A Conceptual Study on Menu Development and Innovation Processes within the Scope of Menu Management

Abstract

This study addresses the menu management and development process in food and beverage enterprises. In today's competitive environment, businesses must continuously analyze and improve their menus to sustain profitability and ensure customer satisfaction. A menu is not only a tool that lists the offered food and beverages but also one of the marketing elements that creates the first impression for the business. A well-designed menu can guide customer preferences while enhancing the profitability of the enterprise. Menu analysis aims to balance profitability and customer satisfaction by examining the performance of each menu item through mathematical models. Specifically, analyses using matrix-based models aim to increase the profitability of products included in the menu while enabling improvements that align with customer expectations. The objective of this study is to provide a conceptual evaluation of innovation in the menu through the concepts of menu analysis and menu development within the context of the menu management process. In this scope, a literature review on menu development, menu analysis, and the processes of innovation in menus has been conducted, and based on the examined studies, the process is presented as a conceptual model in the results section. Finally, several recommendations are provided for future research and stakeholders in the food and beverage sector.

Keywords

• Menu
• Menu Development
• Menu Analysis
• Innovation in Menu
• New Product Development

Menü Yönetim Süreci Kapsamında Menü Geliştirme ve Yenilik Süreçleri Üzerine Kavramsal Bir Çalışma

Öz

Bu çalışma, yiyecek-içecek işletmelerinde menü yönetimi ve geliştirme sürecini ele almaktadır. Günümüz işletmeleri, rekabetin arttığı ortamda karlılıklarını sürdürebilmek ve müşteri memnuniyetini sağlayabilmek için menülerini sürekli olarak analiz etmek ve geliştirmek zorundadır. Menü, yalnızca sunulan yiyecek ve içecekleri sıralayan bir araç değil, aynı zamanda işletmenin ilk izlenim yaratan pazarlama unsurlarından biridir. İyi tasarlanmış bir menü, müşteri tercihlerine yön verirken, işletmenin karlılığını artırabilir. Menü analizi, her bir menü kaleminin performansını matematiksel modellerle inceleyerek karlılık ve müşteri memnuniyeti dengesini sağlama amacını taşır. Özellikle matris tabanlı modeller kullanılarak yapılan analizler, menüde yer alan ürünlerin karlılıklarını artırmayı hedeflerken, müşteri beklentilerine uygun iyileştirmeler yapmayı sağlar. Bu çalışmanın amacı, menü yönetim süreci kapsamında, menü analizi ve menü geliştirme kavramları üzerinden menüde yenilik üzerinde kavramsal bir değerlendirme sunmaktır. Bu kapsamda, menü geliştirme, menü analizi ve menüde yenilik süreçlerine yönelik alanyazın taraması gerçekleştirilmiş ve incelenen çalışmalar doğrultusunda süreç, kavramsal bir model önerisi halinde sonuç bölümünde sunulmuştur. Son olarak, ileriki çalışmalar ve yiyecek içecek sektörü paydaşları için birtakım önerilerde bulunulmuştur.

Anahtar Kelimeler

• Menü
• Menü Geliştirme
• Menü Analizi
• Menüde Yenilik
• Yeni Ürün Geliştirme

Kaynakça

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