You don't want different results set, you simply want a different column...
SELECT id, lookup_code,item_name,
CASE WHEN @param = 'Regular' THEN regular_price
WHEN @param = 'Promo' THEN promo_price
WHEN @param = 'Employee' THEN employee_price
WHEN @param = 'Customer' THEN custom_price
END as thePrice
FROM dbo.vwMenuAndItemLookup ORDER By item_name ASC