Answer to Question 1
Consider a class assignment in which small groups create restaurant concepts based on regional cuisines. The assignment should include coming up with a concept name or brand, some recommended menu items and descriptions that expand on the brand, and some realistic prices that span a variety of value offerings.
This assignment can also be used to explore the contemporary trend of using locally-produced and locally-sourced ingredients, a topic that is very popular among chefs and others interested in the culinary side.
In reviewing the completed assignments, have students discuss the challenges of producing these menu items in either large volume quantities (high demand periods) and low demand periods so that waste is minimized and that food and labor costs are controlled. Bring up the issue of testing production in both situations to ensure production quality and speed can be maintained. Also discuss the challenges of training staff to produce consistent product that retains its authentic regional characteristics.
Answer to Question 2
A national brand brings with it consistency of product, an established reputation and marketing image, well developed systems, etc. At the same time, it offers products whose price points are immediately compared to those on the street, usually entails fairly strict requirements in terms of how the menu items are to be prepared, what (usually can not) be added to the menu, where its ingredients are to be sourced, etc. It will also usually require license fees that detract from its profitability.
A cheetah at the Whipsnade Zoo in Dagnall, England.
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