Improving product quality and service quality are among the most critical competitive challenges faced by companies around the globe. Superior product and service quality are important priorities confronting businesses ranging from engineering, telecommunications, banking, health care and food industries, to name only a few. As customers demand even higher levels of quality in their products and services, business professionals must keep pace by continually improving them. This is particularly true for the non-engineering industries (e.g. financial services, transportation services, hotel industry, health care, food industry), being the fastest growing sector around the world. Despite this rapid growth, very little advancement has taken place to apply modern statistical quality control techniques to improve non-engineering processes. In this article, Taguchi's design of experiment (DOE) method is utilized to improve a consumable food item for a catering business. The study described here is believed to be a new application of Taguchi quality engineering methods. Taguchi's process improvement methodology has been used extensively in engineering industries for improving product manufacturing. Taguchi's DOE work has concentrated extensively on the engineering manufacturing sector, thereby making a paradigm that it is not applicable to other processes. For evidence of capability, Taguchi's engineering approach was adopted to optimize the process of production of an apple bread for a catering establishment. The quality level of this food product is, to a certain extent, subjective, with no obvious measurement scale. The development of a measurement rating system along with its limitations are also discussed in this article. This article demonstrates that it is possible to improve the food production process and the food quality level at no additional cost, thus providing a business advantage. Also, it shows that with careful statistical experimentation, it is possible to reduce raw material cost of baking (and still maintain quality levels) by using less expensive or alternative raw materials. The cost of baking was significantly reduced to about half its original cost. In summary, this study points out that DOE methods can be used to optimize processes and improve profitability of a business outside the traditional manufacturing arena.