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The Food Service Professional Guide to Restaurant Site Location Finding, Negotiationg & Securing the Best Food Service Site for Maximum Profit

The Food Service Professional Guide to Restaurant Site Location Finding, Negotiationg & Securing the Best Food Service Site for Maximum Profit

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The Food Service Professional Guide to Restaurant Site Location Finding, Negotiationg & Securing the Best Food Service Site for Maximum Profit

5/5 (2 ratings)
184 pages
1 hour
Jan 12, 2003


The books cover all the bases, providing clear explanations and helpful, specific information. All titles in the series include the phone numbers and web sites of all companies discussed. What you will not find are wordy explanations, tales of how someone did it better, or a scholarly lecture on the theory.

Jan 12, 2003

About the author

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed

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The Food Service Professional Guide to Restaurant Site Location Finding, Negotiationg & Securing the Best Food Service Site for Maximum Profit - Lora Arduser

Food Service Menus

Pricing and Managing The Food Service Menu For Maximum Profit

By Lora Arduser

The Food Service Professional’s Guide To: Food Service Menus Pricing and Managing The Food Service Menu For Maximum Profit: 365 Secrets Revealed

Atlantic Publishing Group, Inc. Copyright © 2003

1210 SW 23rd Place • Ocala, Florida 34474

800-814-1132 • FAX 352-622-5836 • e-mail:

SAN Number :268-1250

All rights reserved. No patent liability is assumed with respect to the use of information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. No warranty is implied. The information is provided on an as is basis.

ISBN-10: 0-910627-23-1

ISBN-13: 978-0-910627-23-8

Library of Congress Cataloging-in-Publication Data

Brown, Douglas Robert, 1960-

Pricing and managing your food service menu for maximum

profit : 365 secrets revealed / by Douglas Robert Brown.

p. cm. -- (The food service professionals guide to ; 13)

Includes bibliographical references and index.

ISBN 0-910627-23-1 (pbk. : alk. paper)

1. Food service--Prices. 2. Restaurants--Prices. 3. Menus.

I. Title. II. Series.

TX911.3.P7B76 2003



10 9 8 7 6 5 4 3 2

A few years back we lost our beloved pet dog Bear, who was not only our best and dearest friend but also the Vice President of Sunshine here at Atlantic Publishing. He did not receive a salary but worked tirelessly 24 hours a day to please his parents.

Bear was a rescue dog who turned around and showered myself, my wife, Sherri, his grandparents Jean, Bob, and Nancy, and every person and animal he met (well, maybe not rabbits) with friendship and love. He made a lot of people smile every day.

We wanted you to know a portion of the profits of this book will be donated in Bear’s memory to local animal shelters, parks, conservation organizations, and other individuals and nonprofit organizations in need of assistance.

– Douglas and Sherri Brown

PS: We have since adopted two more rescue dogs: first Scout, and the following year, Ginger. They were both mixed golden retrievers who needed a home.

Want to help animals and the world? Here are a dozen easy suggestions you and your family can implement today:

•  Adopt and rescue a pet from a local shelter.

•  Support local and no-kill animal shelters.

•  Plant a tree to honor someone you love.

•  Be a developer — put up some birdhouses.

•  Buy live, potted Christmas trees and replant them.

•  Make sure you spend time with your animals each day.

•  Save natural resources by recycling and buying recycled products.

•  Drink tap water, or filter your own water at home.

•  Whenever possible, limit your use of or do not use pesticides.

•  If you eat seafood, make sustainable choices.

•  Support your local farmers market.

•  Get outside. Visit a park, volunteer, walk your dog, or ride your bike.

Five years ago, Atlantic Publishing signed the Green Press Initiative. These guidelines promote environmentally friendly practices, such as using recycled stock and vegetable-based inks, avoiding waste, choosing energy-efficient resources, and promoting a no-pulping policy. We now use 100-percent recycled stock on all our books. The results: in one year, switching to post-consumer recycled stock saved 24 mature trees, 5,000 gallons of water, the equivalent of the total energy used for one home in a year, and the equivalent of the greenhouse gases from one car driven for a year.





Chapter 3: MENU DESIGN





Chapter 8: FINAL TASKS


Menu management is an important component of profit realization in the restaurant industry. Just as you manage your employees, you should manage your menu in order to control costs and increase sales increase profit. Too many restaurant managers leave menu design decisions to printers, or they simply do not devote enough time and expense to their menu development.

When pricing menu items you do need to take food cost, labor and operating expenses into account, but you also have to be aware of what the customer is willing to pay, what the competition is charging and what your establishment offers in comparison to the competition. The bottom line is that your prices have to cover your costs plus provide a profit. If this doesn’t happen, you can’t stay in business. And while menu management may be perplexing, it isn’t brain surgery! Using the tools discussed in this book, you will be able to manage your menu so that you’ll see maximum profits.

Menu management entails more than making pricing decisions: putting high prices on items to realize the greatest profits or putting low prices on items to increase sales is not always the best way to increase your profits. Granted, that strategy may work in the short term, but to generate profits consistently for your establishment, you need to have a menu program in place. This program will include making your menu part of your marketing plan, finding ways to lower costs, putting purchasing and production controls in place, as well as managing of your employees.

And while there are many factors to consider in developing, pricing and managing your menu, it’s an easy, often overlooked way to increase profits. The following pages will provide simple, easy-to-implement tools that you can start using today to increase your profits.

Table of Contents


Who Are You?

As a food service manager, you make decisions every day. But, one of the more perplexing decisions you make is what to put on your menu and what prices to charge. While it may seem that it should be a simple, qualitative exercise, many quantitative factors go into the price decision-making process. Before you can begin making pricing decisions, you have to establish the menu. To do this, you must have a clear idea of what your establishment is and what identity you want to project to your customers.

•  Feasibility study. While you probably know the type of food establishment you want to manage or own, before sinking your money into a particular identity, do a feasibility study in order to be sure your identity has a market in the location of your establishment. Make sure that the type of restaurant you want to manage and the type of food that you want to serve will be valued by your potential customers.

•  Where are your customers coming from and what do they want? Are they looking for a quick lunch before heading out for a noon walk? Or, are they looking for a place to celebrate family birthdays? Restaurants and catering establishments are located at all kinds of spots. They are in strip malls, industrial areas, suburbs and urban settings. Where is your restaurant located? A prime city spot? A mall?

•  Ask yourself the following basic questions: Answering these types of questions will help you define your objectives and identity your potential clientele. It will also help you develop, price and manage your menu:

•  Are you a full-service buffet, fast-food restaurant or catering operation?

•  Is your main business at breakfast, lunch or dinner?

•  How is your restaurant decorated?

•  Do you serve alcohol?

•  Do you use china and white tablecloths, or plastic ware and paper napkins?

•  Who do you see as a typical customer? Families? Two-income couples? Seniors?

•  Do people come to pick up a quick dinner to take home, or are your customers more likely to eat at your establishment for a special occasion?

•  Do you have a limited menu or an extensive menu?

Customer Profile

What are the local demographics of the area in which your establishment is located? According to a National Restaurant Association survey (2001), households with an annual gross income of $15,000 to $19,999 spend 34 percent of their food budgets on dining out. The same study concluded that people under the age of 25 spend 45.5 percent of their food budgets dining out. When analyzing your customer profile, take advantage of information like this. Spend some time researching industry publications to help you define your average customer and their food-spending characteristics. Consider the following:

•  Target market. Before you create or change

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  • (5/5)
    Good book and very ,so informative ,I loved !