ASSESSMENT ON INFLUENCE OF FOOD TRENDS IN RESTAURANT MENU PLANNING TOWARDS ENHANCEMENT

Abstract

Food trends have a notable impact on businesses, especially among millennials and Gen Z, as they reflect shifting preferences and the uniqueness of food offerings. Social media plays a crucial role in brand promotion, customer engagement, and advertising, enabling businesses to reach a wider audience. However, food trends are constantly evolving and can change over time. Visual elements, like menu items, are important in shaping customer perceptions and enhancing service quality. Well-crafted, high-quality visuals can increase social media interactions and improve advertising effectiveness. Menu descriptions also serve as key communication tools, informing customers about the restaurant’s offerings. This study aims to explore the advantages of incorporating food trends into restaurant menus, the role of cultural traditions, and the influence of social media on promoting dishes globally. Technological advancements offer new avenues for business growth, and strategic menu planning is essential for ensuring profitability and long-term success. This chapter presents the research methodology employed by the researchers, covering the research design, the profile of the study respondents, the sampling techniques used, and the instruments applied. It also outlines the process of constructing the survey questionnaire, validating the instrument, and gathering data. Furthermore, this chapter explains the procedures for administering and retrieving the questionnaires, as well as the statistical methods used for data analysis. The study identified that women, especially those aged 22-25, are the most engaged participants, showing a higher likelihood of agreement. The quality of food strongly influences customer purchasing intentions, while a variety of menu options plays a crucial role in decision-making. A restaurant's ambiance, along with meeting customer expectations, contributes significantly to fostering customer loyalty. Effective visibility and promotional efforts are key in attracting new customers. However, challenges such as low employee salaries remain an issue. Furthermore, negative reviews have the potential to create confusion among customers and negatively impact their decisions. The recommendations focus on delivering high-quality food, organizing a clear and appealing menu, and ensuring cleanliness and a pleasant ambiance. Exceeding customer expectations, offering easy access to business facilities and parking, and making promotional efforts fun and relevant are also crucial. Moreover, continuously introducing new products will help capture and retain customer interest. These strategies are aimed at building long-term customer loyalty and enhancing overall satisfaction.