Study counters prevailing restaurant menu theories

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 b

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