A Study of Resource Allocation of Restaurant Menu Items

• Main Authors: CHEN, KUAN-WEN, 陳冠文
• Other Authors: KUO, CHEN-FENG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71243162957565161813

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%).