How Is the New Product Development Process Performed in a Fast-Casual Restaurant?

Yıl 2021, Cilt: 16 , 17 - 29, 28.02.2021

Oğuz Nebioğlu , Samet Ak

https://doi.org/10.19168/jyasar.807629

Öz

The research aims to examine the process of developing new products in a fast-casual restaurant. Best of our knowledge this is the first research that reviewed the process of new product development in a fast-casual restau-rant with empirical findings. In this context, a restaurant operating in An-talya has been identified as a research area, and the research has been conducted with the qualitative case study method. The data were collected in two different ways as participant observation and document review and were analyzed with content analysis. The new product development process takes place in seven stages as idea development, pre-screening, trial and error, prototype development, scale-up, scanning, finalization and applica-tion. The aspects of the process that are similar or different with different types of restaurants (fine dining, quick service restaurants) are discussed with prior research findings and suggestions are presented for future re-search.

Anahtar Kelimeler

Product Development, Restaurant, Case Study, Antalya

Fast-Casual Bir Restoranda Yeni Ürün Geliştirme Süreci Nasıl Yapılmaktadır?

Öz

Bu araştırmanın amacı, fast-casual bir restoranda yeni ürün geliştirme sürecini incelemektir. Bu araştırma ulaştığı ampirik bulgularıyla yeni ürün geliştirme sürecini bu restoran türünde inceleyen ilk araştırmadır. Bu bağlamda Antalya’da faaliyet gösteren bir fast-casual restoran araştırma alanı olarak seçilmiş ve çalışma nitel araştırma yaklaşımıyla durum çalışması olarak yürütülmüştür. Araştırmada veriler katılımcı gözlem ve doküman incelemesi yoluyla toplanmış ve elde edilen veriler içerik analiziyle analiz edilmiştir. Araştırmanın bulgularına göre yeni ürün geliştirme sürecinin: fikir geliştirme, ön tarama, deneme ve yanılma, prototip/ön ürün üretme, geliştirme, tarama ile nihai ürünün ortaya çıktığı sonlandırma ve uygulama adımları olmak üzere yedi aşamada gerçekleştiği görülmektedir. Elde edilen bulgular alanyazında daha önce yapılmış çalışmalar ile karşılaştırılmış, tartışılmış ve ilerideki araştırmalar için öneriler sunulmuştur.

Anahtar Kelimeler

Ürün Geliştirme, Restoran, Örnek Olay Çalışması, Antalya

Kaynakça

• Barney, Jay. "Firm resources and sustained competitive advantage." Journal of Management 17.1 (1991): 99-120. https://doi.org/10.1177%2F014920639101700108
• Beardsworth, Alan, and Keil, Teresa. Yemek Sosyolojisi: Yemek ve Toplum Çalışmasına Bir Davet. Translated by Abdulbaki Dede. Ankara: Phoenix Yayınevi, 2015.
• Bernstein, Donald, Marshall Ottenfeld, and Carl L. Witte. "A study of con-sumer attitudes regarding variability of menu offerings in the context of an upscale seafood restaurant." Journal of Foodservice Business Re-search 11.4 (2008): 398-411. https://doi.org/10.1080/15378020802519769
• Cao, Yang, and Kyungmi Kim. "How do customers perceive service quality in differently structured fast food restaurants?." Journal of Hospitality Marketing & Management 24.1 (2015): 99-117. https://doi.org/10.1080/19368623.2014.903817
• Chen, Li-Fei. "A novel framework for customer-driven service strategies: A case study of a restaurant chain." Tourism Management 41 (2014): 119-128. https://doi.org/10.1016/j.tourman.2013.09.003
• Cho, Meehee, et al. "Contingent effects of close relationships with suppliers upon independent restaurant product development: A social capital per-spective." International Journal of Hospitality Management 67 (2017): 154-162. https://doi.org/10.1016/j.ijhm.2017.08.009
• Creswell, John W. Araştırma deseni: Nitel, nicel ve karma yöntem yak-laşımları. Translated by ed. Demir, Selçuk Beşir. Ankara: Eğiten Kitap, 2017.
• DeWalt, Kathleen M., and Billie R. DeWalt. Participant observation: A guide for fieldworkers. Rowman Altamira, 2010.
• Elo, Satu, and Helvi Kyngäs. "The qualitative content analysis pro-cess." Journal of Advanced Nursing 62.1 (2008): 107-115. https://doi.org/10.1111/j.1365-2648.2007.04569.x
• Filimonau, Viachaslau, and Marija Krivcova. "Restaurant menu design and more responsible consumer food choice: An exploratory study of mana-gerial perceptions." Journal of cleaner production 143 (2017): 516-527. https://doi.org/10.1016/j.jclepro.2016.12.080
• Glanz, Karen, et al. "How major restaurant chains plan their menus: the role of profit, demand, and health." American journal of preventive medi-cine 32.5 (2007): 383-388. https://doi.org/10.1016/j.amepre.2007.01.003
• Gupta, Sachin, Edward McLaughlin, and Miguel Gomez. "Guest satisfaction and restaurant performance." Cornell Hotel and Restaurant Administra-tion Quarterly 48.3 (2007): 284-298. https://doi.org/10.1177%2F0010880407301735
• Güler, Ahmet, Halıcıoğlu, Mustafa B., and Taşğın, Serkan. Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık, 2013.
• Han, Heesup, and Kisang Ryu. "The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry." Journal of hospitality & tourism research 33.4 (2009): 487-510. https://doi.org/10.1177%2F1096348009344212
• Harrington, Robert J. "Part I: the culinary innovation process—a barrier to imitation." Journal of Foodservice Business Research 7.3 (2005): 35-57. https://doi.org/10.1300/J369v07n03_04
• Harrington, Robert J., and Michael C. Ottenbacher. "Managing the culinary innovation process: The case of new product development." Journal of Culinary Science & Technology 11.1 (2013): 4-18. https://doi.org/10.1080/15428052.2012.754724
• Hyun, Sunghyup Sean. "Predictors of relationship quality and loyalty in the chain restaurant industry." Cornell Hospitality Quarterly 51.2 (2010): 251-267. https://doi.org/10.1177%2F1938965510363264
• Jones, Peter, and Mazalan Mifll. "Menu development and analysis in UK restaurant chains." Tourism and Hospitality Research 3.1 (2001): 61-71. https://doi.org/10.1177%2F146735840100300105
• Jorgensen, D. L. "Participant observation. Dins RA Scott, & SM Kosslyn,(Eds.) Emerging trends in the social and behavioral sciences: An interdisciplinary, searchable, and linkable resource (pp. 1–15)." (2015).
• Kandampully, Jay, and Dwi Suhartanto. "Customer loyalty in the hotel in-dustry: the role of customer satisfaction and image." International jour-nal of contemporary hospitality management (2000). https://doi.org/10.1108/09596110010342559
• Kivela, Jaksa. "Results of a qualitative approach to menu planning using control and experimental groups." Journal of Foodservice Business Re-search 6.4 (2004): 43-65. https://doi.org/10.1300/J369v06n04_03
• Kumar, Ranjit. Research methodology: A step-by-step guide for beginners. Sage Publications Limited, 2011.
• Lashley, Conrad. "Empowerment through involvement: a case study of TGI Fridays restaurants." Personnel Review (2000). https://doi.org/10.1108/00483480010297211
• Man, Derek C., Steven S. Lui, and John Lai. "New product development for a food and beverage company: A showcase of evidence‐based manage-ment." Knowledge and Process Management 17.2 (2010): 74-81. https://doi.org/10.1002/kpm.343
• Ottenbacher, Michael, and Robert J. Harrington. "The innovation develop-ment process of Michelin‐starred chefs." International Journal of Con-temporary Hospitality Management 19.6 (2007): 444-460. https://doi.org/10.1108/09596110710775110
• Ottenbacher, Michael C., and Robert J. Harrington. "The product innovation process of quick‐service restaurant chains." International Journal of Contemporary Hospitality Management 21.5 (2009): 523-541. https://doi.org/10.1108/09596110910967782
• Rudolph, Marvin J. "The food product development process." British Food Journal 97.3 (1995): 3-11. https://doi.org/10.1108/00070709510081408
• Ryu, Kisang, Heesup Han, and Soocheong Shawn Jang. "Relationships among hedonic and utilitarian values, satisfaction and behavioral inten-tions in the fast‐casual restaurant industry." International Journal of Contemporary Hospitality Management 22.3 (2010): 416-432. https://doi.org/10.1108/09596111011035981
• Ryu, Kisang, Hye-Rin Lee, and Woo Gon Kim. "The influence of the quality of the physical environment, food, and service on restaurant image, cus-tomer perceived value, customer satisfaction, and behavioral inten-tions." International journal of contemporary hospitality manage-ment 24.2 (2012): 200-223. https://doi.org/10.1108/09596111211206141
• Seyitoglu, Faruk. "Components of the menu planning process: the case of five star hotels in Antalya." British Food Journal 119.7 (2017): 1562-1577. https://doi.org/10.1108/BFJ-11-2016-0560
• Stewart-Knox, Barbara, et al. "A model for reduced fat food product devel-opment success." Food Quality and Preference 14.7 (2003): 583-593. https://doi.org/10.1016/S0950-3293(02)00152-0
• Tillotson, James E. "Fast-Casual Dining: Our Next Eating Pas-sion?." Nutrition Today 38.3 (2003): 91-94.
• Wilkinson, Richard F. "Leadership role profile and job satisfaction of restau-rant general managers." Journal of Foodservice Business Research 13.4 (2010): 331-345. https://doi.org/10.1080/15378020.2010.524538
• Yin, Robert K. Case Study Research and Applications: Design and Methods, Sixth Edition. Los Angeles: Sage Publications, 2018.