• Culinary science and hospitality research
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• v.9 no.2
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• pp.148-175
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• 2003

As mentioned above, Korean restaurant's menu price is to be decided by combining various factors. Korean restaurant is demanded to decide menu price more carefully than other restaurants do, because the number of Korean restaurant is the largest in Korea and Korean food is the most popular among the Korean people. Korean restaurant cannot neglect price competitiveness and is often given complaints from its customers. Because of such management difficulties, the number of Korean restaurant has recently decreased at special class hotels as well as common hotels. Korean restaurant managers are demanded to make efforts to inherit Korean tradition and culture by keeping pride and responsibility. Until now, Korean restaurants are thought to decide the menu prices in short-sighted, non-scientific and haphazard way of thinking. Such price decision factors have established traditions and have been generally accepted to let Korean restaurant managers lose carefulness at the menu price decision. In advanced countries, however, they recognized the importance of the price decision since the 1960's or earlier to research the menu price systematically and scientifically. Before deciding the menu prices, Korean restaurant managers are demanded to investigate various kinds of factors carefully and spend a lot of time to calculate direct costs, that is, one of the most important factors of cost calculations. The managers are demanded to decide the menu prices in reasonable and future-oriented way by keeping not private thinking but correct information and judgment. The sale of each menu has difference, while the menu price increase has been evaluated to be successful from overall point of view. Despite of increased total sale, there was not much difference of net profit because of increased material costs. However, higher level of the customers produced comfortable and cozy atmosphere of the restaurant enough to satisfy customers, and improved service quality much more. Not only customer satisfaction but also improved service quality is thought to play an important role in invitation of future customers.

• Journal of Labour Economics
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• v.44 no.1
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• pp.1-30
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• 2021

The objective of our study is investigating the effects of the minimum wage on a producer price index (PPI) and selected restaurant menu prices. As an identification strategy, we exploit inter-industrial and inter-regional variations in the share of workers who are affected by the minimum wage. Estimation results show a significant relationship between the share of workers affected by the minimum wage and prices. Specifically, a PPI and selected restaurant menu prices tend to rise by 0.77~1.68% and 0.16~1.86%, respectively as the share of workers affected by the minimum wage increase by 1%p. These estimates imply that during the period of our analysis 0.82~3.01% and 4.45~47.04% of overall changes in a PPI and selected restaurant food prices are associated with the adjustment in the minimum wage.

• Journal of the Korean Society of Food Culture
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• v.25 no.2
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• pp.134-140
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• 2010

This study focuses on testing the validity of dimensions of restaurants' menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers' perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers' perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.

• 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.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.635-646
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• 2018

This study applied Q methodology to graduate students of food service management department in Seoul to grasp subjective perception of customers using Michelin guide restaurant. Six types of analysis result were obtained. Specifically, the first type (N = 3): Restaurant hygiene-seeking type, the second type (N = 6): Restaurant taste-seeking type, the third type N = 5): Select Restaurant Compare Prices type, 4th type (N = 3): Pursuing taste for restaurant price type, 5th type (N = 2) Restaurant full service select type, and 6th type (N = 3): Restaurant menu configuration Select. In the future, the research on the Michelin guide restaurant will be revised and supplemented with more detailed Q methodological questions and analytical techniques based on many documents and empirical studies, to analyze the various opinions of respondents more concrete and objectively.

• Journal of the Korean Society of Food Culture
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• v.21 no.3
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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.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.10
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• pp.187-202
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• 1999

We desperately recognize from the economic situation in IMF crisis that only competive goods and serviced. It is anticipated that this difficult situation will probably be continued till 1999. Therefore, it is necessary to think over real aspects of eating=outdoors in IMF period and to provide an opportunity to confront with this crisis. Analysis a recent tendency of domestic eating-outdoors business, there appears, first of all, dual types of eating-outdoors; the one is a sort of 'Cost Sale', which provides some special menu with lowest prices, and the other is a type of 'Family Restaurant', which regards the atmosphere of the place as one of the most essential elements. Both types are getting more popular today. As the result, neither of the alternative cannot recover the current Depression. It is natural that no other conditions can compete with good tastes, fancy atmosphere, and good prices. As a matter of fact, however, it is quite difficult to run this type of bussiness adjusted the above whole conditions. Therefore owners of eating-house must decide to run either ' Cost Sale' or 'Family Restaurant' first and investigate some problems and conditions accordingly. In ane way, the owner intensively visits to some eating houses which is similar style in size and management to that of his style in size and management to that of his and look over what is good and what is bad Right after this investigation, it is efficient for he or she to improve his or her business style in size and management in a short period. It is helpful to check some complements; improvement of signboards, cleaning up of the interior, selecting suitable menu, adjusted prices, tastes, and service quality etc. Although eating-outdoors business is hard hit by IMF, We hope that it would rapidly be brisk in 2000, becaused by that time the basis of each industry would be high qualified, and rich technology would be accumulated.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.71-79
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• 2017

This paper presented analysis on the perception by Korean restaurant employees of Korean royal cuisine. Classification using a subjective research method called Q methodology was performed on perceptions of Korean restaurant employees about Korean royal cuisine. This paper derived four types of perceptions. First type (pursuit of tradition) emphasized traditions of royal cuisine, i.e. cooking method and spacious menu-setting on the table. The second type (pursuit of refinement) stressed the importance of "atmosphere and luxuriousness of Korean restaurants and sophistication of royal cuisine, as well as the improvement of interior and exterior environments of Korean restaurants serving royal cuisine. The third type (pursuit of fundamentals) focused on fundamentals of royal cuisine itself such as raw materials, sincere effort, historical meaning, appropriate prices, etc. The last type (pursuit of health) valued a nutritionally balanced diet rather than taste itself. This study provides more specific positioning strategy based on the characteristics of each of the four classifications for the status of Korean restaurants.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.9
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• pp.213-242
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• 1998

Even in the best of economic environments, restaurants menu pricing is a serious concern to those in the food service industry. During times of rapid inflation, closer government regulation of compensation practices, and limited gains in worker productivity, the decisions regarding the proper charge for menu items become increasingly important. In addition to many operational and managerial factors, an important ingredient in the food service enterprise's success is its ability to meet the market by providing the value expected. The contribution-margin approach to pricing described above is familiar to cost accountants, who will also recognize that it admits of much elaboration before it can become a tool for day-to-day decisions. But the system probably has the greatest promise for multi-unit companies, where the cost benefit ratio of additional refinements improves in proportion to the number of operations. For example, the analysis required to specify the demand function better becomes less expensive if the findings can be applied to the pricing structure of numerous units. In any of its many adaptations, the essence of the integrated menu pricing system remains its ability to bring together the relevant revenues and costs with the operator's sense of the market and competitive environment to suggest prices that maximize profits.

• Knowledge Management Research
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• v.15 no.4
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• pp.127-145
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• 2014

This study aims to examine the effects of message framing of restaurant menus on customers' perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant's cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today's foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies' social responsibilities is growing.