Fast-Casual Bir Restoranda Yeni Ürün Geliştirme Süreci Nasıl Yapılmaktadır?

Bu araştırmanın amacı, fast-casual bir restoranda yeni ürün geliştirme sürecini incelemektir. Bu araştırma ulaştığı ampirik bulgularıyla yeni ürün geliştirme sürecini bu restoran türünde inceleyen ilk araştırmadır. Bu bağlamda Antalya’da faaliyet gösteren bir fast-casual restoran araştırma alanı olarak seçilmiş ve çalışma nitel araştırma yaklaşımıyla durum çalışması olarak yürütülmüştür. Araştırmada veriler katılımcı gözlem ve doküman incelemesi yoluyla toplanmış ve elde edilen veriler içerik analiziyle analiz edilmiştir. Araştırmanın bulgularına göre yeni ürün geliştirme sürecinin: fikir geliştirme, ön tarama, deneme ve yanılma, prototip/ön ürün üretme, geliştirme, tarama ile nihai ürünün ortaya çıktığı sonlandırma ve uygulama adımları olmak üzere yedi aşamada gerçekleştiği görülmektedir. Elde edilen bulgular alanyazında daha önce yapılmış çalışmalar ile karşılaştırılmış, tartışılmış ve ilerideki araştırmalar için öneriler sunulmuştur.

Anahtar Kelimeler:

Ürün Geliştirme, Restoran, Örnek Olay Çalışması, Antalya

How Is the New Product Development Process Performed in a Fast-Casual Restaurant?

The research aims to examine the process of developing new products in a fast-casual restaurant. Best of our knowledge this is the first research that reviewed the process of new product development in a fast-casual restau-rant with empirical findings. In this context, a restaurant operating in An-talya has been identified as a research area, and the research has been conducted with the qualitative case study method. The data were collected in two different ways as participant observation and document review and were analyzed with content analysis. The new product development process takes place in seven stages as idea development, pre-screening, trial and error, prototype development, scale-up, scanning, finalization and applica-tion. The aspects of the process that are similar or different with different types of restaurants (fine dining, quick service restaurants) are discussed with prior research findings and suggestions are presented for future re-search.

Keywords:

Product Development, Restaurant, Case Study, Antalya,

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