Analisis Strategi Menu Engineering dalam Upaya Meningkatkan Pendapatan Restaurant

Abstract

Penelitian ini dilaksanakan untuk membantu pihak manajemen dalam mengevaluasi dan menganalisis menu a’la carte menggunakan metode menu engineering. Pihak manajemen belum menerapkankan analisis menu menggunakan metode tersebut, sehingga pendapatan kurang maksimal. Penelitian ini bertujuan untuk mengetahui klasifikasi menu, dan diikuti dengan strategi untuk menindak lanjuti menu dengan klasifikasi tersebut. Penelitian ini dilaksanakan di The Sayan House Restaurant yang dilaksanakan pada bulan Maret 2021 –Juni 2021, dengan menggunakan sales history dari bulan Desember 2020 – Februari 2021. Jenis penelitian ini adalah deskriptif kualitatif dan kuantitatif. Penelitian ini menggunakan sampel jenuh sebanyak 38 item menu. Data dikumpulkan dari wawancara dan studi dokumentasi, kemudian dianalisis menggunakan teknik analisis menu engineering, sehingga mendapatkan klasifikasi menu yaitu star, plow horse, puzzle, dan dog. Hasil penelitian menunjukkan dari 38 item menu yang dianalisis, 16 diantaranya dikategorikan star, 10 diantaranya dikategorikan plow horse, 5 diantaranya dikategorikan puzzle, dan 7 diantaranya dikategorikan dog. Berdasarkan hasil analisis tersebut dan menyikapi masing-masing klasifikasi menu, diperlukan strategi dan tindak lanjut untuk setiap klasifikasinya, serta melakukan evaluasi menu secara rutin oleh pihak manajemen The Sayan House Restaurant.   This research was conducted to assist management in evaluating and analyzing a'la carte menu usingthe menu engineering method. The management has not implemented menu analysis using that method, so the revenue is less than maximum. This study aims to know the classification of the menu, and followed by a strategy to follow up the menu with that classification. This research was conducted at The Sayan House Restaurant conducted in March 2021 – June 2021, using sales history from December 2020 – February 2021. This type of research is descriptive qualitative and quantitative. The study used saturated samples of 38 menu items. The data is collected from interviews and documentation studies, then analyzed using engineering menu analysis techniques, to obtain menu classifications namely star, plow horse, puzzle, and dog. The results showed from 38 menu items analyzed, 16 of them were categorized as a star, 10 of them were categorized as a plow horse, 5 of them were categorized as a puzzles, and 7 of them were categorized as a dogs. Based on the results of the analysis and addressing each menu classification, strategy and follow-up for each classification are required, as well as conducting regular menu evaluations by the management of The Sayan House Restaurant.