Homework One Use the acquired knowledge on chapters one and two of the menu marketing textbook to complete

the next assignments: 1. Conduct a survey to at least 6-8 friends or family to determine why they select the restaurants and food items they do. Use open questions that would let people to give their own thoughts and answers. a. Ask them to name three restaurants they often visit. b. Ask them why is that they choose them. c. Ask them to name three food items they order most often for each of the restaurants. d. Ask why they order those items. e. Ask them if they can remember how the menu looks like (for the three restaurants). f. Ask them which they think are the biggest competitors for each of the restaurants they have mentioned. g. Ask them how would they describe the restaurants brand image and identity? h. Ask them what they look for when choosing a restaurant.
Mayumi a. Three restaurants they often visit. b. Why is that they choose them.
1. Pardo's Chicken/ 2.Las Canastas/3. Papa John's

Alejandra

Giannina

Carlos

Oscar
1.Incanto/ 2.Marcelo Batata/ 3.Punta Sal Flavour/Service quality/ enviroment/innovative 1. Taglioline w/shrimp sauce, coco sour, alpaca ham pizza 2. Alpaca steak w/ rocoto sauce/ chicken wings/ pisco sour 3. Seafood jalea, choritos a la chalaca, black shells ceviche

Enrique
1. La Bistecca/2. El Hornero/ 3. Panka Basically great quality and flavour for all of them. 1. Spinach ravioli w/ alfredo sauce, strip steak, tiradito.

1.Gianfranco 1. Chilis/2. TGI 1. TGI Friday's/ 2. Caf/2.Bembos/3.Chi Friday's/ Bembos/ 3. Laritza D' na Wok McDonald's 1. Great flavour/2.Flavour/3. Price Good food quality in all of them.

1.Flavour/2.Quality/3.Servic 1. Reputation/ e 2.Flavour/3.Quality 1. Pollo a la Brasa, Grilled Chicken, Mollejitas

1. Prosciutto Pizza, 1. Cheese burger, 1. Chicken wings, Pistacchio ice cream, quesadillas, potato skins, BBQ ribs Spaghetti Bolognese salads. 2. Cheeseburger, nuggets, onion rings 3. Ice cream, cheesecake, cappuccino 2. Hawaian Burger, Onion Rings, Cheeseburger 3. Arroz chaufa, Won ton, Chicken stir fry noodles. 2. Chicken wings, ribs, drinks 3. Cheeseburger, ice creams, chicken sandwich.

c.Name three food items they order most often for each of the restaurants.

d.Why they order those items.

e. How the menu looks like (for the three restaurants).

2. Beef steak, Lomo Saltado, Fettuccini Alfredo. 3. Anticuchos, 3. Pizza, Chicken wings, Picarones, Calzone Mollejitas Because they are 1. Exceptional the best flavour They are the flavour/ 2. Flavour/ 3. 1. Good flavour/ 2. 1. Flavour/2.Innovative/3. dishes that they signature dishes. Signature dishes. Quality/3. Price Freshness have. They are the star dishes 1. Black leather-like 1. Plasitified, mid folded menu. Special priced caf look, but 1. Appealing menu promotions still a little bit with colors, 1. Brown leather, not very 1. Leather menu, mid-price throughout the menu, formal. Red and descriptions and formal but casual, book look, serious font casual. black. promotions. style. 1. No menu. 2. More casual menu, 2. No menu, but plastified and cream color panels have lots of 2. Red tone colors, 2. Serious, formal, no 2. Leather menu, tones. 2. No menu. color. nice font, legible. colors, not very attractive elegant, black font. 3. Casual and nice 3. No menu, panels 3. No menu, all is in the colors in the menu. just indicate combos 3. No menu, restaurant panel, which is But is not very but not all the dishes concise and 3. Bond paper with plastic 3. One side menu, colorful, big font. attractive. listed. practical. foil, informal, blue tones very informal. 2. Grilled Steak, Salads, Pollo a la Brasa 1. 4D / 2. BurgerKing/3. China express 1. Not as popular as 4D, but is very popular for the older people market. Food quality is great. 2. Peruvian symbol, great flavour and strong positioned. 1. Friday's/ 2. Chilis and Tony Roma's/ 1. Tayta Inti/ 2.Map Caf, 3. Burger King Inkagrill/3. Seor Limn

f. Which are the biggest competitors for each of the restaurants mentioned.

1.Mediterraneo Chicken/ 2.Caravana/ 3.Pizza Hut

1. Well positioned in its segment, food quality.

1. Tony Roma's/2. McDonald's/3. 4D 1. Good reputation, casual enviroment but mid-priced, celebration atmosphere.

1. Hawaiano/2. Long Horn/3. Pepe's

1. Well known for quality and good enviroment.

g. Describe the restaurants brand image and identity?

2. Young chain, coming with force because of its flavor 2. Peruvian flavour, and quality. strong presence.

h. What they look for when choosing a restaurant.

2. American food, well positioned. 3. Have a big 3. Well known franchise, 3. Well known for 3. Low cost peruvian portion of quick but limited menu (american their ice creams and chinese food, with food industry, style) desserts. acceptable flavour. quality. Food and service quality, Well known Great flavour and location, price-product restaurant, location, quality, good service, 3. Value, quality value good service value food and service.

1. Greatly Very known for thei pizzas positioned, great and pastas. Well value for all the positioned. great quality food. 2. Very elegant and Has a very home-like formal restaurant, enviroment, known for upscale and excellent service. expensive too. 3. Incredible Flavour but lacks service development. Great flavour, excellent service and location.

Known for the great food, but not good service. Quick service, price, location, variety in the menu.

2. Factors that Impact Menu Item Selection Joeys Restaurant has been in business for five years. Joey has been moderately successful with entres of mostly sauted or deep-fried items. He also offers coleslaw, baked potatoes, and French fries to accompany these entres. His cooking equipment consists of a range top with four gas burners, an oven, and a deep fryer. Regular customers have begun asking for some new menu items because the menu has not changed since Joey opened the restaurant. He is considering some healthier menu items, such as broiled fish, fresh vegetables, and green salads. However, he is not sure he can prepare these items with the equipment he has. He also is not sure his cook has the skill or time to prepare them. 1. What does he has to consider before changing the restaurants menu? He must consider three things: decide which menu item/s should be dropped off the menu, evaluate if the new menu item/s have sales potential and if the new menu item/s fits well in terms of production (abilities and capabilities of the kitchen staff, as well as training them), price point of the menu and the brand. These three considerations can be clarified by testing these new items on the staff. Tasting sessions with the servers and the rest of the service staff is very useful, because they give you essential feedback, and most important if they like it, they will sell it. As well, customers feedback (either verbally or written) is very valuable to take into consideration. If 60% or more of them say they will order it out of the menu, it can be considered a good addition to the menu. On the other hand, the pricing of these new items is very important, because they have to reach a target profit margin (net profit after all costs and taxes). Here the restaurant has to evaluate if their cost will be low enough to make a worthy profit margin, as well as to check the prices of similar menu items of the competition. For example if a nearby restaurant sells the same broiled fish at a lower price, it is not affordable to put these item on the menu. What does he has to consider when selecting the new menu items? Effect on Menu Mix: Joey has to take into consideration that these healthier items are going to change the frequency in which the older items are going to be ordered by the guests. This is definitely going to change the way in which the kitchen interacts, including mise en place of the ingredients before each shift. Because these new menu items are healthier, it implicates that their ingredients must be fresh and the mise en place might be a little more complicated than the current one (most current menu items have frozen ingredients that do not need any previous treatment or preparation as fish or vegetables). Effect on Profit: As well, he has to make sure that these items maintain a balance of the current profit margin, especially because Joey is trying to mix his current items (sauted and deep-fried items) with the healthier ones. Generally healthier items that implicate fresher ingredients tend to be more expensive, which is more likely that these menu items will give a less profit margin than the current menu items. Joey has to consider that these additions attract a wider variety of customers without taking away all the starship of the high profit items.

2.

Effect on Ingredients: As previously mentioned, these new items require fresh ingredients for their execution, so Joey has to take into consideration the availability of the ingredients throughout the whole year, as well as if he needs to contact a new provider or not. Also he has to see if he has the appropriate storage facilities and space for the ingredients without evaluating how it will impact the storage costs. Effect on equipment: He has to see if he has all the necessary tools and equipment to cook the items. If he does not, then he must evaluate if buying new equipment/tools is worthy or not. Effect on production staff: This is a critical consideration point, because if the kitchen staff doesnt know how to prepare the new menu item, it will not be sold. It should match the kitchen staff abilities. For example if its too complicated the cooks will get easily frustrated and will not execute it right, if its too simple they will get bored and will not be motivated (which will obviously show in the results of the food). Maybe the new menu item requires previous special training of the cooks, so time and money will have to be invested to teach them how the new operational processes and recipes must be done. Effect on service staff: training and information handled to service staff is as important as the one handled to production staff, for the main reason that they are the ones who must sell the plate. Is important that they taste the new item, know all the ingredients of the plate/s, know the preparation of them and know if there is any common allergy ingredient in the recipe, etc. All this information is necessary because all the time customers ask questions about details on the menu and they must be prepared to answer all these questions. Also by knowing the menu, servers can easily make recommendations and suggestions of the menu according to the requests of the clients.

3.

If he wants to include healthier items How is it going to impact on the kitchen, on the equipment, production and service staff? On the Kitchen: The inclusion of these healthier items is going to mainly impact on the layout of the kitchen and the operational procedures. For example, if the restaurant does not have a designated area for stocking or holding the fresh vegetables for the new items, the manager must find or adapt an area for it. As well, the mise en place will be modified, since now healthier items have been included they have to be fresh. For example, each morning before the lunch shift, the cooks will not only be concerned on taking the necessary amount of frozen pre-cooked French fries or chicken from the freezer, now they have to concern about cleaning and portioning the fish that they will serve in the modified menu, or cutting the proper amount of fresh lettuce for the salads offered, as well as preparing the vinaigrettes and sauces used for the salads. This will modify and change the duties and timing previously fixed with the old menu. On the equipment: New equipment and tools must be needed. For example he has to look the best way to prepare the broiled fish (might use pressure pots, a special broiler or just a conventional pot). As well, making sure he has enough bowls to mix the salads, blenders or special hand shakers for preparing the vinaigrettes. Containers for keeping the fish in a designated area in the freezer storage are very important. On the production and service staff: The chef must instruct and train the cooks so they will know how to prepare and present each one of the new plates served. The service staff must taste and know all the ingredients of the new items, as well as knowing the preparation of

them. Both staffs have to work together so they can adapt to the execution and selling of the new items.

4.

Detail what different resources, equipment, tools, etc. he is going to need now? Broilers, pressure pots or conventional pots. Water cost will increase, as they will broil the fish everytime the guest orders it. Water sink nearby for cleaning and portioning the fish. Mixing bowls for salads. Blenders or hand shakers for vinaigrettes. Designated areas in the storage for the new ingredients. More cutting boards for salad preparations.

3. Complete the activity on Chapter Two: Putting It All Together, on page 33 of your textbook. Read all the instructions carefully. Remember to select five entres from the given list in order to meet the needs of the expected customers; you have to defend and justify your choices and answers. 1. Beef medallions with pear-cranberry chutney I basically chose this dish because it is one of the healthiest ones of the entire list, but at the same time the description and name sound appealing. The pear-cranberry chutney give a great contrast to the beef medallions, as they should give a more bittersweet but rich flavor to the meat. It also has only 3g of saturated fat, which is great, as well as low cholesterol. Have into consideration that it only has 250 calories! Trout with orange and almond Fish is always a great healthy (and savory) option on a menu. The orange and almond twist is a great way to add an interest point in which the server can really sell the plate to the customer. To keep with the healthy point, it has low numbers of cholesterol, calories and only 6g of saturated fat. Beef tenderloin in a mushroom-wine sauce This is a more classic beef option, more simple, with a soft mushroom-wine sauce. This gives the menu a wide range. It is the dish that has the least number of calories. Tilapia over vegetables and rice This is the softer and more classic option, for a guest that wants to go a little bit more safe but without sacrificing flavor and health. This is a salad water fish, which is different style from trout. Only 230 calories, 55mg cholesterol, and 7g fat. Strip steak with mango peach salsa This is a more exotic option for eating meat. Sounds attractive for clients and is healthy at the same time. Low calories, good number of sodium and only 65mg of cholesterol.

2.

3.

4.

5.

It is very important to mention that a healthier chicken option should be included in this menu, so it can have more range. Nowadays is practically impossible to offer a menu with no white meat on it, but the options mentioned in the case do not fill the healthy requirements to be included on the menu (both for chicken paprikash or turkey pot-pie). These options have high number of calories and they provide a very high number of cholesterol (187 mg and 95mg which is one third or more than half of cholesterol mg that should be consumed per day 300mg per day.)

*Delivery Date for Homework One is March 30th (Friday) - 3pm. Remember to work on a word or excel document, you have to include all the required information, and do not forget to include a cover with your name. You have to upload it in the assignment link; there is already a folder for this homework.