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Offer structure and design of the menu in hospitality industry

Author

Listed:
  • Bojana Kalenjuk

    (Faculty of Science, Department of Geography, Tourism and Hotel Management, Novi Sad, University of Novi Sad, Serbia)

  • Dragan Tešanović

    (Faculty of Science, Department of Geography, Tourism and Hotel Management, Novi Sad, University of Novi Sad, Serbia)

  • Maja Banjac

    (Faculty of Science, Department of Geography, Tourism and Hotel Management, Novi Sad, University of Novi Sad, Serbia)

  • Snježana Gagić

    (College of Professional Studies in Management and Business Communication, Sremski Karlovci, Serbia)

  • Goran Radivojević

    (Faculty of Science, Department of Geography, Tourism and Hotel Management, Novi Sad, University of Novi Sad, Serbia)

Abstract

Purpose – Proper structure of menus, number of meals, information about the food and complete design to a large extent affect the selection of dishes by the customer and the entire business. This paper should show all the elements of relevance for structuring and designing of menus such as: balance, variety, composition, description, the accuracy of the menu, marking of menu, specification of items and sizes, then paper, font, colour, as important for the sale of food, in accordance with the theme of the restaurant. Methodology – The survey was conducted by direct and indirect collection of written bids (menus) in a la carte restaurants for food and drink throughout the Autonomous Province of Vojvodina (northern part of the R. Serbia). Collection was followed by systematization of data obtained by examining the sampled specimens according to the established methodology. The data were analyzed with descriptive statistics and presented graphically in this paper. Findings – The Research has shown that catering facilities do not have properly structured and designed menus, which is in line with all the theoretical principles and previously conducted researches in this field. Contribution – The data provide a general overview of the situation in the hospitality industry of Vojvodina and guidance on ways of elimination of all irregularities and an improvement of menu appeal for the guest. Proper structuring of menus, giving the required food information and design of menus can be critical in business of restaurants, and how to eliminate them will be shown in the paper.

Suggested Citation

  • Bojana Kalenjuk & Dragan Tešanović & Maja Banjac & Snježana Gagić & Goran Radivojević, 2016. "Offer structure and design of the menu in hospitality industry," Tourism and Hospitality Industry 11, University of Rijeka, Faculty of Tourism and Hospitality Management.
    • Handle: RePEc:tho:iscthi:11
    as

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    File URL: https://www.fthm.uniri.hr/files/Kongresi/THI/Papers/2016/THI_April2016_131to143.pdf
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    References listed on IDEAS

    as
    1. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
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    More about this item

    Keywords

    menu; gastronomy; structure; information; design; hospitality;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

    Statistics

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