Restaurant menu design and food choice process

Min Jung Kim, Purdue University

Abstract

This dissertation discusses the restaurant menu design and food choice process. The first study examines the effects of four types of menu-related, point-of-sale information (menu labels, menu layout, menu descriptions, and calorie information disclosure) on consumers’ food-focused, self-focused, and price-focused perceptions (calorie estimation, perceived healthfulness, anticipated taste and enjoyment, need for self-control, and willingness-to-pay). To examine the effects of the different types of point-of-sale information in a sequential manner, this research conducted three experimental studies using mock restaurant menus. The results show a robust effect of menu labels on food perceptions, the descriptive label – less healthful and healthy label – less tasty cognitive associations, the mere presence of calorie information elicited more healthful food perceptions and thus a greater need for self-control, and a significant relationship between menu descriptions and willingness-to-pay. The second study explores the consumers’ paradigm of restaurant food choices by examining consumers’ subjective experiences at sit-down restaurants. This study adopted an in-depth, semi-structured interview approach; thirty-one informants were interviewed. Data analysis showed that sensory appeal was the most important food consideration, followed by price, health and nutrition, special or new food experiences, and familiarity. Food choice was found to be multifaceted with five distinctive themes of eating behavior being classified: healthy, cautious, hedonist, activist, and disciple. Furthermore, qualitative analysis identified people’s behavior tendencies in consumption episodes. The results consistently demonstrated that balancing behaviors appear to be the more prevalent behavior tendency than highlighting behaviors. For example, an initial choice (e.g. unhealthy appetizer) leads to an opposite choice (e.g. healthy entrée) thus fulfilling different goals, which is considered a balancing behavior. Lastly, food-related, decision-making processes evolve over a lifetime. This dissertation contributes to the consumer research that examines consumer responses to menu-related point-of-sale information and understanding of the food choice process. This dissertation provides both theoretical and managerial implications.

Degree

Ph.D.

Advisors

Miao, Purdue University.

Subject Area

Design|Management

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