Word: rappe
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...dinnertime at a candlelit Mediterranean eatery, and Gregg Rapp is busily devouring ... the menu. He nibbles first at the design, evaluating its overall clarity. He then savors the food descriptions--ravioli with shaved truffles, breaded tenderloin piccata--locating words that give a sense of a dish's flavors and textures. Next he looks to see whether prices are integrated into the text or standing alone by the right-hand margin. Rapp gives our menu a passing grade: the descriptions are laden with helpful adjectives, and the prices are unobtrusive. But a pattern on the paper makes a couple...
...menu engineer" based in Palm Springs, Calif., Rapp works 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 entr?...
...first step is the design. Rapp recommends that menus be laid out in neat columns with unfussy fonts. The way prices are listed is very important. "This is the No. 1 thing that most restaurants get wrong," he explains. "If all the prices are aligned on the right, then I can look down the list and order the cheapest thing." It's better to have the digits and dollar signs discreetly tagged on at the end of each food description. That way, the customer's appetite for honey-glazed pork will be whetted before he sees its cost...
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...
...prospects for 2007 will be bright. Though the team is graduating three seniors—including the dominant McKiernan—many of its younger players appear well poised to fill in. Rising sophomore middle hitter Brady Weissbourd showed signs of promise in limited action and rising junior Brian Rapp established himself as a solid option at libero. With the leadership of Fitz at setter, Harvard should be primed for another run at the division title. “We’re hoping that our experience gets us off on the right foot immediately,” Ridolfi said...