Deck 1: Menu Design and Engineerin

Question 1

List the five factors influencing menu pricing structure.

Answer 1

a.concept
b.target market
c.labor intensity of produce production d.volatility of raw materials cost
e.competition

Question 2

What is a target market?

Answer 2

A target market is the customer segment the restaurant is attempting to reach and entice to frequent the establishment.

Question 3

Define profit contribution.

Answer 3

Profit contribution is the actual profit, expressed in dollars, that each item contributes to the restaurant's gross profit.A steak may have a
40 percent food cost but contribute $13 to the gross profit; a chicken dish may have a 30 percent food cost but contribute $11.50 to the gross profit.

Question 4

Even though it was only mentioned briefly in the chapter, what is the prime cost method?

Question 5

What is menu engineering?

Question 6

What is mark up pricing?

Question 7

What is a prix fixe menu?

Question 8

Name five factors that must be taken into account when engi- neering and designing a menu.

Question 9

Why is menu development so important to the rest of the plan- ning process?

Question 10

List the three pricing methods presented in this chapter and briefly explain each.

Question 11

What is meant by price/value perception?

Question 12

What is boxing? How does it help sell the menu?

Question 13

If customers comment that the menu does not have enough vari- ety, what can you do to the menu to improve the perceived per- ception of the variety?