• 한국조리학회지
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• 제4권
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• pp.347-367
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• 1998

It is difficult to make which customers want in restaurant industry because of IMF situation. Therefore, utilization of service marketing is needed by best effect through least investment in restaurant industry. The background of restaurant industry is not directly related to the improvement of tourism industry. We should give a hand to tourism and restaurant industry by holding international events. so the way of thinking among people is changing. And importing of famous foreign brand and opening shops are accellerating the improvement of tourism and restaurant industry. In this perspective, improvement factors of restaurant industry are as follows : the increase of pst time, the increase of disposable income, the increase of woman's having jobs and double income, requirement of people about health food, the increase of nuclear family, and the change of viewpoint among people. This restaurant industry is service industry, and it sells invisible service except the aspect of selling menu. In addition, in terms of menu, price reduction strategy should be done by cost reduction and restructuring. The ultimate purpose of marketing is to increase sales and to do this we should increase the number of customers in shops. That means we should create new customers and try to attract customers who used to be regular in the shops. Therefore, the demonstration of management ability and positive reaction is really needed. So the most important things in marketing are as follows: proper strategy for double consumption, increasing the number of customers through new specific menu, menu life cycle according to menu item, menu development by considering customer, making recipe, enhancement of product quality and cost reduction by customer's opinion. We should concentrate on national menu first, and try to develop menu for international market. It is absolutely needed that we set up the menu product strategy through menu marketing with various products and constant study related to menu marketing is to be done.

• 한국조리학회지
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• 제9권3호
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• pp.55-72
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• 2003

This study systemized the theories of promotion menu and surveyed the clients using hotel restaurants. This study has a goal of establishing marketing plans of development of the promotion menu by observing the choice attributes of promotion menu. The followings are the results of this study. First, the distinctiveness from the previous food appeared to be very important when selecting the promotion menu. Second, one of the big problems in the hotels is that unreasonable price. Third, most of the people get information on the promotion menu from newspapers and magazines. Fourth, a thorough training of the employees is needed and a high-quality incentive policy needs to be done.

• 동아시아식생활학회지
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• 제21권5호
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• pp.771-778
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• 2011

This study surveyed the performance of food styling and recognition and utility properties of menu development for cooks in a super deluxe hotel. The questionnaires developed for this study were distributed to 400 males and females aged 20 and over. A total of 375 questionnaires were used for analysis (93.8%), and statistical analysis was completed using SPSS (version 14.0) for descriptive analysis and ${\chi}^2$-test. The most important item in food styling was 'harmony of food shape' (40.2%), and second ranked was 'harmony of food color' (23.4%). The most difficult item in food styling was 'lack of professional knowledge' (38.3%) followed by 'lack of creativity' (27.7%). In recognition of menu development, the importance of menu development and promotion was 3.82, and personal satisfaction after menu development was 3.29. Important items in menu development were 'taste' (41.8%) and 'use of new ingredient' (28.5%). When using newly developed menu, the ratio of selling new menu was '30~50%' at 42.7%, and the average selling period of new menu was '3~6 months' at 40.5%. For the effect of new menu on sales, 94.1% were aware of this effect, and to actively promote menu development, 'providing incentive' (35.7%), 'training in/out of country' (20.8%), 'self motivation' (17.3%), 'financial support' (14.7%), and 'motive' (11.5%) were all necessary requirements. In order to improve cooking performance, continued education on food styling and menu development along with the company's full support are required. Further, thorough training of employees is needed along with a high quality incentive policy needs to be done. In addition, to make the new menu profitable, an active marketing strategy must be employed, which will require further study.

• 한국조리학회지
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• 제2권
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• pp.59-87
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• 1996

This study has been done by giving the guide when development of menu or doing marketing strategy in Hotel Restaurant. All products and service has a regular course from induction in market to disappear, so it shall be come out Products Life Cycle theory. In eating business, under the tendency and existing cycle to change menu by taste of customers, liking variation, change of periodic status (environment), MLC(Menu Life Cycle) shall be advised by application PLC(Products Life Cycle) in the process of induction of some menu first and spreading the same business field and then deletion (disappearance) from menu because of no popular. In Emergence Stage, it shall be tried to inform new menu through Cooking Contest, presentation of new menu, free sampling party and others. In Growth Stage, it shall be changed package menu or set menu. In Maturity Stage, it shall be provided complimentary ticket, gift coupon or discount for the customers with some degree of selling record in order to increase using frequency and selling amount after insure new customers. In Decline Stage, it shall be groped for entry underdeveloped country or less advance nation, but there is no possibility to devote in enterprise, it shall be planned substitute menu development in order to withdraw. By inducting MLC concept, it shall be provided the available informations such as“how could some menu be circulate in some restaurant”“Accordingly do strengthen promotion activities or go to low developed area or overseas, or delete it from menuitems and so on”. In the time of decline some menu, it is judged to the time of plan(preparation) of new menu development. In the broad view, when consideration of the concept of menu life cycle, it shall be possible to know which menu is decayed and which menu is developed newly or grown-up, so it shall be provided the important information to estimate the tendency of changing menu and set-up a menu development plan.

• 한국조리학회지
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• 제13권1호
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• pp.192-203
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• 2007

The purpose of this study is to figure out the plans to improve business in Hotel French restaurants. This study conducts documentary study and empirical study. To achieve the purpose, a survey was conducted by 172 staffs of Hotel French restaurants in Seoul. The result of this research is as follows. Hotel restaurant operators recognize the importance of promotion and development of new sales goods. But they haven't done long-term marketing directions focusing on cost-saving and ephemeral sales promotion effects. Hotel restaurants should establish public information strategies uniformly and look for the plans that offer customers adequate information. Also, they should make a differentiation strategy within the same industry, can always give recency to customers, and enhance the event-connecting promotion menu and business activation.

• 한국조리학회지
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• 제4권
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• pp.57-72
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• 1998

Now a days, people are interested in tourism and leisure activity more and because of the increase of pastime and disposable income as a result of current economic growth. The importance of service industry in getting more serious thereby food industry, especially fastfood, is becoming popular in Korea. Food industry in Korea has been showing high growth rate in both quantity and quality for 10 years and fastfood chains maintains radical growth with 50% being forecasted that they will make huge market in Korea. Therefore, fastfood industry seems to be promising industry which has high potentials. This rapid growth of fastfood industry has been solving a lot of problems such as insanitation, low nutrition, and bad service quality and its positive aspects which make revolutional changes in production and sales are emphasized because it made industrialization with innovative system. So various menu development and service marketing strategy are really need to manage chains for the situation in Korea. Thus, the competitiveness of fastfood clams is dependent on the location of restaurant and the quality of various products. If the marketing strategy for fastfood industry need to established. constant studies should be done to resolve these problems.

• 한국식생활문화학회지
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• 제21권3호
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• pp.254-261
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• 2006

The purposes of this study were to measure price elasticities of menu items of a family restaurant, identify differences of price elasticity between subgroups, and provide a comprehensive understanding on price elasticity. 3 menu items of a salad buffet family restaurant in Seoul were selected for analyses, and a questionnaire was developed through literature review and modified after pilot test. The questionnaires for main survey were distributed to 250 customers on their visit to the restaurant, and a total of 139 questionnaires were used for analyses (55.6%). Statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, t-test, ANOVA, and the main results of this study were as follows. The demands were expected very elastic to the changes in prices of all 3 menu items, and there were significant differences between groups of different company types. In addition, the changes in use were less affected by the changes in menu price when customers were satisfied with each menu item. On the basis of these results, it was concluded that price increases of menu items should be companied by quality improvement of products and services, and differentiated marketing strategy for each segments of customers would be helpful to profitability of the restaurant. Overall, measurement of price elasticity could help to predict customer behaviors on price changes, and give much useful information for managers and marketers of foodservice organizations in development of price strategies.

• 한국조리학회지
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• 제15권3호
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• pp.307-323
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• 2009

조사대상자의 일반적인 특성과 외식 행동 특성은 빈도(N)와 백분율(%)로 나타내었으며, 조사대 상자의 일반적 특성에 따른 인식에 관한 차이를 알아보기 위해 $x^2$-검정을 실시하여 유의성을 검정하였고, 메뉴 선택행동은 요인분석(Factor analysis)을 실시하였으며, 메뉴 선택 요인과 일반적인 특성과의 차이(t-test & ANOVA)를 검정하였고, 건강지향도과 만족도와의 다중회귀분석(Multiple regression analysis)을 실시하였다. 인구통계적 변인들과 메뉴 선택 행동의 차이는 대체로 연령, 학력, 소득 수준이 높을수록 평균이 높게 나타나 웰빙 메뉴 선택 행동에 높은 관여를 보이는 것으로 조사되었으며, 메뉴 선택 행동이 건강지향성과 만족도에 미치는 영향에 관한 회귀분석결과 식생활 습관성은 건강지향성과 만족도에 영향을 미치지 못하는 것으로 조사되었다. 따라서 외식기업들은 이러한 집단을 마케팅 목표로 설정하여 그에 맞는 메뉴 개발 및 업체의 컨셉을 정하여 판매 촉진을 개선시키는 것이 바람직하다고 할 수 있다.

• 대한영양사협회학술지
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• 제13권3호
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• pp.277-294
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• 2007

The purposes of this study were to a) examine using status, b) measure the service quality attributes, c) analyze IPA and customer satisfaction, d) develop the LSM(Local Store Marketing) by location of K theme restaurant such as residential type(A), complex type(B) and downtown type(C). The questionnaires were handed out to 346 of 450(usage rate 76.9%). The statistical data analysis was completed using SPSS(ver 12.0) for descriptive analysis, $X^2$, t-test, ANOVA, reliability analysis, factor analysis, multiple linear regression. From an analysis on service quality attributes, most importance of service quality attributes was more highly perceived than performance of those, except for 'attractive exterior', 'variety of kid's menu', 'convenient facilities for kid' and perceived importance and performance were also significantly different by location of branch restaurant. The attributes to be improved were 'convenience of restaurant's parking lot', 'food tast', 'speedy service' and 'service competency' as branch A(residential type) restaurant, 'convenience of the restaurant location' as branch B(complex type) restaurant and 'convenience of the restaurant location' and 'speedy service' as branch C(downtown type) through IPA analysis. The Overall customer satisfaction was 3.74 and service quality factors had significant effect on overall customer satisfaction. Location of restaurant, which gives a great effect on its operation and marketing, has a important correlation with success or failure of restaurant business enterprises. Therefore, marketing strategy by restaurant location should be developed.

• 한국식생활문화학회지
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• 제11권5호
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• pp.663-671
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• 1996

The purpose of this study was to compare high-school students importance and performance toward restaurant service attributes for the marketing strategy development. Specific objectives were to: a) investigate restaurant patronage characteristics of high school students; b) identify the difference of patronage behavior among three types of restaurants; and c) analyze the importance and performance among three types of restaurants. A questionnaire was developed and hand-delivered to 400 students enrolled 9th grade in 4 different high schools in Seoul. A total of 320 students (80%) was responded to this study. The questionnaire was composed of two parts with 47 restaurant service attribute statements. Results of this study were as follows: 1. A total of 57% was female and 61% of respondents spent less than ￦5,000 per week on eating out. 2. The frequency of visiting the low-priced restaurant was 8.9 times per week. 3. Reasons for being a patronage to low- (${\geq}$￦2,000) and mid-priced ( <￦2,000 and ${\geq}$￦5,000) restaurants were hunger, appointment, and seeking favorites with freinds but the reason for high-priced (<￦5,000) restaurants was celebrating special days with parents. 4. The main source of information for selecting restaurants was family and friends, T.V. advertising, and bulletin board. 5. For the low-priced restaurants, food, hygiene, price, and location were rated as important; location, price, menu, and food were rated as satisfied. 6. For the mid-priced restaurants, hygiene, food, price, and menu were rated as important; food, hygiene, service, and menu were rated as satisfied. 7. For the high-priced restaurants, hygiene, food, and atmosphere were rated as important; food, hygiene, atmosphere, and menu were as satisfied. 8. According to paired t-test, the score gap between importance and performance was the highest in the hygiene attribute; differences were high with the low-priced and low with high-priced restaurants.