Complete guide to marketing your restaurant menu.

1. The Restaurant Menu
Pathway to Profits

2. PATHWAYS TO PROFITABILITY
 Restaurant Location
 Restaurant Marketing
 Guest Experience Management
 Food Costing Management
 Operational Expense Management
 Menu Marketing

3. THE MENU
 The Four P’s of Menu Marketing

4. PRODUCT
 What are you know for?
 Seafood
 Barbeque
 Italian
 Mexican
 What do your customers order?
 Menu Engineering Analysis
 Food Cost Savings
If an item is less than 2% of
sales in a menu category,
it should probably be
discontinued

5. PRICE
 Elements of Pricing
 Food Cost – 30%
 Theoretical
 Actual
 Commodity Market Conditions - Futures
 Competitive environment
 Tactical Pricing
 End in a 9 instead of a 5
 Psychological Pricing
 .29 / .49 / .79 / .99

6. PLACEMENT
 Designed for Profits
 Use of images
 Change your item mix
 Promote specific items
 Promote Higher Profits
 Sell additional items

7. PROMOTION
 Takeout Menus
 Table Tents
 Profit Toppers
 Menu Boards

8. DELIVERING RESULTS
 Where does menu marketing
produce results
 Reduced food cost through inventory
management and waste reduction.
 Higher check averages
 Improved product mix towards more
profitable items.
 Increased category sales on items
like desserts and appetizers
 Increase takeout business with
Takeout menu marketing
 Takeout design can lead to increased
catering sales.

9. MENU ROI
 Client had not revised his menu in
over a year.
 Tracking at 15% sales increase
 Price increases / Product Mix Change
 Annual sales impact - $130,000
 Incremental Food Cost - $40,000
 Incremental GP - $90,000
 Menu Cost - $1500
 ROI – 60 to 1

10. MENU MAKEOVER
 7 Questions To Consider
1. When was the last time your menu
was updated?
2. Do your prices end in a 9 or a 5?
3. Are prices out towards the far right
after the description?
4. Do you utilize images to help sell
profitable items?
5. Do you have a takeout menu that can
be used as a direct mail campaign?
6. Does your takeout menu promote
catering?
7. Do you use Table Tents to increase
dessert & drink sales?

11. CUSTOMIZED ANALYSIS
For a customized analysis of the potential
ROI from a Menu Makeover please contact
Joe Welsh
CORE Restaurant Marketing
888-890-9492
jwelsh@corerestaurantmarketing.com