Advisers

Dana Rae B. Boatis, LPT

Discipline

Hospitality Management

Abstract

This study examined how specific menu design elements influence guest choices in selected casual dining restaurants located at Ayala Mall Fairview Terraces in Quezon City. Menu design plays an important role in influencing how guests decide what to order in restaurants. More than a simple list of food items, a menu serves as a communication and marketing tool that shapes perceptions, guides attention, and affects purchasing behavior. A descriptive-quantitative research design was employed to gather measurable data from restaurant guests. Seventy-five respondents participated in the study, with twenty-five guests each from Italianni’s, Modern Shang, and Texas Roadhouse. A structured questionnaire assessed perceptions of menu organization, use of images, typography, color scheme, and price placement. Data were analyzed using frequency distribution, percentage, weighted mean, and ranking to determine the extent of influence of each element. Results showed that guests strongly agreed that all identified menu design components significantly affect their food selection. Menu organization and price placement obtained the highest overall ratings, indicating that clear structure and well-positioned prices help guests compare options and decide more efficiently. Visual elements such as images, typography, and color schemes enhanced readability, attractiveness, and alignment with the restaurant’s theme. However, some respondents experienced difficulty understanding unfamiliar terms, which occasionally influenced their choices. Overall, the findings confirm that strategic menu design supports informed decision-making, enhances guest satisfaction, and contributes to improved dining experiences and business performance. These insights provide practical guidance for restaurant managers seeking competitive advantage in today's dynamic market.

Keywords

customer satisfaction, menu design, restaurant, color scheme, guest choices, images, menu organization, price placement, typography, visual hierarchy