Merchandising in Food Service Industry
20th February 2018
The menu as the main focus of the food service operation and its relationship to efficient operation, merchandising, theme, and customer satisfaction is examined. “Truth in Menu” issues, in terms, of trends in the popularity of menu items, layout, menu copy for merchandising, standardized recipes, pricing techniques, and market surveys will be explored.
Successful merchandising ensures customer satisfaction and encourages repeat sales and creates a shopping/eating environment everyone enjoys. Appeal to as many of the senses as possible.
Different Hotel management institutes in Delhi enhance the technique and skill required for the same.
As I am willing to put some more light on different merchandising techniques followed in the food service industry. The Hotel School New Delhi is among those Hotel Management Institutes in Delhi which gives exposure in knowing and understanding the concept and importance of merchandising techniques used in the food service industry. The students are exposed to such concepts through industrial visits, lectures by industry experts, and training on the same.
The Hotel School is among the best Hotel Management Institutes in Delhi imparting quality knowledge to students, grooming them for the future and enhancing their techniques, updating them with all the latest merchandising techniques in the food service industry. The mentioned below are some of the Merchandising techniques in the food and beverage sector.
Merchandising Techniques
Physical appearance
Pricing; quality of food, sales
Merchandising terms
Research and Activity
Physical appearance
Physical appearance can create customer loyalty. It is important to provide the basic services consumers look for when choosing a place to eat or a store to shop in.
Colors, décor, music, staffing ratio, theme, cuisine
Presentation of food: ‘Eat with your eyes
Menu pricing
Pricing; an integral part of food and merchandising, needs to be reasonable/competitive for the venue and the product.
Quality of food and merchandising techniques have a direct effect on pricing; ‘get what you pay for
Need to deliver and satisfy perceived value. Customers need to feel they made the right choice and were not forced into the choice.
Capitalize on the sales of popular products; menu design and layout
Special discounts in which special memberships, tickets, or specific cards get reduced pricing and/or another membership benefit (eg. buy one get one free)
Merchandising terms for preparation method
Select words that create powerful and evocative images and initiate anticipation Home-bake, Oven-roasted, Hand-selected, Pan-seared, Lightly smoked, Aromatic Traditional Spicy, Crunchy, Tangy, Crisp Delectable.
Merchandising terms for Nutritional claims
Salt-free, Fat-free, Low calorie,50% less fat,50% less salt, No Trans-fat, Cholesterol free, Heart Healthy, High fiber, Natural source/Organic.
Research & Activity
Determine your target market/variables/characteristics
Ask people what they want, what they like, and what they don’t like; informal feedback and/or surveys
Find out how much they’re willing to spend
How large the portion sizes should be
How value is perceived
Offer foods that reflect trends
A good menu will sell, and it will make patrons hungry
If they can’t decide among three different items better chance of getting them to return!
Make a lasting impression
Be flexible and aware of customer needs
Staff need to ‘deliver’ the menu; knowledge, suggestions, and service.
