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All Journal International Journal of Applied Sciences in Tourism and Events Warmadewa Management and Business Journal (WMBJ) Jurnal Bisnis dan Kewirausahaan Bhakti Persada Jurnal Aplikasi IPTEKS SOSHUM : Jurnal Sosial dan Humaniora [Journal of Social Sciences and Humanities] Community Development Journal: Jurnal Pengabdian Masyarakat BERNAS: Jurnal Pengabdian Kepada Masyarakat Journal of Applied Sciences in Travel and Hospitality Madaniya Mitra Akademia: Jurnal Pengabdian Masyarakat Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Tourism and Leisure Journal of Tourism Economics and Policy Journal of Applied Sciences in Travel and Hospitality Dharma: Jurnal Pengabdian Masyarakat Equivalent: Jurnal Ilmiah Sosial Teknik Journal of Commerce Management and Tourism Studies Kajian Pendidikan, Seni, Budaya, Sosial dan Lingkungan
I Nyoman Meirejeki
Politeknik Negeri Bali
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Menu Engineering for Competitive Advantage: Optimizing Sales Performance in Star-Rated Hotels in Bali Made Suardani; Putu Yunita Wacana Sari; I Gede Sudarta; I Nyoman Meirejeki; I Wayan Basi Arjana
Equivalent: Jurnal Ilmiah Sosial Teknik Vol. 8 No. 3 (2026): Equivalent: Jurnal Ilmiah Sosial Teknik
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jequi.v8i3.395

Abstract

Background: While F&B outlets are recognized as critical revenue drivers, menu management has often been treated as an operational function rather than a strategic capability. Building on the Resource-Based View (RBV), the Service-Profit Chain (SPC), and Integrated Marketing Communication (IMC), this study reframes menus as dynamic revenue systems that integrate analytics, customer voice, and design interventions. Objective: This study examines the strategic roles of menu engineering, customer-driven menu analysis (CDMA), and food and beverage (F&B) revenue management in enhancing sales performance and competitive advantage among star-rated hotels in Bali. Methods: Using purposive sampling, survey data were collected from 90 F&B managers, executive chefs, and operational supervisors across four- and five-star hotels in Ubud, Sanur, and Jimbaran. Reliability and validity tests confirmed the robustness of the measurement instruments, and multiple regression analysis was employed to test the hypothesized relationships. Results: The findings indicate that menu engineering significantly improves sales performance (β = 0.612, p < 0.001, R² = 0.374). Customer-driven menu analysis (CDMA) enhances competitive advantage through guest-driven menu design (β = 0.547, p < 0.001, R² = 0.312), while F&B revenue management practices including pricing strategies, bundling, and provenance storytelling further strengthen financial performance (β = 0.593, p < 0.001, R² = 0.352). Conclusion: The results highlight menu management as a low-capex, high-impact strategic lever for achieving competitive differentiation. Segment-specific insights reveal that Ubud’s wellness market favors sustainable menus, Sanur’s family segment responds positively to bundled offerings, and Jimbaran’s luxury market prioritizes provenance-driven seafood selections.
Co-Authors A. A Putu Swabawa A. Agung Putu Swabawa A. Agung Putu Swabawa Anak Agung Ayu Ngurah Harmini Anak Agung Putu Swabawa Anak Agung Putu Swabawa Anak Agung Swabawa Budi Susanto Cokorda Istri Sri Widhari Dwijuliasri, Kadek Ayu Gede Aditya Gunawan I Dewa Gede Ari Pemayun I Dewa Made Cipta Santosa I Gede N Suta Waisnawa I Gede Nyoman Suta Waisnawa I Gede Nyoman Suta Waisnawa I Gede Sudarta I Gst Lanang Made Purwita I Gusti Ayu Agung Putri Krismayanthi I Gusti Bagus Rai Utama I Gusti Lanang Suta Artatanaya I Ketut Dika I Ketut Sadia I Ketut Suarta I Ketut Suarta I Ketut Suarta I Ketut Suarta I Ketut Suja I Komang Artha Darmaja I Komang Mahayana Putra I Made Budiasa I Made Marsa Arsana I Made Widiantara I Nyoman Kanca I Putu Budiarta I Putu Merta Astawa I Wayan Basi Arjana I Wayan Basi Arjana, I Wayan Basi I Wayan Jendra I Wayan Nurjaya Ida Ayu Elistyawati Ida Ayu Ketut Sumawidari Kencanawati, Anak Agung Ayu Mirah Ketut Irianto Lien Darlina Luh Linna Sagitarini Luh Mei Wahyuni Made Setena Made Suardani Made Sudiarta Md Abdi Sucipta Muhamad Nova Ni Made Ernawati, Ni Made Ni Nyoman Aryaningsih Ni Nyoman Triyuni Putra Yudistira, Cokorda Gede Putra, I Komang Mahayana Putu Adi Suprapto Putu Dana Pariawan Salain Putu Hermawati Putu Yunita Wacana Sari Ruju Rahmad Sang Nyoman Bagus Satya Wira Solihin Solihin Suardani, Made Sudarta, I Gede Supiatni , Ni Nyoman Swabawa, Anak Agung Putu Wahyuning Dyah