New data shows consumers read menus like books, pick entrées first
New university research has debunked prevailing theories about how customers read restaurant menus, and instead showcases new data supporting a book-like approach to menu reading, as well as customers’ entrée-focused decision-making process when it comes to choosing a meal. Scientific research just published by Sybil Yang, assistant professor of hospitality and tourism management at San Francisco State University, indicates customers read two-page menus like they would a book, ...
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