by Jack E. Miller (Author), David V. Pavesic (Author)
This guide to strategically planning a menu offers a wealth of information on designing and pricing for profit. Contents include a new section on the psychological aspects of menu pricing, expanded coverage of health-food, ethnic, and international menus, and additional terms for enhancing menu descriptions.
Back Jacket
Now in its fourth edition, this popular guide to designing and pricing menus has even more information that will help turn your ordinary menu into a merchandising and cost control tool. Two of the industry's top hospitality educators, Jack Miller and Dave Pavesic, have teamed up to make this new edition the best book available on menu pricing and design. This revised edition includes New sections on the history of the restaurant industry The psychology of menu pricing and design How to write menu copy Use of coupons and discounts Demand and market driven pricing Menu sales mix analysis Expanded glossary of menu terms
Author Biography
Jack E. Miller, FMP, is Professor Emeritus and past chair of the Hotel, Restaurant, Chef's Apprentice, and Tourism Program, St. Louis Community College. Miller is also coauthor of Basic Food and Beverage Cost Control.
David V. Pavesic, Ph.D., FMP, is Senior Professor in the School of Hospitality Administration in the Robinson College of Business at Georgia State University. He is an author and consultant to the industry in the area of operations, cost controls, menu design and menu analysis.