Developing an English Website and Printed Menu Descriptions for Restaurant Bersama Jaya to Enhance Customer Experience

Bersama Jaya is a local restaurant specializing in seafood-based dishes, known for its signature rahang tuna (tuna jaw) and cumi andaliman. Despite having a strong local customer base, the restaurant lacked proper English- language promotional media. Therefore, this study aimed to develop an English website and printed menu descriptions to improve customer engagement and provide accessible information especially for foreign customers. This research applied the DDR by Richey and Klein (2014), employing the ADDIE model, a well-established instructional design framework developed at Florida State University. ADDIE, which stands for Analysis, Design, Development, Implementation, and Evaluation, is the procedure used to develop a product structure for educational and training contexts. In the analysis phase, the researcher conducted interviews and direct observations at the restaurant to identify customer needs and business branding objectives. In the design phase, content structures and layout drafts for the website and printed menus were created. The development phase included writing and translating menu content into English, designing the website, and formatting the printed menus. During the implementation phase, the website and printed menus were launched and made accessible to restaurant customers. The evaluation phase involved gathering user feedback on the usability and clarity of the content to assess the effectiveness of the promotional media. Validation was conducted during this evaluation phase through expert review by a language professional and a digital media expert, along with feedback from the restaurant owner, to ensure the content and design met quality standards. The validation results showed that the website and printed menus fulfilled their intended functions as promotional and informational tools. Reviewers assessed the content as clear, the design as user-friendly, and the language appropriate for a diverse customer base. This project contributed to improving the customer experience and supporting restaurant marketing efforts through effective Englishlanguage media.