Abstract
The objective of this study is to review the relevant literature on menu design in an attempt to identify its dimensions and effects on customers’ restaurant experiences. Based on previous research, this review shows that menu design has four main dimensions: menu item position, menu item description, menu item label, and menu card characteristics. Furthermore, it is identified that menu design has potential for influencing the item-ordering behavior of restaurant customers. Menu design has two dimensions that have considerable effects on customers’ menu item perceptions in four domains including value, quality, healthfulness, and taste. Given the scarcity of research that incorporates evidences and concepts of previous studies into one single study, this review allows for broadening the understanding of menu design and it also forms a basis for future research.
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