factors that define a menu
brand
characteristic the custemers attribute to that company
mission, vision, values
clarifies what the company sells
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how menu supports brand
price point
types of ingredients used
caliber of cooking displayed
overall feel of the menu
menu items change over tie but brand does not
brand and market
no one brand meets everyone's nees
target market is the group the company attempts to attaract
brand must appeal to the target market
defining the market
menu planners must define the target market before creating the menu
tools to define a menu
demographic study
psychographic study
competitive anaalysis
feasibility studies
demographic study
describes the are population's age
marital status
housing type and household size
gender
race and ethnicity
education
occupations and income
psychographic study