Menu Engineering
Journal of Restaurant & Foodservice MarketingPublished 1 January 1994
Helen Atkinson, Peter Jones
Citations24
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Abstract
This article suggests the idea of the "micro-marketing mix" as represented by a foodservice operation's menu. When menu engineering is applied to the menu, this micro-marketing mix is modified. We go on to compare four alternative menu engineering techniques and look at the different results they produce. Each technique serves a slightly different purpose and we consider the implications of this from a marketing perspective.
Keywords
Business, Management and Accounting