Prepare and present a direct marketing plan for Chopsticks restaurant

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F&B II                KE WU

                HRTM-higher

Introduction

In this assignment I am going to prepare and present a direct marketing plan for Chopsticks restaurant which will emphasis on the menu. Chopsticks restaurant is a Chinese restaurant reliant on high street shoppers during the day, but the evening trade is always disappointing, especially at weekends. Here I’ll involves my opinion and suggest which can increase trade based on the restaurant’s menu.

A primary objective of food and beverage establishments is the selling in its widest sense of the product: food and /or beverages. The common and major aid is the menu, in all of its many forms. Once customers are on the premises of a catering establishment one of the main sales tools is some form of a menu.

By understanding this, a new dinning menu will be setting up based on involved of: types of menu; structure of the menu; flexibility of the menu; language of the menu, and so on.

The marketing policy is reflected in the menu by such things as the requirements of the sector of the market that is being aimed at and the interpretation by the establishment of the needs of that market. The financial policy is reflected in the menu by the pricing and cost structure and the catering policy, by the size and type of the menu, and by the quality of the food and beverages offered. By this, those are factors we need to aware of before any change of a menu:

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Types of the menu

There are many types of eating establishments offering many types of meal experiences, there are basically only two types of food menus: the table d’hote; and the a la carte. From these two types of menus there are in practice many adaptations of each.

Chopsticks restaurant is fall into the type of the table d’hote menu, which usually offering six courses, choice within each course is limited and also the selling price is fixed.  All the dishes being ready at a set time so during the day time, the restaurant runs ...

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