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Value (CPV) in tablet-based menu ordering experience
M.I. Zulkifly, M.S.M. Zahari, M. Hafiz & M.R. Jamaluddin
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia
ABSTRACT: Traditional paper-based menu ordering has long been considered as the most appropriate
way to communicate the items in the menu with the customer. Many argue about the ability of the menu
card to generate more sales and profit through the information given but not all restaurant operators fully
utilize them to meet those purposes. In fact, it is impossible to put all the information regarding the items
in a single menu card. Due to the problem, the use of technology namely the tablet-based menu ordering
seems to be the best option to replace the old practice especially in time when even customers demand
the foodservice industry to keep pace with the technology. It is not a very straightforward solution since
the Technology Readiness (TR) and the Customer Perceived Value (CPV) are yet to be examined. TR is
believed to have a significant impact on CPV which later translates into the behavior and actual use of
this technology among customers.
Keywords
:
Menu, tablet, technology readiness, and customer perceived value
1 INTRODUCTION
true since foodservice establishments have been
using the menu card to speak with the customers
and sometimes they tend to use it in an intolerable
and abusive level. There were studies on develop-
ing a good menu card in which the psychology of
reading and the eye-gaze motion of customers had
been taken into consideration but it is really up to
the restaurateurs to take the opportunities to fully
utilize it. In addition, a good menu card is the one
which uses 'descriptive wording' wisely especially
to the so-called 'killer' items and other items with a
good profit margin.
The menu, when used properly is a great mar-
keting tool that can influence customer's behavior
and decision-making process. There are number of
factors in relation to menu which influences cus-
tomer's decision (Panitz, 2000). Factors such as the
physical menu's background, texture, color, photos,
item's positioning, fonts, size and pricing come into
the frame of one's mind during the menu ordering
process. All these factors shape the menu design
and displays of a particular restaurant. Mills and
Thomas (2008) argued that menu design and dis-
plays therefore can be said as the central part in
merchandising strategy in the restaurant business.
Menu ordering experience among customers can
be enhanced through the use of descriptions and
images. Customer nowadays would like to know
more about what they are getting on their table
simply from reading the menu. On top of that, they
are now more health conscious and demanding for
Menu is considered as the 'heart' of any foodserv-
ice operation (Payne-Palacio & Theis, 2004; Walker,
2014; Warner, 1994). The word 'heart' is used to
symbolize the capability of menu in catalyzing the
other functions in an operation. It is practically true
since the functions of purchasing, receiving, stor-
ing, preparation and serving will only start once
the menu is decided. Thus, the phrase “Everything
starts with menu” could not get any better looking
at the role menu plays in a foodservice operation
(Payne-Palacio & Theis, 2004). Those were just the
role of menu in running the operation. It is also
proven that the right choice of menu will bring in
crowds which in turn help generating the revenue if
marketing, pricing and quality are done well. The
togetherness of these elements will ensure the con-
tinuity of the business in a longer run.
It is known that the choice of menu based on the
demographic and psychographic factors should be
the top priority of a foodservice establishment.
Getting it right is just the beginning of many. Once
the menu is decided after careful consideration on
the above factors, the strategies of getting it sold
take another measure. In this circumstance, it is
important to create an effective communication
between the restaurant and the customers about the
menu offered and most of the times menu cards or
books hold the aces (Payne-Palacio & Theis, 2004)
(McVety, Ware & Ware, 2008). This is particularly
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