Research Article
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Year 2018, Volume: 6 Issue: 2, 205 - 227, 13.12.2018
https://doi.org/10.30519/ahtr.440123

Abstract

References

  • Akış A., Kaya B., Seferov R. (2008). The influence of tourism on Alanya and its close environment. In: Efe R., Cravins G., Ozturk M., Atalay I, editors. Natural Environment and Culture in the Mediterranean Region, Cambridge: Cambridge Scholars Publishing Inc.; 2008, p. 377-391.
  • Aktaş, A., Çevirgen, A., & Toker, B. (2010). Tourists' satisfaction and behavioral intentions on destination attributes: An empirical study in Alanya. Tourism Analysis, 15(2), 243–252.
  • Antun, J.M., Gustafson, C.M. (2005). Menu analysis: Design, merchandising and pricing strategies used by successful restaurants and private clubs. Journal of Nutrition in Recipe and Menu Development 3 (3), 81-101.
  • Ariker, C. (2012). Tüketicilerin restoran seçiminde kullandıkları seçim kriterleri ile demografik özellikleri arasındaki ilişki (The relationship between the restaurant choice criteria of consumers and their demographic characteristics). Öneri, 10 (389), 11–31.
  • Baiomy, A., Jones, E. (2016). Measuring menu attributes in the international and local resort hotels in Egypt, Anatolia, Vol. 27 No. 4, pp. 526-536.
  • Baiomy, A.E.A.M., Jones, E., Elias, A.N.E.D. & Dinana, R.T. (2013). Menus as marketing tools: Developing a resort hotel restaurant menu typology”, Journal of Tourism Research & Hospitality, Vol. 2 No. 2, pp. 1-10.
  • Barutçu S., Doğan H. & Üngüren E. (2011). Tourists’ perception and satisfaction of shopping in Alanya region: A comperative analysis of different nationalities, Procedia Social and Behavioral Sciences, 24: 1049-1059.
  • Bausch, M. (2017). Getting off menu. Pizza Today. 35 (3): 32-34.
  • Bernstein, D., Ottenfeld, M., & Witte, C. L. (2008). A study of consumer attitudes regarding variability of menu offerings in the context of an upscale seafood restaurant. Journal of Foodservice Business Research, 11(4), 398-411.
  • Bowen, J.T., Morris, A.J., (1995). Menu design: Can menus sell? International Journal of Contemporary Hospitality Management 7 (4), 4-9.
  • Chang, M. H., Hou, H. (2015). Effects of prior exposure on restaurant menu product choice. Journal of Foodservice Business Research, 18: 58-72.
  • Choi, J.G., Lee, B. & Mok, J., (2010). An experiment on psychological gaze motion: a re-examination of item selection behavior of restaurant customers. Journal of Global Business and Technology 6 (1), 68-79.
  • Chung, N., H. Song, & H. Lee. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management 29 (2): 709–731.
  • Connelly, B. L., Certo, S. T., Ireland, R. D. & Reutzel C. R. (2011). Signaling theory: a review and assessment, Journal of Management, 37(1): 39 – 67.
  • Dayan, E., Bar-Hillel, M., (2011). Nudge to nobesity II: menu position influences food orders, Judgment and Decision Making 6 (4), 333-342. DiPietro, R. B., Remar, D., & Parsa, H. G. (2016). Health consciousness, menu information, and consumers’ purchase intentions: An empirical investigation. Journal of Foodservice Business Research, 19(5), 497–513.
  • Doğan H., Üngüren E. & Barutçu S. (2012). Russian and German tourist potential and satisfaction in sustainable competitive advantage of Alanya destination, Tourismos: An International Multidisciplinary Journal of Tourism, 7 (2): 381-399.
  • Elo, S., Kyngas, H. (2007). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107-115.
  • Fakih, K., Assaker, G., Assaf, A. G., & Hallak, R. (2016). Does restaurant menu information affect customer attitudes and behavioral intentions? A cross-segment empirical analysis using PLS-SEM. International Journal of Hospitality Management, 57, 71–83. Feldman, C., Su, H., Mahadevan, M., Brusca, J. & Hartwell, H., (2014). Menu psychology to encourage healthy menu selections at a New Jersey University. J. Culin. Sci. Technol. 12 (1), 1-21.
  • Filimonau, V., Krivcova, M. (2017), “Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions”, Journal of Cleaner Production, Vol. 143, pp. 516-527.
  • Graneheim U. H., Lundman B. (2004). Qualitative content analysis in nursing research: Concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24, 105-112.
  • Guéguen, N., Jacob, C., (2012). The effect of menu labels associated with affect, tradition and patriotism on sales. Food Quality and Preference 23 (1), 86-88.
  • Guéguen, N., Jacob, C. & Ardiccioni, R., (2012). Effect of watermarks as visual cues for guiding consumer choice: an experiment with restaurant menus. International Journal of Hospitality Management 31 (2), 617– 619.
  • Hammond, R. K., Velikova, N. & Dodd, T. H. (2013). Effects of processing styles on the preference of restaurant menu type: How do millennials compare to other segments? Journal of Foodservice Business Research 16(1), 20–39.
  • Hou, Y., Yang, W. & Sun, Y. (2017). Do pictures help? The effects of pictures and food names on menu evaluations. International Journal of Hospitality Management, 60: 94-103.
  • Hsieh, H., Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research. 15 (9), 1277-1288.
  • Hwang, J., Lorenzon C.L., (2008). Effective nutrition labeling of restaurant menu and pricing of healthy menu. Journal of Foodservice 19 (5), 270-276.
  • Hyun, S. S., Han, H. & Kim, W. (2016). A model of patrons’ impulsive ordering behavior in luxury resturants. Asia Pacific Journal of tourism Research, 21(5): 541-569.
  • Johns, N., Edwards, J. S. A. & Hartwell, H. J. (2013). Menu choice: Satisfaction or overload? Journal of Culinary Science and Technology, 11(3), 275-285.
  • Jones, P., Mifli, M., (2001). Menu development and analysis in UK restaurant chains. Tourism and Hospitality Research 3 (1), 61-71.
  • Kim, E., Ham, S., Yang, I., & Choi, J. (2013). The role of attitude, subjective norm, and perceived behavioral control in the formation of consumers' behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203-213.
  • Kincaid, C.S., Corsun, D.L., (2003). Are consultants blowing smoke? An empirical test of the impact of menu layout on item sales. International Journal of Contemporary Hospitality Management 15 (4), 226-231.
  • Kwong, L.Y.L., (2005). The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management 24 (1), 91-106.
  • Liu, P.J., Roberto, C.A., Liu, L.J. & Brownell, K.D., (2012). A test of different menu labeling presentations. Appetite 59 (3), 770-777.
  • Lo, A., King, B. & Mackenzie, M. (2017). Restaurant customers’ attitude toward sustainability and nutritional menu labels, Journal of Hospitality Marketing & Management, 26:8, 846-867.
  • Lockyer, T., (2006). Would a restaurant menu item by any other name taste as sweet? FUI Hospitality Review 24 (1), 21-31.
  • Mackison, D., Wrieden, W.L., Anderson, A.S. (2009). Making an informed choice in the catering environment: what do consumers want to know? Journal of Human Nutrition and Dietetics 22 (6), 567-573.
  • Magnini, V. P., Kim, S. (2016). The influence of restaurant menu font style, bacground color, and physical wieght on consumers’ perceptions. International Journal of Hospitality Management, 56: 42-48.
  • McCall, M., Lynn, A., (2008). The effects of restaurant menu item description on perceptions of quality, price, and purchase intention. Journal of Foodservice Business Research 11 (4), 439-445.
  • Mehrabian, A., Russell, J.A., (1974). An approach to environmental psychology. MIT Press, Cambridge, MA.
  • Mills, J.E., Thomas, L., (2008). Assessing customer expectations of information provided on restaurant menus: a confirmatory factor analysis approach, Journal of Hospitality and Tourism Research 32 (1), 62-88.
  • Ostrander, D. (2013). Give Your Menu Muscle. Pizza Today. 31(12): 18.
  • Ottenbacher, M., Harrington, R. (2013). A case study of a culinary tourism campaign in Germany: Implications for strategy making and successful implementation. Journal of Hospitality & Tourism Research, 37(1), 3–28.
  • Ozdemir, B., Caliskan, O. & Yilmaz G. (2015). A qualitative study on process aspects of complaining in restaurants, Journal of Culinary Science & Technology, 13:4, 330-361.
  • Ozdemir, B., Caliskan, O. (2015). Menu design: A review of literature, Journal of Foodservice Business Research, 18:3, 189-206.
  • Ozdemir, B. (2012). A review on menu performance investigation and some guiding propositions. Journal of Foodservice Business Research 15 (4), 378-397.
  • Pulos, E., Leng, K., (2010). Evaluation of a voluntary menu-labeling program in full-service restaurants. American Journal of Public Health 100 (6), 1035-1039.
  • Reynolds, D., Merritt, E.A. & Pinckney, S., (2005). Understanding menu psychology: An empirical investigation of menu design and customer response. International Journal of Hospitality and Tourism Administration 6 (1), 1-9.
  • Roberto, C.A., Larsen, P. D. Agnew, M. H., Baik, J. & Brownell, K. D., (2010). Evaluating the impact of menu labeling on food choices. American Journal of Public Health 100 (2), 312-318.
  • Shoemaker, S., Dawson, M. & Johnson, W., (2005). How to increase menu prices without alienating your customers? International Journal of Contemporary Hospitality Management 17 (7), 553-568.
  • Smith, D.P. (2013). Just for Looks. Pizza Today. 31(12): 44-46.
  • Sobol, M.G., Barry, T.E., (1980). Item positioning for profits: Menu boards at bonanza international. The Institute of Management Sciences 10 (1), 55-60.
  • Wansink, B., Love, K., (2014). Slim by design: Menu strategies for promoting high-margin, healthy foods. Int. J. Hospitality Manage. 42, 137–143.
  • Wansink, B., Painter, J. & Van Ittersum, K., (2001). Descriptive menu labels’ effect on sales. The Cornell Hotel and Restaurant Administration Quarterly 42 (6), 68-72.
  • Wansink, B., Van Ittersum, K. & Painter, J.E., (2005). How descriptive food names bias sensory perceptions in restaurants. Food Quality and Preference 16 (5), 393-400.
  • Wiener, S. (2015). The Menu of my Dreams. Pizza Today. 33 (12): 18.
  • Yang, S.S., (2012). Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpath. International Journal of Hospitality Management 31 (3), 1021-1029.
  • Yildirim, F., Cengel, Ö. (2013). A research over the relationship between fast food consumption and consumer’s values & lifestyles in Turkey. Online Academic Journal of Information Technology, 4(11), 1–14.
  • Yoon, H. J., George, T., (2012). Nutritional information disclosure on the menu: Focusing on the roles of menu context, nutritional knowledge and motivation. International Journal of Hospitality Management 31 (4), 1187– 1194.
  • Yuksekbilgili, Z. (2014). Restoran secim ölçütleri üzerine bir araştırma (A research on restaurant preferences criteria). Journal of Yasar University, 9(36), 6353–6360.

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

Year 2018, Volume: 6 Issue: 2, 205 - 227, 13.12.2018
https://doi.org/10.30519/ahtr.440123

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.

References

  • Akış A., Kaya B., Seferov R. (2008). The influence of tourism on Alanya and its close environment. In: Efe R., Cravins G., Ozturk M., Atalay I, editors. Natural Environment and Culture in the Mediterranean Region, Cambridge: Cambridge Scholars Publishing Inc.; 2008, p. 377-391.
  • Aktaş, A., Çevirgen, A., & Toker, B. (2010). Tourists' satisfaction and behavioral intentions on destination attributes: An empirical study in Alanya. Tourism Analysis, 15(2), 243–252.
  • Antun, J.M., Gustafson, C.M. (2005). Menu analysis: Design, merchandising and pricing strategies used by successful restaurants and private clubs. Journal of Nutrition in Recipe and Menu Development 3 (3), 81-101.
  • Ariker, C. (2012). Tüketicilerin restoran seçiminde kullandıkları seçim kriterleri ile demografik özellikleri arasındaki ilişki (The relationship between the restaurant choice criteria of consumers and their demographic characteristics). Öneri, 10 (389), 11–31.
  • Baiomy, A., Jones, E. (2016). Measuring menu attributes in the international and local resort hotels in Egypt, Anatolia, Vol. 27 No. 4, pp. 526-536.
  • Baiomy, A.E.A.M., Jones, E., Elias, A.N.E.D. & Dinana, R.T. (2013). Menus as marketing tools: Developing a resort hotel restaurant menu typology”, Journal of Tourism Research & Hospitality, Vol. 2 No. 2, pp. 1-10.
  • Barutçu S., Doğan H. & Üngüren E. (2011). Tourists’ perception and satisfaction of shopping in Alanya region: A comperative analysis of different nationalities, Procedia Social and Behavioral Sciences, 24: 1049-1059.
  • Bausch, M. (2017). Getting off menu. Pizza Today. 35 (3): 32-34.
  • Bernstein, D., Ottenfeld, M., & Witte, C. L. (2008). A study of consumer attitudes regarding variability of menu offerings in the context of an upscale seafood restaurant. Journal of Foodservice Business Research, 11(4), 398-411.
  • Bowen, J.T., Morris, A.J., (1995). Menu design: Can menus sell? International Journal of Contemporary Hospitality Management 7 (4), 4-9.
  • Chang, M. H., Hou, H. (2015). Effects of prior exposure on restaurant menu product choice. Journal of Foodservice Business Research, 18: 58-72.
  • Choi, J.G., Lee, B. & Mok, J., (2010). An experiment on psychological gaze motion: a re-examination of item selection behavior of restaurant customers. Journal of Global Business and Technology 6 (1), 68-79.
  • Chung, N., H. Song, & H. Lee. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management 29 (2): 709–731.
  • Connelly, B. L., Certo, S. T., Ireland, R. D. & Reutzel C. R. (2011). Signaling theory: a review and assessment, Journal of Management, 37(1): 39 – 67.
  • Dayan, E., Bar-Hillel, M., (2011). Nudge to nobesity II: menu position influences food orders, Judgment and Decision Making 6 (4), 333-342. DiPietro, R. B., Remar, D., & Parsa, H. G. (2016). Health consciousness, menu information, and consumers’ purchase intentions: An empirical investigation. Journal of Foodservice Business Research, 19(5), 497–513.
  • Doğan H., Üngüren E. & Barutçu S. (2012). Russian and German tourist potential and satisfaction in sustainable competitive advantage of Alanya destination, Tourismos: An International Multidisciplinary Journal of Tourism, 7 (2): 381-399.
  • Elo, S., Kyngas, H. (2007). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107-115.
  • Fakih, K., Assaker, G., Assaf, A. G., & Hallak, R. (2016). Does restaurant menu information affect customer attitudes and behavioral intentions? A cross-segment empirical analysis using PLS-SEM. International Journal of Hospitality Management, 57, 71–83. Feldman, C., Su, H., Mahadevan, M., Brusca, J. & Hartwell, H., (2014). Menu psychology to encourage healthy menu selections at a New Jersey University. J. Culin. Sci. Technol. 12 (1), 1-21.
  • Filimonau, V., Krivcova, M. (2017), “Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions”, Journal of Cleaner Production, Vol. 143, pp. 516-527.
  • Graneheim U. H., Lundman B. (2004). Qualitative content analysis in nursing research: Concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24, 105-112.
  • Guéguen, N., Jacob, C., (2012). The effect of menu labels associated with affect, tradition and patriotism on sales. Food Quality and Preference 23 (1), 86-88.
  • Guéguen, N., Jacob, C. & Ardiccioni, R., (2012). Effect of watermarks as visual cues for guiding consumer choice: an experiment with restaurant menus. International Journal of Hospitality Management 31 (2), 617– 619.
  • Hammond, R. K., Velikova, N. & Dodd, T. H. (2013). Effects of processing styles on the preference of restaurant menu type: How do millennials compare to other segments? Journal of Foodservice Business Research 16(1), 20–39.
  • Hou, Y., Yang, W. & Sun, Y. (2017). Do pictures help? The effects of pictures and food names on menu evaluations. International Journal of Hospitality Management, 60: 94-103.
  • Hsieh, H., Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research. 15 (9), 1277-1288.
  • Hwang, J., Lorenzon C.L., (2008). Effective nutrition labeling of restaurant menu and pricing of healthy menu. Journal of Foodservice 19 (5), 270-276.
  • Hyun, S. S., Han, H. & Kim, W. (2016). A model of patrons’ impulsive ordering behavior in luxury resturants. Asia Pacific Journal of tourism Research, 21(5): 541-569.
  • Johns, N., Edwards, J. S. A. & Hartwell, H. J. (2013). Menu choice: Satisfaction or overload? Journal of Culinary Science and Technology, 11(3), 275-285.
  • Jones, P., Mifli, M., (2001). Menu development and analysis in UK restaurant chains. Tourism and Hospitality Research 3 (1), 61-71.
  • Kim, E., Ham, S., Yang, I., & Choi, J. (2013). The role of attitude, subjective norm, and perceived behavioral control in the formation of consumers' behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203-213.
  • Kincaid, C.S., Corsun, D.L., (2003). Are consultants blowing smoke? An empirical test of the impact of menu layout on item sales. International Journal of Contemporary Hospitality Management 15 (4), 226-231.
  • Kwong, L.Y.L., (2005). The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management 24 (1), 91-106.
  • Liu, P.J., Roberto, C.A., Liu, L.J. & Brownell, K.D., (2012). A test of different menu labeling presentations. Appetite 59 (3), 770-777.
  • Lo, A., King, B. & Mackenzie, M. (2017). Restaurant customers’ attitude toward sustainability and nutritional menu labels, Journal of Hospitality Marketing & Management, 26:8, 846-867.
  • Lockyer, T., (2006). Would a restaurant menu item by any other name taste as sweet? FUI Hospitality Review 24 (1), 21-31.
  • Mackison, D., Wrieden, W.L., Anderson, A.S. (2009). Making an informed choice in the catering environment: what do consumers want to know? Journal of Human Nutrition and Dietetics 22 (6), 567-573.
  • Magnini, V. P., Kim, S. (2016). The influence of restaurant menu font style, bacground color, and physical wieght on consumers’ perceptions. International Journal of Hospitality Management, 56: 42-48.
  • McCall, M., Lynn, A., (2008). The effects of restaurant menu item description on perceptions of quality, price, and purchase intention. Journal of Foodservice Business Research 11 (4), 439-445.
  • Mehrabian, A., Russell, J.A., (1974). An approach to environmental psychology. MIT Press, Cambridge, MA.
  • Mills, J.E., Thomas, L., (2008). Assessing customer expectations of information provided on restaurant menus: a confirmatory factor analysis approach, Journal of Hospitality and Tourism Research 32 (1), 62-88.
  • Ostrander, D. (2013). Give Your Menu Muscle. Pizza Today. 31(12): 18.
  • Ottenbacher, M., Harrington, R. (2013). A case study of a culinary tourism campaign in Germany: Implications for strategy making and successful implementation. Journal of Hospitality & Tourism Research, 37(1), 3–28.
  • Ozdemir, B., Caliskan, O. & Yilmaz G. (2015). A qualitative study on process aspects of complaining in restaurants, Journal of Culinary Science & Technology, 13:4, 330-361.
  • Ozdemir, B., Caliskan, O. (2015). Menu design: A review of literature, Journal of Foodservice Business Research, 18:3, 189-206.
  • Ozdemir, B. (2012). A review on menu performance investigation and some guiding propositions. Journal of Foodservice Business Research 15 (4), 378-397.
  • Pulos, E., Leng, K., (2010). Evaluation of a voluntary menu-labeling program in full-service restaurants. American Journal of Public Health 100 (6), 1035-1039.
  • Reynolds, D., Merritt, E.A. & Pinckney, S., (2005). Understanding menu psychology: An empirical investigation of menu design and customer response. International Journal of Hospitality and Tourism Administration 6 (1), 1-9.
  • Roberto, C.A., Larsen, P. D. Agnew, M. H., Baik, J. & Brownell, K. D., (2010). Evaluating the impact of menu labeling on food choices. American Journal of Public Health 100 (2), 312-318.
  • Shoemaker, S., Dawson, M. & Johnson, W., (2005). How to increase menu prices without alienating your customers? International Journal of Contemporary Hospitality Management 17 (7), 553-568.
  • Smith, D.P. (2013). Just for Looks. Pizza Today. 31(12): 44-46.
  • Sobol, M.G., Barry, T.E., (1980). Item positioning for profits: Menu boards at bonanza international. The Institute of Management Sciences 10 (1), 55-60.
  • Wansink, B., Love, K., (2014). Slim by design: Menu strategies for promoting high-margin, healthy foods. Int. J. Hospitality Manage. 42, 137–143.
  • Wansink, B., Painter, J. & Van Ittersum, K., (2001). Descriptive menu labels’ effect on sales. The Cornell Hotel and Restaurant Administration Quarterly 42 (6), 68-72.
  • Wansink, B., Van Ittersum, K. & Painter, J.E., (2005). How descriptive food names bias sensory perceptions in restaurants. Food Quality and Preference 16 (5), 393-400.
  • Wiener, S. (2015). The Menu of my Dreams. Pizza Today. 33 (12): 18.
  • Yang, S.S., (2012). Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpath. International Journal of Hospitality Management 31 (3), 1021-1029.
  • Yildirim, F., Cengel, Ö. (2013). A research over the relationship between fast food consumption and consumer’s values & lifestyles in Turkey. Online Academic Journal of Information Technology, 4(11), 1–14.
  • Yoon, H. J., George, T., (2012). Nutritional information disclosure on the menu: Focusing on the roles of menu context, nutritional knowledge and motivation. International Journal of Hospitality Management 31 (4), 1187– 1194.
  • Yuksekbilgili, Z. (2014). Restoran secim ölçütleri üzerine bir araştırma (A research on restaurant preferences criteria). Journal of Yasar University, 9(36), 6353–6360.
There are 59 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Article
Authors

Bahattin Özdemir

Oğuz Nebioğlu 0000-0002-3436-7754

Publication Date December 13, 2018
Submission Date July 3, 2018
Published in Issue Year 2018 Volume: 6 Issue: 2

Cite

APA Özdemir, B., & Nebioğlu, O. (2018). Use of Menu Design Techniques: Evidences from Menu Cards of Restaurants in Alanya. Advances in Hospitality and Tourism Research (AHTR), 6(2), 205-227. https://doi.org/10.30519/ahtr.440123


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