A Study on the Risk Management of the Menu''s Information Disclosure

• Main Authors: Li-keng Weng, 翁笠耿
• Other Authors: Kaui-Hwang Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/55341417594389277426

碩士 === 靜宜大學 === 觀光事業學系研究所 === 98 === This research investigated risk management of information disclosure from the menu. One by one and focus group interviews were conducted to collect information from experts who had experience in menu design.The purpose is to find the risk of information disclosure from the menu and the risk management strategy. The result of the research showed that the customer would doubt and could not understand the ingredients of the dishes if the menu only provided indirect or emotional names of the dishes without showing the pictures; or the restaurant staff’s explanation would be necessary. In addition, if the price was marked as “the current price”, consumption would be decreased. Therefore, to keep the quality of service and not to raise the cost of service, both the names and the prices of the dishes should be direct and clear so that customers could understand fully at a glance, especially for the front desk of restaurants and fast food restaurants. If the proprietors increase the income by charging service fee, minimum expenditure and setting time limits, they should try to avoid the uncomfortable feeling caused to the customers. Furthermore, in order to equip customers with business image, the information about the restaurant’s history, background and awards can be shown on the menu. The information should be real; otherwise the damage to the restaurant’s image would be difficult to solve. In addition, most of the experts suggested that restaurants should avoid using discount for promotion because when the price went down, it would not be easy to go back to the standard. This study also concluded from the interviews the attraction and risk factors for the application of future menu design and further research on risk management.