1. Created by Traitet Th.
Project: E-menu on iPad for Thai restaurant Created Date 16 Aug 2012
Revised Date 7 Sep 2012
Topic: Description of research & discussion of outcomes
Revision No. 1.0
Content: Users’ perceptions on e-menu application Document Name D03-001

2. CONTENT
1. Interview Processes
2. Sampling for this case study
3. Primary finding
4. Findings
• Benefits
• Issues
• Features
5. Limitations
6. Appendix

3. 1) INTERVIEW PROCESS

4. 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

5. 1.2) SAMPLING FOR THIS CASE STUDY
Type of sampling: Convenience sampling
Case study at: A Thai casual dinning restaurant in UK
10% Interviewees
Manager x1 • Restaurant Manager
Waiting Staff • Waiting Staff
50% 40% x4
Chef x5 • Chefs
• Total Interviewers: 10 People (62%) 38%
• Total staff: 16 people 62%

6. SEMI-STRUCTURED INTERVIEW QUESTIONS
1. Have you seen an e-menu before? When? How?
2. Have you used an e-menu before? When? How?
3. Can an e-menu help you understand more details of food and drinks?
4. Do you think that an e-menu makes it easier to order extra food and drinks
whilst dinning?
5. Do you think that an e-menu makes it easy to request extra services e.g. call
waiter, main course and billing?
6. Do you prefer ordering by e-menu or by waiter in this kind of restaurant?
7. Does an e-menu reduce personal contact between customer and restaurant
staff?
Interview restaurant staff on 10 Aug 2012 between 18.30 – 23.00

7. SEMI-STRUCTURED INTERVIEW QUESTIONS
8. What are main benefits of an e-menu in your opinion?
9. What are main issues if implemented in this restaurant?
10. What are the important features that an e-menu that should be provided?
11. Does the demonstrated software have some good points in terms of
software features? And if so, what are they?
12. What do you think about the e-menu prototype?
 Feedback (Easy to return to previous screen)
 Memorability (Easy to remember how to use it the next time)
 Learnability (Easy to use and understand without user manual)
 Efficiency (Easy to perform tasks)
 Satisfaction (Pleasant to use software)

8. 2) PRIMARY RESULTS
The perception of e-menu system
for Thai Casual dinning restaurants in UK.

9. DATA ANALYSIS
Data Collection Data Analysis Finding
at 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 EISING (2010)

10. 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
10%
Have ever heard Have ever used e-
40% about e-menu menu application x1
application x6
60%
Never used e-menu
Never heard about application x9
e-menu application 90%
x4
 Importance of presentation and demonstrating e-menu system before interviews
e
Background
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

11. 3.2) USERS FAMILIAR WITH APPLE DEVICES
 Proportion of using Tablet Devices  Proportion of using Mobile Devices
20%
40%
50%
10%
Use iPhone x7
Use iPad x4 70%
10% Use Andriod mobile
Use Andriod Tablet
phone x1
x1
No Tablet Device x5 Use other mobile
phones 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

12. 3) FINDINGS
The users’ perceptions of an e-menu system

13. USERS’ PERCEPTIONS
Benefits of e-menu
application 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

14. 3.1) BENEFITS
The users’ perceptions of an e-menu system

15. 1) CONVENIENCE
Customer Restaurant Staff
1. Easy to revise menu details
1. Easy to order • Images
• Details of food & drinks • Description
Perceptions
• Images • Prices
2. Easy to order additional food and drinks 2. Easy to add new promotions
3. 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

16. 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 a key factor
of implementing e-menu application.
develop
e-menu
How to
Considered Features: Order management and calling services

17. 3) PREVENTING HUMAN ERROR
1. 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 waiting staff and chefs, or waiting staff and customer
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

18. 4) HIGH ATTRACTION
1. A new technology for restaurant industry.
Perceptions
2. 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.
Conclusion
Using e-menu might increase a number of customers and target groups.
develop
e-menu
How to
Considered Features: Elegant User Interfaces & Easy to use

19. 3) ISSUES

20. 1) HIGH COST
Perceptions
 Reduce Cost  Higher cost
• Labour cost • Hardware
Disadvantages
• Printing menu cost • Software
Advantages
 Increase revenue
 Maintenance cost
• More drinks
 Damage
• More customers
 Lifetime
Conclusion
Most users concerned about cost of e-menu,
which is much more higher than paper-based menu.
Study “investment feasibility” before making a decision on e-menu and
develop
e-menu
How to
develop e-menu software, which is compatible with multiple tablet devices.
(to be flexible in selection of tablet devices with a reasonable price)

21. DRAWBACK 2) OLDER PEOPLE
• Some elderly people in UK are familiar
with iPads e.g. E-reader.
S
ELDERLY
PEOPLE
• 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.
Develop e-menu
Elderly people might not be familiar with ordering on Countermeasure
Conclusion
1. Create User’s guide
How to
an electronic device. It could lead them to be 2. Use bigger text size
3. Make it easy to call
dissatisfied in terms of service quality. a waiter on e-menu

22. 3. TECHNICAL ISSUES
1. Installation position
2. Integration with POS (Post of Sales) System
3. Damage of iPad because of liquids
4. Run out 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.

23. REQUIRED FEATURES
Users’ perceptions and feedback

24. 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 menu
The important features, which should be provided
by e-menu system.

25. 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 requirements
The above additional requirements should be considered
based on particular business requirements

26. FUTURE
Modern Thai Dinning Restaurant

27. 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

28. LIMITATIONS

29. LIMITATIONS OF THIS RESEARCH
With regards to analysis users’ perceptions
1. 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.

30. REFERENCES

31. REFERENCES
BRYNE, Michelle (2001). Sampling for qualitative
research. 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.