Customer-Focused Menu Markeing

Food-service chains are increasingly relying on direct research of consumer preferences to guide their menu-development efforts. This consumer-based approach is an adaptation of the traditional relationship between a chef-proprietor and the guest. In fact, some chefs have become consultants for food-service chains. Rather than use an entirely internal approach to menu development, some chains are broadening their definition of what is possible and allowing prospective items to be tested in individual restaurants as specials. The most successful are added to the menu. Applebee's is an example of a chain that tests dozens of potential menu items each year in this manner. Even chains that base their success on menu standardization have diversified their menus to accommodate regional preferences.