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Created by Traitet Th.Project: E-menu on iPad for Thai restaurant Created Date 16 Aug 2012 Revised Date 3 Sep 2012Topic: Description of research & discussion of outcomes Revision No. 1.0Content: Users’ perceptions on e-menu application Document Name D03-001
CONTENT1. Interview Processes2. Sampling for this case study3. Primary finding4. Findings • Benefits • Issues • Features5. Limitations6. Appendix
1.1) INTERVIEW PROCESSES• Prepare the presentation and demonstration of e-menu system• Prepare the questions for group interviews • Present video presentation of the e-menu system • Demonstrate software prototype on iPad and Website • Test e-menu functionalities with restaurant managers and waiting staffs • Perform group interviews with restaurant manager, waiting staff and chefs
1.2) SAMPLING FOR THIS CASE STUDY Type of sampling: Convenience sampling Case study at: A Thai casual dinning restaurant in UK 8% Interviewees Manager x 1 • Restaurant Manager Waiting Staff x 5 • Waiting Staff50% 42% • Chef Chef x6 33% • Total Interviewers: 12 People (67%) 67% • Total staff: 16 people (33%)
SEMI-STRUCTURED INTERVIEW QUESTIONS 1. Have you seen e-menu before? When? How? 2. Have you used e-menu before? When? How? 3. Can e-menu help you understand more details of food and drinks? Why? 4. Do you think that e-menu makes it easy to order extra food and drinks whilst 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 by 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 QUESTIONSSEMI-STRUCTURED 8. What are main benefits of e-menu in your opinion? What? How? 9. What are main issues if implemented in this restaurant? What? How? 10. What are important features of e-menu that should be provided? What? How? 11. Has the demonstrate software some good points? What? How? 12. What do you think 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)
2) PRIMARY RESULTS The perception of e-menu systemfor Thai Casual dinning restaurants in UK.
DATA ANALYSIS Data Collection Data Analysis Findingat a Thai restaurant in UK Identify – Coding - Categorize Users’ perception on e-menu Semi-Structure Content analysis Convenience – Attraction - Expensive group interviews The middle image copied from
3.1) USERS REQUIRE PRESENTATION OF E-MENU Proportion of staff who have Proportion of staff how have ever heard about e-menu application used e-menu application 8% Have ever heard about Have ever used e- e-menu app x7 menu app x1 42% 58% Have never heard Have never used app about e-menu app x5 x11 92% Importance of presentation and demonstrating e-menu system before interviews eBackground Group Interviews Demonstrat Lack of Presentation and Most restaurant staffs Group interviews with demonstration are have no background in e- needed to explain the restaurant key concept and features menu application. of e-menu system. manager, waiting staff
3.2) USERS FAMILIAR WITH APPLE DEVICES Proportion of using Tablet Devices Proportion of using Mobile Devices 17% 42%50% 16% 67% 8% Use iPad x5 Use iPhone x8 Use Andriod Tablet x1 Use Andriod mobile phones x2 No Tablet Device x6 Use other mobiles x2 Why iPad was suitable for this case study?Familiarity learn Easy to Most staff members are familiar It helps them to easily learn & with Apple devices e.g. iPhone understand the e-menu system and iPad
3) FINDINGSThe users’ perceptions of an e-menu system
USERS’ PERCEPTIONSBenefits of e-menuapplication Issues of e-menu application Y MAJORIT • • High cost Y MAJORIT Convenience MINORITY • Improve customer services • Older people MINORITY • Reduce human error • Technical issues • High attraction
3.1) BENEFITSThe users’ perceptions of an e-menu system
1) CONVENIENCE Customer Restaurant Staff 1. Easy to revise menu details1. Easy to order • Images • Details of food & drinks • Description Perceptions • Images • Prices2. Easy to order additional food and drinks 2. Easy to add new promotions3. Easy to check order status 3. Able to sell seasonal dishes without printing new menus Conclusion The above perceptions should be considered when producing an real e-menu application. develop e- Considered Features: Details of dishes, ordering extra food & drinks How to menu and checking order status
2) IMPROVING CUSTOMER SERVICE• Receive their orders faster.• Ease of calling a waiter.• Ease of requesting their main dish when they want it.• Ease of requesting their bill.• Simple to order extra drinks and food.• The customers are not disturbed when asking for extra drinks. Conclusion Improving customers services is an important factor of using e-menu application. develop e-menu How to Considered Features: Order management and calling services
3) PREVENTING HUMAN ERROR1. Prevent forgetting orders • Some extra orders, e.g. drinks, can be ignored during a busy time.2. Reduce cooking wrong orders Perceptions • Poor handwriting by waiting staff • Taking a wrong order by new part-time staff • Incorrect communication between waiters and chefs Conclusion E-menu could prevent communication problems and increase customer satisfaction. develop e-menu How to Considered Features: Transferring orders to a kitchen and bar
4) HIGH ATTRACTION1. A new technology for restaurant industry. Perceptions2. E-menu have not been used by any Thai restaurant in the UK.3. E-menu differentiates a restaurant from competitors.4. E-menu enhance dining experience for customers. ConclusionUsing e-menu might increase a number of customers and target groups. develop e-menu How to Considered Features: Elegant User Interfaces & Easy to use
1) HIGH COST Reduce Cost Higher cost • Labour cost • Hardware • Printing menu cost • Software Increase revenue Maintenance cost • More drinks Damage • More customers Lifetime Most users concerned about cost of e-menu,which is much more expensive than paper-based menu.
DRAWBACK 2) OLDER PEOPLE • Some older people in UK are familiar with iPad e.g. E- reader. UK OLDERS S • Some older people might not want to use e-menus because ordering from waiters is more convenient. • Some older people might not be familiar with using new technology CountermeasureOlder people may not want 1. User guide 2. Bigger text to use e-menu to order 3. Easy to call waiter
TECHNICAL ISSUES1. Installation position2. Integration with POS (Post of Sales) System3. Damage of iPad because of liquids4. Run out of iPad battery during usage5. Stability of system6. Speed of applicationAbove technical issues are needed to consider when produce a real e-menu system.
REQUIRED FEATURES Users’ perceptions and feedback
E-MENU FEATURES SHOULD BE PROVIDED Clear description of food & Details of dishes drinks • Picture Show ordered items • Price Show total price • Menu description Call waiter Request services Check order status Cancel menuThe important features, which should be provided by e-menu system.
E-MENU FEATURES COULD BE PROVIDED Integrate to a Post of Sale (POS) system Advertise new promotions during meals Register membership Add special seasonal menus Take photos to share on social network Cancel some menus in case of lacking ingredient Show an amounts ingredient or nutrition Show history of particular food or drinks e.g. Wine Monitor orders by restaurant owners and managers from outside Report best seller items. Calculate ingredient requirementsThe above additional requirements should be considered based on particular business requirements
FUTURE OF CASTUAL DINING RESTAURANT E-menu ordered by customers E-menu ordered (Tablet e.g. iPad and by waiting staff Android devices) (Pocket PC and Future smart phones) Paper-based Menu Now & future Now
LIMITATIONS OF THIS RESEARCH1. This research did not interview any end-users, namely, restaurant customers.2. This research did not interview older people on their perceptions of ordering meals using iPad.3. This research did not analyse investment feasibility of e-menu system. The future research can additionally study to expand knowledge from this research.
REFERENCESBRYNE, Michelle (2001). Sampling for qualitativeresearch. AORN Journal, 73, 494.EISING, Martin (2010). Data Analysis Overview.[online]. Last accessed 6 September 2012 at:http://www.dashboardinsight.com/articles/new-concepts-in-business-intelligence/data-analysis-overview.aspx.