This shouldn't be hard to understand, read the assignment and then answer the questions at the bottom! And I don't need a bibliography or citation, just answer the questions and send it back to me.
Menu Case Study 6
“How was everything?” asked the waitress to David Berger, the Food and Beverage Director of the Stadium Club, as she approached his table.
“Very nice……as always!” David replied to her.
“How was yours?” David asked Michelle Rodgers, his dinner companion for the evening who was Director of Sales and Marketing for the Campusville Inn, where the Stadium Club was located. At least once a month David and Michelle found time to get together and talk about their property and how their two departments could work together more closely.
“It was really great. I ate too much!” replied Michelle. They were at Balatino’s Italian Café and had just finished crisp antipasto salad followed by pasta with Alfredo Sauce, topped with grilled vegetables and chicken.
“Did you save room for our ‘Mile High Apple Pie’ or “Endless Ice Cream Bowl?” asked the waitress. Michelle looked at David, ‘Not for me,” she said.
“I guess not. Just two coffees please,” said David, as the waitress smiled politely and walked away.
“You know,” said David, “That happens at the Stadium Club most of the time also.”
“What’s that?” asked Michelle
“Well,” said David, “We have excellent desserts at the Stadium Club, but they don’t sell as well as I think they could. People don’t seem to want to eat dessert anymore. Too health-conscious I guess.”
“That’s not what I experience,” replied Michele, “When we sell banquets at the Inn people almost always want to talk about the desserts they will get! People may say they watch calories…but the sweets sales are as high as ever.”
“It’s not that I don’t like sweets,” continued Michelle “It’s that I really couldn’t see just the two of us with a “Mile High” anything. Not after the heavy meals we had. I would have liked something light instead.”
“Like what?” asked David.
“Like an “Inch High” anything,” replied Michele with a laugh. “I just can’t see spending as much for a dessert as an entrée….when I know I won’t be able to eat most of it anyway. Why do you restaurant people do that?”
David considered her question. It made some sense. The desserts at the Stadium Club were huge, designed for their taste and showiness when taken into the dining room. They were tasty, and they were showy, but the reality was that most diners did not order them.
“Tell me Michelle,” began David, “How would you market desserts like the ones you would buy? And how would you make those real signature items on the menu at the Stadium Club?”
“Well,” began Michelle, “I don’t think I am an expert in the restaurant business, but when I sell, I try to make a strong positive out of the main features I am selling. Here you would be selling two things. One is a smaller size, so emphasize that. Make a big deal about it. As a diner, let me know why a small “taste” is as good as an “Endless Bowl!”
“And then,” she continued, “Just as strongly emphasize the lower price that comes with that smaller size. But let me ask you something else: Do you really want to sell more desserts if they are sold at a lower price?”
David thought about that. “That depends,” he began, “On how successful this approach would be. But, if we sell significantly more desserts, even at a lower price, our check average, as well as guest satisfaction, will go up. And that is our goal.”
“Michelle,” continued David, “Which approach, larger size and larger prize, or smaller size and smaller price do you think would be considered more ‘traveler friendly’? What do you think guests coming to the Inn would prefer?”
David leaned forward in his chair and listened intently as Michelle began to answer.
- What are your thoughts about Michelle’s comment that the smaller portions of desserts at lower selling prices would likely increase sales of these menu items at the Stadium Club?
- What are the tactics that you might use to alert guests at the Stadium Club about your new approach to desserts (smaller portions at lower prices) if David Berger implements this strategy? For promoting dessert sales after the strategy was implemented?
- If you were the manager of a hotel or restaurant, would you encourage your management staff to visit competitive properties? Why or why not? If so, what would you expect them to do or learn during their visit? What, if any, types of follow-up activities would you require to best assure that these visits assisted your property?