Exploring the promise of e-tablet restaurant menus

Abstract

Purpose – The aim of this paper is to determine the relative efficacy of an e-tablet menu over the traditional paper-based menu across the parameters of order information quality, menu usability, and ordering satisfaction using customer perceptions. Design/methodology/approach – Two types of data were collected: customer perceptions using an instrument comprising academically underpinned constructs and observational data that involved ordering times, logs of any customization requests, and notes gathered from interactions with restaurant staff. Findings – Findings indicate that e-tablet menus are significantly superior to the traditional paper-based menu across all parameters. Restaurateurs should be cognizant of customization options to significantly enhance order information quality, improve customer service and boost sales. Research limitations/implications – The findings support the idea that the use of technology does help to enhance the service experience, specifically the ordering experience for the customer. Practical implications – Electronic tablets have the ability to transfer greater levels of information in an interactive manner thereby enhancing the role of the menu in the merchandising of a restaurant's offerings. Originality/value – Although there is evidence of the importance of restaurant menus to the success of restaurants, little is known about the influence of the use of electronic menus on the ordering experience. This study provides findings that focus on the usability of menus and their impact on the ordering experience.