Ask questions to the underlined words

1. Menu engineering is an interdisciplinary field of study devoted to the deliberate and strategic construction of menus. 2. In general, the term menu engineering is used within the hospitality industry (specifically in the context of restaurants), but can be applied to any industry that displays a list of product or service offerings for consumer choice. 3. The reasoning being Sweet Spots stems from the classical effect in psychology known as the Serial position effect. 4. Customers are most likely to remember the first and last things they see on a menu - hence, sweet spots on a menu should be where the customers look first and last. 5. The presence of dollar signs or other potential monetary cues may cause guests to spend less. 6. The primary goal of menu engineering is to encourage purchase of targeted items, presumably the most profitable items, and to discourage purchase of the least profitable items. 7. After an item's cost and price have been determined, evaluation of an item's profitability is based on the item's Contribution Margin. 8. Some simplified calculations of contribution margin include only food costs. 9. In general, items within a relevant comparable set should be priced to have similar contribution margins. 10. The restaurant would make the same amount of money, no matter what item the guest chooses to order.

Retell the text.

Unit 9. Restaurant. Restaurant guides. Michelin Guide / Ресторан. Гиды ресторанов. Мишлен гид.

I. Master words and word combinations:

customer ['kʌstəmə] покупатель; потребитель; заказчик; клиент

restaurant ['restərɔnt] ресторан

takeout ['teɪkaut] а) готовая еда, продающаяся на вынос б) заведение, торгующее готовой едой на вынос

delivery service служба доставки

hospitality [,hɔspɪ'tælətɪ] гостеприимство

price bracket ценовой диапазон

busboy ['bʌsbɔɪ] уборщик грязной посуды со столов, помощник официанта (в ресторане)

guidebook ['gaɪdbuk] путеводитель

vermin ['vɜːmɪn] а) паразиты (насекомые) б) вредители

rodent ['rəud(ə)nt] грызун

infestation [,ɪnfes'teɪʃ(ə)n] инвазия (заражение паразитами)

NSF (National Sanitation Foundation) Национальный фонд санитарной защиты (США)

violation [,vaɪə'leɪʃ(ə)n] нарушение

II. Read and translate the following text into Russian: