The influence of the names of the dishes in the menu on the choice in Serbian restaurants

Main Article Content

Dragan Vukolić
Tamara Gajić
Anđelka Popović

Abstract

The names of dishes with a certain value, such as national, authentic, sentimental and others, are more attractive to guests and belong to the best-selling products of restaurant facilities. Dishes in menus that have the names of organic food have a positive impact on the choice of food offered in restaurants. Among other things, the paper analyzes the effects of dish names from a marketing aspect. The goal of this research was to determine whether the names of gastronomic products affect the selection and sale in restaurants, but also why and to what extent the name of the dish can affect the respondents' interest in a particular dish. Similar research was done in the past where different results were obtained, while this research was conducted in 2021 on a total sample of 462 respondents from the category of guests of catering facilities in the Republic of Serbia. After the analysis of the obtained data, results were acquired which show that descriptive names of dishes in menus can be a successful type of marketing in the business of restaurant facilities. The topic is of great importance for managers who need to know the psychology of the guest in order to promote, market and sell a gastronomic product or food to potential guests.

Downloads

Download data is not yet available.

Article Details

How to Cite
Vukolić, D. ., Gajić, T., & Popović, A. (2022). The influence of the names of the dishes in the menu on the choice in Serbian restaurants. BizInfo (Blace) Journal of Economics, Management and Informatics, 13(1), 25–32. https://doi.org/10.5937/bizinfo2201025V
Section
Articles

References

Antun, J.M. & Gustafson, C.M., (2005). Menu analysis: design, merchandising, and pricing strategies used by successful restaurants and private clubs. Journal of Nutrition in Recipe & Menu Development, 3(3–4), 81–102. https://doi.org/10.1300/J071v03n03_07

Bacon, L., & Krpan, D. (2018). (Not) Eating for the environment: The impact of restaurant menu design on vegetarian food choice. Appetite, 125, 190-200. https://doi.org/10.1016/j.appet.2018.02.006

Baltić, M., Janjić, J., Popović, M., Bošković, M., Starčević, M., & Sarcević, D. (2018). Meat in traditional Serbian cuisine. Meat tehnology, 59(1), 54-62.https://doi.org/10.18485/meattech.2018.59.1.7

Benjamin, S., Todd, M.P., & Wansink, B. (2010). Dining in the dark. The importance of visual cues for food consumption and satiety. Appetite, 55(3), 710-713. https://doi.org/10.1016/j.appet.2010.08.002

Bessiere, J. (2002). Local Development and Heritage: Traditional Food and Cuisine as Tourist Attractions in Rural Areas. Sociologia Ruralis, 38(1), 21-34. https://doi.org/10.1111/1467-9523.00061

Carmin, J., & Norkus, G. (1990). Pricing strategies for menus: magic or myth?. Cornell Hospitality Quarterly, 31(3), 7-44. https://doi.org/10.1177%2F001088049003100312

Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and Impediment. Annals of tourism Research, 31(4), 755-778. https://doi.org/10.1016/j.annals.2004.02.003

Elsrud, T. (2001). Risk creation in traveling. Annals of Tourism Research, 28(3), 597-617. https://doi.org/10.1016/S0160-7383(00)00061-X

Fatimah, U.Z.A.U., Boo, H.C., Sambasivan, M., & Salleh, R. (2011). Food service hygiene factors – the consumer perspective. International Journal of Hospitality Management, 30(1), 38-45. https://doi.org/10.1016/j.ijhm.2010.04.001

Gajić, T., Radovanović, M., Tretiakova, T., & Syromiatnikova, J.A. (2020a). Creating brand confidence to gastronomic consumers through social networks – a report from Novi Sad. Journal of Place Management and Development, 14(1), 32-42. https://doi.org/10.1108/JPMD-04-2020-0033

Gajić, T., Petrović, M.D., Radovanović, M., Tretiakova, T.N., & Syromiatnikova, J.A. (2020b). Possibilities of Turning Passive Rural Areas into Tourist Attractions Through Attained Service Quality. European Countryside Journal, 12(2), 179-276. https://doi.org/10.2478/euco-2020-0010

Gastronomic cities (2014). City strategy on gastronomy as a tool for tourism and employment development. Baseline study. https://urbact.eu/sites/default/files/media/gastronomic_cities_baseline_study_final.pdf

Gong G., Louis, H., & Sun, A. (2008). Earnings Management and Firm Performance Following Open‐Market Repurchases. The Journal of Finance, 69(2), 947-986. https://doi.org/10.1111/j.1540-6261.2008.01336.x

Ilbery, B., Morris, C., Buller, H., Maye, D., & Kneafsey, M. (2005). Product, Process and Place An Examination of Food Marketing and Labelling Schemes in Europe and North America. European Urban and Regional Studies, 12(2), 116-132. https://doi.org/10.1177%2F0969776405048499

Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31–36.

Kalenjuk, B., Tešanović, D., & Banjac, M. (2016). Struktura i dizajn jelovnika u ugostiteljstvu Srbije kao značajnog prodajnog sredstva u turizmu. Turističko poslovanje, 18, 91-98.

Kelly, T.J., Kiefer, N.M., & Burdett, K. (1994). A demand based approach menu pircing. Cornell Hotel and Restaurant Administration Quarterly, 35(1), 48-52. https://doi.org/10.1177%2F001088049403500106

Kincaid, C.S., & Corsun, D.L. (2003). Are consultants blowing smoke? A empirical test of the impact of menu layout on item sales. International Journal of Contemporary Hospitality Management, 15(4), 226-231. https://doi.org/10.1108/09596110310475685

Kivela J, & Crotts J. (2006). Gastronomy's Influence on How Tourist Experience a Destination. Journal of Hospitality and Tourism Research, 30(3), 354-377. https://doi.org/10.1177%2F1096348006286797

Magnini, V.P., & Kim, S. (2016). The influences of restaurant menu font style, background color, and physical weight on consumers’ perceptions. International Journal of Hospitality Management, 53, 42-48. https://doi.org/10.1016/j.ijhm.2015.11.001

Make A., Lumbers M., & Eves A. (2012). Globalisation and Food Consumption in Tourism. Annals of Tourism Research, 39(1), 171-196. https://doi.org/10.1016/j.annals.2011.05.010

Mason R., & O’Mahony B. (2007). On the Trail of Food nad Wine: The tourist search for meaningful Experience. Annals od Leisure Research, 10(3-4), 498-517. https://doi.org/10.1080/11745398.2007.9686778

McCall, M., & Lynn, A. (2008). The effects of restaurant menu item description on perceptions of quality, price, and purchase intention. Journal of Foodservice Business Research, 11(4), 439–445. https://doi.org/10.1080/15378020802519850

Ognjanović, J. (2020). Istraživanje uticaja brenda poslodavca na konkurentnost u hotelskoj industriji. Škola biznisa, 2, 35-61. https://doi.org/10.5937/skolbiz2-28037

Parsa, H.G., & Hu, S. (2004). Price-ending practices and cultural differences in the food service industry: a study of Taiwanese Restaurants. Food Service Technology, 4, 21-30. https://doi.org/10.1111/j.1574-6968.1991.tb04701.x-i1

Percy L., & Rossiter J.R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-724. https://doi.org/10.1002/mar.4220090402

Quan S., & Wang N. (2004). Towards a Structural Model of the Tourist Experience: An Illustration from Food Experiences in Tourism. Tourism management, 25(3), 297-305. https://doi.org/10.1016/S0261-5177(03)00130-4

Raab, C., Mayer., K., Kim, Y.S., & Shoemaker, S. (2009). Price sensitivity measurment: a tool for restaurant menu pricing. Journal of Hospitality & Tourism Research, 33(1), 93-105. https://doi.org/10.1177%2F1096348008329659

Richardson P., Dick A. & Jain A. (2002). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36. https://doi.org/10.1177%2F002224299405800403

Roberto, C. A., Larsen, P. D., Agnew, H., Baik, J., & Brownell, K. D. (2010). Evaluating the impact of menu labeling on food choices and intake. American journal of public health, 100(2), 312-318. https://doi.org/10.2105/AJPH.2009.160226

Stone H. & Sidel J. (1992). Sensory Evaluation Practices 2nd Edition, Elsevier.

Stroebele-Benschop N, & Castro J. (2004). Effect of ambience on food intake and food choice. Nutrition, 20(9), 821-838. https://doi.org/10.1016/j.nut.2004.05.012

Tešanović D., Banjac M., Kalenjuk B., & Radivojevic G. (2016). The impact of the names of dishens on the guest's choice of restaurant food. Proceedings of Singidunum International Tourism Conference SITCON 2016 Quality as a Basis for Tourism Destination Competitiveness, Serbia, 169-173. https://doi.org/10.15308/Sitcon-2016-169-173

Tešanović, D. (2009). Gastronomski menadzment. Visoka hotelijerska škola Beograd.

Virijević-Jovanović, S., Jošanov-Vrgović, I., & Janovac, T. (2020). Istraživanje uticaja emocionalnih motivatora na ponašanje potrošača. Škola biznisa, 2, 107-125. https://doi.org/10.5937/skolbiz2-27751

Vojinović, L. (2016). Uticaj naziva jela na odabir restoranske hrane [Master rad, Univerzitet u Novom Sadu], Prirodno matematički fakultet Novi Sad.

Vukolić, D. (2020). Gastronomski proizvodi u funkciji razvoja različitih oblika turizma u Sremskom okrugu. Održivi razvoj, 2(2), 41-54. https://doi.org/10.5937/OdrRaz2002041V

Vukolić, D., Gajić, T., & Bugarčić, J. (2021). Zadovoljstvo gostiju ponudom evropskih internacionalnih jela i proizvoda u restoranima Srbije, Turističko poslovanje, 28, 27-38. https://doi.org/10.5937/turpos0-33646

Wansink B., Cheney M. & Chan N. (2004). Exploring comfort food preferences across age and gender. Physiology & Behavior, 79(4-5), 739–747. https://doi.org/10.1016/S0031-9384(03)00203-8

Wansink B., Painter J. & Ittersum K. (2001). Descriptive menu labels’ effect on sales. Cornell Hospitality Quarterly, 42(6), 68-72. https://doi.org/10.1177/0010880401426008

Zaper A. (2004). Culinary art - part of culture of life and spiritual heritage in Croatian tourist supply. Naše more: znanstveni časopis za more i pomorstvo, 51 (5-6), 227-238.