Career Progression of Women Executives across Demographic Variables in Service Sector of India

Abstract

This study examines how the integration of menu engineering and menu innovation can enhance customer experience and strengthen revenue generation in contemporary restaurants. Using a mixed-methods design across twelve mid-scale dining establishments, the research analyzed 68 menu items following contribution margin–popularity metrics and assessed innovation attributes such as ingredient novelty, descriptive richness, and digital enhancements. Customer perceptions were evaluated through surveys and exploratory factor analysis, while structural relationships among innovation, experience, and revenue were validated using Structural Equation Modeling. Results indicate that highly innovative items particularly those categorized as Stars and Puzzles demonstrate superior profitability and stronger customer appeal, whereas low-innovation items disproportionately fall into the Dogs category. Customer responses highlighted visual appeal and informational clarity as key determinants of perceived value. SEM findings confirmed that innovation significantly improves customer experience, which in turn positively influences revenue outcomes. Overall, the study underscores the importance of a data-driven, innovation-oriented approach to menu development that balances financial efficiency with enhanced experiential value.