Discuss about the Changes in Restaurant Menu and Online System.
As a result of the speedy growth in the usage of the internet and technologies related, numerous new opportunities in future related to the network. As a result, several companies and business are also undertaking the business through the new trends of the internet. Such advances in the technology have made a great impact in the restaurant and food industry (Gase et al., 2015). In today’s fast pace life where the individuals are short of time and want to complete things in a second, the majority of the individuals are finicky at times placing an order for the food in the restaurants. The reason of attraction for the consumers is because of the convenience in placing the order online and the other reason is the visibility of the food items that are offered, price and the enormously simplify navigation for the order (Gase et al., 2015) .
In the recent time, many of the restaurants are focusing on the speedy preparations and immediate delivery of the orders in spite of offering the prosperous dining experience. Recently it is observed that many of the orders are a placed online and also on the phone.
Transformation in the menu system of the restaurants presents an up-to-date and interactive menu happening with the options which are easy to use in any manner. The older system of the restaurants aims in accelerating the orders of the consumers (Gase et al., 2015). Innovation in the ordering system and the menu of the restaurant helps the company to attract more clients and reflected as the modern approach focusing on the consumers. Changes in the market of the restaurant industry are constant and mainly such changes happen silently. The recurrent changes in the industry are driven as a result of the demographic evolution, needs of the modern buyers and also affected by the economic crisis globally.
Such a rapid growth of the wireless communication and the internet results the industry in gaining more consumers (Gase et al., 2015) . The system of placing orders online is just a new concept in the industry and is being very successful around the globe. Such concept consists of the professional website of the company with a system which represents the company in the scenario of the online world.
In such online ordering concept, the consumer will place the order online with the confirmation details which will help the order details entering the database and will be retrieved by the company in a pretty quick time (RASA, 2017). This, in turn, helps the responsible employee of the organisation to speedily watch the orders received and efficiently processing of the orders with the stipulated time frame and without any confusion.
In this research will discuss the changes in the online methods and the menu of the restaurants and their effect on the present scenario of the consumers.
The older system of the menu and food orders are time consuming, in such process first the employee will take the order and then the orders will be dropped to the cashier after that the orders will move in the Kitchen (RASA, 2017). The information related to the orders is kept on the paper which is difficult for the administration of the restaurant to find and there is more probability of missing the information and is difficult to rearrange the schedule (RASA, 2017). The business of the restaurants is managed manually, especially during the orders taken from the consumers. Delay in the services may affect the level of consumer satisfaction and consumer loyalty. (RASA, 2017)
As per the problem statement, the objectives of the study is to develop such menu and online ordering system in the restaurant industry, which makes the hassle free food services to the consumers at their doorstep. The objective of the study is to understand the online system and using interfaces for the online management system. Providing, the information related to the changes in the menu and the ordering system of the restaurant. Increase in the sales and productivity of restaurants, by knowing the status and restocking the special orders (RASA, 2017). This also increases the working efficiency of the detailed reporting and online system.
Menu in the reasturant industry is considered as the primary communication and the marketing tool The menu is the main advertising and message tools in the restaurant business. The business-to-client digital strategy is extensively used in mutually daily living and trade, especially the generosity business (Hahm and Khan, 2001). Menus have the past of almost around 260 years now further restaurant are revising menu and opening to use latest and much wanted digital menus. Advertising research and information from the Nation’s Restaurant. The famous newspaper “ The New York Times” illustrate that the digital menu assists the restaurant to enlarge the profit by the production of food more easy to get to, selling extra and require a smaller amount of labor in contrast to the customarily written menu document (Hahm and Khan, 2001). The blueprint values and user boundary are diverse in publish menu and digital menus with this the design strategy for the new age group of digital menus. The digital menus, in addition, offer the immense opportunity for personalization and customization for using communication to improve user incident(Hahm and Khan, 2001).
Refer Kershaw’s (2009) and Radice (1992) research, the menu is measured and considered as a main advertising and sales instrument by the directing awareness and ever-increasing profit in restaurants (Hahm and Khan, 2001). It is one of the most significant aspects of the achievement of several foodservice organizations. possibly it is debatably the spirit of the restaurant. It infers quite a lot of interpretation for together the buyers as well as the sellers. Khan in the year 1991 also suggests that “menus are in an actual sense the statements” of the foodstuff and- beverage stuff which is provided by a restaurant establishment, first and foremost based on customer needs as well as his/her demands and intended to attain the aimed objectives”(Hahm and Khan, 2001). Kreck (1984) and Mooney (1994) note that menu can be interpreted as an acute list of manufactured goods variety which a restaurant offer and the similar time it may also be considered as a piece of writing or show used to converse the manufactured goods range to the client (Hahm and Khan, 2001). Though, a current study argues that “menus are supplementary than the conservative function of an exchange and selling instrument, but also a study and testing device which can be calculated to boost the restaurant profit” (Hahm and Khan, 2001)
In present system for ordering any information users be supposed to visit restaurants or hotels to be acquainted with food substance and then offer order and pay the progress (Ogawa, 2002). Refer this method occasion and instruction booklet work is mandatory. Maintaining a dangerous information in the records and manual is full of danger and a boring process.
This online request enables the conclusion user to record online, select the foodstuff from the e-menu certificate, understand writing the E-menu certificate and arrange food online(Wansink, Painter and Ittersum, 2001). The consequences after selecting the foodstuff from the E-menu certificate in a straight line appear in the display near the cook who is available to grill the foodstuff for you (Ogawa, 2002). By means of this submission, the employment of the member of staff serving at the table is concentrated plus the work is invalidated (Ogawa, 2002). The advantage of this fact is that in case there is a crowd of the clientage in the eating place, subsequently, there shall be the probability that the waiter shall be engaged and the user can straightforwardly order the foodstuff to the cook online by means of this submission. The consumer shall be given a password and a username to sign in(Ogawa, 2002).
Private DIGITAL ASISTANTS (PDA’S) BASED scheme: A number of the wireless system like i-menu, WOS, FIWOS was urbanized when innovative technology and approach being introduced to mechanize the foodstuff order process. All of the processes which are discussed above were PDA- set. The characteristic of the PDA system was that clients or waiters enter in he process of ordering. By means of wireless expertise, there was simple communication sandwiched between the PDA’s and a member of staff serving at the table. But PDA base system also had numerous drawbacks (Ogawa, 2002). PDA set system enlarged the restaurant’s expenses. PDA system also did not give any genuine time reaction from clients. The menu cards refer the PDA’s were not good-looking and were totally uninformative as it did not hold up with descriptions (Ogawa, 2002).
Multitouch technology: The Multi-touch knowledge is a progress version to the presented touch skill where the customer has right to control and carry out the operation at the same time as on the electronic chart display using manifold fingers inputs (Ogawa, 2002). Big displays such as from the wall screen and the tabletop are deemed to be fundamentals for in sequence apparition purposes when trade with manifold users sharing the similar show. It is reported that the communal communication is extremely better among user using a communal display and effort (Wansink, Painter and Ittersum, 2001). But there are convinced limits of the multi-touchable eating place organization systems. Touch screen accessible in the marketplace are of resistive and capacitive types which are very expensive (Ogawa, 2002). The online foodstuff order system set up a bill of fare online and the clients with no trouble placing the order with a straightforward mouse tick. Along with this, a food menu online facility enables you to easily pathway the guidelines, preserve customer’s folder and improve your foodstuff release service. This scheme allows the consumer to select the preferred food substance from the displayed bill of fare. The consumer orders the foodstuff items. The compensation can be completed online and also through the pay-on-delivery arrangement (Ozdemir and Caliskan, 2014).
The ordering System is an understanding that included both ideas of intranet and wireless knowledge. This scheme provides consumer to contact the data, in order and services from a distant server, that enables the consumer to admission the middle databases dispersed across the eating place network (Ozdemir and Caliskan, 2014). The majority of the handheld campaign has implemented and support wireless knowledge and so mobile devices is a perfect hardware machine that use to hold up this structure in order to let the user distant right entry to the database for data recovery.
The scheme requires the customer to manufacture an intranet system within the eating place and there shall be a middle database member of staff serving at table resides in the system and the customer can go for the data retrieval by means of the mobile strategy such as PDA which stands for the Personal Digital Assistant connect to the wireless admission point (Ozdemir and Caliskan, 2014). Wireless food order system is a way out which can assist the restaurant to speed up their client services as well as the organization feature. After the scheme has been carefully implemented in the eating place, the flow foodstuff ordering procedure shall be changed to mechanize. Waiter have to take instructions by choosig the food that desires to order from the carte du jour on the portable devices as the contribution and the data shall be sent to the middle database, after which the computer exists in the kitchen will get back the data from the middle folder and show on the computer monitor (Ozdemir and Caliskan, 2014). After the foodstuff fits to be eaten, the worker in the kitchen can verify the food regulate and update to the folder. This shall be the signal for the member of staff serving at table mobile machine to admit the waiter the food is prepared to dish up the food to individual customers.
The scheme eliminates the requirement for a member of staff serving at the table to take arrange with pen and document. Moreover, the wine waiter only wants to carry the movable devices for the whole operational hour to do food order process as an alternative to using pen and document (Tetreault, 2017). Apart from this, the system also can assist in provisions of environmentally welcoming by dipping the usage of the paper. The scheme is very appropriate for fast food manufacturing due to it provide aptitude for the client to put order wherever and all over the place and also minimize the occasion require during the arranging process. clients do not require to bodily go to the eating place for foodstuff ordering as an alternative of immediately using their mobile machine to put an order through the internet plus when the client reach the eating place they can in a straight line have their snack without waiting for it in a queue (Tetreault, 2017). Meanwhile, it assists the express food restaurant to have improved client services as the most significant feature that fast food manufacturing concern about is rapidity, therefore, the restaurant is supposed to dish up their client without any holdup.
Mackay in the year 2008 claimed that “clients who order on the net tend to order extra as they have a bill of fare in frontage to them.”
With the internet, there shall be fewer errors on the instructions or miscommunication in the middle of clients and the worker who taking instructions. Contrast to telephone call ordering, online order pizza makes fewer mistakes. When throughout the telephone call order, the client may organize wrong thing without realizing it (Tetreault, 2017). The articulation of convinced language might lead to arrange the wrong manufactured goods. In addition, it provides an appropriate check. The scheme examines all foodstuff orders prior to the conclusion and corrects human being error. Also, with this scheme, the listing of online visitors is utilized to make an expensive marketing campaign (Tetreault, 2017).
The online order provides the magnificent solution for a place of work lunch instructions. The clients can command without the bother of using telephone call to arrange the pizza. The client can take their point in time and get the pizza in instant (Tetreault, 2017). The eating place website guarantees that the communication, promotions and add-on offer are well delivered to the clients.
In monetary factor, online order system increases the competence and cost efficiency of the order operation. For the ad, it can make with no trouble or upload promotions to the website of Domino’s Pizza. For example, this scheme can add to the customer’s visitor check mechanically by client email by suggestive of an upcoming sell for additional foodstuffs. Online order increase in sales of merchandise in the Domino Pizza business.
The tendency of shopping online, particularly ordering the pizza online has slowly been important in the previous decade and online seller are predictable to have improvement on the quantity of sale after website services and features changed. There is no hesitation so as the clients can find a huge deal online and so a lot of dissimilar products that may not be even obtainable in normal stores. By this method, there is a positive disadvantage of online order as well (Tetreault, 2017).
Though, a corporation must think on the aim market they shall like to focus on promoting their foodstuffs and the services too. The old are most improbable to order merchandise online due to their information of working a supercomputer. So, if the aim market includes the old, a traditional examine has to be given to them.
The online connectivity issue is the most disadvantages for online order. The clients add substance in online shopping heave enters in order and push “submit”. The verification screen may time out when the internet has an unbalanced link (Tetreault, 2017). The online clients would not be acquainted with whether the arrange has been complete.
Moreover, clients may also create human error, such as order the wrong item. This can happen when the client attempts to put an order. The client may have by mistake clicked on the incorrect thing while placing their instructions all the way through the website. Even if the buyer clicks on the right product and provides a correct product numeral there may still be an error made in the order procedure if there are option connected with the thing (Tetreault, 2017). This difficulty can be quite disturbing as the user will get nervous when the wrong item is conventional and therefore, lose customers’ faithfulness towards the business.
One more disadvantage is that online purchase would signify that, the individual information has to be known in the business when a purchase is taking place on the other hand many of the companies benefits themselves with such characteristic. By purchase on the net, the buyer would have to acquire the danger of having their information in sequence taken by the online company can be distorted. Though this is an extremely rare incidence, it is additionally likely to occur online, than in self (Tetreault, 2017). To keep away from personal in sequence from being shown, clients would more often not look for a trustable business to purchase merchandise from.
Research methodology includes the procedures, models, and techniques which prove helpful in concluding the results related to the issues and consists of the steps such as the research objective, plan, collecting information through the questionaries, analysing such information and finally concluding with the findings. The research designed is related to the changes in the menu and ordering system of the reasturants will integrate the quantitative method of the research. The research will relieves on collecting data with interviewing the consumers of the restaurants with this the progression includes such actions which are significant in developing the questionnaire, that supports to collect data connected with the research. The implication of the Qualitative research ensures a developed understanding related to the topic(Vinayak et al., 2013). The surveys and research conducted to provide a solid foundation for the theories and studies done in the past related to the changes in the menu and ordering sytem of the reasturants. The utilization of the quantitative methods also develops a tangible demonstration of the result on an authentic setting (Vinayak et al., 2013). In similar, the make use of such type of research proves fruitful to the researcher in measuring the parameter that is held in the objectives of the research. The study will include the interviews and the questionnaires as the significant tools in collecting data for the research.
Research process conducted will help in identifying the issues if any related to the dining experiences faced by the consumers. Foremost the research process will prove helpful in identifying any problems or issues related to the research. Then the questionnaire and surveys related to the research will be conducted which will prove fruitful in the research outcomes. The research conducted will help in identifying such methods which prove beneficial in improving the experience of the consumers related to the restaurant industry (Vinayak et al., 2013). The related actions will be evaluated that resulted in better and improved services with changes in the menu and ordering system of the restaurants.
The questionnaire contents will be separated into four diverse parts. The foremost part is to measure the perceptions of the participants ‘related to the restaurant menu and ordering system. It consists of the ten attributes which reflect the proportions of the restaurant atmospherics (Vinayak et al., 2013). Additionally, such attributes will be known as the statements which imitate the perceptions of the patrons’ related to the restaurants ordering and menu system. Then, five-point Likert scale ranges from 1 (strongly disagree) to 5 (strongly agree) is to elected as the consumer responses (Vinayak et al., 2013).
The second phase includes the questioning that measures the level of satisfaction of the consumers related to the changes in the ordering sytem. The trial questions would be: How the consumers are satisfied with the ambient services of the restaurant? How contented are the consumers with the spatial layout of the new changes in the ordering and menu system in the restaurant? Satisfaction level of the consumer with such new services of the restaurant? In general, are the services cost effective and tech savvy? After this, there will be a five-point Likert scale range from 1 (very dissatisfied) to 5 (very satisfied) is selected according to their responses to the questions.
The third part includes the three questions that measure the behavioural intensions of the participants. The example questions are: How likely the individuals will return or opt for the changes in the menu and ordering system. How useful are the changes done in the day today life of the individual? Do the processes are hassle free and are beneficial? Is the process easy and consumer friendly? Each of the behavioural intension is measured with one item, from 1 =“ very unlikely” to 5 = “very likely”. In the last part, we will elicit the appropriate individual information, such as patrons’ gender, age, job, educational level nationality and income.
The Questionaries will helps in measuring the perceptions of the participants related to the changes in the menu and the ordering system in the restaurants. Such methods ensure that the responses of the patrons can effectively reflect their dining experiences with the new methodology used in the restaurants.
In this Research Proposal, two methods of the data collection will be applied. The Data Analysis and data collection are done in such cases where patrons are using the services. For the convenient approach of sampling, the collection of the sample include the upscale full and middle service restaurants were chosen as an application for finding the behaviour of the participants in the nearby popular restaurants. Such restaurants will be providing the range of cuisines, which includes the Western-style dishes, contemporary Japanese cuisine, authentic Vietnamese cuisine and innovative Chinese fusion foods. Patrons are voluntary and are selected as the consumers of the different restaurants. The questionnaires are to be distributed among such selected consumer utilising such services in the given restaurants. In the meantime, the survey will be conducted among the consumers using the services. The consumers must participate in the surveys and Questionnaire with full zeal and zest which helps in removing any issues or the malfunctioning of any system related to the menu or the ordering system. Such methods of data collection and analysis help the researcher to reach certain constructive outcomes related to the changes in the menu and ordering system in reasturants.
From the research and survey done among the consumers regarding the changes in the menu and the ordering system it is seen that such changes in the system and the The internet online foodstuff ordering scheme provides ease for the clients. It overcomes the disadvantage of the customary queuing organization. This scheme increases the carry off of foods than guests. So, this system enhances the pace and consistency of captivating the order from the client (Vinayak et al., 2013). It provides an enhanced message platform. The user’s particulars are renowned by electronic means.. The latest examine shows that around 43 percent of customers have located an extract or release order online (Vinayak et al., 2013). These restaurants that tender online order advantage from having clients contented by the expediency.
Conclusion:
The digital Restaurant Menu allows your visitors to put the order right away with no waiter’s attendance. Every customer can with no trouble select the food substance from the menu and leave the instructions from the eatery app. This rapid and pioneering food order experience will absolutely enhance the eatery dining knowledge of the visitors (Vinayak et al., 2013). In today’s humankind, it is a necessity to have an online scheme to augment the income of the commerce and to serve with no trouble to the clients.. a lot of restaurants have select to spotlight on quick training and speedy liberation of instructions rather than submission of a rich dining skill.
Online order is trouble-free and suitable yet they have much more to pick up on their online order system. It is good quality that online order system has connected the customers’ in order with the folder of the scheme which facilitates the order of clients (Vinayak et al., 2013). In addition, customers’ information might be tracked with ease from their record quickly if they are normal clients.
The Survey will include a certain question which will be asked from the consumers who are using the services of the restaurants in the given area, where the consumers are placing their orders while sitting on the table and the order automatically forwards to the kitchen or the counters directly.
The Questions are as follows:
References
Gase, L., Kaur, M., Dunning, L., Montes, C. and Kuo, T. (2015). What menu changes do restaurants make after joining a voluntary restaurant recognition program?. Appetite, 89, pp.131-135.
Hahm, S. and Khan, M. (2001). Changing Food Consumption Patterns and Their Impact on the Quick Service Restaurant Industry. Journal of Restaurant & Foodservice Marketing, 4(3), pp.65-79.
Ogawa, S. (2002). The Hypothesis-Testing Ordering System: A New Competitive Weapon of Japanese Convenience Stores in a New Digital Era. Industrial Relations, 41(4), pp.579-604.
Ozdemir, B. and Caliskan, O. (2014). A review of literature on restaurant menus: Specifying the managerial issues. International Journal of Gastronomy and Food Science, 2(1), pp.3-13.
RASA. (2017). Advantages of Online Food Ordering for Restaurants – RASA. [online] Available at: https://restaurant.org.za.dedi279.nur4.host-h.net/2017/05/10/advantages-of-online-food-ordering-for-restaurants-2/ [Accessed 17 Aug. 2017].
Tetreault, A. (2017). How Technology is Changing the Restaurant Industry and the Way We Dine – The Industry Press. [online] The Industry Press. Available at: https://theindustrypress.com/how-technology-is-changing-the-restaurant-industry-and-the-way-we-dine/service-hospitality/allisontetreault/ [Accessed 17 Aug. 2017].
Vinayak, D., Ranjan, V., Masiwal, N. and Verma, N. (2013). e-Restaurant: Online Restaurant Management System for Android. International Journal of Advanced Computer Science and Applications, 3(1).
Wansink, B., Painter, J. and Ittersum, K. (2001). Descriptive Menu Labels’ Effect on Sales. Cornell Hotel and Restaurant Administration Quarterly, 42(6), pp.68-72
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