THE PERCEPTION OF OWNERS AND CUSTOMERS TOWARD ENGLISH MENU AT CAFES IN PONTIANAK

Abstract

Developments in the business world are getting faster. These advances often require entrepreneurs to be creative and innovative, including entrepreneurs whose businesses are in the beverage and food sectors. The restaurant or café business with English menu in Pontianak city is also developing particularly in Gajah Mada and Adisucipto areas. This study aims to investigate the owners’ purposes in using English in the menu at their cafes and to find out the customer’s perceptions about the use of English in the café’s menu. There were 15 customers and 2 owners of Kopi Viral and Adis.Coffee who participated as eespjndents and informants in this study. Data were analyzed using a descriptive qualitative method. The result of this study showed that the owners’ use English in their menu to make them seem more exclusive, modern, and to educate customer. Customers’ perception is in line with the owners’. They viewed the menu as more exclusive and modern. But customers prefer menu in local language.