• Culinary science and hospitality research
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• v.4
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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.

• Journal of the Korean Society of Food Culture
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• v.21 no.6
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• pp.629-637
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• 2006

This exploratory study is to analyze the status of star menus and suggest the development strategy of star menus in the western restaurants of the tourism hotels in Seoul. The data was collected from the chefs who have been working over 15-years in tourism hotels in Seoul by judgement sampling. The questionnaire was composed of Miller and Pavesic's 'Fifty tips for a successful menu' and Khan's 'The evaluation of menu item development', The 30-menu items were selected from the 1st survey on the menu items that were high in both popularity and contribution margin by menu engineering method. The selected menu items were analyzed by 14 lists: simplicity, ready availability of ingredients, quality, flavor, presentation, preparation, service method, nutrition quality, preference, profitability, serving temperature, descriptive copy of menu and publicity. As a result of the study, appetizer category was recorded the highest score by 4.09. Smoked salmon, Tomato and mozzarella cheese, Cream of mushroom, Cream of asparagus, French onion soup, Grilled beef tenderloin, Grilled rib-eye steak, Roasted lamb rack, King prawn, Seafood spaghetti, Chef's salad, Caesar salad, Organic salad, Fruit plate, Italian tiramisu and Yogurt ice cream were recorded high score. The development strategy of star menu is belows : the menu writer must consider the productivity, effectiveness, popularity and profitability, the regular customers want varieties and creativity in the menu and the operators have to include the star menu items in the set menu.

• Korean journal of food and cookery science
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• v.26 no.4
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• pp.434-440
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• 2010

This study was conducted among university students living in the Daegu-Gyeongbuk region to determine the perception, Preference, and improved consciousness of Gyeongbuk local foods classified by the Yugyo, Silla, Ocean, and Gaya cultures. In the Andong area, subjects demonstrated outstanding, high rates of perception of and preference for local foods. The perception of and preference for foods from the Yugyo and Silla cultures were relatively high compared to those of others. The degree of perception of Gwamegi foods was high, but the degree of preference was rather low. It is believed that establishing new counterplans is necessary to obtain higincrease preference for foods from the Ocean culture. Sigeumjang foods of the Ocean culture showed alow degree of both perception and preference. The analysis showed that there was a discrepancy between the perception of and preference for foods in the Gaya culture. To improve the relationship between awareness of and preference for foods in the same culture we determined that menu strategy, development strategy and sales strategy were important factors. The results of the survey investigating the correlation between improved awareness of and perception of foods showed menu strategy and development strategy had meaningful effects. According to the survey, the factors that influenced choices of foods local to Yugyo were classified into categores-: menu strategy, development strategy, product strategy, and sales strategy.

• Culinary science and hospitality research
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• v.12 no.1 s.28
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• pp.1-21
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• 2006

The purpose of this paper was to revise menu management in Korean restaurants of first class hotels in Cheju. This study was conducted to examine and analyze menu mixes using menu engineering and surveys of customer willingness to pay for price adjusting. The results were as follows. Those restaurants in this study need menu re-engineering and price adjustment for sales enhancement. And this paper suggested some recommendations. They have to develop new menu focusing on customer value based menu management. Furthermore, customer behavior analysis must be applied to menu engineering and new menu development.

• Culinary science and hospitality research
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• v.9 no.3
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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.

• Culinary science and hospitality research
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• v.10 no.2
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• pp.59-71
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• 2004

This study .is about marketing of menu-delivery-web site through internet which is getting bigger in working-together-couples. The purpose of this study is suggesting the way which can make internet marketing to activate by means of analysing of a certain enterprise's homepage with marketing mix method. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of research, it was found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an empasis on activity of goods and promotion. On the other hands they didn't consider prices and delivery to be important compared with other parts. In a field of price, menu-site just announced price but in further advance, it had better offer and compare two price level when customer used menu-delivery-web site or not. And that site needed to promote and to be advertised what customer who just think using web site was expensive have benefit in the price. One of the most important things about internet-marketing was that fast and exact feedback and community made each enterprise to be able to help to communicate with customer. For these strategy to execute effectively, first company's name should be known well and goods and service the company had should be well advertised. But first of all, differentiated strategy should precede through consistency of taste and quality, consistant information update as a internet-company and sincere homepage management.

• Culinary science and hospitality research
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• v.3
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• pp.57-81
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• 1997

Recently foodservice industry marketing environment changes rapidly and the qualitic change of demand is accelerated from high growth phase to low growth on industrial environment. To actively competely with the foreign brands that runs with the developed management skills and enough fund, the domestic should classify the customers first and develop the menu. To introduce the modern management technique to pursue the management utility by establishing the market segmentation forcusing the target market and discriminating strategy of menu and service. The method of this study is focused on the changes of foodservice industrial environment and alternatives.

• Culinary science and hospitality research
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• v.2
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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.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.1-17
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• 2012

This study was planned for an empirical review of foodservice operation in expressway rest areas for a menu strategy targeting staff and customers. The results were as follows. Main foodservice category included 10-30 items of Korean dishes. The needs for having branded foodservice menu in rest areas were high in fusion/fast foods, snack/ready-made and beverages. Employment of professional cooks in rest areas was low (10-30%), and the most important factor was 'taste' when cooking Korean foods. Foreigners preferred fusion/fast foods and snack/ready-made foods to Korean food, beverages and Japanese/Chinese foods, and most of the foreigners ordered food with 'no question'(55.5%) or 'some questions'(34.8%). Rest area staff prepared some photos/pictures of foods (80-100%) for menu comprehension, but the accuracy of menu transcription was very low. Customers used a rest area once or twice, stayed for 10-20 min(43.6%)/20-30 min(38.6%), visited by car(77.7%) to relax and use toilets(61.6%) on average. Favorite food and snacks were Korean(32.7%) and ready made/snacks(33.0%), and they spent 5,000-10,000 won(51.3%), 3,000-5,000 won(25.8%) on them. Customer satisfaction with rest areas was 'average' regardless of gender, age, education levels and jobs. With this analysis, we should prepare an efficient menu strategy for customer satisfaction and plans for analyzing problems along with alternatives.

• Korean Journal of Community Nutrition
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• v.11 no.2
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• pp.253-260
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• 2006

The purpose of this study was to suggest menu pricing strategy based on understanding about customer perceived value of products and services. The technique known as PSM (Price Sensitivity Measurement) was used for analysis of price sensitivity for 3 menu items of a family restaurant in Seoul. A questionnaire was developed through literature review and modified after pilot test. Questionnaires for the main survey were distributed to 250 customers on their visit to the restaurant, and a total of 138 questionnaires were used for analysis (55.2%). The statistical analysis of price sensitivity was conducted using PSM, and descriptive analyses were conducted using SPSS Win (12.0). The main results of this study were as follows: the price sensitivity of beef tenderloin steak was higher than two other menus and the stress range of teriyaki chicken was almost 0, that is, the price sensitivity of teriyaki chicken was very low. Present menu prices of 3 menu items were within the range of acceptable prices, but had some distances from the optimal pricing point. From the result of this study, it was concluded that price adjustment or price promotion strategy would be effective for increase in sales of beef tenderloin steak, and marketing strategies to enhance consumers' perceptions of value should be conducted for all menu items by situations. Overall, PSM technique could be a helpful tool for researchers and managers of foodservice organizations to understand how consumers' perceptions of value are affected by the interaction of price and quality.