Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Abstract

Study the consumer behavior has been always of great interest to researchers, specifically, when the researchers want to study the choice behaviors of customers with instant purchase. The aim of current study is to affect customer choice behaviors by making several changes in e.menu design, exactly when they want to order their interest food. This study is experimental and has been conducted in Iran. In this research, one restaurant was selected and by making four changes in price, layout, images and inserting calories in restaurant e. menu, the behaviors of 1000 customers in 5 non-consecutive weeks, were examined. The results showed that targeted changes in the restaurant menu under the study had a significant influence on consumer's behavior. The findings also proved that insert the image on the menu, had a direct relationship with consumer's choice of the same type of food. This variable has caused the greatest amount of sales.

Examination of the congestion situation of a restaurant in a theme park using feedback control

“…Weng et al (2017) provide evidence that if a fast-food shop introduces a specialized line to order small quantities, this system shortens the customer’s waiting time and as a result improves customer satisfaction. Shafei et al (2016) provide evidence that a special menu increases sales of a restaurant. However, because the ratio of guests choosing a special set is not constant, the congestion degree of regular lines and special menu lines will be different, which makes guests dissatisfied.…”

“…It is the idea that the number of tables where guests are seated increases as a result. In addition, if waiting time to receive a dish shortens, a guest becomes motivated to choose a special menu (Weng et al , 2017) and the sales of the special set will increase (Shafei et al , 2016). Weng et al (2017) provide evidence that if a fast-food shop introduces a specialized line to order small quantities, this system shortens the customer’s waiting time and as a result improves customer satisfaction.…”

Application of Intelligent Recommendation Techniques for Consumers' Food Choices in Restaurants

“…In recent years, there has been an interesting new trend to apply modern robotics, information technology and artificial intelligence (AI) to restaurants. Tablet computers for food ordering have been widely utilized in many countries ( 1 – 3 ). Robotic restaurants without human waiters and waitresses have been in operation, such as those in Canada ( 4 ), Japan ( 5 ), and Singapore ( 6 ).…”