Bowen, John T.; Morris, Anne J. - In: International Journal of Contemporary Hospitality Management 7 (1995) 4, pp. 4-9
Objectives of a menu include communication of the products available for sale, providing tangible evidence and selling. Managers must consider all these elements when they create a new menu. Focuses on menus as a sales tool in a full‐service restaurant. Describes an experiment to investigate...