Research on Tying Menu to Restaurant Concept

Questions to Answer

Your research aims to answer the following questions. Please note these are not yes/no questions. Each questionrequires ANALYSIS, and EVIDENCE to supportyour statements and conclusions.You should provide an overview of the nuances you encountered in arriving at your conclusion. You must link each questions to the global objective of tying menu to restaurant concept. Pleaseread the resources provided at the end of this documentbefore you begin. 1.Describe the type/style of restaurant.Use correct terminology. Justify your choice. (Read Walker, John R., Restaurant from Concept to Operations, 6thEdition, Chapter 2(Resource #1)2.What is therestaurant concept? How isit unique and what specifically makes it so?(Walker, J.R. pp.62-80)

3.Describe the location’s demographics? Do not guess; be highly specific.What evidence do you have to back this up? Include statisticsfor the specific districtas well as psychographics.(see resource #2 below)4.From the materials, brand, communicationsissued by the restaurant, what is thetarget market?Does the target audience exist in that area?Justify your answer.5.Howdo you think thehours of operations were chosen? What are the benefits of each time slot to the restaurant? Given the target market, are these hours appropriate or should they be modified?6.What type of branding does restaurant utilize? How is this articulated or expressed? (seeresource #3below)7.Discuss the value of the establishment’s name and how it relates to brand experience? (seeresource #3below)8.Does the menu description and copy (use of text) matchthe theme or concept/brandof the restaurant?(Spend some time on this question. It’s the most important one onthis list.)9.Is themenu successful in appealingto target group? How doyou know this?Be careful about the assumptions you are making about the target group. (for example: seniors prefer soft, mild food–They don’t!) Show your evidence.10.What type of marketing does the restaurant utilize? Listand describeALL avenues utilized.11.Discuss the menu’s use of visuals: font style, colours, graphics. Are they appropriate or not appropriate to the Brand? 12.Whatopportunities exist for the business to improve menu? Remember the analysis we did in Week 11 Part 1. Consider making improvementssuch ascross-utilization, revising the number of categories, number of items, redistributing the weight of descriptionsto add-ons,menu engineeringetc.Make 3-5 recommendation. Justify your concern, and be specific in your solution.How would you implement them? What outcome are you hoping to achieve? Approach this questions as if YOU were the consultant.13.Are theresignature dishes?Whatare theyand how well do these support the brand? Use social media and reviews to find out. Begin by reading resource # 4.14.Is price point appropriate(not for YOU; for the TARGET market)? Whydoyou believe it is or is not.15.Summary of analysis.Use the information you have uncovered in the last 14 questions to synthesize your assessment of the establishment. Is it effectiveor ineffective in its use of menu to communicate concept? Recap the key reasons why. Be sure to respect Conestoga-APAformatting. Do not use images unless they belong to you or are correctly licensed (you must provide proof that they are). Failure to attribute an idea or a citation will result in an infraction in academic integrity, and mark of zero. Please be responsible. Format