Here's a sneak peek at Kruse's education session that will take place at NRA Show 2013.

When the going gets tough, tough restaurateurs go back to menu basics. In today’s challenging competitive climate, with skittish patrons still grappling with financial uncertainty and supermarkets attempting an end run around restaurants, savvy operators are renewing their focus on five menu fundamental:

• They’re doubling down on freshness by means of products and preparation techniques that deliver the enhanced taste, value and health perception their diners demand.
• They’re reconsidering flavor, adding depth and complexity through the artful combination of ingredients that make dishes delicious, memorable and unique.
• They’re offering premium touches that provide affordable luxe to cost-conscious diners and employing ingredients, culinary touches and picture-perfect presentation to create a real wow factor.
• They’re putting patrons in charge via controlled customization, eliminating the one-size-fits-all approach in favor of the personalization that patrons prefer.
• They’re anticipating shifts in standard three-meals-a-day dining patterns by offering innovative snacks, small plates, bar bites and grab-and-go options that work around the clock and accommodate a range of budgets.

As the industry moves to regain its rightful place as consumers’ preferred dining option, the menu remains the key vehicle to achieve that goal. To maximize its potential and bring their offerings in line with customer expectations, restaurateurs should keep in mind the palates and pocketbooks of their target diners and use a combination of smart menu copy and suggestive selling both to promote trial and generate repeat business.

Nancy Kruse and hundreds of other industry experts from across the industry will provide NRA Show attendees with information they need to improve and grow their businesses. To learn more about the education sessions, this year's speakers and to register, visit Restaurant.org/Show.