USERS’ PERCEPT

IONS

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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