微型餐廳菜單管理之行動研究

Abstract

本研究之微型餐廳個案是桃園市中壢區的Where Care 溦咖啡。本研究目的共分為兩階段，階段一為透過系統觀點檢視Where Café 溦咖啡自2016年至2019年在菜單管理各方面所發生的種種問題。階段二為根據菜單管理之菜單規劃、菜單設計、菜單運作與菜單評估與發展等流程進行第四代菜單之設計以解決過去菜單管理之問題。 研究者採用行動研究，歷經與臺師大學休旅所的產學合作、焦點團體、與餐廳經營者林女士訪談及餐廳之擺盤教育訓練中發現問題，接著以菜單管理文獻理論作為行動方案，在執行過程中重新規劃菜單品項、詳盡計算成本並制定餐點售價、設計第四代菜單、建立標準食譜，並且在行動研究進行中透過焦點團體以及和經營者進行訪談使菜單能符合經營者與消費者之期望。在第四代菜單製作完成並於Where Café 溦咖啡使用後一個月內，對用餐的顧客進行訪談。 根據菜單管理的行動研究結果，研究者透過系統觀點提出微型餐廳營運菜單管理系統模型，並透過焦點團體的回饋讓菜單貼近消費市場的飲食趨勢。在實務意涵上Where Café 溦咖啡減少了食材的浪費，並在餐廳營運中加入了標準食譜及食材成本表。在反思中研究者了解微型餐廳管理者缺乏時間資源的分配觀念以及菜單應作為管理工具持續發酵，本研究限制為菜單管理執行時間太過短暫以及焦點團體應納入更多元背景的成員。

The case of the study is call Where Café, which is a micro restaurant located in Taoyuan. There are two phases while conducting the study. Phase one is, through the systematic approach, to review the performance of menu management of Where Café between 2016-2019. The purpose is to evaluate operation problems of the menu. Phase two aims to solve the problems by applying menu planning, menu design, menu operation and menu evaluation and development in terms of theories. Action research is applied, combining with the collaboration between Where Cafe and NTNU, focus groups, in-depth interviews with the restaurant entrepreneur (Mrs. Lin). The research processes include reorganizing all menu items, calculating food costs, re-pricing all items, designing the fourth edition menu, establishing standardized recipe, and conducting interviews with entrepreneur and customers in order to meet their expectations. The results of the study are fruitful. The researcher proposes the system model of menu management for micro-restaurant, and enriches the new menu with contemporary dietary trends through focus groups. In managerial perspective, the action research helps Where Café reduce food waste while the standardized recipe control the food cost. The researcher’s reflexivity implies that time management and knowledge of menu management are major difficulties for micro-restaurant owner in terms of operation effectiveness. There are two research limitations. The first one is lack of enough time to operate and evaluate the newly design menu. Second, the members’ background of the focus groups should have been more various.