Journal of Hospitality Application and Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Application of Kasavana & smith Menu Engineering Model to Menu of a Resort Restaurant-a Case Study Approach


Affiliations
1 Institute of Hotel & Tourism Management Maharshi Dayanand University, Rohtak.
2 Department of Home Science, Kurukshetra University, Kurukshetra.
     

   Subscribe/Renew Journal


Purpose: The aim of this paper is to evaluate 10 selected items of a restaurant menu of an independent resort of North India on Kasavana&Smith Matrix Model.

Design/Methodology/Approach: The study was conducted on a restaurant menu of an independent resort property using Kasavana and Smith Matrix Model (Menu Engineering). The paper is a case study approach.

Findings: The findings indicate that four parts of menu matrix i.e. plowhorse, star, dog, puzzle should have different strategies to promote them and how best the management can do to get maximum out of the menu and what possible changes can be done.

Research Limitations/Implications: The paper demonstrates that the current study is limited in its generaliseability as the case study methodology is used. This gives researchers and the hoteliers a base, in India, in implementing menu engineering matrix to their food and beverage menus.

Originality/Value: This paper presents the results of menu engineering matrix on 10 selected menu items of a resort restaurant. It is valuable for management in evaluating the menu items of any food and beverage outlet through Kasavana and Smith method, which will help in achieving guest satisfaction and organizational objectives.


Keywords

Menu, Plowhorse, Star, Dog, Puzzle
Subscription Login to verify subscription
User
Notifications
Font Size


  • Adler, M. and Ziglio, E. (1996), Gazing into the Oracle, Jessica Kingsley Publishers, Bristol, PA.

  • Atkinson, H. and Jones, P. (1994), Menu Engineering: Managing the Foodservice Micro-Marketing Mix, Journal of Restaurant and Foodservice Marketing, Vol.1, No.1, pp.37-55.

  • Bowen, J.T. and Morris, A.J. (1995), Menu design: can menus sell? International Journal of Contemporary Hospitality. Vol.7 No. 4, pp. 4-9.

  • Frei, B.T. (1995), The menu as a moneymaker, Restaurant and Institutions, Vol. 105 No. 6, pp. 144-6.

  • Goldstein, J. (1997), Changing menu formats, Restaurant and Institutions, Vol. 81 No. 4, pp. 28.

  • Hayes, D.K. and Huffman, L. (1985), Menu Analysis: A better way, CornellHotel and Restaurant Administration Quarterly, 26(3), pp.64-70.

  • Kasavana, M. L. and Smith, D. I. (1982), Menu Engineering: A Practical Guide to Menu Analysis, Okemos MI: Hospitality Publications.

  • Khan, M. A. (1991), Concepts of Foodservice Operations and Management, 2nd ed., New York: Van Nostrand Reinhold.

  • Kreck, L. A. (1984), Menu: Analysis and Planning, 2nd ed., New York: Van Nostrand Reinhold.

  • LeBruto, S.M; Ashley, R.A. and Quain, W. (1995), Menu engineering: a model including labor, FIU Hospitality Review, Vol. 13 No. 1, pp. 41-50.

  • LeBruto, S.M; Ashley, R.A. and Quain, W. (1997), Using the contribution margin aspect of menu engineering to enhance financial results, International Journal of Contemporary Hospitality. Vol.9 No. 4, pp.161-7.

  • Main, B. (1995), Mastering menu psychology, ID: The voice of Foodservice distribution, Vol. 31 No. 7, pp. 28-30.

  • Masse, P.H. (1986), Some menu design reminders, Club Management, Vol. 65 No. 5, pp. 32-4.

  • Miller, J. (1980), Menu Pricing and Strategy, Boston: CBI Publishing.

  • Miller, J. (1987). Menu Pricing and Strategy. Reinhold, NY: Van Nostrand.

  • Mooney, 5. (1994), Planning and Designing the Menu, in Jones, P. and Merricks, P. (Eds), The Management of Foodservice Operations, London: Cassell, pp.45-58.

  • Pavesic, D. (1983), Cost-Margin analysis: A third approach to menu pricing and design, International Journal of Hospitality Management, 2(3), 127-134.

  • Pavesic, D. (1985), Prime numbers: finding your menu’s strengths, Cornell Hotel and Restaurant Administration Quarterly, 26(3), 70-7.

  • Radice, J. and Arpaia, D.C. (1986), Designer menus, Restaurateur, 25 December, pp. 4-5.

  • Scanlon, N.L. (1995), Marketing by menu, John Wiley & Sons, New York, NY.

  • Seaberg, A.G. (1991), Menu Design: Merchandising and Marketing, 4th ed., New York: Van Nostrand Reinhold.

  • Stoner, C.L. (1986), Menus: design makes the difference, Lodging Hospitality, Vol. 42 No. 9, pp. 70-2.

  • Yin, R.K. (2003), Case Study Research, Design and Methods, 3rd ed., Sage Publications, Newbury Park.

  • Zuckermann, D. (1988), How to’s of menu design and marketing, Restaurant Management, Vol. 2 No. 2, pp. 50-4.


Abstract Views: 1814

PDF Views: 2




  • Application of Kasavana & smith Menu Engineering Model to Menu of a Resort Restaurant-a Case Study Approach

Abstract Views: 1814  |  PDF Views: 2

Authors

Malik Sandeep
Institute of Hotel & Tourism Management Maharshi Dayanand University, Rohtak.
Davar Vinti
Department of Home Science, Kurukshetra University, Kurukshetra.

Abstract


Purpose: The aim of this paper is to evaluate 10 selected items of a restaurant menu of an independent resort of North India on Kasavana&Smith Matrix Model.

Design/Methodology/Approach: The study was conducted on a restaurant menu of an independent resort property using Kasavana and Smith Matrix Model (Menu Engineering). The paper is a case study approach.

Findings: The findings indicate that four parts of menu matrix i.e. plowhorse, star, dog, puzzle should have different strategies to promote them and how best the management can do to get maximum out of the menu and what possible changes can be done.

Research Limitations/Implications: The paper demonstrates that the current study is limited in its generaliseability as the case study methodology is used. This gives researchers and the hoteliers a base, in India, in implementing menu engineering matrix to their food and beverage menus.

Originality/Value: This paper presents the results of menu engineering matrix on 10 selected menu items of a resort restaurant. It is valuable for management in evaluating the menu items of any food and beverage outlet through Kasavana and Smith method, which will help in achieving guest satisfaction and organizational objectives.


Keywords


Menu, Plowhorse, Star, Dog, Puzzle

References