List the tools managers use to evaluate the impact of marketing on guest purchases. What will be ...

To properly evaluate their marketing efforts, managers want to determine what their guests are buying, how much each guest spends, and the profits resulting from each guest sale. To assess these factors, managers evaluate their menu mix, check average, and contribution margin. Menu mix reveals the popularity of each menu item. Check average measures the amount each guest spends per visit. Contribution margin (CM), or gross profit margin, is the amount remaining after the cost of food is deducted from the selling price of a menu item. Those menu items that contribute the most CM to an operation are its most profitable menu items and should be well marketed.