The decision about which dishes should appear on the menu is crucial to attracting customers and maximizing restaurant profitability. There is a paucity of empirical research on quantifying the effects of particular menu items on the efficiency of a restaurant. The present research used an innovative metafrontier-to-data-envelopment analysis method to aid decision making when distinguishing between desirable, improved, and undesirable menu items by efficiency measurements to increase a restaurant's profitability. The metatechnology ratio obtained via the metafrontier approach compared the technology level in different meal periods. The results, based on real data gathered during 3 months from two same-brand units of a chain restaurant, show that the efficiency of the metafrontierto-data-envelopment analysis method increased the profitability of the restaurants by more than 15% compared with the traditional menu-engineering method. The metatechnology ratios also identified that the skill level differed between the meal periods, which was because of the presence of different operators. Managerial and strategic implications for menu planners and future research are described.

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BackgroundThe increasing trend for an older population is a phenomenon that is well recognized around the world. The percentage of senior citizens participating in sports, recreation, and leisure activities is also increasing in order to sustain a healthier society. As long as seniors recognize the importance and benefits of keeping healthy, they would prefer to be active in various sports and fitness activities. The seniors could engage in making decisions about their own health by exercising regularly and by encouraging their similar-age peers. The civil sports and recreation centers (CSRCs) in Taiwan have adopted operating transfer (OT) and are located mainly in metropolitan areas, with programs consisting of indoor sports offering people daily exercise. The major aims of the CSRC are to keep the citizens in good health and not to be the city government's financial burden. The extant literature examines the determinants of general consumer behavior, neglecting studies on older adults. This study aims to explore the factors influencing seniors' willingness to pay (WTP) more for exercise in CSRCs outside of free hours.MethodsThis mixed-method study consists of quantitative and qualitative analyses. For the quantitative component, we invited five experts in the sports industry from the industry and academia to evaluate the validity of the questionnaire. A questionnaire consisting of motivation, exercise involvement, and constraint constructs in the quantitative method was administered to 193 older adults in CSRCs. The collected data were analyzed through descriptive statistics, t-test, one-way analysis of variance (ANOVA), and structural equation model (SEM).ResultsEmpirical results indicate that WTP in groups of people aged 75–79, 70–74, and 65–69 years is higher than in the group of people aged 85 years and above. Exercise involvement and motivation had more of a positive impact on seniors' WTP.DiscussionsDeveloping a regular exercise habits and having social interaction in exercise courses drive female seniors to pay more for body health. The results of this study provide managers of CSRCs with decision-making recommendations: (1) initiate entry-level sports courses, such as quick chair exercise, to cultivate among seniors the habit of exercise; (2) motivate seniors to participate in sports with other seniors in order to enhance their social activity and raise their WTP more for sports consumption outside of free scheduled periods; and (3) recruit seniors as exercise coaches or personal trainers to pass their experiences with other people of their age. In addition to expanding seniors' social connections, it encourages peers to exercise. Managerial implications and future research are also discussed.ConclusionThis study contributes to exploring the determinants of seniors' WTP intention. Motivation and exercise involvement had a significantly positive impact on seniors' WTP intention.