The development of customer-driven menu analysis (CDMA) and its application : a constructive research approach

This thesis research developed a new, holistic ‘customer-driven’ menu analysis model following the three-phase, seven-step sequential process of the constructive research approach. The model treats menu items as a representation of dining experience value attributes and the menu is analysed with reference to contexts that influence a customer’s value perceptions of the complete restaurant meal experience. Use of this model will assist the restaurant industry with the challenge of managing its limited financial resources in a way that adds value to the customer experience, increases overall customer satisfaction and at the same time optimises the restaurant’s revenue and profit-earning capacity.