Instructions: Read the following case study carefully and answer the questions at the end of the case. Jacob Scott opened Veggie Victuals in mid-1995 as a casual dining spot. While in College he adopted a strict vegetarian lifestyle. He found that restaurants offered few acceptable menu options which made dining out difficult. So, Jason decided to create his unique restaurant operation. Veggie Victuals began serving meals Tuesday through Saturday from 11 a.m. to 7 p.m. The restaurant offered a limited menu featuring appetizers, wood grilled pizzas, salads, roll-up sandwiches, smoothies, health drinks, two hot entre du jour, side dishes and freshly made salsa and baked tortilla chips and wood grilled potato "fryes" (one of Veggie Victuals most popular dishes) and freshly baked goods with all natural ingredients. Jacob opted not to have traditional menus made and instead asked an artist friend to paint a large menu board that could be viewed by the 64 seats in the restaurant. The restaurant was a success and after a while several customers expressed a desire to have organic beer and wines with meals and others requested that he increase his restaurant hours of operation to allow for more evening dining. There was also a long wait for customers in the evenings. The storefront next door to Veggie Victuals became available and he has decided to expand using this space. The size of the restaurant will nearly double allowing seating for 115 guests as well as providing space to serve organic beer and wine and the menu will increase by adding soups, six hot entrees in addition to two specials du jour and a full line of allnatural desserts. Jacob plans to extend his operating hours on Fridays and Saturdays staying open till 11 pm and opening for Brunch on Sundays. Given these changes, his menu board will no longer be adequate as a result Jacob has decided to have traditional menus created for the restaurants. He is hoping on keeping the costs down by creating the menus himself and getting them printed professionally and his artist friend has offered to do the artwork to enhance the menu. Jacob is eager to take his friend up on the offer but is unsure how to proceed.

1. Describe the type of cover would you recommend for Veggie's Victuals menu, giving one reason. Are there any materials that you would avoid? (5 marks)

2. Describe the type of paper would you recommend for Veggie's Victuals menu, giving your reasons. (3 marks)

3. What would you recommend that Jacob include in his restaurant's institutional copy? write a sample or draft including your ideas. (10 marks)

4. What menu listings would you recommend be placed in the menu's prime space? (5 marks)

5. How many menus should Jacob order to meet his operation's needs? (2 marks)