Menu Mediums: Understanding the Influence of Physical Characteristics of a Restaurant Menu to Customers

Abstract

A restaurant menu is a key tool in determining the success of the restaurant’s sales. Several studies such as menu item position, menu item description, menu item label and menu graphics have shown results that the menu design can have an impact on the order-behavior of customers. Several theoretical foundations are used in this study specifically the Meal Experience, Menu Psychology, Menu Management and Menu Design. In this thesis, A quantitative research will be implemented basing the physical attributes of a menu, namely weight, size, material quality of the menu cover, and its ease of access, and look if there will be any influence on customer’s perception of dish quality and expected price range. Additionally, this thesis also studies if the physical characteristics of a menu can influence the average check of a customer. The study can further increase the understanding that several factors can affect consumer behavior based on their pre-conceived idea and physical environment of the restaurant.