Food-Service-Manual-for-Health-Care-Institutions

The following methods can be used to enhance advertising and promotion of products and
service in a food service operation:
• Design menus that use a simple format, familiar menu terms or explanations of product,
photos of a finished product, contrasting colors for paper, and print and typeface large
enough to be read easily. Provide items that promote a healthy lifestyle and include a breakdown
of nutrients.
• Post menus in the cafeteria or send out on the Internet; include them in the organization’s
newsletter.
• Distribute menus to customers. In health care, menus may be kept and used by customers
as educational tools. Attach any daily special item to the menu. Include hours of service, location,
telephone numbers, and payment options.
• Carefully name menu items. Use a name that will portray an image of the food and be
clear and descriptive. Use a name to convey information to avoid confusion or surprises. In
health care, a brief description of a product will tell patients something about the food.
• Add new items. Use fliers or the Internet to promote the item, explain how it is prepared,
its nutritive value, the recipe, the name of the person who prepared it, and a short acceptance
survey for patrons to fill out and give to the cashier for possible incorporation into the menu
system.
• Institute theme meals or weeks or months. Make theme meals and holiday meals special.
Vendors and the Internet list special days, weeks, and months. Food for a theme day is
important, but it takes more than just food. Advertise, promote, reduce prices (if there is an
employee dining area), and involve an interdisciplinary team in the event, as well as customers.
Have employees dress in costumes as appropriate, and decorate the dining area and patient
trays (as appropriate). Change the ambiance and the sound (music, special entertainment,
games or activities), if appropriate, and use theme-day napkins, placements, and other decorations
as appropriate and that meet budgetary constraints.
To promote nutrition and food service, develop special events for National Nutrition
Month, Pride in Food Service Week, and other health care–related weeks such as Nursing Week
(see Figures 3.4 and 3.5).
• As appropriate, use discounts, coupons, and meal deals as another form of advertising
and promotion. Any discounts may need budgetary approval from the administration. Discounts
may be used for specials, such as “buy one, get the second one at half-price,” the introduction
of a new product, or for the delivery of multiple meals to a patient unit. Coupons for discounts
could be included in payroll envelopes and an in-house newsletter. Meal deals usually constitute
an entire meal, without substitution, usually at a reduced price. Bundling of a group of
products under one price encourages increased sales and offers faster service. Bundled meals
usually are given special names such as “blue plate special,” “chef’s choice,” and the like (see
Figures 3.6 and 3.7).
• Use a departmental or organization newsletter to highlight the food service department.
A newsletter is a simple tool for informing customers about the food service operation, a new
menu item or recipe, or nutritional facts. These newsletters are usually one page (front and
back) with food service news such as a new service. Newsletters are an excellent way to tell
customers more about what, how, and why certain services and products are offered. Copies
should be placed in lobbies, on patients’ trays, and in the cafeteria.
• Use self-branding, defined as creating a special product line and creating a unique
name for the product. Develop a line of products that are unique to the department and label
as “XYZ health care cookies” or “Chef Laurie’s fried chicken.” Advertise and promote the
product.
• Stage an open house as a way to inform clients, families, physicians, and other health
care providers of the department’s efforts. Holidays, the organization’s anniversary day, and
renovation completion are all good opportunities for an open house.
Marketing
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