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USERS’ PERCEPT
IONS
ON
E- M
EN
U A
PP
LI C
AT
I ON
FO
R C
AS
UA
L D
I NN
I NG
RE
ST
AU
RA
NT
Project:
Topic:
Content:
E-menu on iPad for Thai restaurant
Description of research & discussion of outcomes
Users’ perceptions on e-menu application
Created by Traitet Th.
Created Date 16 Aug 2012
Revised Date 23 Aug 2012
Revision No. 1.0
Document Name D03-001
CONTENT
1. Interview Processes
2. Sampling for this case study
3. Primary finding
4. Findings• Benefits• Issues• Features
5. Limitations
6. Appendix
1) INTERVIEW PROCESS
1.1) INTERVIEW PROCESS
• Prepare the presentation and demonstration of e-menu system
• Prepare the questions for group interview
• Present video presentation of the e-menu system http://www.youtube.com/watch?v=th5YlsYrHuY
• Demonstrate software prototype on iPad and Website
• Test e-menu functionalities with restaurant managers and waiting staffs
• Perform group interviews with restaurant manager, waiting staffs and chefs
1.2) SAMPLING FOR THIS CASE STUDY
Interviewees
• Restaurant Manager
• Waiting Staff
• Chef
8%
42%
50%
Manager x 1
Waiting Staff x 5
Chef x6
Type of sampling: Convenience sampling
Case study at: A Thai casual dinning restaurant in UK
• Total Interviewers: 12 People
(67%)
• Total staff: 16 people
(33%)
33%
67%
1. Have you seen e-menu before?
2. Have you used e-menu before?
3. Can e-menu help you understand more details of food and drinks? Why?
4. Do you think that e-menu make it easy to order more food and drinks during eating? Why?
5. Do you think that e-menu make it easy to request services e.g. call waiter, main course, billing? Why?
6. Do you prefer ordering by e-menu or waiter in this kind of restaurant? Why?
7. Does e-menu reduce personal contact between customer and restaurant staff?
Interview restaurant staff on 10 Aug 2012 between 18.30 – 23.00
INTERVIEW QUESTIONSSE
MI-
STR
UC
TU
RED
8. What are main benefits of e-menu in your opinion?
9. What are main issues if implement in this restaurant?
10.What are important features of e-menu that should be provided?
11.Has the demonstrate software has some improvement points?
12.Has the demonstrate software has some good points?
13.How about e-menu prototype? • Feedback (Easy to back to previous screen)• Memorability (Easy to remember to use the next time)• Learnability (Easy to use and learn without user manual)• Efficiency (Easy to perform tasks)• Satisfaction (Pleasant to use software)
INTERVIEW QUESTIONSSE
MI-
STR
UC
TU
RED
2) PRIMARY RESULTS
The perception of e-menu system
for Thai Casual dinning restaurants in UK.
DATA ANALYSIS
Data Collection Data Analysis Finding
Identify – Coding - Categorize
Opened question Convenience – Attraction -
Expensive
58%
42%
Have ever heard about e-menu app x7Have never heard about e-menu app x5
8%
92%
Have ever used e-menu app x1
Have never used app x11
3.1) USERS REQUIRE PRESENTATION OF E-MENU
Proportion of staff who have
heard about e-menu
application
Proportion of staff how have
ever used e-menu application
Lack
of
Back
gro
un d
Most restaurant staffs
have not background
about e-menu
application
Dem
onst
ra te Presentation and demonstration are needed to explain the key concept and features of e-menu system
Gro
up
Inte
rvie
ws
Group interviews with
restaurant manager,
waiting staffs and
chefs
Importance of presentation and demonstrating e-menu system before interviews
42%
8%
50%
Use iPad x5
Use Andriod Tablet x1
No Tablet Device x6
67%
17%
17%
Use iPhone x8
Use Andriod mobile phones x2
Use other mobiles x2
3.2) USERS FAMILIAR WITH APPLE DEVICES
Proportion of using Tablet Devices
Proportion of using Mobile Devices
Why iPad was suitable for this case study?
Fam
iliari
ty Most staffs are familiar to Apple devices such as iPhone and iPad
Easy
to
learn It make them be easy
to learn & understand the e-menu system
3) FINDINGS
The perception of e-menu system
for Thai Casual dinning restaurants in UK.
Benefits of e-menu
application
• Convenience
• Improve customer
services
• Reduce human error
• High attraction
Issues of e-menu
application
• High cost
• Older people
• Technical issues
USERS’ PERCEPTIONS
MA
JOR
ITY
MIN
OR
ITY
MA
JOR
ITY
MIN
OR
ITY
3.1) BENEFITS
The perception of e-menu system
for Thai Casual dinning restaurants in UK.
1) CONVENIENCE
Customers
1. Easy to order
• Details of food &
drinks
• Images
2. Easy to order additional
food and drinks
3. Easy to check order status
Above perceptions should be consideredwhen produce an real e-menu application.
Restaurant staff
1. Easy to revise menu details
• Images
• Description
• Prices
2. Easy to add a new promotion
3. Able to sell seasoning dishes
without printing new menus
Considered Features: Details of dishes, Ordering additional food & drinks and checking order status
2) IMPROVING CUSTOMER SERVICES
• Receive order faster.
• Easy to call a waiter.
• Easy to request for main dishes once they
exactly want.
• Easy to request for bill
• Not disturbed when asking for extra drinks.
Improving customers services is an important
factor of using e-menu application.Considered Features: Order management and calling services
3) REDUCING HUMAN ERROR
1.Prevent forgetting orders
• Some extra orders, e.g. drinks, can be ignored
during a busy time.
2.Reduce cooking wrong orders
• Poor handwriting by waiting staff
• Taking a wrong order by new part-time staffs
• Wrong communication between waiters and
chefs
E-menu can prevent communication problems to increase customer satisfaction.
Considered Features: Transferring orders to a kitchen and bar
4) HIGH ATTRACTION
A new technology for restaurant industry.
E-menu have not been used by any Thai restaurant in
UK
E-menu makes a restaurant to differentiate from
competitors
E-menu enhance dining experience for customers
Using e-menu might increase a number of customers and target groups.
3) ISSUES
1) HIGH COST
Reduce Cost• Labour cost• Printing menu
cost Increase revenue
• More drinks• More customers
Higher cost• Hardware• Software
Maintenance cost Damage Lifetime
Most users concerned about cost of e-menu,
which is much more expensive than paper-based
menu.
2) OLDER PEOPLE
• Some older people in UK are familiar with iPad e.g. E-reader.
• Some older people might not want to use e-menus because saying to waiters is more convenient.
• Some older people might not familiar with using technology
Countermeasure
1. User guide
2. Bigger text
3. Easy to call waiter
Older people may not
want
to use e-menu to
order
DR
AW
BA
CK
SU
K O
LDER
S
TECHNICAL ISSUES
1. Installation position
2. Integration with POS (Post of Sales) System
3. Damage of iPad because of water or soup
4. Dead of iPad battery during usage
5. Stability of system
6. Speed of application
Above technical issues are needed to
consider
when produce a real e-menu system.
REQUIRED FEATURES
E-MENU FEATURES SHOULD BE PROVIDED
Details of dishes
• Picture
• Price
• Menu description
• Photo of each dish
Clear description of food &
drinks
Show list of order
Show total price
Call waiter
Request services
Check order status
Cancel menu
The important features, which should be
provided
by e-menu system.
E-MENU FEATURES COULD BE PROVIDED
Show promotion of food and drinks during meals
Add special seasoning menus
Take photo to share on social network
Register membership
Cancel some menus in case of lacking ingredient
Show an amount ingredient or nutrition
Show history of particular food or drinks e.g. Wine
Monitor orders by restaurant owners and managers from outside
Integrate to a Post of Sale (POS) system
Report best seller items.
Calculate material requirements
The above additional requirements should be
considered based on particular business
requirements
FUTURE
Modern Thai Dinning Restaurant
FUTURE OF CASTUAL DINING RESTAURANT
Paper-based Menu
E-menu ordered by waiting staff
E-menu ordered by customers
Now to Future
LIMITATIONS
LIMITATIONS OF THIS RESEARCH
1. This research did not interview with end-users, namely,
restaurant customers.
2. This research did not interview older people’s perceptions
on ordering their meals using iPad.
3. This research did not analyse investment feasibility on e-
menu system.
The future research can additionally study to
expand knowledge from this research.
REFERENCES
REFERENCES