Towards a framework of menu research: insights from the multiple level perspective and signaling theory

Purpose This study conducts a systematic review of research on restaurant menus and uses a detailed analytical framework to examine how these menus are developed. It incorporates insights from the multi-level perspective (MLP) and signaling theory (ST) to provide a thorough and nuanced analysis of the factors that influence menu design. Design/methodology/approach This study scrutinizes 120 peer-reviewed articles published from 2004 to 2023 at A or A* journals, as classified by the Australian Business Deans Council (ABDC). Following a comprehensive analytical framework, it endeavors to delve into the intricate complexities of menu research, giving particular emphasis to the latest trends and developments. Two tools, namely CiteSpace and VOSviewer, were utilized to perform a thorough bibliometric analysis of the publications. Findings This study explores menu design from macro, meso and micro perspectives, illustrating that menus are more than simple lists of food items. Instead, they are shaped by societal norms, values, market dynamics, industry standards and consumer preferences. It underscores the vital role of menu as a communication and management tool in engaging consumers and influencing their dining choices and decisions. Originality/value This study represents the pioneering effort to incorporate the MLP and ST into the realm of menu research, providing a novel approach to the systematic review of related literature. It offers a distinctive macro-level theoretical perspective on menu dynamics, providing insights that are relevant to industry professionals, policymakers, academics and the public.