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Write an essay on current practices in using the menu as a marketing tool.
1. Compare strategies that were used before the advent of social media to current ones. Have menus changed to adapt to these changes? What benefits have our current technological advances in media marketing brought to restaurants? What dangers do they bring? Research an examples of an actual restaurant to demonstrate the benefits, and another actual example to demonstrate the pitfalls. Why do these two cases stand out to you? (Note: plagiarism detection will flag students who use the same examples. Please perform your own research)
2. How should a restaurant establish its online presence? Create an imaginary restaurant concept and briefly (1 paragraph) describe the concept , the values and the target market. Use this fictitious restaurant to describe the strategies you might use for the following. Consider every opportunity technology offers an establishment: reservations, website, mobile phone compatibility, search engine prominence, review management, take-out orders, revenue collection, community involvement, and social media. What services would you use to optimize each of these functions? Who provides these services? Research the companies and describe what they offer. Can all these functions be seamlessly linked? What errors do restaurants commonly make?
3. Find a restaurant menu online that does not respect the menu principles discussed in week 12. Post a link to it. Make a list of what you feel should be improved and explain why. How would you re-write the menu? Give three examples of poorly described items, and rewrite them as you think they should be.
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