Evaluation of QR menu applications in restaurants with model of UTAT2

The use of QR code applications and mobile applications makes it functional for consumers to have quick access to products that attract their curiosity. The rapid interaction of institutions with consumers through mobile applications contributes to the reduction of institutional costs by increasing the accessibility of the institution. In food and beverage establishments, digital menus that consumers can view by reading the square codes on the tables with their smartphones are called QR menus. QR menus are used in food and beverage service businesses as technology-based innovative applications. Consumers' positive perception of innovative practices adds value to the innovative practices of restaurants. It is seen that the literature on how consumers perceive innovative practices in restaurants is limited. In this context, it is necessary to examine the flow more effectively in order to plan both theoretical contribution and managerial processes. Thus, it is thought that the study will contribute to the literature. The research consists of two different stages. The universe of the quantitative part of the study consists of 5966 restaurants listed as first class restaurants on the official website of the Ministry of Culture and Tourism in Istanbul. Since it is not possible to reach all these restaurants in terms of cost and time limitations, quota sampling method was used. The sample of the research consists of 415 participants and the data were collected from these participants by questionnaire technique. From the data obtained, it was tried to measure the perception of consumers regarding QR-coded menus. In the qualitative part of the study, interviews were conducted with a total of 10 restaurant managers in order to learn the importance of QR-coded menus in managing the marketing processes of restaurants more effectively. The data obtained as a result of these interviews were evaluated by content analysis. The main purpose of the study is to investigate the effects of digital applications in restaurants on the guest's eating and drinking experience. On the axis of this main purpose, it was revealed how the revisit intention and satisfaction levels of the restaurant guests where digital applications are available are affected. Finally, the changes in the revisit intention and guest satisfaction levels of guests who experience restaurants using digital applications were evaluated according to guest characteristics. The findings of the research show that the study makes various contributions to the literature and practice. It emphasises the need to provide concrete incentives to create a quality user experience, to encourage word-of-mouth communication and to create a sense of trust in users. Restaurant owners and managers can gain competitive advantage over competitors by developing various strategies for mobile applications by drawing inferences from these results. It is seen that the model can play a critical role in creating an efficient application by understanding the needs of the user and his/her view towards technology. In this context, the findings of the UTAUT-2 model can provide valuable outputs regarding the design flow, which can increase the user's satisfaction and process adoption rate. It can play a guiding role for researchers and practitioners in overcoming and understanding the barriers to the internalisation of digital applications in restaurants. By overcoming these obstacles, restaurant owners and managers can provide more qualified service to their guests, improve their business and gain an advantageous position in competition. Another finding emphasises the importance of considering age groups when designing mobile applications in the restaurant industry. By addressing the specific behaviours and preferences of different age groups, practitioners can optimise mobile app features to attract and retain customers. Future researchers can explore additional factors such as service quality and price value that influence the internalisation of mobile apps in the restaurant industry. It is important for organisations to consider these factors when designing and implementing technology in the food industry to improve guest usage and adoption of QR code menus. By focusing on the preferences and behaviours of guests from different age groups and education levels, mobile application criteria, online ordering methods and kiosk processes can be optimised to attract and retain guests to the restaurant. In this context, future researchers can also explore additional variables that influence the adoption of technology around food.