An Exploratory Study of Using Electronic-Tablet Based Menu in the Egyptian Hotel Industry: Management Perspective

Abstract

Hotel industry has been experiencing the innovation of technology to support its services for decades. Menu has been considered as an effective tool for sales in food and beverage operations as it drives the production and selling decisions. The current study was conducted to investigate the potential effect of applying electronic-tablet-based menu (potential ordering experience) on information presenting and economies of scale and scope. Data was collected from the Egyptian hotels industry in Cairo. Thirty six food and beverage and restaurant managers [N=36] were invited to answer the questionnaire. Analyses were undertaken using SPSS version-20. The findings confirmed and described the relationships among dependent and independent variables. It was indicated that managers have a high perception of the potential ordering experience, which has the highest significant relationship with the informational role [r=0.60, P<.000]. Furthermore, there was a moderate significant relationship with the scope economies role [r=0.45, P<.006]. Finally, applying electronic-tablet-based menu only affects information presenting and economies of scope [Coefficient 1.05 and 0.72], respectively.