Offer structure and design of the menu in hospitality industry

Bojana Kalenjuk (), Dragan Tešanović (), Maja Banjac (), Snježana Gagić () and Goran Radivojević ()
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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

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

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.

Keywords: menu; gastronomy; structure; information; design; hospitality (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2016-04
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Published in 23rd Biennial International Congress Tourism & Hospitality Industry 2016, April 2016, pages 131-143

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