Effect of Ingredient Picture and Menu Description on Customers’ Perception and Food Selection in an Unfamiliar Fast Casual Restaurant
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Abstract
Restaurant menus play a crucial role in shaping consumers’ first impressions of a restaurant and influencing their decisions in food selection. It also sets expectations for the food that consumers anticipate receiving. Effective menu design is, therefore, essential for creating a favorable impression and stimulating purchase intentions, especially for unfamiliar restaurants. This study aims to examine the effects of including ingredient pictures and using attractive descriptive language in a menu on consumers’ perceived food familiarity, palatability, and purchase intention in fast-casual restaurants, as well as the influence of perceived familiarity and palatability on consumers’ purchase intention. This research employed a 2(food picture with/without ingredient) x 2 (menu description with/without appealing words) factorial experimental design to examine the effects of menu design on consumer perceptions. Data were collected from 424 respondents unfamiliar with taco menus in a fast-casual Mexican restaurant through an online questionnaire. The study found that including ingredient images in food pictures and using appealing descriptive words in menu descriptions did not significantly affect respondents’ perceived food familiarity, palatability, and purchase intention at the 0.05 significance level. However, perceived familiarity and palatability were positively and significantly associated with consumers’ purchase intentions. These findings provide valuable insights for food service operators in designing and developing effective menus that align with
the preferences of their target consumer groups.
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