Menu Engineering

Helen Atkinson

25 citations0/0 files storedJournal of Restaurant & Foodservice Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Culinary Culture and Tourism

Abstract

This article suggests the idea of the "micro-marketing mix" as represented by a foodservice operation's menu. When menu engineering is applied to the menu, this micro-marketing mix is modified. We go on to compare four alternative menu engineering techniques and look at the different results they produce. Each technique serves a slightly different purpose and we consider the implications of this from a marketing perspective.

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1998Operations management research in the hospitality industry 2007The Effect of Loss Leader Pricing on Restaurant Menus' Product Portfolio Analysis

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