Menus cannot be written without knowing the customer.
insight of customer demographics and psychographics to write an effective menu in terms .
of the items it lists and the price points it pursues. In the past the independent restaurant .
operator knew many of the customers. Today, in corporate restaurants, the personality of .
a manager, or Maitre d", or chef is not the primary vehicle for establishing and maintaining .
the personality and image of the restaurant concept. The menu is always written with the .
taste and food preferences of the clientele first and foremost in mind. Menus are made up .
of food courses served in a sequence from appetizer to dessert. Management's task in .
menu develop is to constantly monitor trends and customer preferences; these are .
occurring more rapidly than ever as consumers become more cosmopolitan in their taste .
and expectations. The rule is "know your customer and have a good menu and marketing .
plan." An operation based on guesswork and haphazard decision making is bound to fail. .
When you use well-tested marketing techniques to develop and finalize your menu you .
have laid the groundwork for success in the restaurant industry.
The menu may be the most important document you will ever write for your .
restaurant. The menu should communicate the personality of the restaurant. Radio, .
television, newspaper, direct mail, and even word-of-mouth advertising are all external .
communications with the customer that serve primarily to interest the public that serve .
primarily to interest the public in coming to you restaurant. The physical menu is in effect .
a basic model of the communication process, the tool by which you and your customers .
communicate. As such, the menu must be devised so that all lines of communication are .
wide open and no misunderstandings can occur.
The static menu is one that does not change the selections except for seasonal .
changes. Restaurants with static menus do not respond quickly to any fad foods and .
