Culinary II Ch 1-2
What method for pricing menu items uses operation-wide data to determine a dollar amount that must be added to each major menu item's food cost
Contribution margin method
Which pricing method works for à la carte menu items as well as menu items that comprise a meal
Contribution margin method
After marketers have completed a thorough research phase, what is the next step
Establish objectives
What is the last of the five main components of a marketing plan?
Evaluate/modify the action plan
Which pricing method sets the percentage of the menu price that the food cost must be and then divides the item's food cost by that percentage to develop the menu price
Food cost percentage method
How do most restaurants commonly organize the food on their menus
In the order in which the food is eaten
Why is pricing a menu a critical process for any operation
It determines profitability
What method of menu analysis systematically breaks down a menu's components to analyze which items are making money and which are selling
Menu engineering
What is a marketing plan?
The steps an operation must take to sell a product or service
What is the purpose of public relations
To generate positive publicity
Which type of menu prices each item separately
a la carte
The way the marketing strategy is put into practice is called the
action plan
Paying to present or promote an operation's products, services, or identity is called
advertising
Paying to present or promote an operation's products, services, or identity is known as
advertising
Television, radio, newspapers, storefronts, and the Internet are all viable options for what?
advertising
The way a particular operation looks and feels to guests is part of its
aesthetic
The presentation mix consists of
all the elements that make an operation unique
Which menu type allows guests to choose whatever they want whenever they want it—for example, breakfast at dinner time
california
Which type of menu lists all meals available at any time of day and is often used by diners that are open 24 hours a day
california
How an operation actively tries to reach its desired guests, such as through advertising, are part of the operation's
communication mix
Hosting a charity event is an example of
community relations
Interacting with the people in the local area to create awareness of and trust for an operation is part of
community relations
What involves interacting with the people in the local area to create awareness of and trust for an operation?
community relations
Chefs or managers change the menu items after a certain period of time on which type of menu
cyclical
Which menu type can change on a daily, weekly, or monthly basis?
cyclical
Which type of menu does a restaurant use if it changes its menu at the start of each new season?
cyclical
In the United States, a du jour menu is often presented as a
daily special menu
What is the best solution to helping out a puzzle menu item
decrease it's price
The mass mailing of coupons, menus, and advertising about a promotion to guests in a particular area is called
direct mail
Which part of a promotional mix makes a concerted effort to connect directly with a certain segment of the market
direct marketing
Which menu item classification is both unpopular and unprofitable
dog
Which type of menu lists the menu items that are available on a particular day
du jour
Which type of menu offers the same items everyday
fixed
Which type of sales promotion provides a benefit in exchange for continuing patronage
frequent shopper program
When an operation's marketing strategy is determined by its desire to satisfy customers' wants and needs, it is called
guest driven
When designing a menu, the term "layout" is best explained as
how the menu is categorized and sequenced
A menu that offers only a few selections is what type of menu?
limited
Which type of menu offers menu items only for a short period of time
limited time offer
The difference resulting from revenue minus preparation and overhead costs is known as the
margin
A group of people, also known as customers or guests, who desire a product or service is called a
market
The process of communicating a business's message to its market is called
marketing
The combination of all the factors that go into creating, developing, and selling a product is called the
marketing mix
The list of steps an operation must take to sell a product or service to a specific market is called a
marketing plan
Which type of marketing treats everyone as having the same needs and wants?
mass marketing
Sales are initially won or lost through a quests interaction with an operation's
menu
A menu presented on blackboards, whiteboards, or directly on the walls or fixtures of an operation is called a
menu board
Contribution margin plus food cost equals
menu price
What does the French term "du jour" mean
of the day
The part of a promotional mix that includes face-to-face interaction between staff members and guests is known as
personal selling
What characteristic of an operation often determines the kind of menu that the chefs will be most capable of producing efficiently
physical layout
Which menu item classification is popular but less profitable
plow horse
Which type of promotional material incudes token gifts or giveaway items
premiums
Which type of sales promotion offers free or reduced-price merchandise
premiums
All of the elements that make an operation look unique are considered part of the operation's
presentation
A packet of information given to media representatives to answer questions they might have about a business or organization is called a
press kit
A menu that offers a choice of appetizer, full entrée with sides, and a dessert for one price is called
prix fixe
What consists of all of the food and services offered by an operation to guests?
product service mix
The amount of money remaining for an operation after expenses have been paid is called the
profit
The process by which an operation interacts with the community at large is called
public relations
Which type of operation frequently offers a limited menu?
quick-service
What is the best solution if a restaurant has a dog on the menu?
remove it from the menu
The first step in any marketing plan is to
research the market
An analysis of the popularity and the profitability of a group of menu items is called a
sales mix analysis
Limited, or short-term, incentives to entice guests to patronize an operation are known as
sales promotion
Which part of a promotional mix includes limited, short-term incentives to entice guests to patronize an operation?
sales promotion
The number of times an item is sold in a time period is called the
sales volume
Which type of sales promotion offers small, free tastes of food items
samples
Menu boards are an example of which type of promotional material?
signage
Which type of sales promotion offers limited-time reduced prices through specials or coupons
special pricing
A menu that is verbally presented to guests by staff members is called a
spoken menu
Which menu item classification describes items that may be less price sensitive than any other items on the menu
star
Which menu items are both popular and profitable
stars
The menu similar to a prix fixe menu that bundles various elements into one package is called
table d'hote
Which type of menu is most often used at banquets
table d'hote
Which type of menu offers multiple courses with multiple choices within each course, for a set price?
table d'hote
The people an operation intends to pursue as guests are known as the
target market
Which type of marketing treats people as different from each other and tries to make a focused appeal to a distinct group of guests?
target marketing
Informing guests, selling products, and creating identity are all functions performed simultaneously by
the menu
A SWOT analysis focuses on a company's strengths, weaknesses, opportunities, an
threats
Which part of a SWOT analysis identifies the factors outside the operation that could decrease revenues or increase costs?
threats