cannot incorporate leftovers into other menu items. The principal drawback for a static .
menu, if there is one, is menu monotony for regular customers. Great creativity and .
variety in the menu can best be accomplished by the use of what is referred to as a market .
menu. A pure market menu takes advantage of the seasons and harvest times to assure .
the inclusion of the freshest and most plentiful fruits, vegetables, cuts of meat and poultry. .
While seasonality may bring lower prices to certain ingredients, the menu selection needs .
to be driven by customer preference. A cycle menu is primarily used in operations with a .
"captive clientele" (those customers who have very limited opportunity to eat outside the .
confines of work, school, or living accommodations). .
A menu must be planned with the specific tastes of the clientele it hopes to attract .
In mind. It must communicate to the customer the personality of the restaurant, and .
through the psychology of menu design help the owners achieve their cost and revenue .
goals. The benefits of a well designed menu are that it not only please the customer but .
make management's job more predictable. A well designed menu will communicate to a .
customer visually, mentally, and even physically the personality of the restaurant. The .
menu should produce certain images and expectations in the mind of the customer that .
closely resemble what the actual restaurant provides. .
Every restaurant owner knows that you cannot keep a customer forever. A past.
National Institute for the Foodservice Industry (NIFI) study, called "The Spirit of .
Service," details the reasons why customers quit patronizing a restaurant: 1 percent die, 3 .
percent move out of area, 5 percent find new friends or interest, 14 percent change .
because they are dissatisfied with the restaurant, and 68 percent encounter an attitude of .
indifference or unconcern by one or more employees. .
As a manager or owner you must do all you can to prevent service indifference;.
