Answer to Question 1
Managers who want to manage moments of truth and thus ensure their operations consistently provide high-quality customer service recognize that they actually have two types of customers. Managers must meet the expectations of both their external and internal customers. External customers are the buyers of products or services who are outside the manager's direct control. In most cases, guests are external customers. By contrast, internal customers are those within an organization who serve each other. Employees are internal customers if their work results in them directly serving other employees. External and internal customers are similar in that managers must satisfy both to provide high-quality customer service and to minimize unnecessary employee turnover.
Answer to Question 2
Menus are important because they attract customers, impact the establishment's financial success, and influence many aspects of daily operations.
Members of the menu planning team should include the owner-manager, kitchen manager, dining-room manager, purchasing agent, and accountant because persons with these responsibilities will have special views about menu planning concerns.
There are several important menu planning steps that include considering the customers and other external priorities, thinking about how the menu will impact internal operations, and ensuring that the menu will be in line with the establishment's basic concept. Other menu planning steps require the manager to determine the number of menu item classifications, evaluate potential menu items for each classification, and select specific menu items that will be on the menu.
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