Word: cornering
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...with restaurants across the country and around the world to transform innocent lists of meals into profitable, user-friendly sales tools. Although his clientele includes such prominent chains as Chili's, his daylong "menu boot camps" have helped bring sophisticated marketing know-how to mom-and-pop diners and corner pubs. The objective for eateries big and small: a menu that grabs the customer's eye and steers it to high-profit dishes and moneymaking add-ons (like the side salad that is only $3.99 extra when you order the entrée). Rapp is so sure of his menu makeovers...
Also important is placement. On the basis of his own research and existing studies of how people read, Rapp says the most valuable real estate on a two-panel menu (one that opens like a magazine) is the upper-right-hand corner. That area, he says, should be reserved for more profitable dishes since it is the best place to catch--and retain--the reader's gaze...
...from 30 a day to 0.) The cafeterias resemble local eateries too. The Cub's Den at Shawnee Middle School looks just like a food court at a mall. Taylor has similarly revamped the serving areas at the high school--South of the Border serves Tex-Mex; Grandma's Corner has home-style cooking. Marketing is a necessity. "We're a business," Taylor says. "If your customers don't eat with you, you don't stay in business...
...rather seduce with a stalk of asparagus than preach denial," says Fisher, who refuses to give up rice or tropical fruit. "I don't deny myself anything that isn't grown in Ohio," she explains. "Humans have traded foodstuffs with each other since Neolithic times." In her corner of Appalachia, she has found tofu made from local soybeans, bacon from nearby pigs and aquaculture shrimp. She forages for wild leeks to make pesto. But sometimes she wonders, "Maybe I have a weird idea...
Allan: Walking along Bourbon Street, I stopped at the Court of Two Sisters and pointed: "John," I said, "around the corner is the hotel where your mother and I first stayed. We could order drinks right through our window." I enjoy telling him about his mother. She was a very special person...