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Menu Composition Chap 1

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by

Sam La Duca

on 5 January 2016

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Transcript of Menu Composition Chap 1

Location
Prior to writing a menu, the location, the customer and their desires, and the relationship between these factors must be explored.
Objectives:
Explain the differences in demographic, feasibility, and psychographic studies
Describe how competition can influence a restaurant's menu listings.
Differentiate between the popularity of certain foods among age groups, ethnic origins, education, occupation, and income.
Explain the difference between fads and trends and how to use them to your advantage.
Introduction

Page 1
Read first paragraph
One of the most important aspects of menu planning?

Demographics
What does the term demographics mean?
How do we expand on the Demographic Study
Feasibility Studies
Competition
Know your Customer
Statistics show, for the most part, people stay close to their home or place of work when dining out.
Close? How many miles is close?
Where do you think most of the guests that patronize Elevation are from?
Location, Location, Location
Location determines who patronizes it and for a restaurant to be successful, its menu must cater those customer.
Location is important, but my no means the crucial factor.
People confuse good locations with busy intersections, shopping malls, and heavily populated residential areas.
People celebrating- Will they travel farther?
What type of food and beverage business would do well at the corner of college way and Newport Ave.?
In utilizing demographics in menu planning, two factors must me evaluated:
1.) the demographic study itself; identifying the customer
in the market
2.) the matching of these customers, along with their
needs and preferences, to the proper menu
Demographics of in Bend, Oregon?
Demographic Surveys
Psychographic Studies
Personal Knowledge
VALS
Data elements?
any business that sells?
Direct Competition
Indirect Competition
any food-service that sells a similar ______ at a similar_____ to your operations.
Can a grocery store or superstore be considered competition?
Pizza (Forum)
Sushi (College)
______________________________________
_________________
Competition
Is competition healthy?
Why or Why not?
What does it promote?
Write this down
Do not become full of yourself if you do not have much competition!
Create loyal guests by including a key factor, Hospitality!.
.
The market becomes?
Is it healthy? market will only support so many similar operations ( number of available customers is spread thin!)
Is our market saturated with a particular style or type of restaurant? Look at your best of the best
Best of the Best Activity
ALWAYS THINK
-
How can I make it better than the competition?!
Bring out the Box!
What new bakery business has made it better!
unique? Innovative? Like? Dislike? Decor? Service?
Too much competition?
Age Groups
Knowledge of age groups is vital to proper menu selection
children - teens - young adults - middle-age adults - older adults
Children
Do they influence as to where the family dines out?
Parents still also have to approve
Are children influenced by television (advertising)?
What do parents want for the experience?
What do the children want for the experience?
Cutoff age of many restaurants children's menu?
Teenagers
childhood eating habits, but starting to be mature
Teens: 2 markets- eating out with family, eating out peers
younger teen (towards a kids menu) older teen (adult menu)
Portion size strategy: petite or small-appetite meals ( sm or lg salad)
Young adults
Singles
Young married couples
singles, couples with no children , and families
health conscious, physical fitness
lighter, healthier, and natural foods
vegetarian options, authentic ethnic food
very trendy
eat out more! Why?
Are they concerned about price?
renting
tend to follow the same criteria as singles, especially when both work
start families- What do you think happens at this point?
Middle-age adults
Matures
traditional, grew up on quick-service
prefer chicken, seafood, pasta entrees and baked goods
desire comfort food
willing to try unfamiliar food
mainstream ethnic cuisine (Italian, Mexican Chinese) is very popular
prefer smaller portions
prefer roast beef, steak, fish or seafood and veal entrees
Price is less a factor
prefer cafeterias and coffee shops
Education, occupation, and income
All tied together because each tends to influence the other
Blue collar (manufacturing, construction, mechanical - physical work
White collar (professional and managerial work)
Generally does a person in a white-collar position earns more than a per in a blue-collar job.
As far as menu planning is concerned, a potential customer's education and occupation play a minor role in contrast to income
With income as the primary factor, the key determination for the menu writer becomes affordability for the market
Another key factor in a particular demographic area is the markets disposable income
Read bottom of page 22 and top of 23 (paragraph) -
disposable income - 2 things happen?
Popularity Polls
Fad
Trend
Following ___ costs money:
following _____ can make money.
What are some fads that have come and went quickly in the area or nationwide?
What are some trends in our area or nationwide?
Welcome to Menu Composition and Analysis
Important Information this term:
Sign in Sheet
Emergency Contact Information
CCI Student Handbook (sign)
Review Syllabus
Review MCO
Review Menu Portfolio Project
No School Dates?
Full transcript