From page. 285 "Apply What You Have Learned" Jessica Castillo had always been interested in food and cooking. After culinary school and several extensive apprentice stints with some of the best chefs in New York and a spectacular year in London, Jessica felt that she ready to open her new restaurant. Creativity and customer focus were Jessica's strength, as was a firm conviction that she didn't want her dining room filled only with "rich people." She wanted to make the types of foods she served available to as wide an audience as possible. Jessica wanted to serve a diverse group of customers, but she also knew that she had to make a fair profit if she wanted to stay in business. Menu pricing had always puzzled Jessica. In her few years in the hospitality industry, Jessica had already seen several cases of restaurateurs who planned for a 25% or 30% food cost, priced their menus accordingly, yet failed to generate the profits needed to stay open. She was keenly aware that many fine dining establishments such as the one she wished to open frequently encountered the same fate. Considering the type of operation Jessica plans to open, identify two main factors that will have a significant impact on Jessica's menu pricing.