The effect of menu design and the use of food photos in the menu on customer preference and perception

The main purpose of this exploratory, interpretive and quasi-experimental research, in which the qualitative research design is used, is to determine the effects of the food photos used in the menus on the order preferences of the customers going to the food and beverage businesses, to contribute in terms of the lack of applied research in the literature, and to provide benefit the decision makers of the food and beverage industry with the findings and results. Research data were collected from 40 participants between 12 December 2022 and 17 April 2023. Experiment menu and structured questionnaires prepared as a result of expert opinions for this research were used in data collection. As a result of the research, it was revealed that the participants were affected by the food photos used in the menu in the food preferences they made in the food and beverage businesses, and the photos had a significant impact on the decision-making process. Another result that emerged is that the care or carelessness shown by the businesses to the design, layout, cleanliness and photographs of the menu they use affects the perception of the business in the minds of the participants positively or negatively. Another result of the research is that the photographs used in the menus also affect the expectations of the participants about the food they order. KEYWORDS: Food and Beverage Photography, Menu, Menu Design, Customer Behavior