| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 104 === Menu is critical to restaurants financially and operationally and acts as a
communicator between restaurant and consumers. Although menu engineering had
been developed as a tool for almost 40 years to analyze the menu items and
increase restaurant’s profit, the research of utilizing menu engineering in Chinese
restaurant was very seldom. In addition, how to allocate resources for the menu
items categorized by the menu engineering had been little studied in restaurant
industry. This study applied menu engineering to classify the menu items into four
different quadrants, and utilized DEA to create the base for resource allocation of
the restaurant. The findings indicated that (1) resource allocation is mostly
dedicated, based on Scenario one and two, to menu items on the Horse quadrant
(7/11; 63% and 8/11; 72%, respectively); (2) the menu items on the Dog and Puzzle
quadrants would gain the most resource (5/11; 45%) and when Scenario three is
applied. While Scenario four is used, menu items on the Dog quadrant are
suggested to allocate most of the resources (nearly 7/11; 63%).
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