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This study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a relationship between an online menu and a customer's purchase intention. Suggestions for management are proposed to design an effective menu to improve business performance in the competitive market in Vietnam.

The paper follows a quantitative method. Quantitative research aims to analyze and critically evaluate the research question(s) to discover new factors.

Findings indicate a positive relationship between menu visual appeal (MV), menu informativeness (MI), desire for food (DF), the perceived convenience (PC) of ordering food online and intention to purchase (PI). The attractiveness of images and information is a significant factor affecting diners’ desire to eat, while the demand for food and the convenience of ordering food online are also factors affecting purchase intention.

The study confirms the importance of online menus to purchase intention. Economically, when supply and demand are reasonable, the market is stable and technology develops. In terms of social, hygiene, attractiveness and price factors, it is helpful to have an overview. Research is the premise for further studies with factors from menu to customer trust.

The study provides a solid foundation for further studies on restaurant menu elements as well as a new perspective on how restaurants improve their dishes.

This study aims to investigate how different menu types trigger diners’ behavioral intentions in restaurants’ innovation diffusion from paper to digital menus.

Four menu types, namely, paper menus with text only, paper menus with text and images, digital menus that show text and images or text and video with self-service technological functionality, are designed to empirically examine a mental process through which perceived information quality, perceived food quality and perceived service quality influence diners’ behavioral intentions.

Based on the online survey data from 502 diners, results show that the menu design influences customers’ perceptions. The video-based digital menu is the most effective to generate diners’ behavioral intentions, followed by a paper menu with text and images.

This study contributes to the innovation diffusion theory and stimulus-organism-responses theory to encourage the joint use of auditory and visual channels for digital menu design in restaurants.

The authors confirm the digital transformation in menu design in restaurants. Restaurant diners are also prepared and comfortable with digital menus, especially in the postpandemic world.

本研究目的在于调查在餐厅从纸质菜单到数字菜单的创新扩散过程中, 不同菜单类型如何影响餐厅客人的行为意向。

通过设计并使用四种菜单类型, 分别为只有文本的纸质菜单、具有文本和图片的纸质菜单、显示文本和图片或文本和视频的数字菜单以及具有自助技术功能的数字菜单, 本研究以实证方法考察了感知信息质量、感知食品质量和感知服务质量如何影响餐厅客人的行为意向的心理过程。

根据对502名餐厅客人的在线调查数据显示, 菜单设计影响了客人的感知。基于视频的数字菜单是影响餐厅客人行为意向最有效的菜单类型, 其次是文本和图片的纸质菜单。

本研究表明应鼓励在餐厅数字菜单设计中同时使用听觉和视觉元素。因此, 为研究促进了创新扩散理论和刺激-有机体-反应理论的发展。

我们证实了数字菜单在餐厅菜单设计中的转型。餐厅客人, 尤其是在在后疫情时代, 已经准备好并愿意接受使用数字菜单。

The aim of this paper is to determine the relative efficacy of an e-tablet menu over the traditional paper-based menu across the parameters of order information quality, menu usability, and ordering satisfaction using customer perceptions.

Two types of data were collected: customer perceptions using an instrument comprising academically underpinned constructs and observational data that involved ordering times, logs of any customization requests, and notes gathered from interactions with restaurant staff.

Findings indicate that e-tablet menus are significantly superior to the traditional paper-based menu across all parameters. Restaurateurs should be cognizant of customization options to significantly enhance order information quality, improve customer service and boost sales.

The findings support the idea that the use of technology does help to enhance the service experience, specifically the ordering experience for the customer.

Electronic tablets have the ability to transfer greater levels of information in an interactive manner thereby enhancing the role of the menu in the merchandising of a restaurant's offerings.

Although there is evidence of the importance of restaurant menus to the success of restaurants, little is known about the influence of the use of electronic menus on the ordering experience. This study provides findings that focus on the usability of menus and their impact on the ordering experience.

This study aims to assess green food packages’ role in sustaining a restaurant’s curbside pickup service on three stages of consumer experiences: choosing a restaurant, evaluating their experiences of a recent purchase and weighing their post-consumption behavioral intentions after the recent purchase.

The service encounters framework and relevant literature guided the development of the questionnaire. A Qualtrics panel data of 314 valid questionnaires were collected and analyzed with choice experience, ordinary least squares regression and PROCESS modeling.

First, word-of-mouth (WOM) and function encounters significantly influence consumers’ first-time curbside pickup purchasing decisions. Then, service results encounter (besides distributor encounter) most significantly affects consumers’ overall curbside pickup experience. Finally, green food packages increase consumers’ shares of future purchases through their positive WOM intentions and extra efforts of revisiting the restaurant. Consumers’ perceived importance of green restaurant practices strengthens green food packages’ positive impact on extra efforts.

This study provides operational and marketing insights for restaurants to use food packages and sustain their curbside pickup service.

Besides assessing consumers’ evaluations and behavioral intentions for an off-premises restaurant service expected to stay beyond the pandemic, this research uniquely focuses on green food packages, a sustainability issue lacking research attention. The findings add new empirical insights to studies about sustainability and restaurant/food–retail operations.

This study aims to investigate the effects of two visual design principles, repetition and compositional lines, in a food image on purchase intention in the context of a mobile food delivery app and test the effect of crossmodal correspondences between vision and taste as a processing mechanism.

In this study, two experiments were conducted using burgers and iced tea as stimuli.

The results demonstrate that repetition of an identical food product increases visual appeal for both burgers and iced tea. However, the optimal level of repetition was different between the two products. The findings show that different compositional lines generate different levels of visual appeal and the effects of compositional lines vary between burgers and iced tea. The results also validate the serial mediation effects of vision and taste between design principles and purchase intention.

The findings of this study add substantially to the understanding of visual information processing in food retailing by demonstrating how design principles such as repetition and compositional lines facilitate crossmodal responses between vision and taste and influence purchase decisions in a mobile platform. Also this study provides guidance as to how food retailers use design principles (e.g. repetition and compositional lines) for different products effectively when the food retailers develop visual digital content for a mobile app.

This study aims to explore how customers’ attitudes toward a restaurant menu featuring local food information influence their visual attention and CSR attitudes. It also examines the moderating effects of environmental consciousness and community attachment.

The study was conducted in an eye-tracking laboratory, and 111 responses were collected in two phases: the eye-tracking phase and the post-study survey. Descriptive statistics, confirmatory factor analysis and PROCESS macro analysis were conducted for data analysis.

The findings revealed that positive menu attitudes not only impact CSR attitudes but also influence customers’ visual attention. Moreover, environmental consciousness moderates the relationship between menu attitudes and visual attention for both central and peripheral cues on the menu.

Restaurant managers can influence customers’ visual attention and CSR attitude by enhancing menu attitudes and implementing effective strategies to present local food information on their menu.

Interweaving signaling theory and the elaboration likelihood model, this research examines individuals’ conscious and unconscious responses to the restaurant menu containing local food information by taking an eye-tracking approach, offering robust findings.

This paper aims to predict the post-pandemic intention of Indian consumers to participate in tourism and hospitality T&H events by incorporating the perception of Covid-19 (PCOV) into the theory of planned behavior (TPB). It also examines the relationship among attitude, subjective norm, perceived behavioral control, behavioral intention and PCOV.

This research employed a quantitative research technique, with data collected using an online questionnaire-based survey from August 23 to October 29, 2021. The sampling approach is convenient, and the sample of this study is comprised of individuals who follow events pages on social networking sites.

The findings of SEM revealed that the proposed model has better explanatory and predictive power. The path analysis showed that all the variables of the TPB are significantly and positively associated with the post-pandemic intention to participate in the T&H events. However, the PCOV is negatively associated with the post-pandemic intention.

The results of this study give an idea about the post-pandemic intention of Indian consumers to participate in T&H events. The results of this study revealed important practical implications for event management organizations, travel agencies that deal in events, the T&H industry, tourism planners and other stakeholders, as these findings may be used to develop effective marketing strategies.

There has been a lot of research on TPB in the context of coronavirus, but to the best of the authors' knowledge, there is a gap in the literature regarding the intention to participate in T&H events. Hence, this research fills that gap.

This study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food hypersensitivity and their perceived corporate social responsibility (CSR) and behavioral intention towards a restaurant that identifies food allergens on menus.

This study used an online survey with open-ended and ranking questions, combined with eye-tracking technology, to explore participants' visual attention and design preferences regarding four menus. This study utilized one-way repeated measures analysis of variance (RM-ANOVA) and heat maps to analyze participants' menu-reading behaviors. A content analysis of survey responses and a ranking analysis of menus were conducted to understand the reasons behind consumers' preferred menu designs.

The advisory statement was not much attended to. Participants identified food allergen information significantly quicker with the directive labeling system (icons) than the other two systems, implying they were eye-catching. Semi-directive labeling system (red text) has lower visit count and was more preferred than two other systems; each labeling system has its strengths and limitations. Participants viewed restaurants that disclosed food allergen information on menus as socially responsible, and they would revisit those restaurants in the future.

This study was one of the first to explore, through use of eye-tracking technology, which food allergen labeling systems were attended to by consumers with food hypersensitivity. The use of triangulation methods strengthened the credibility of the results. The study provided empirical data to restauranteurs in the US on the values of food allergen identification on restaurant menus, although it is voluntary.

This study conducts a systematic review of research on restaurant menus and uses a detailed analytical framework to examine how these menus are developed. It incorporates insights from the multi-level perspective (MLP) and signaling theory (ST) to provide a thorough and nuanced analysis of the factors that influence menu design.

This study scrutinizes 120 peer-reviewed articles published from 2004 to 2023 at A or A* journals, as classified by the Australian Business Deans Council (ABDC). Following a comprehensive analytical framework, it endeavors to delve into the intricate complexities of menu research, giving particular emphasis to the latest trends and developments. Two tools, namely CiteSpace and VOSviewer, were utilized to perform a thorough bibliometric analysis of the publications.

This study explores menu design from macro, meso and micro perspectives, illustrating that menus are more than simple lists of food items. Instead, they are shaped by societal norms, values, market dynamics, industry standards and consumer preferences. It underscores the vital role of menu as a communication and management tool in engaging consumers and influencing their dining choices and decisions.

This study represents the pioneering effort to incorporate the MLP and ST into the realm of menu research, providing a novel approach to the systematic review of related literature. It offers a distinctive macro-level theoretical perspective on menu dynamics, providing insights that are relevant to industry professionals, policymakers, academics and the public.

The purpose of this paper is to gain deeper understanding of the online food ordering behavior of the Generation Z when ordering food online, and their attention towards nutrition information provided on menus. Their state of hunger was used as a moderating variable to also understand if this state altered their level of attention.

Data were collected from 181 university students belonging to Gen Z in the city of Pune in India, with the help of the Tobii (Model: X2-30), a screen-based eye-tracking device. Participants were invited through their university and offered to participate. The sample comprised both, male and female students in different states of being hungry versus being satiated. An AI-powered eye-tracking visual analytics tool was used to analyze the relevant eye-tracking metrics.

Calorie and nutritional information on menus did not alter attention of Gen Z consumers’ even among those who claimed to be conscious of their calorie and nutrition intake. This suggests an attitude–behavior gap towards nutrition consciousness. The same was the case among participants claiming to be conscious of nutrition who were satiated, compared to those who were hungry.

The study highlights the need for innovative strategies to effectively communicate nutritional information to Generation Z. Marketers should consider redesigning menu styles and content to make nutritional details more engaging and intuitive. Furthermore, leveraging neuromarketing tools can help identify subconscious consumer preferences. Health professionals and policymakers can use these insights to bridge the attitude–behavior gap in nutrition consciousness, ensuring that nutritional awareness campaigns resonate better with Gen Z, regardless of their hunger state.

Findings accentuate the need to re-assess style and content towards targeting Gen Z students in India with nutritional information to draw greater attention.

This study reveals a critical gap in the attention Generation Z pays to nutritional information, emphasizing the need for socially impactful strategies to foster healthier food choices. Educational institutions and public health campaigns can leverage these findings to design more engaging and effective nutritional education programs tailored to Gen Z’s preferences. By understanding the subconscious drivers of food choices, society can promote healthier eating habits and combat rising health issues like obesity and malnutrition. Moreover, incorporating technology-driven insights into public health initiatives can improve the relevance and impact of interventions, encouraging a more health-conscious future generation.

Eye-tracking and an AI-based eye-tracking visual analytics tool has been used for the first time to comprehend the attitudes and behaviors displayed by Generation Z students when ordering food online and delve deeper into variables of nutrition consciousness and state of hunger. Neuromarketing and eye-tracking help delve into the subconscious of consumers.