The Impact of Menu Design on Customer Choices in Filipino Casual Dining Restaurants at SM San Lazaro, Manila

Kirsten Edeva Dural De Andres; Joshua Panzo Ariate; Lord Andreus Garcia; Julius Bautista Mesina

doi:10.36948/ijfmr.2026.v08i03.77881

The Impact of Menu Design on Customer Choices in Filipino Casual Dining Restaurants at SM San Lazaro, Manila

Author(s)	Ms. Kirsten Edeva Dural De Andres, Mr. Joshua Panzo Ariate, Mr. Lord Andreus Garcia, Prof. Julius Bautista Mesina
Country	Philippines
Abstract	Menu design has become an important marketing and communication tool in the restaurant industry as it significantly influences customer perceptions, emotions, and purchasing behavior. This study examined the impact of menu design on customer choices in Filipino casual dining restaurants at SM San Lazaro, Manila, using the Stimulus–Organism–Response (S–O–R) framework. Specifically, the study determined how menu elements such as layout, colors, typography, food descriptions, images, and pricing affect customer dining decisions, emotional responses, and behavioral intentions. A quantitative descriptive research design was employed, and data were collected from 384 respondents through purposive sampling. Statistical tools such as weighted mean, Mann–Whitney U Test, and Kruskal–Wallis Test were utilized to analyze the data. Findings revealed that respondents generally agreed that menu design significantly influenced their dining choices across the stimulus, organism, and response dimensions. Customers positively responded to menus that were visually appealing, organized, easy to read, and supported by clear descriptions and attractive food images. Results also showed that menu design contributed to customers’ comfort, excitement, trust, willingness to try new dishes, intention to revisit, and likelihood of recommending the restaurant to others. Moreover, no significant differences were found in customer perceptions when grouped according to age, sex, income, and dining frequency, indicating that menu design consistently affects customer behavior across demographic groups. Based on the findings, the study proposed menu design strategies focusing on visual organization, cultural relevance, promotional positioning, and digital integration to enhance customer experience and restaurant performance. The study concludes that menu design serves not only as an informational tool but also as an effective psychological and marketing strategy that shapes customer decision-making in Filipino casual dining restaurants.
Keywords	menu design, customer choices, Filipino casual dining restaurants, S–O–R framework, customer behavior, restaurant marketing
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-23
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.77881

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The Impact of Menu Design on Customer Choices in Filipino Casual Dining Restaurants at SM San Lazaro, Manila

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