Aplicación de la Ingeniería del Menú para rediseñar la carta de los restaurantes de cocina internacional: caso Buffalo Wings and Ribs y Casa Grande Hostería

Abstract

This research work focuses on studying the menu as a sales main tool in the food and beverage service sector, case Buffalo Wings and Ribs and Casa Grande Inn, through the implementation of the Menu Engineering as an instrument that appraises in marketing terms, what are the consumer requirements and preferences in order to maximize sales and profit. In addition, the matrix for categorization will be used for each of the dishes of the restaurants through a study of their popularity and profitability, as well as standardization of recipes to know the cost of production and profit margin worked with, facilitating more timely decision making. For this research, sales information over a period of three consecutive months had to be collected, there has been a visual analysis of the establishment, mainly the menu that has been used, in order to familiarize ourselves with the environment, having a clear concept of its theme and objectives. This study covers all processes that must be followed for proper planning, design and development of a menu, making use of marketing strategies, and drawing attention to those dishes that should be sold. As the final part of this work, the menus of the restaurants will be redesigned by applying the knowledge acquired through Menu engineering. It is estimated that sales will increase by 30 % in each establishment.