EVALUASI MENU A’LA CARTE BERBASIS MENU ENGINEERING PADA THE LOUNGE & BAR DI HOTEL CIPUTRA WORLD SURABAYA
A’LA CARTE MENU EVALUATION BASED ON MENU ENGINEERING AT THE LOUNGE & BAR AT HOTEL CIPUTRA WORLD SURABAYA
Evaluasi Menu bertujuan untuk mengevaluasi kinerja menu a’la carte di The Lounge & Bar, Hotel Ciputra World Surabaya, dengan menggunakan pendekatan menu engineering. Analisis dilakukan terhadap 60 item menu makanan dan 93 item menu minuman selama periode Juli hingga September 2024. Menu engineering merupakan metode analisis yang mengkaji performa setiap item menu berdasarkan popularitas dan kontribusi profitabilitasnya, sehingga dapat membantu manajemen dalam pengambilan keputusan strategis terkait pengembangan dan penghapusan menu. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan teknik pengumpulan data melalui observasi langsung, wawancara dengan manajemen restoran, serta analisis data penjualan selama periode tertentu. Setiap item menu diklasifikasikan ke dalam empat kategori utama: star (tinggi popularitas dan profit), plowhorse (tinggi popularitas, rendah profit), puzzle (rendah popularitas, tinggi profit), dan dog (rendah popularitas dan profit). Hasil analisis menunjukkan bahwa beberapa menu termasuk dalam kategori star, seperti french fries dan nasi goreng nusantara, yang memiliki tingkat popularitas dan profitabilitas tinggi. Menu seperti duck spring roll dan soup buntut masuk dalam kategori puzzle, menunjukkan profitabilitas tinggi namun kurang populer. calamari rings dan chicken wings tergolong dalam kategori plowhorse, dengan popularitas tinggi namun profitabilitas rendah. Sementara itu, fried platter dan onion rings termasuk dalam kategori dog, dengan popularitas dan profitabilitas rendah. Temuan ini memberikan rekomendasi strategis bagi manajemen The Lounge & Bar dalam mengoptimalkan komposisi menu guna meningkatkan kepuasan pelanggan dan profitabilitas restoran.
Kata Kunci: Menu Engineering, A’la Carte, Evaluasi Menu, The Lounge, Hotel Ciputra World Surabaya
Menu Evaluation aims to evaluate the performance of the a’la carte menu at The Lounge & Bar, Hotel Ciputra World Surabaya, utilizing the menu engineering approach. The analysis encompasses 60 food items and 93 beverage items over the period from July to September 2024. Menu engineering is a data-driven method that assesses each menu item's popularity and profitability, facilitating strategic decisions regarding menu optimization. Employing a quantitative descriptive methodology, data were collected through direct observation, interviews with restaurant management, and sales data analysis. Each menu item was classified into one of four categories: Star, High popularity and high profitability. Plowhorse, High popularity but low profitability. Puzzle, Low popularity but high profitability. Dog, Low popularity and low profitability. The analysis revealed that items such as french fries and nasi goreng nusantara fall into the Star category, indicating both high sales and profit margins. Dishes duck spring roll and oxtail soup are categorized as Puzzle, suggesting they are profitable but not popular. calamari rings and chicken wings are identified as Plowhorse, being popular yet yielding lower profits. Conversely, fried platter and onion rings are classified as Dog, reflecting low sales and profitability. These findings provide strategic insights for menu optimization, recommending the promotion of Star items, reevaluation of Puzzle and Plowhorse items to enhance their appeal or profitability, and potential removal or modification of dog items. Implementing these strategies is expected to improve customer satisfaction and increase the restaurant's overall profitability.
Keywords: Menu Engineering, A’ la Carte, Menu Evaluation, The Lounge, Hotel Ciputra World Surabaya