Promoting and selling the restaurant's products and services.
- 6.8.1 Marketing and pricing, calculating selling prices
- Set menu prices.
- Explain the importance of proper pricing (e.g., price as a signal to buyers, considering food and labor costs).
- Explain four methods managers can use to calculate selling prices (i.e., food-cost percentage, contribution margin, prime cost, ratio pricing).
- 6.8.2 Menu design and labeling
- Describe the principles of effective menu layout and design.
- Describe the federal legislation that governs menu, nutrition labeling, and truth-in-menu practices in restaurants and foodservice operations (i.e., Nutrition Labeling and Education Act).
- 6.8.3 Beverage pricing and regulation of alcoholic beverages
- Identify beverage selling opportunities available to managers and any applicable laws.
- Describe the manager's primary goal in marketing a beverage operation.
- Describe the drink pricing methods used by beverage managers.
- 6.8.4 Evaluating the marketing impact
- Evaluate the marketing effort.
- Identify the areas managers assess when evaluating their marketing efforts and the tools used to do this (e.g., systematic assessment of marketing results, customer feedback).
- 6.8.5 Measuring marketing impact on guest purchases
- List the tools managers use to evaluate the impact of marketing on guest purchases (e.g., check averages, contribution margin).
- 6.8.6 Measuring marketing returns on investment
- Explain the importance of assessing marketing-related return on investment (ROI) (calculating ROI for different marketing options)
- 6.8.7 The marketing plan
- Describe how marketing and delivering quality products are essential to the success of restaurant and foodservice operations (e.g., setting customer expectations and meeting customer requirements).
- Describe how to develop and implement a marketing plan.
- Describe an effective marketing plan (e.g., written plans that are targeted, major areas addressed by the plan, return on investment).
- Explain how managers assess the impact of a correctly implemented marketing plan (e.g., comparing financial, service, and other goals with actual outcomes).
- 6.8.8 Quality and branding
- Describe the importance of branding in the marketing process (e.g., importance of brand identity).
- 6.8.9 Market research
- List the steps to develop and manage an effective customer feedback program.
- Identify the key information sources restaurant and foodservice managers use to better understand their market environment (e.g., utilizing available internal information collected by the operation, external information such as Point of Sale (POS) records, and external information such as market reports, small business administration, research).
- Explain the factors that impact the market environment, to include economic environment, legal environment (local, state, and federal), and competitors, in assessing market conditions.
- 6.8.10 Social media and technology apps
- Explain the importance of social media in marketing.
- Describe the importance of cell phone applications (apps) in marketing.
- 6.8.11 Advertising objectives
- Describe how managers establish and measure advertising objectives and schedules (e.g., awareness objectives and trial objectives).
- Identify the principles of effective advertising via television, radio, and the Internet.
- 6.8.12 Sales promotions and public relations
- Explain the difference between sales promotions, publicity, and public relations in the marketing effort.
- Describe the importance of effective external and internal promotion marketing.
- Explain the impact of good media relations on positive and negative publicity.
- State the reasons managers should include public relations as part of the marketing mix.
- 6.8.13 Loyalty programs and community marketing
- List the steps required to develop and execute an effective on-premise suggestive selling program (e.g., advertising, promotions, public relations,).
- Discuss the impact of high-quality customer service on the success of loyalty programs.
- Explain the importance of developing an effective guest loyalty program.
- Identify the goals of community-based marketing programs (e.g., creating a positive image in the local area).