This book is a concise, easy-to-use resource for applying marketing strategies to a foodservice facility, addressing issues like: How do I market my restaurant to prospective customers? Do loyalty programs really work in restaurants? How does the design of my restaurant and menu affect the perception of my operation? This text provides the restaurant/foodservice manager with specific tools tying marketing theory to practice. It also includes checklists and examples that can be applied to the day-to-day operation of their business.

JOHN T. BOWEN is the Dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston where he also holds the Barron Hilton Distinguished Chair.

JOHN M. STEFANELLI, PhD, is a professor and Chair of the Food and Beverage Department of the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas.