• Culinary science and hospitality research
• /
• v.16 no.2
• /
• pp.77-95
• /
• 2010

This study aims to analyze importance and performance factors on the quality of wellbeing fusion menu of fusion restaurants to provide helpful information for building up a detailed marketing strategy and present considerations for sales increase and more efficient business results. Importance on menu quality scored a higher level than performance on the whole in fusion restaurants. Notably, in regard to attributes of menu quality, it was found that respondents put higher stress on 'taste of food', 'sanitary of food', 'cleanliness of vessels', 'quality of menu' and 'freshness of food' than anything else. Wellbeing fusion menu which has an high intake frequency rate includes 'green vegetable noodles with black bean sauce', 'sweet pumpkin salad', 'salmon salad', and 'shrimp vegetable gratin' in that order. On the other hand, the intake frequencies of 'ovened green perilla gratin', 'pomegranate dressing tofu', 'bacon roll with glutinous rice powder', and 'pomegranate dressing bacon' were rated very low. In terms of the IPA analysis on wellbeing fusion menu quality, it was important to continuously maintain 'taste of food', 'sanitary of food', 'cleanliness of vessels', 'freshness of food', 'quality of menu', 'diet menu(low fat, low calories)', 'vegetable menu', 'nutrition of food', 'variety of menu' etc. Such items as 'price', 'distinction with existing food', and 'environment-friendly organic agriculture food material' are in need of intensive care and operation.