Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/25530
Title: Finding ideal menu items assortments : an empirical application of market basket analysis
Authors: Ting, PH
Pan, S 
Chou, SS
Keywords: Market basket analysis (MBA)
Prix fixe menu
Excel PivotTable
Issue Date: 2010
Publisher: Sage Publications Inc
Source: Cornell hospitality quarterly, 2010, v. 51, no. 4, p. 492-501 How to cite?
Journal: Cornell Hospitality Quarterly 
Abstract: This article applies a simplified version of market basket analysis (MBA) principles to explore menu items assortments, which are defined as the sets of most frequently ordered menu item pairs of an entree and each of five side dishes in a prix fixe restaurant. Using the PivotTable in Excel, the authors demonstrate the analysis of 3,727 transactions for meal combinations of 24 entrees and 49 side dishes, resulting in twenty-four association rules, which suggested that guests ordering a given entree would most likely then choose a particular side dish to go with it. Applying these association rules, guests responded favorably to servers' menu suggestions in roughly two out of three cases when the guest was "undecided" or "without preference." This article's chief purpose is to introduce the application of Excel that would otherwise require tedious computation if a restaurateur were to attempt it.
URI: http://hdl.handle.net/10397/25530
ISSN: 1938-9655
DOI: 10.1177/1938965510378254
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