Sales Increasing Strategies Based on Menu Item Performance: Case of a Luxury Restaurant
As one of the food and beverage cost control tools in the restaurant industry, menus can inform service providers about the restaurant's performance and assist them in developing sustainable sales-increasing strategies through appropriate analysis techniques. Since menu item activities have an important role in the profitability of the restaurant, the goal of the current study is to determine these activities through Data Envelopment Analysis (DEA) and to propose sustainable sales enhancing strategies according to menu management stages. Accordingly, data of 166 menu items in 6 food groups (soups, appetizers and salads, hot starters, pan dishes and main courses, rice and pasta, desserts) in the menu of a luxury restaurant for December 2020 operating in Antalya were included in DEA. Performance of the menu items in six different food groups in the menu was analyzed by determining selling price, fixed costs and variable costs as input variables, while popularity and gross profit are used as output ones. Results imply that the most efficient food group was soups, while pan and main dishes were those with the lowest activity levels. Following the study results, the strategies to be considered in increasing the menu performance according to the menu management stages depending on the menu item efficiency were proposed. Paper concludes with some useful recommendations to the service providers and practitioners.
How to Cite
Copyright (c) 2023 International Journal of Contemporary Economics and Administrative Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
The Author(s) must make formal transfer of copyright for each article prior to publication in the International Journal of Contemporary Economics and Administrative Sciences. Such transfer enables the Journal to defend itself against plagiarism and other forms of copyright infringement. Your cooperation is appreciated. You agree that copyright of your article to be published in the International Journal of Contemporary Economics and Administrative Sciences is hereby transferred, throughout the World and for the full term and all extensions and renewals thereof, to International Journal of Contemporary Economics and Administrative Sciences.
The Author(s) reserve(s): (a) the trademark rights and patent rights, if any, and (b) the right to use all or part of the information contained in this article in future, non-commercial works of the Author's own, or, if the article is a "work-for-hire" and made within the scope of the Author's employment, the employer may use all or part of the information contained in this article for intra-company use, provided the usual acknowledgements are given regarding copyright notice and reference to the original publication.
The Author(s) warrant(s) that the article is Author's original work, and has not been published before. If excerpts from copyrighted works are included, the Author will obtain written permission from the copyright owners and shall credit the sources in the article. The author also warrants that the article contains no libelous or unlawful statements, and does not infringe on the rights of others. If the article was prepared jointly with other Author(s), the Author agrees to inform the co-Author(s) of the terms of the copyright transfer and to sign on their behalf; or in the case of a "work-for-hire" the employer or an authorized representative of the employer.
The journal is registered with the ISSN : 1925-4423.
IJCEAS is licensed under a Creative Commons Attribution 4.0 International License.
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.