활동기준원가와 메뉴엔지니어링을 이용한 외식업체 메뉴 분석

이봉식(Bong Shik Lee),신서영(Seo Young Shin),최미경(Mi Kyung Choi) 대한지역사회영양학회 2006 대한지역사회영양학회지 Vol.11 No.5

The purposes of this study were to investigate methods of applying activity-based cost to menu engineering and to examine the feasibility. A total of 6 menu items of XYZ restaurant in Seoul were selected and the ledger of September 2005 was used for menu analysis. The menu mix percent of beef sirloin steak (61.95%) and beef tenderloin steak (17.13%) were labeled as high, whereas BBQ pork ribs (4.94%), salmon fillet (2.66%), seafood platter (5.77%), and teriyaki chicken (7.56%) showed low menu mix percent. In addition, the contribution margin for BBQ pork ribs (29,000 won), salmon fillet (25,810 won), seafood platter (22,400 won), and teriyaki chicken (22,000 won) were higher than the average contribution margin (21,957 won), and those for beef sirloin steak (21,200 won) and beef tenderloin steak (21,900 won) were lower than average. When popularity and contribution margin were applied in menu engineering, BBQ pork ribs, salmon fillet, seafood platter and teriyaki chicken were classified as puzzles and beef tenderloin steak and beef sirloin steak as plowhorses. Menu engineering using popularity and operating profit, which was calculated from activity-based cost, also gave the same results, whereas the additional label for activity cost placed BBQ pork ribs and salmon fillet in the brain teaser category. Ranking analysis on variables estimating menu profitability using Spearman`s ρ revealed that there were no significant correlation between variables, which means the estimation of menu item profitability could differ by methods of analysis. With these results, it was concluded that activity-based cost would help to establish more detailed marketing strategy for a restaurant. (Korean J Community Nutrition 11(5) : 642 ~ 649, 2006)

AHP 기법을 활용한 외식산업의 발전 전략에 관한 연구 : COVID-19 팬더믹 이후의 디지털, 비대면 전환에 대한 인식

이봉식(Bong-Shik Lee),박민재(Min-Jae Park) 강원대학교 경영경제연구소 2021 Asia-Pacific Journal of Business Vol.12 No.4

Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts’ opinion Findings - As a result of the analysis, management environment (0.313) showed the highest relative importance priority, followed by brand (0.263) , management characteristics (0.254) , and physical factors (0.17) . And, as for the sub-factor value, lifestyle (0.087) , awareness (0.084) , consumer desire (0.075) , and loyalty (0.068) were ranked highest among the 19 influencing critical factors. Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.

복합외식문화공간의 서비스 강화를 위한 체험마케팅 전략

이봉식(Lee, Bong Shik),김보영(Kim, Bo Young) 한국서비스경영학회 2016 서비스경영학회지 Vol.17 No.5

The harsh competition in the food service industry has forced the company"s marketing strategy to enhance their customer experience by implementing an experience marketing strategy. CJ Foodville, a major food service company in Korea, recently created CJ Foodworld, multi functional food service and culture space where customer can experience all aspect of CJ"s brand realized through a cooking studio, cafe and market, indoor farm, and various restaurants. The objective of this case study is to analyze the experience marketing strategy of CJ Foodworld according to Schmitt"s five strategic experience modules with sense, feel, think, act and relation to derive the implication for enhancing customer service. CJ Foodworld provides customers with a chance to understand CJ as a brand and offer a wholistic experience that embraces everything products to service. Based on the experience marketing strategy to strengthen customer service in CJ Foodworld, customers perceive company image positively inducing customer satisfaction and positive word of mouth.

IPA를 활용한 복합외식공간 선택속성에 관한 연구 서울․수도권 지역 복합외식공간을 중심으로

이봉식(Lee, Bong-Shik),복준영(Bok, Jun-Young) 한국외식경영학회 2018 외식경영연구 Vol.21 No.5

최근 대규모 상업시설 증가에 따라 외식분야에서도 다양한 브랜드 경험을 제공 하는 복합외식공간(Food Hall)이 늘어나는 추세다. 이러한 추세를 흔히 복합외 식공간이라 하여 기업들마다 차별화된 공간 컨셉을 토대로 다양한 메뉴상품과 서비스를 제공하고 있다. 본 연구에서는 이용 고객이 점차 늘어가고 있는 복합외식 공간에 대한 선택속성을 고객관점에서 중요도-성취도 분석을 통하여 탐색하고자 한다. 연구결과, 일반적으로 외식에서 중요한 선택 속성인 위생, 다양한 브랜드 메뉴경험 및 체험 활동 등의 요인이 복합외식공간의 선택에 있어 중요도와 성취도에 영향을 미치는 것으로 확인되었다. 이에 외식 기업은 다양한 경험이 가능한 메뉴 구성을 비롯하여 신속한 서비스 제공과 음식 맛의 일정한 관리유지가 요구되며, 다양한 브랜드와 체험 활동에 대한 지속적인 개발과 연구가 필요한 것으로 사료된 다. 본 연구를 통해 복합외식공간의 개념과 고객관점의 선택 속성을 제시하였으 며, 실무적으로는 관리자가 비교적 용이하게 복합외식공간의 선택 속성 파악이 가능한 IPA를 활용하여 개선된 서비스를 제공할 수 있을 것으로 판단된다. Recently, it is a trend for consumers to experience various branded restaurants in large scale commercial facilities which has been increased in food service area. This is called as a ‘Food Hall’, and the food service companies have provided various menus and services based on their differentiate spatial concepts. This study is to explore the customers’ selective attributes on the places through the Importance-Performance analysis. As a result, the study found sanitization, a general dining selection attribute, was considered as an important consideration, and also various brands experiential activities in the spaces were founded in their selection attributes. Therefore, the food service providers are required extending more branded menu products, food quality management, and speedy delivery of the foods to the customers. This study verifies the concept of a food hall that has not been defined yet, and suggested customers’ selection criteria of the halls. In addition, it provided the restaurant managers with easier approach to understand the customers needs by utilizing the IPA.

연구논문 : 샐러드 뷔페형 패밀리 레스토랑의 메뉴별 가격탄력성 분석과 가격탄력성에 미치는 영향 용인에 대한 사례 연구: 서울 소재 1개 매장을 대상으로

이봉식 ( Bong Shik Lee ),양일선 ( Il Sun Yang ),신서영 ( Seo Young Shin ),최미경 ( Mi Kyung Choi ) 한국식생활문화학회 2006 韓國食生活文化學會誌 Vol.21 No.3

패밀리 레스토랑의 가격 전략 수립을 위한 가격민감성 분석 사례 연구

최미경,이봉식,Choi Mi-Kyung,Lee Bong-Shik 대한지역사회영양학회 2006 대한지역사회영양학회지 Vol.11 No.2

The purpose of this study was to suggest menu pricing strategy based on understanding about customer perceived value of products and services. The technique known as PSM (Price Sensitivity Measurement) was used for analysis of price sensitivity for 3 menu items of a family restaurant in Seoul. A questionnaire was developed through literature review and modified after pilot test. Questionnaires for the main survey were distributed to 250 customers on their visit to the restaurant, and a total of 138 questionnaires were used for analysis (55.2%). The statistical analysis of price sensitivity was conducted using PSM, and descriptive analyses were conducted using SPSS Win (12.0). The main results of this study were as follows: the price sensitivity of beef tenderloin steak was higher than two other menus and the stress range of teriyaki chicken was almost 0, that is, the price sensitivity of teriyaki chicken was very low. Present menu prices of 3 menu items were within the range of acceptable prices, but had some distances from the optimal pricing point. From the result of this study, it was concluded that price adjustment or price promotion strategy would be effective for increase in sales of beef tenderloin steak, and marketing strategies to enhance consumers' perceptions of value should be conducted for all menu items by situations. Overall, PSM technique could be a helpful tool for researchers and managers of foodservice organizations to understand how consumers' perceptions of value are affected by the interaction of price and quality.

활동기준원가계산법을 이용한 외식업소 메뉴 원가 산출

신서영 ( Seo Young Shin ),이봉식 ( Bong Shik Lee ),최미경 ( Mi Kyung Choi ) 한국조리과학회 2007 한국식품조리과학회지 Vol.23 No.1

Ultrahigh - Strength Polypropylene Fibers by Solution Spinning and Hot Drawing

이종철(Jong Chuel Lee),이봉식,Bong Shik Kim 한국고분자학회 1985 한국고분자학회 학술대회 연구논문 초록집 Vol.1985 No.10