that enable the organization to grow. Doyle, Bell and Smith (2010) examine that procedures was needed for an effective operation, for example procedures can resolve problems like poor customer servicing can be resolved by putting 100% effort of service to all customer no matter if it large or small, so that all customer are treated equally also on other hands like issues such as inventory efficiency, can be arranged so that the establishment is aware of stock control procedures and structures so that there is enough stock for sales. An establishment with a solid control on procedures allows effective and efficient operations bu...
Whether it is marketing within franchised restaurants or major retail banks, marketing plays a large role in providing assistance for companies to reach goals such as high profit. Subway sandwiches, a world-wide franchised restaurant, uses marketing and marketing tools not only for increased sales but to create an image in the consumers mind. This essay will define and discuss positioning, as well as a case study on how the Subway franchise has positioned their product. As one cannot climb a mountain from the top, market segmentation and market targeting will be looked at in order for better understanding on positioning.
But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald's have introduced SALAD into their menus. This preference is not stopping with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and changing preference in tastes and dishes has made them bring the changes.... ...
An evaluation of the restaurant’s strengths, weaknesses, opportunities and threats served as the foundation for this marketing plan. The plan focuses on the restaurants marketing strategy, suggesting ways in which it can build on new customer relationships, and development of new food products and targeted to specific customer groups.
It is important to know how different food trends start. A lot of popular food was first seen in fancy restaurants and slowly made, it ways down to mainstream restaurants. “[Foods] starts