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| A menu where each selection is individually priced. A diner may customize his or her meal by making personal selections from the a la carte menu. |
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| The average amount each customer spends on food and beverage, calculated by dividing sales by the number of customers it took to generate those sales. Also referred to as average cover or average check. |
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| The actions that customers and potential customers choose to take in response to the goods and services you offer. |
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| A tasting menu designed to provide diners with an integrated succession of small but exemplary courses. |
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| Age, gender, race, income, disability, education attainment, employment status, geographic location, home ownership, and other data used to understand and predict behavior of social and economic systems, including market demand for hospitality and food services. |
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| The customers that choose to patronize your establishment even though you did not expressly market to them. |
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| The population on which you focus your marketing efforts. Also referred to as the target market. |
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| An economic relationship in which buyers drive commerce by seeking goods and services from sellers. In the food service industry, the most typical goods and services are prepared meals and beverages sold by the glass. |
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| A menu of several courses offered at one set price. Also referred to as Table D'Hote |
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| Decisions made by customers that indicate which goods and services they find important enough to spend their money on. In a restaurant setting, these decisions include portion size, exclusive ingredients, and culinary artistry. |
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| A verbal expression that states how a business would like to see itself. |
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