Milk and competitive beverage sales and costs in selected Tennessee restaurants

The specific objectives of this study were (1) to determine the present restaurant pricing policies for milk, (2) to measure the costs involved in preparing and serving coffee, ice tea, and milk in selected Tennessee restaurants, and (3) to measure the effectiveness of different pricing proposals on the consumption of milk.

Although the primary study was conducted in Nashville, Tennessee, it is felt that essentially the same conditions prevail throughout the state. The study should, therefore be applicable to Tennessee and perhaps to much of the surrounding area.