F&B - Chapter 1 Flashcards
MENU ENGINEERING
The selecting, costing pricing, and evaluating of menu items
NEIGHBORHOOD MARKETING
Marketing aimed at a geographic area in close proximity to a restaurant
POINT-OF-PURCHASE MERCHANDISING
Promotion that is done at the point of customer purchase. This can stimulate impulse buying
PREMIUMS
Marketing items, such as toys or apparel, given away free or sold at cost.
QR CODE
(Quick Response) QR Code - a matrix bar code, originally designed for auto industry, that is becoming increasingly used in hospitality advertising
SALES PROMOTION
Short-term incentives (other than advertising or public relations) aimed directly at stimulating sales of specific products at a specific time
SAMPLING
Free samples of a product given away to encourage customers to purchase the product
SIGNATURE ITEM
An exclusive dish or specialty drink for which a hotel, restaurant or lounge is well-known. Designed to generate repeat business
SUGGESTIVE SELLING
A sales technique in which employees suggest or recommend additional or higher priced items or services. Also known as up selling
SWEEPSTAKES
Marketing promotions based on chance that require entrants to submit their names and addresses
TABLE TURNOVER
The number of times a table at a restaurant is used to serve new customers during a meal period or some other time period
TRADING AREA
The neighborhood from which all, or at least the majority, of a restaurant ‘s customers come. Also known as the catchment area.
CAPTURE RATE
The percentage of hotel guests who eat meals at the hotel
CONTESTS
Marketing promotions that require entrants to demonstrate some knowledge or skill
COUPONS
Vouchers that entitle users to a discounted or free product/service; frequently used to attract first time buyers or introduce a product
