If you are evaluating whether or not to Raise Your Prices, keep a couple of other things in mind: Train your employees and write great menu item descriptions. This will give value to the menu items.

The most important profit consideration of your restaurant marketing is your menu. You should continuously evaluate the effectiveness of your menu. While doing this keep in mind the following ideas:

• Know your market. Keep aware of new menu offerings and constantly evaluate your competition.
• Listen to your guests. Watch carefully trends to healthier eating and nutritional values. Focus on your target market. The most important factor to consider when planning your menu is to meet the needs of your customers.
• Keep your customers satisfied and coming back. Train your employees to exceed the expectations of your guests. Help the guest to realize that you are superior to your competition.
• You must understand the "truth-in-menu" laws. The Federal Government has defined what a food must be if a specified name is going to be used. It is your responsibility to be informed. i.e. If you are going to make health claims about your menu items, you must have a thorough knowledge of nutrition and health-related issues.
• Your menu is a sales tool. Successful menus sell again and again. Your promotional activities, merchandising and advertising should all build on your menu and marketing concept to encourage and increase business.
• Hire the correct employee for each position.
• Train your employees. Your servers must know everything about each menu item: ingredients used; method of preparation; time for preparation and cooking; and how it tastes; visual presentation; what accompanies each menu item; and the price. SERVERS MUST ALSO BE TRAINED TO SELL!!
• Plan high-profit specials and have an effective Selling With Suggestion Program.
• Restaurant marketing (and menu) is essential to your success. Plan your restaurant marketing events six months to a year in advance. Use an 18 Month Marketing file to keep you organized.
• Keep up with taste and preference changes. Visit your competition and read trade magazines and newspapers. Be innovative.
• Survey your customers and the demographic data in your market area every six months.
• Measure the performance of your employees.