Strategic Menu Planning in Multicuisine Restaurants: Balancing Authenticity and Customer Satisfaction in the Indian Context
Strategic Menu Planning in Multicuisine Restaurants: Balancing Authenticity and Customer Satisfaction in the Indian Context
Authors:
H.M.Moyeenudin, Anusha Reddy V, Dr. Jaisree Anand
1 Assistant Professor School of Hotel &Catering Management, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, India.
2 Student School of Hotel &Catering Management, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, India.
3 Professor School of Hotel &Catering Management, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, India.
Corresponding Author: moyeenudin@gmail.com
Abstract: Strategic menu planning is a crucial element in the success of multicuisine restaurants, particularly in a culturally diverse country like India. This study explores how restaurants balance authenticity and customer satisfaction while designing menus that appeal to a wide range of consumers. With increasing globalization and changing dining preferences, customers seek both authentic culinary experiences and adaptations that suit local tastes. The research aims to identify the key factors influencing menu planning and to understand the relationship between authenticity and customer satisfaction. The findings reveal that while authenticity enhances the perceived value of cuisine, most customers prefer a moderate level of adaptation in terms of taste, ingredients, and presentation. Menu variety, innovation, and customization options were also found to significantly influence customer satisfaction. The study concludes that strict authenticity alone is not sufficient to ensure customer loyalty in the Indian context. Instead, successful multicuisine restaurants adopt a flexible approach by integrating traditional elements with localized preferences. This balance allows restaurants to cater to diverse customer expectations while maintaining the essence of different cuisines. The research highlights the importance of strategic decision-making in menu planning and provides insights for restaurateurs to enhance customer experience and sustain competitiveness in the dynamic hospitality industry.
Keywords: Menu Planning, Multicuisine, Restaurants, Customer Satisfaction.