THE ANALYSIS OF MENU ENGINEERING AT X COFFEE SHOP, CIKARANG

Abstract

In food and beverages industry, gaining profit and satisfying the customer is the most important factors to survive in the food and beverages industry. In the Food and Beverages industry, menu is an important tool to communicate to the customers. A menu shows to the customers the products that the restaurant sells. Each products that listed in the menu are expected to have a good performance which is has high profit and high popularity. This research is about evaluate a menu performance, find out which products that are popular and profitable, and which products that not. This research conducted in X Coffee Shop in Cikarang. This research evaluate the coffee based beverages type in the X Coffee Shop for ten months period from January 2012 to the end of October 2012. Since the data is very confidential, the company’s name also considered confidential. This research is using a study case method and quantitative analysis. As result, items such as Ice Caramel Latte, Ice Tiramisu Latte, Ice Crème Brulee Latte, Ice Peppermint Mocha, Coffee Macaroon Frapps, Java Chips Frapps, Cappuccino Macaroon, Caramel Mocha, and Peppermint Mocha were the most popular and most profitable among all the Coffee Based Beverages. The items that categorized as Plowhorse were The Ice Americano, Ice Mocha, Hot Latte, Tiramisu Latte, French Vanilla Latte, Hot Cappuccino, Hot Mocha, and Crème Brulee Macchiato. The items that categorized as puzzle were Ice Crème Brulee Macchiato, Caramel Macchiato, Ice White Mocha, Ice Caramel Mocha, Ice Peppermint Mocha, Coffee Frapps, Coffee Irish Frapps, Mocha Frapps, Caramel Latte, and White Mocha. The items that has categorized as dog were Ice Latte, Espresso Shot, and Hot Americano. The conclusion of this research is menu engineering can be considered as the efficient way to evaluate and improving a menu performance. Menu engineering could show the management or the owner of the business the detail of their menu items performance and could give some recommendations or suggestions to improve the performance.