The findings come as Bali’s tourism industry continues to recover and expand. International tourist arrivals in Bali increased dramatically from only 43 visitors recorded during the pandemic period in 2021 to more than 6.3 million visitors in 2024. At the same time, competition among restaurants has intensified, creating pressure for hotel operators to develop menus that are both commercially successful and culturally distinctive.
For many hotels, local cuisine is more than food. It represents a destination’s culture, history, and identity. Yet Indonesian dishes increasingly compete with international menu offerings as consumer preferences evolve and restaurants diversify their products. The Bali researchers argue that preserving culinary heritage requires business strategies that make traditional dishes attractive and profitable in modern hospitality settings.
Evaluating Traditional Menus Through Data
The study examined the performance of 94 Ã la carte menu items at a hotel restaurant identified as “Restaurant B.” Sales records from January to December 2025 were analyzed to determine which dishes were most popular and which generated the highest profits. Researchers combined menu performance analysis with a culinary heritage assessment that measured how strongly each dish reflected Indonesia’s traditional culinary values.
The research team collected information from menu lists, sales reports, food-cost records, pricing data, observations, and interviews. Rather than focusing solely on revenue, the analysis considered both financial performance and cultural significance. This approach allowed the researchers to identify which traditional dishes contribute most effectively to both business objectives and cultural preservation.
Among the 94 menu items analyzed, only 16 dishes were classified as Nusantara (Indonesian) cuisine, representing 17% of the restaurant’s menu. The remaining 78 items consisted of international dishes.
Most Heritage Dishes Are Profitable but Not Yet Popular
One of the study’s most important findings is that many Indonesian heritage dishes fall into the “Puzzle” category. In menu performance analysis, Puzzle items generate strong profit margins but attract relatively low customer demand.
Of the 16 Indonesian menu items evaluated:
- 7 dishes (44%) were classified as Puzzle.
- 4 dishes (25%) were classified as Dog, indicating weak profitability and low popularity.
- 3 dishes (19%) were classified as Star, meaning they performed well in both popularity and profitability.
- 2 dishes (12%) were classified as Plowhorse, meaning they were popular but generated lower profit margins.
The restaurant’s best-performing Indonesian dishes included:
- Chicken Soto
- Hotel B Satay
- Hotel B Fried Rice
These dishes achieved Star status because they attracted strong customer demand while also generating healthy profits.
Meanwhile, several traditional dishes with high cultural value, including Balinese Pork Satay, Balinese Grilled Chicken, Cap Cay, and Dadar Gulung, were categorized as Puzzle items. Although profitable, they were ordered less frequently than expected.
According to the researchers, this suggests that many heritage dishes have untapped market potential and could perform better with stronger marketing and presentation strategies.
Indonesian Culinary Heritage Remains Strong
The study also evaluated the cultural authenticity of each Indonesian menu item using a Culinary Heritage Performance Checklist.
The results showed that:
- 12 of 16 Indonesian dishes (75%) qualified as genuine culinary heritage items.
- 4 dishes (25%) were categorized as non-heritage items due to lower levels of traditional authenticity.
Among the strongest heritage dishes were:
- Hotel B Satay
- Beef Rendang
- Balinese Pork Satay
- Chicken Soto
- Balinese Fried Rice
- Dadar Gulung
These dishes scored highly because they maintained traditional ingredients, cooking techniques, and cultural characteristics associated with Indonesian culinary traditions.
The researchers concluded that Restaurant B has largely succeeded in preserving Indonesian culinary identity through the use of traditional spices, authentic recipes, and culturally meaningful menu offerings.
Storytelling and Bundling Could Increase Demand
The study found that cultural authenticity alone does not guarantee strong sales. Many heritage dishes with high cultural value remain overlooked by customers despite offering attractive profit margins.
To address this challenge, the researchers recommend several practical strategies:
- Create menu bundles that combine heritage dishes with popular items.
- Use storytelling to explain the history and cultural significance of traditional foods.
- Improve menu presentation and visual design.
- Strengthen promotional campaigns focused on Indonesian culinary heritage.
- Maintain the quality of Star-performing dishes while redesigning weaker menu items.
The study also identified strengths within Restaurant B, including its family-dining concept, authentic flavors, and storytelling-based service approach. However, researchers noted that promotional efforts for heritage dishes remain relatively weak and require greater attention.
Implications for Hospitality and Tourism
The findings have broader implications for hotels, restaurants, tourism businesses, and policymakers seeking to strengthen Indonesia’s cultural tourism sector.
As travelers increasingly seek authentic experiences, local food can become a powerful differentiator in a highly competitive hospitality market. Effective management of heritage menus may not only improve restaurant profitability but also support the preservation of cultural traditions and strengthen destination branding.
In an ethical paraphrase of the study’s conclusions, Ni Kadek Ida Chandra Devi and colleagues from Politeknik Pariwisata Bali argue that Indonesian heritage dishes possess significant economic potential, but their commercial success depends on better promotion, storytelling, and menu development strategies that connect cultural value with customer demand.
By combining business analytics with cultural preservation principles, the study offers a practical roadmap for hotel restaurants seeking sustainable growth while maintaining Indonesia’s rich culinary heritage.
Author Profiles
Ni Kadek Ida Chandra Devi is a researcher and hospitality scholar at Politeknik Pariwisata Bali, specializing in food and beverage management, menu engineering, and culinary tourism. She served as the corresponding author of the study.
Ni Komang Diah Rastiti, I Kadek Juanda Artha Prasetya, Luh Ayu Cintya Dewi, I Gusti Ngurah Aksamalika Putra Pinatih, I Kadek Wahyu Adi Suputra, and Ni Luh Gde Sri Sadjuni are researchers affiliated with Politeknik Pariwisata Bali, with academic interests in hospitality management, tourism development, gastronomy, and culinary heritage preservation.
Source of Research
Article Title: Optimizing Menu Performance Through Menu Engineering & Culinary Heritage Approach in Hotel Restaurant
Authors: Ni Kadek Ida Chandra Devi, Ni Komang Diah Rastiti, I Kadek Juanda Artha Prasetya, Luh Ayu Cintya Dewi, I Gusti Ngurah Aksamalika Putra Pinatih, I Kadek Wahyu Adi Suputra, Ni Luh Gde Sri Sadjuni
Institution: Politeknik Pariwisata Bali, Indonesia
Journal: International Journal of Sustainable Applied Sciences (IJSAS)
Year: 2026
Volume: 4, Issue 7, Pages 759–772
DOI: 10.59890/ijsas.v4i7.27
URL: http://ijsasjournal.my.id/index.php/ijsas
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