Penerapan Sistem Menu Engineering Dalam Upaya Peningkatan Kualitas Menu di Restoran Bintan Inti Executive Village Clubhouse

This research is a form of analysis and evaluation of the menu at the Bintan Inti Executive Village (BIEV) Clubhouse through a menu engineering system with the aim of improving the quality and effectiveness of the menu served. The formulation of the problem which is the basis of this research is how to improve the quality of the food and beverage menu through the menu engineering system and what recommendation actions should be taken based on the resulting data from the analysis that appears. This study uses variables, which are menu analysis in improving the quality of the menu at BIEV Clubhouse with sub variables, such as food cost, menu mix, and contribution margin. The results of this study that there were 8 menus or 30.77% menus with star categories, 5 menus or 19.23% menus with the plowhorse category, 4 menus or 15.38% menus with the puzzle category, and 9 menus or 34.62%. menu with dog category. The recommended follow-up actions to BIEV Clubhouse management is reducing the menu with the dog category, evaluating product prices and production costs for menus with the plowhorse category, taking suggestive selling steps for menus with the puzzle category, and maintaining the quality and performance of menus with the star category.

Assessing the Customer-Based Impact of Up-Selling Versus Down-Selling

This article evaluates customers’ postpurchase attitudinal and behavioral responses to two suggestive selling strategies employed in retail establishments: up-selling and down-selling. Our findings are based on a field study conducted among 2,381 customers from a large, national casual dining chain. We then followed up with 352 customers 1 month later to determine the impact of the suggestive selling strategy on future visitation. We find that while up-selling did improve short-term revenues, it had an adverse effect on customers’ attitudinal responses which resulted in a reduction in future brand patronage. Conversely, down-selling did not compromise short-term revenues as is commonly thought, and also led to a superior attitudinal response and increased brand patronage. We demonstrate that the effect of the suggestive selling strategy on satisfaction and brand loyalty is chain mediated through value and quality. Finally, our findings suggest that, under certain circumstances, employing a down-selling strategy may lead to superior long-term revenues.

An Anchoring and Adjustment Model of Purchase Quantity Decisions

How do consumers decide how many units to buy? Whereas prior research on individual consumers’ purchases has focused primarily on purchase incidence and brand choice, the authors focus on the psychological process behind the purchase quantity decision. The authors propose that a simple anchoring and adjustment model describes how consumers make purchase quantity decisions and suggests how point-of-purchase promotions can increase sales. Two field experiments and two lab studies show that anchor-based promotions—presented as multiple-unit prices, purchase quantity limits, and suggestive selling—can increase purchase quantities. The final study shows that consumers who retrieve internal anchors can counter these anchor-based promotions effectively. Firms might receive net benefits from anchor-based promotions depending on whether increases in unit sales reflect increased category consumption, brand switching, variety switching, store switching, or stockpiling.