Fast food merchandising
1984
Hirschberg, Martin
Fast food operations are using new information and techniques developed by retail stores to merchandise food and generate sales. Marketing and merchandising techniques include: layout, design, actual food preparation, preservation, lighting, signs, display cases, and colors. Lighting is used to reference mood and ambiance, and hopefully enhance the food. In condescent lighting, while more expensive, displays the food more advantageously. To appear fresh, and appealing, food must have color, shape, and texture. Garnishes should be used to make foods appealing and create an illusion of value. Showmanship has its place in merchandising, too. Orange and red colors compliment foods and stimulate the appetite whereas dark greens and blues produce the opposite psychological effect. Display cases which protect the food also can be used to help sell it by enhancing the overall ambiance. These marketing techniques, keeping the menu simple, directions plain and using pre-programed cash registers help keep fast food operations moving. (KBC)
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