engleski

Strategic approaches to menu translation analysis

The purpose of this research is to analyse the current quality of menu translations in restaurants in the Kvarner Region and to define the role of menus as a sales tool which can effectively influence on restaurant's image and profit. The aim of this research is to answer the question of how quality translated menus can help and contribute to better business and achieving customer satisfaction.In this research the existing theories and models of translation strategies were analyzed, among which a model for translation strategies that would be applicable to the Kvarner'srestaurants. The research also used analytical methods based on sources obtained through a desk research, qualitative and quantitative methodsto gather an in-depth understanding of how the existent restaurant menus are translated, while analyzing their quality and finding the possibility of eventual improvement.The conclusion is that the menu’s aims consider communication and salespurposes, as well as achieving customer satisfaction. According to these objectives, the improvement of restaurant menu translations in foreign languages is needed.Quality translatedmenus are also a reflection of restaurant’s image sincethey still serve the purpose of a business card that with its design, print, size, food, and facility information represent a symbol of restaurant’s identity and theme.The main contribution of the paper is the analysis of menu translations and present strategies fortranslating which influence service quality and customer satisfaction. The research findings are an important contribution to future research of menu translations and restaurant offer in the KvarnerRegion'srestaurants.

menu, translation strategies, customer satisfaction, restaurant, sales increase

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