JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 84 IMPLEMENTATION OF MENU ENGINEERING TO INCREASE COCKTAIL SALES AT GRAND MIRAGE RESORT & THALASSO BALI I Gede Anggaditha Reksa Putra1, Ida Ayu Elistyawati2, Ni Made Ernawati3 Tourism Business Management, Politeknik Negeri Bali email: 1gedeangga412@gmail.com, 2ayuelistyawati@pnb.ac.id, 3madeernawati@pnb.ac.id. ABSTRACT This study aims to find out about the menu of interest and less desirable by customers, also to know the menu has the highest and lowest contribution margin, and what strategies should be used to increase sales volume. The research method used is interview, observation and documentation. Data analysis technique used is menu engineering analysis technique. The analysis shows that in January there were 10 cocktails in category stars. 6 Drink Cocktails In category Puzzels. 10 Drink cocktails in the category of plowhorses and 4 drinks on category dogs. The cocktails that give high contribution margin are Long Beach, Mojito, Bloody Marry, Pinacolada, Tropical Moon, Abelito, Margarita, Mirage Punch Bella, Frostini, Cube Libre, Blue Lagoon, Caipirinha, Pluto Punch, Star Passion, Caipiroska. The cocktails that give the low contribution margin are Hurricane, Bali Comet, White Russian, Wet Bitch, Day Beach, Cosmopolitan. As expected, this study can be used to be a good advice and can be a good consideration by Grand Mirage Resort & Thalasso Bali in preparing the menu strategy and increasing the sales volume. Keywords: margin contribution, sales volume, menu engineering. INTRODUCTION Bali is an island in Indonesia that is well known throughout the world and is an island that has a natural beauty that can fascinate anyone who visits this island. Its natural beauty, especially the beach which is one of the main attractions for tourists who visit. In addition to the beach, Bali still has other attractions such as art and culture that are still inherent in the community. So also with the comfort and peace in getting tourists, making more and more tourists who love this island either for vacation or occupied. So with the increasing number of visits from foreign and local tourists then it should be in balance also with the availability of adequate tourism facilities such as hotel accommodation. Hotel is a business unit that provides room service, food, beverage, and various other services needed by guests who stay. Not only providing rooms, the hotel also has a restaurant that provides food service as well as a bar that provides drink service. mailto:gedeangga412@gmail.com mailto:ayuelistyawati@pnb.ac.id mailto:madeernawati@pnb.ac.id JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 85 Restaurant and Bar is one of the most frequented facilities by guests staying at the hotel, as it can make it easier for guests to get their food and drink. Especially the bar, because the bar is a very suitable place to to relax the sauce enjoy a drink. The bar is one component or part of a restaurant that makes a drink for the guests. The definition of a bar is a place that is commercially organized and equipped with adequate fisility, there is either inside a hotel, sometimes standing alone outside the hotel, where one can get service of all kinds of beverages both alcoholic and non- alcoholic. Usually every 5-star hotel has more than 1 bar available to relax. Grand Mirage Resort & Thalasso Bali is a 5 star hotel located on jl. Pratama no 74 Tanjung Benoa South Kuta. It has complete facilities with total rooms reaching 311 rooms, there are 4 restaurants, 4 bars, 3 meeting rooms, 2 sports and recreation facilities, and various other supporting facilities. One of the most frequented facilities by tourists to relax is the bar. From many bars, only 2 bars directly serve guests, the Coconut Bar and Panorama Bar. Coconut Bar or can be called Sunken Bar which is a bar located in the middle of the pool, while the Panorama Bar is located on the 2nd floor which only operates from 17.00 until 01.00. Cocktail is a beverage served with alcohol as its ingredients and mixed with other flavorful ingredients. There are various spirit in Panorama Bar, starting from white rum, jamaica rum, gin, tequila,and many more also with various kinds of liqueur. Usually the above alcoholic beverage mixed with soft drinks or juice to become a cocktail. Of the many cocktails Panorama Bar has to offer, there are some selling cocktails sold and there are also less well-seller views of cocktail sales at Panorama JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 86 The menu engineering is an approach to evaluate menu prices, design, and decision making applicable for now and the future. Menu engineering analysis has been widely used to help improve managerial effectiveness in a bar or restaurant. Formulation of the problem of this research are: (1) which types of beverages give the highest contribute and lowest at Panorama Bar Grand Mirage Resort & Thalasso Bali and what management need to do to increase the cocktails sell at Panorama Bar Grand Mirage Resort & Thalasso Bali. Objectives of the research are to find out what kind of beverages contribute the highest and lowest in Panorama Bar Grand Mirage Resort & Thalasso Bali and to find out what management need to do to increase the sales of cocktails at Panorama Bar Grand Mirage Resort & Thalasso Bali. RESEARCH METHODOLOGY Marketing is human activities directed to fulfill and satisfy needs and desires through exchange process (Assauri, 2014: 5). According to Abdullah and Tantri (2012: 2), marketing is a total system of business activities designed to plan, price, promote, and distribute goods that can satisfy both customers and consumers potential. JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 87 Sales is the science and art of personal influences made by the seller to invite others to be willing to buy goods / services offered (Swastha, 2001: 8). According to Yoeti (2003: 15), sales is the activity of exchanging a product with cash (cash) then the goods received by the buyer (costumer) and in return the buyer handed some money to the seller. Menu engineering with matrix approach introduced by Kasavana and Smith (in Wiyasha 2011: 137). In this approach emphasized is the contribution margin of menu items. The two variables analyzed in this approach are the contribution margin and the popularity level (sales volume) of a menu item. To determine the popularity level of a menu item applied the following formula x N = Level Of Popularity. In the above formula, n is the number of menu items offered, 70% is the proportion of sold items which is the minimum limit to be reached, and N is the number of portions sold. In other words, the 70% figure is the minimal proportion that must be met as a breaking point in the category determination of a menu item in the Menu engineering analysis. The contribution margin of each menu item is the difference between the price selling with the cost of the beverage of the menu item concerned. With the Menu Engineering approach, a menu item should be analyzed by : Popularity Level : x N Contribution margin = selling price - the price of the main menu item with the above two variables can be four classification menus described in Table 1. Table 1 A menu item is in the high contribution margin category when the menu item's contribution margin is higher than the average contribution margin. Conversely, if the contribution margin of a menu item is lower than the average contribution margin, then the menu item is at a low contribution margin. Item menu clasification The terms Stars Puzzelss Plowhorsess Dogss MK high, popularitas high MK high, popularitas low MK low, popularitas high MK low, popularitas low JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 88 RESULT AND DISCUSSION Panorama Bar is a bar located at Grand Mirage Resort & Thalasso Bali. This bar is located very strategically, because when walking from the lobby guests can directly see the Panorama Bar. This bar only operates from the afternoon at 17.00 - 01.00. Panorama Bar is just a bar that serves drinks, such as cocktails, mocktails, soft drinks, and juices. From the data collected is about the sale of beverage, beverage cost, selling price, especially about cocktails already obtained from Panorama Bar Grand Mirage Resort & Thalasso Bali which have been collected from January to April 2018 are: JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 89 The menu analysis in a restaurant aims to increase sales, as well as to ensure the menu provided in accordance with consumer tastes. Knowing which menu is your Januari Februari Maret April Soft Drink Water 2,000 20,000 40 21 17 36 Tonic water 5,000 40,000 31 26 27 32 Diet Coke 6,000 45,000 25 15 13 23 Soda Water 3,000 40,000 24 14 15 15 Coke Zero 5,000 45,000 20 19 9 11 Ginger Ale 6,000 40,000 16 24 16 9 Coke cola 5,000 40,000 16 13 9 16 Sprite 3,000 40,000 11 - 9 9 Fanta 3,000 40,000 6 9 11 - Cocktails Long Beach 47,729 130,000 161 136 93 73 Mojito 25,367 80,000 161 129 109 147 Bloody Marry 33,455 90,000 150 93 111 132 Pinacolada 29,342 90,000 132 97 89 124 Hurricane 35,563 65,000 124 101 43 51 Bali Comet 26,412 65,000 115 83 23 36 White Russian 22,490 65,000 105 76 71 83 Tropical Moon 25,934 80,000 99 37 65 19 Wet Bitch 21,439 65,000 92 44 34 23 Day Beach 23,082 50,000 84 62 41 56 Cosmopolitan 24,902 65,000 83 41 44 39 Abelito 29,573 90,000 76 55 67 42 Margarita 18,329 90,000 62 43 93 105 Mirage Punch 29,931 90,000 60 29 42 53 Bella 33,048 105,000 60 21 32 85 Bahama mama 28,938 65,000 52 87 49 45 Frostini 20,783 75,000 49 72 25 17 Long Bridge 24,781 55,000 32 18 21 21 Cube Libre 17,307 80,000 26 19 14 52 Blue Lagoon 25,402 90,000 22 34 43 16 Red Sangria 30,183 55,000 19 21 11 9 Coco Loco 21,842 60,000 16 - 21 18 Caipirinha 18,900 90,000 14 12 82 57 Pluto Punch 33,672 100,000 12 16 10 41 Star Passion 30,073 90,000 11 34 18 20 Tanjung 29,945 50,000 10 11 27 36 Caipiroska 21,022 90,000 7 55 23 41 Bali Cocktails 20,790 60,000 5 7 15 21 Arak Buck 20,260 55,000 - 7 9 27 Arak Madu 16,672 55,000 - 15 25 31 Mocktails Virgin Mojito 18,956 65,000 40 21 37 25 Colada 17,045 60,000 35 27 15 41 Virgin Strawberry Daiquiri 17,909 65,000 35 33 28 37 Beat The Heat 22,764 65,000 19 14 14 24 Virgin Banana Daiquiri 16,057 65,000 19 15 32 26 Shirley Temple 15,500 40,000 11 8 9 17 Flamingo 17,490 65,000 7 9 10 18 Juices Orange Juices 12,000 60,000 20 23 17 15 Pineapple juice 13,583 60,000 15 8 13 18 Apple Juices 12,000 60,000 12 17 19 14 Mix Juices 16,874 60,000 10 9 5 12 Guava Juices 12,000 60,000 7 5 8 10 2258 1785 1683 1901 Nama Item Menu Harga Pokok minuman (Rp) Harga Jual Minuman Jumlah Porsi Terjual Grand Total JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 90 favorite and which menu provides the highest and lowest profits, will help management in determining the right strategy and steps to increase the sales of food especially the main course menu. Before doing the next step, the data obtained from the company will be included in the table of engineering worksheet analysis menu as follows. So ft D rin k Wa ter 40 0.0 1 2,0 00 20, 000 18, 000 800 ,00 0 720 ,00 0L H PLO WH OR SES To nic wa ter 31 0.0 1 5,0 00 40, 000 35, 000 1,2 40, 000 .00 1,0 85, 000 L H PLO WH OR SES Die t C ok e 25 0.0 1 6,0 00 45, 000 39, 000 1,1 25, 000 975 ,00 0L L DO GS So da W ate r 24 0.0 1 3,0 00 40, 000 37, 000 960 ,00 0 888 ,00 0L L DO GS Co ke Ze ro 20 0,0 0 5,0 00 45, 000 40, 000 900 ,00 0 800 ,00 0L L DO GS Gin ge r A le 16 0,0 0 6,0 00 40, 000 34, 000 640 ,00 0 544 ,00 0L L DO GS Co ke co la 16 0,0 0 5,0 00 40, 000 35, 000 640 ,00 0 560 ,00 0L L DO GS Sp rite 11 0,0 0 3,0 00 40, 000 37, 000 440 ,00 0 407 ,00 0L L DO GS Fan ta 6 0,0 0 3,0 00 40, 000 37, 000 240 ,00 0 222 ,00 0L L DO GS Co ckt ail s Lon g B ea ch 161 0.0 7 47, 729 130 ,00 0 82, 271 20, 930 ,00 0 13, 245 ,63 1H H STA RS Mo jito 161 0.0 7 25, 367 80, 000 54, 363 12, 880 ,00 0 8,7 52, 443 H H STA RS Blo od y M arr y 150 0.0 7 33, 455 90, 000 56, 545 13, 500 ,00 0 8,8 41, 750 H H STA RS Pin aco lad a 132 0.0 6 29, 342 90, 000 60, 658 11, 880 ,00 0 8,0 06, 856 H H STA RS Hu rric an e 124 0.0 5 35, 563 65, 000 29, 437 8,0 60, 000 3,6 50, 188 L H PLO WH OR SES Ba li C om et 115 0.0 5 26, 412 65, 000 38, 588 7,4 75, 000 4,4 37, 620 L H PLO WH OR SES Wh ite Ru ssi an 105 0.0 5 22, 490 65, 000 42, 510 6,8 25, 000 6,8 25, 000 L H PLO WH OR SES Tro pic al M oo n 99 0.0 4 25, 934 80, 000 54, 066 7,9 20, 000 5,3 52, 534 H H STA RS We t B itc h 92 0.0 4 21, 439 65, 000 43, 561 5,9 80, 000 4,0 07, 612 L H PLO WH OR SES Da y B ea ch 84 0.0 4 23, 082 50, 000 26, 918 4,2 00, 000 2,2 61, 112 L H PLO WH OR SES Co sm op oli tan 83 0.0 4 24, 902 65, 000 40, 098 5,3 95, 000 3,3 28, 134 L H PLO WH OR SES Ab eli to 76 0.0 3 29, 573 90, 000 60, 427 6,8 40, 000 4,5 92, 452 H H STA RS Ma rga rita 62 0.0 3 18, 329 90, 000 71, 671 5,5 80, 000 4,4 43, 602 H H STA RS Mi rag e P un ch 60 0.0 3 29, 931 90, 000 60, 061 5,4 00, 000 3,6 03, 660 H H STA RS Be lla 60 0.0 3 33, 048 105 ,00 0 71, 952 6,3 00, 000 4,3 17, 120 H H STA RS Ba ha ma m am a 52 0.0 2 28, 938 65, 000 36, 062 3,3 80, 000 1,8 75, 224 L H PLO WH OR SES Lam pir an 1 T ab el Pe ng isia n A ng ka Me nu En gin ee rin g P ad a B ula n J an ua ri 2 018 Kla sif ika si Na ma Ite m Me nu Te rju al Ka teg ori M arg in Ko ntr ibu si Ka teg ori Ba ura n M en u % P en jua lan Ha rga Po ko k mi nu ma n ( Rp ) Ha rga Ju al Mi nu ma n ( Rp ) Ma rgi n Ko ntr ibu si ( Rp ) To tal Pe nju ala n ( Rp ) To tal M arg in Ko ntr ibu si ( Rp ) JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 91 As like we can see there are few cocktails that really loved by the guest. If the cocktails has a high margin contribution and a high sales volume so that cocktails are in stars category, if the margin contribution high but the sales volume is low it means that cocktails in puzzels category, if the sales volume is high and the margin contribution is low it means that cocktails in plowhorses category, and the last if the margin contribution is low and sales volume is low also it means that cocktails are in dogs category. There are 10 cocktails in stars category only on January such as, Long Beach, Mojito, Pinacolada, Bloody Marry, Tropical Moon, Abelito, Margarita, Mirage Punch, Bella, Fro sti ni 49 0.0 2 20 ,78 3 75 ,00 0 54 ,21 7 3,6 75 ,00 0 2,6 56 ,63 3H H ST AR S Lo ng Br idg e 32 0.0 1 24 ,78 1 55 ,00 0 30 ,21 9 1,7 60 ,00 0 96 7,0 08 L H PL OW HO RS ES Cu be Lib re 26 0.0 1 17 ,30 7 80 ,00 0 62 ,69 3 2,0 80 ,00 0 1,6 30 ,01 8H L PU ZZ ELS Blu e L ag oo n 22 0.0 1 25 ,40 2 90 ,00 0 64 ,59 8 1,9 80 ,00 0 1,4 21 ,15 6H L PU ZZ ELS Re d S an gri a 19 0.0 1 30 ,18 3 55 ,00 0 24 ,81 7 1,0 45 ,00 0 47 1,5 23 L L DO GS Co co Lo co 16 0.0 1 21 ,84 2 60 ,00 0 38 ,15 8 96 0,0 00 61 0,5 28 L L DO GS Ca ipi rin ha 14 0.0 1 18 ,90 0 90 ,00 0 71 ,10 0 1,2 60 ,00 0 99 5,4 00 H L PU ZZ ELS Plu to Pu nc h 12 0.0 1 33 ,67 2 10 0,0 00 66 ,32 8 1,2 00 ,00 0 79 5,9 36 H L PU ZZ ELS Sta r P ass ion 11 0,0 0 30 ,07 3 90 ,00 0 59 ,92 7 99 0,0 00 65 9,1 97 H L PU ZZ ELS Ta nju ng 10 0,0 0 29 ,94 5 50 ,00 0 20 ,05 5 50 0,0 00 20 0,5 50 L L DO GS Ca ipi ros ka 7 0,0 0 21 ,02 2 90 ,00 0 68 ,97 8 63 0,0 00 48 2,8 46 H L PU ZZ ELS Ba li C oc kta ils 5 0,0 0 20 ,79 0 60 ,00 0 39 ,21 0 30 0,0 00 19 6,0 50 L L DO GS Ar ak Bu ck - - 20 ,26 0 55 ,00 0 34 ,74 0 0,0 0 0,0 0L H PL OW HO RS ES Ar ak M ad u - - 16 ,67 2 55 ,00 0 38 ,32 8 0,0 0 0,0 0L H PL OW HO RS ES Mo ckt ail s Vir gin M oji to 40 0.0 2 18 ,95 6 65 ,00 0 46 ,04 4 2,6 00 ,00 0 1,7 18 ,20 0L H PL OW HO RS ES Co lad a 35 0.0 2 17 ,04 5 60 ,00 0 42 ,95 5 2,1 00 ,00 0 1,5 03 ,42 5L H PL OW HO RS ES Vir gin St raw be rry Da iqu iri 35 0.0 2 17 ,90 9 65 ,00 0 47 ,09 1 2,2 75 ,00 0 1,6 48 ,18 5L H PL OW HO RS ES Be at Th e H ea t 19 0.0 1 22 ,76 4 65 ,00 0 42 ,23 6 1,2 35 ,00 0 80 2,4 84 L L DO GS Vir gin Ba na na Da iqu iri 19 0.0 1 16 ,05 7 65 ,00 0 48 ,94 3 1,2 35 ,00 0 92 9,9 17 L L DO GS Sh irle y T em ple 11 0,0 0 15 ,50 0 40 ,00 0 24 ,50 0 44 0,0 00 26 9,5 00 L L DO GS Fla mi ng o 7 0,0 0 17 ,49 0 65 ,00 0 47 ,51 0 45 5,0 00 33 2,5 70 L L DO GS Jui ces Or an ge Ju ice s 20 0.0 1 12 ,00 0 60 ,00 0 48 ,00 0 1,2 00 ,00 0 96 0,0 00 L L DO GS Pin ea pp le jui ce 15 0.0 1 13 ,58 3 60 ,00 0 46 ,41 7 90 0,0 00 69 6,2 55 L L DO GS Ap ple Ju ice s 12 0.0 1 12 ,00 0 60 ,00 0 48 ,00 0 72 0,0 00 57 6,0 00 L L DO GS Mi x J uic es 10 0,0 0 16 ,87 4 60 ,00 0 43 ,12 6 60 0,0 00 43 1,2 60 L L DO GS Gu av a J uic es 7 0,0 0 12 ,00 0 60 ,00 0 48 ,00 0 42 0,0 00 33 6,0 00 L L DO GS To tal 22 58 17 0,0 90 ,00 0 11 5,0 32 ,57 9 Av .CM (R p) 50 ,94 4 Av . V olu me 31 JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 92 Frostini. There are 6 for Puzzels category such as Caipirinha, Pluto Punch, Star Passion, Caipiroska, Cube Libre, Blue Lagoon. There are 10 plowhorses category such as Hurricane, Bali Comet, White Russian, Wet Bitch, Day Beach, Cosmopolitan, Bahama mama, Long Bridge, Arak Buck, Arak Madu. The last are for dogs category, total are 4 cocktails such as Red Sangria, Coco Loco, Tanjung, Bali Cocktails. CONCLUSION Based on the result of the research in the previous chapter, A strategy that can be used in increasing sales volume for cocktails on the menu engineering classification. In the Dogs category by creating a new menu with different variations with using the same basic ingredients. On the Puzzles category with promote the menu. In the Plowhorses category with raising the price of the drink gradually so as to provide a high contribution margin while in the category of Stars by maintaining the quality of the menu After doing some analysis by using the menu engineering method that is applied in the cocktails menu on the panorama bar, then there are some suggestions that the writer can give to be consideration on the hotel. suggestions that can be given from the writer are like the application of the menu engineering as a tool to evaluate the performance of the sales menu should be done optimally In the implementation of the parties management must always pay attention to the number of sales and contribution margins that become the reference for the determination of the classification menu. The alternative that can be offered from the results of research shows that there are still menus in the category of DOGS and at least the food menu included in the STARS category is to create a new menu with different variations by using the same basic ingredients for menus in the DOGS category, maintaining the quality of the menu for menu in the STAR category, promoting the maximum menu for menus in PUZZLES category, while for PLOWHORSES menu by increasing the beverage price gradually or reducing the number of menu portions so that the beverage cost will decrease and contribution margin will increase. REFERENCES Assauri, Sofjan. 2014. Manajemen Pemasaran. Raja Grafindo Persada: Jakarta. JASTH – Journal of Applied Sciences in Travel and Hospitality Vol. 1, No. 1, March 2018 93 Abdullah, Thamrin; Tantri, Prancis. 2012. Manajemen Pemasaran. Jakarta: PT Grafindo Persada Swastha, Basu. 2001. Manajemen Penjualan. Edisi 3. Yogyakarta: BPFE Wiyasha, I.B.M. 2011. F & B Cost Contro. Edisi 2. Yogyakarta: CV Andi Offset. Yoeti. 2003. Manajemen Pemasaran Hotel. Jakarta: PT. Perca