Results of a qualitative approach to menu planning using control and experimental groups

Traditional approaches to menu planning and menu-item selection often ignore the information, which may otherwise better reflect organizational and market needs. In addition, concentrating efforts on menu engineering-type of analysis highlights menu performance only after the menu has been planned and put to use. Equally, however, it must also be said that the majority of chain/franchise operations do not have the flexibility to design and develop menus on a short-term basis, and although such medium to long-term menus can be adjusted to the changes in market needs, still many chain/franchise operations prefer not to. This article reports on the concept and application of Menu Planning Qualitative Variables (MPQV) as an aid for menu planners. A Control Group and Experimental Group of menu planners were chosen for the study to test the utility of the MPQVs. The respondents (Control group A) were required to develop a menu using a traditional menu planning approach, whilst the Experimental group (B) used the MPQV approach. Important differences in the outcomes between the Control and Experimental groups in terms of menu planning approaches were found. The Experimental group thought that the menu planning information given to them was more useful and was more applicable to their on-the-job needs.School of Hotel and Tourism Managemen