Use of Menu Design Techniques: Evidences from Menu Cards of Restaurants in Alanya

Year 2018, , 205 - 227, 13.12.2018

Bahattin Özdemir , Oğuz Nebioğlu

https://doi.org/10.30519/ahtr.440123

Cited By: 5

Abstract

This study aims at identifying the
existence of menu design techniques in actual menu cards, and to question
whether use of those techniques is intentional. 
In total, 86 menu cards were collected from restaurants located in
Alanya which is a tourist resort in Antalya, Turkey. Both qualitative and
quantitative analyses were performed. First, content analysis was utilized to
categorize the qualitative data, and second logistic regression was conducted
to test the prescribed relations between menu variety and existence of
techniques. Findings from qualitative analysis revealed that restaurant
operators rarely use menu design techniques intentionally for boosting sales of
high-price menu items. Subsequently, the quantitative analysis showed that
existence of a technique on the menu card is not predicted by menu variety.
This finding confirms the view that use of menu design techniques was
unintentional. Theoretical and practical implications of findings were also
discussed along with the limitations of current study and recommendations for
future research.

Keywords

Restaurant Menu, Menu Display, Menu Design, Restaurant Operators

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