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Anonymous
timer Asked: Mar 29th, 2017

Question Description

It's just a quick reading assignment and i need the answers because it's due tomorrow.

Menu Case Study 7 “Our concept and vision…” began David Berger, the food and beverage director at the Campusville Inn where the Stadium Club was housed, “Is to be more casual, less expensive and hopefully, popular!” David was talking to Otto Pinskey, a hotel restaurant menu design specialist who had produced some excellent menus for other restauranteurs in the area. Their meeting had just begun, and, David was questioning Otto as one tactic in determining whether all or part of the menu should be designed in-house or by an “expert” such as Otto. David knew that there were excellent, high quality menu design software packages available that were increasingly used in operations such as the Stadium Club. In fact, he had some experience with on-site menu design in an earlier position. He also knew that there were talented “tech-savvy” staff members in the Campusville Inn’s Front Office and Marketing Departments. The idea of using a cross-functional team to design the menu or at least, early drafts of it, was also of interest to him. However, David thought it was important to consider all alternatives, and that is why he had scheduled a meeting with Otto. Special Menu Term Cross-functional team. : A group of staff members from different departments within the operation that work together to undertake projects and resolve problems. “The restaurant looks great. Tell me about your guests,” began Otto, as his eyes swept quickly across the bar and restaurant areas. David began to talk about the Inn’s guests who used the restaurant, as well as the local guests who simply visited the Stadium Club but did not stay in the hotel. For the next hour, Otto asked David many questions about the restaurant, its staff, the equipment, décor changes David still had planned for the dining room and lounge, and how David envisioned using the menu. The last question caught David a bit off guard. “What do you mean?” asked David in response to Otto’s question of how David would “use” the menu. “Well,” began Otto, “I know you will use the menu in the dining room, but where else?” “Where else?” asked David. “Yes. You’ve said you are going for a complete concept change, right?” asked Otto. “Correct, the old concept just wasn’t working for us,” said David. “Okay, then you want to use this new menu to get the word about the Stadium Club’s change out to as many people as possible,” replied Otto. “Exactly,” replied David. “Well, then,” said Otto, “How about a menu designed to be taken away from the Stadium Club with each guest, and even a menu that can be viewed by persons who have never been here?” “I don’t know,” said David, “This sounds like a plot by a certain design company to sell me more menus or different menus.” “No,” Otto laughed, “I know what you could be thinking, but consider this: what if, with no change in the budget, we created a menu that was portable enough to be given away, could be folded for mailing to people in the community and yet, at the same time, looked nice enough to be used in the guest rooms as a room service menu? Also, what about using technology to promote the menu on The Campusville Inn’s home page or in an electronic newsletter?” “Sure,” replied David, “All those things would be great.” “Okay,” said Otto, “I think we have made a start at the process, but first let’s talk about the menu items you really want to feature, and what those items will communicate about the Campusville Inn.” Case Study Questions 1. Do you think David Berger has carefully thought through his menu design challenges and is aware of all the goals that must be attained by the menu? Why or why not? 2. What additional concern(s) do you think David should address before he makes a decision about whether the menu design project should be done on-site or with an external consultant? 3. Do you think one basic menu can be designed to serve all of the purposes noted in the case study? (Distribution in dining room, use as a “carry-home marketing tool,” use for externalproperty distribution on the Campusville Inn’s home page and, perhaps, in electronic newsletters published by the Inn and/or the Stadium Club.) Defend your answer. (a one sentence answer won’t suffice).

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