Media Kit 2015+

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Media Kit

THE PSYCHOLOGY OF MENU PRICINGTHERE IS NO ONE SET METHOD FOR MENU PRICING, HOWEVER AS OUR PREVIOUS ARTICLE IN HOTEL SA OUTLINED, THERE ARE TECHNIQUES THAT CLEARLY WORK.

The psychology of menu pricing is part science, part art form. What works with one target audience will not work with another. Age, geography and culture all have an infl uence.However, you can gain fresh insights into your own menu pricing

structure by using creative thinking.If you can put yourself in your customer’s shoes, you will see how

your prices and how your menu affects how they think and feel. This is not always easy. If you have trouble doing this in your own venue because you are too emotionally invested, then visit some of your competitors.Not only will visiting your competitors give you plenty of ideas you

can insert into your own restaurant, it will also give you the chance to examine the psychological side of their pricing.

Perils of going pricing too low

Restaurants that revert to loss leaders are often failures. It can be a dangerous tactic to draw people in with a low price, in the hope they will spend more on other items. Unless you really know what you are doing, making this part of your everyday business plan is best left to fast food restaurants with high volumes.

High prices are for high quality

Restaurant dining is a luxury for most people and so demand can dry up when consumer sentiment is negative about the economy. With many new establishments opening up, competition has never been as fi erce. As a general rule, the days of peak pricing are over, unless you have a reputation and the quality that people are happy to pay for.

Introducing higher margin items

This could also be titled: “Most People Will Not Pay More If They Are Unsure They Will Like It”. When updating your menu, there is no rule that says everything has to change. If your costs of printing new menus are kept low using new print methods (ie. small print quantities using digital, you can afford to tinker with your menu on a regular basis. In this way you can introduce new ideas one at a time. Keep the items that sell and remove the duds. You might consider introducing new items as entrees. If they take off

with your patrons, you can move it into the mains and increase profi ts.

Swings and Roundabouts

This means you have to offer people a price they want, even if it means reducing your profi t in one area, but then offering them extras that attract a higher margin. Give people set meals at good prices, and charge a little extra for additions. As the old saying goes, what you lose on the swings, you make up on the roundabouts. The key point is to try new things. Experiment and measure; keep the successes and walk away from the failures.

Set limits

People want choice when they visit a restaurant but the more items you add to your menu, the harder it becomes to run your business and make a decent profi t. An overly long menu results in people taking much longer to make choices, increases food inventory, puts more strain on kitchen staff and it becomes harder for chefs to maintain high quality.

AN ALTERNATIVE APPROACH

Bloomberg has reported that a Michelin-starred London restaurant has decided to cut the number of tables from 40 to 22 – and offer just two meal prices.Hedone will offer set menus at approximately £95 and £125.The owner says: “ People will just tell us how much they want to

spend, and two tables sitting beside each other who want to spend the same amount of money might get two completely different meals.”

The psychology of menu pricing is part science, part art form. What works with one target audience will not work with another. Age, geography and culture all have an influence.

Hotel SA

36 MENU PRICING

The Offi cial Publication of THE AUSTRALIAN HOTELS ASSOCIATION (SA branch) October / November 2015

THE WOODVILLE:A TOWERING ACHIEVEMENT

SIX SA PUBS STAR IN NATIONAL AWARDS

Hotel SA

Regular sections include

• In The Hotel Kitchen

• Beverage Buyer

• New products and technology

• Management and finance skills

• Hotel refurbishments

• President’s and General Manager’s Reports

• Publican’s Pearlers

• Ravo’s Bush Telegraph

Readership

Owners and proprietors of:

• Hotels

• Motels

• Licensed clubs

• Top restaurants

• Architects, builders and interior designers

• Many brewers and wineries are also subscribers

Is the official publication of The Australian Hotels Association of SA.It is the leading trade publication for South Australia’s hospitality industry.

Hotel SA is a bi-monthly, full colour magazine. It has a controlled circulation of 2000 to AHA members, club owners and the top 100 restaurateurs in SA.

It is mailed using the official AHA database.

At a glance 2016

Hotel SA

P (08) 8233 9433 A Level 3, 47 South Tce, Adelaide SA 5000 E admin@boylen.com.auW www.boylen.com.au

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February - March April - May June - July

Booking Fri 15th Jan

Material Fri 22nd Jan

Publication Tues 16th Feb

Booking Fri 11th Mar

Material Fri 11th Mar

Publication Mon 18th Apr

Booking Fri 13th May

Material Fri 20th May

Publication Wed 15th June

August - September October - November December 2016 - January 2017

Booking Fri 15th July

Material Fri 22nd July

Publication Tues 16th Aug

Booking Fri 9th Sept

Material Fri 16th Sept

Publication Wed 12th Oct

Booking Fri 11th Nov

Material Fri 18th Nov

Publication Wed 14th Dec

* Deadlines subject to change

* NOTE Cancellations MUST be received in writing by the booking date.

Deadlines 2016

Hotel SA

P (08) 8233 9433 A Level 3, 47 South Tce, Adelaide SA 5000 E admin@boylen.com.auW www.boylen.com.au

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Inserts

Price on application.

Design Service

We have an in-house graphic design department which is available for the development of advertising concepts, production and graphic solutions. We also specialise in web development.

Discounts

Applicable for long term bookings.

Conditions

All advertising must adhere to the normal Terms and Conditions and acceptance of material is subject to approval. Charges apply for advertising production.

Terms & ConditionsThe publishers reserve the right to refuse, cancel or to revise any advertisement to accord with the standards of the publication. They accept no liability whatsoever for any loss or damage caused by an error or inaccuracy in the printing of any advertisement and do not give any undertaking that an advertisement will be inserted by any specific date, although every effort will be made to meet the requirements of the advertisers. While the publishers will take every care with the original material and transparencies, they will not be liable for any loss or consequential loss. In the event of copy not being supplied on time, the publishers reserve the right to repeat any previous advertisement at the advertiser’s expense. A 25% cancellation fee will apply to all cancellations made after booking deadline. All advertisements in the publication will be accepted only on the express condition that the advertiser warrants that the advertisement does not in any way contravene the provisions of the Act.

Size Full Colour

Full Page $3,350 + GST

1/2 Page $2,300 + GST

1/4 Page $1,450 + GST

Outside Back Cover $3,990 + GST

Inside Front Cover $3,800 + GST

Inside Back Cover $3,500 + GST

Double Page Spread $5,300 + GST

Rates 2016

Hotel SA

P (08) 8233 9433 A Level 3, 47 South Tce, Adelaide SA 5000 E admin@boylen.com.auW www.boylen.com.au

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Supplied Material

Artwork can be sent via email or ftp (eg. ‘Hightail’ or ‘Dropbox’). Please ensure all artwork is supplied at high resolution (i.e 300dpi/ppi) and in CMYK colour space. If the ad requires bleed, please ensure there is a minimum of 3mm bleed around all edges. When supplying as PDF please ensure all fonts are embedded. When supplying artwork in InDesign or other layout/creative formats, please include all resources (i.e. links and fonts).

Please note; Word, Publisher & Powerpoint files are not accepted as complete artwork and will need to be recreated by the Design Department.

Full Page DPS 1/2 Page H 1/2 Page V 1/4 Page H 1/4 Page V

210mm (w) x 297mm (h)

420mm (w) x 297mm (h)

185mm (w) x 135mm (h)

90mm (w) x 270mm (h)

185mm (w) x 65mm (h)

90mm (w) x 135mm (h)

3mm bleed 3mm bleed No bleed No bleed No bleed No bleed

P (08) 8233 9433 A Level 3, 47 South Tce, Adelaide SA 5000 E admin@boylen.com.auW www.boylen.com.au

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Specifications 2016

Hotel SA

* Please ensure no text is positioned through the centre of a DPS.

Art Area

Bleed