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Management by Menu 4th Edition

By: Lendal H. Kotschevar & Diane Withrow

Released: May 2012

Format: Ebook (PDF)


Management by Menu, Fourth Edition presents the menu as the central influence on all foodservice functions. This unique approach clearly outlines both the “big picture” behind a well-run foodservice operation, and the practical details of costing, planning, analyzing, purchasing and production, beverage management, promotion, and service. Both students and working managers will come away from this book able to clearly develop a menu and effectively use it as a management tool.

Thoroughly updated with the latest changes affecting the industry, this Fourth Edition has also been revised to give readers a more hands-on learning experience. Sample menus, mini-case studies, self-test review questions, and other new features lead to greater interactivity and engagement with the material. Coverage of new, helpful technologies is now integrated throughout the book.

This Fourth Edition also includes new coverage of:

  • Nutrition, health, diets, and the new Food Pyramid, all appearing wherever relevant
  • How the foodservice industry has advanced over the past ten years, including specific segments and demographic supporting data
  • Innovative menu pricing strategies, featuring non-cost approaches such as pricing by sales potential or margin analysis
  • Today’s menu building software, offering a variety of examples and tools
  • Ethical leadership in restaurant management, discussed in an entirely new chapter
  • A newly created Study Guide provides several additional resources to help readers review the material and exercises to test their knowledge of key topics and concepts
  • A dynamic guide for today’s foodservice industry, Management by Menu, Fourth Edition sets the standard for understanding menu management.

About the Author

LENDAL H. KOTSCHEVAR, PhD, (1908-2007) was Professor Emeritus at Florida International University.

DIANE WITHROW is Program Coordinator of the Hotel Restaurant Management Program at Cape Fear Community College in North Carolina.

Table of contents


1. A Look Back at the Foodservice Industry.

2. Profile of the Modern Foodservice Industry.

3. Planning a Menu.

4. Considerations and Limits in Menu Planning.

5. Cost Controls in Menu Planning.

6. Menu Pricing.

7. Menu Mechanics.

8. Menu Analysis.

9. The Beverage Menu.

10. Producing the Menu.

11. Service and the Menu.

12. The Menu and the Financial Plan.

13. Ethical Leadership in Restaurant Management.

Appendix A. Accuracy in Menus.

Appendix B. Number of Portions Available From Standard Containers.

Appendix C. Menu Evaluation.

Appendix D. Menu Factor Analysis.

Appendix E. A Brief History of Foodservice.




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