Answer to Question 1
One of the primary merchandising tools available is the menu itself. By changing the menu periodically, or through the development of daily or holiday specials, a restaurant can continually offer something new and different to its customers. Effective merchandising can also come from displays and samples of food. It is said that we eat with our eyes rather than our mouths. Nowhere is this as true as in the way in which desserts are sold. The presence of a dessert tray can be very effective in increasing sales. Similar displays for wine, entrees, and salads as well as table-side preparation can be equally effective. Care must be taken that the number of tent cards and promotional materials not overwhelm the customer. The intent is to prevent boredom, not create confusion because of all the choices available. Many operators with limited advertising/promotional budgets will learn to develop ongoing and ever-changing activities for their guests and personnel to enjoy. The element of surprise and fun can be one of a restaurant's major strong points. New themes, catchy ideas, and fresh gimmicks require careful planning and follow-through. Meals will, as always, be the star attraction, but the presentation may need serious rehearsal and trial runs. Customers enjoy being invited to dress rehearsals. The wrinkles can be ironed out for unveiling in such a way that competition will pale in comparison.
Answer to Question 2
D
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