This research is being carried out to evaluate and present factors affecting decisions involved in menu planning. This essay explores the menu product development planning processes and analyzes the stages of menu product development planning…
According to the research findings, it can, therefore, be said that menu card if effectively designed and is conveying all relevant information provided by it, can be used as both sales and marketing tools. Menu card also is the source for generating sales transactions and as stated above if it is conveying all relevant information, it can also lead to increase in the number of customers. Hence, automatically increasing sales volume. How the menu looks, reflects as to what the company’s mission and objective. So the menu should be designed in such a manner that it is in accordance with theme and values of the company. Core objective and image of the company should be in line with market dynamics. Factors which can affect customers can vary from market to market. These can be how readable content on menu card is, overall physical scheme, outline, and font styles. As for other factors in communication, it is the presentation that is more important rather than what content has been presented in the menu card. Example of this can be fast food restaurants where they have limited items presented in the menu. However, they sell in bulk quantities. The concept of common counters is present in fast food chains. Hence separate menus aren’t required for each customer. Class of customer coming too fast food chains doesn’t require descriptions of each product as they are familiar with products being offered. If a description is present in the menu it would only serve to slow down the decision-making process. In these common menus on common sales points, only product name, price, and other add ups are being shown along with the enlarged picture of a product being sold. For avoiding reputational risk, fast food chains need to keep the original product as being shown on sales point. This overall strategy which has been implemented across fast food chains leads to quick service and limited products available at the same price at all units of a fast food chain.Alternatively, when we move towards restaurants which present sophisticated theme, class, and group of customers being catered change and with its overall theme of menu changes. The number of food items being presented on the menu also increases. ...
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