The development of Customer Driven Menu Analysis using the Constructive Research Approach (CRA): A real-world methodology for restaurant research

This paper outlines how a Constructive Research Approach (CRA) was successfully used to develop a new customer-driven menu analysis model (CDMA). CRA is well-suited to the task of finding practical solutions to business-related problems. Using the rational notion of truth, i.e., 'what works is true', it allows researchers and industry to work cooperatively to solve problems. The CDMA model is capable of generating information for an optimal menu choice matched to customer preferences, a model not previously existing in menu analysis literature or in restaurant practice. Consequently, the restaurant industry now has a tool that will increase customer satisfaction and loyalty, while improving the overall profitability of the operation.