Comparing benefit- and attribute-based menu assortments: an exploratory study

Abstract

Purpose

The purpose of this paper is to examine the joint effects of menu pages (single page vs multiple pages) and assortment organization (benefit- vs attribute-based) on consumers’ perceptions of variety with large assortments.

Design/methodology/approach

A 2 (assortment structure: single page vs multiple pages)×2 (assortment organization: benefit- vs attribute-based) experimental between-subjects design was used to test the hypotheses.

Findings

The results suggest that with a one-page tea menu, participants perceived greater variety with the attribute-based (e.g. black teas, herbal teas, green teas, and oolong teas) menu than with the (e.g. energy-boosting, stress-relief, weight loss, and immune system-improvement) benefit-based menu. Conversely, when the menu was displayed on four pages, participants showed similar perceptions of variety across the two menu types.

Research limitations/implications

In some contexts, 20 menu items may not be considered a large assortment. Also, the authors did not test consumers’ preexisting preferences.

Practical implications

When food service operators offer an extensive benefit-based menu, it is advisable to place the options over multiple pages. If the menu needs to be displayed on a single spatial unit (e.g. a black board, or applications on a tablet or smartphone), practitioners should organize the menu based on attributes rather than benefits.

Originality/value

Although the demand for healthy dining options has led many foodservice operators to apply benefit-based organization to items on their menus, for example, by using terms such as “energy-boosting,” “stress-relief,” “weight-loss,” and “immune system-improvement,” little is known about the effectiveness of such a strategy.

Citation

Kwon, E. and Mattila, A. (2017), "Comparing benefit- and attribute-based menu assortments: an exploratory study", Journal of Service Theory and Practice, Vol. 27 No. 1, pp. 87-101. https://doi.org/10.1108/JSTP-02-2015-0030