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, ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now. We promise it will only take a few minutes!
Questions about your account or how to access content?