9780471287476

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

Jack E. Miller, FMP, is Professor Emeritus and past chair of the Hotel, Restaurant, Chef's Apprentice, and Tourism Program, St. Louis Community College. Miller is also coauthor of Basic Food and Beverage Cost Control.

David V. Pavesic, Ph.D., FMP, is Senior Professor in the School of Hospitality Administration in the Robinson College of Business at Georgia State University. He is an author and consultant to the industry in the area of operations, cost controls, menu design and menu analysis.

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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Menu Pricing and Strategy

Menu Pricing and Strategy

0471287474

Summary

Author Biography

Table of Contents

Supplemental Materials