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Menu Pricing and Design Strategies

By Lynda Bassett

Creating a menu may be an art, but pricing and designing a menu may be science—and a bit of psychology. When it comes to menu pricing strategies, a restaurant owner/operator must consider not only food and labor costs, but also customer demographics, market changes, and a little something called menu design.

Introducing…the Concept
The menu is a major part of the restaurant’s brand. Everything from the typeface to the description of the dishes should echo the restaurant concept. Whether it is quick serve, fast casual or a fine dining establishment, the menu is critical to both the restaurant’s...

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