Attributes in a digital restaurant/bar menu to increase customer satisfaction: an exploratory study with stakeholders

Purpose This paper explores the importance of User eXperience (UX) in Digital Restaurant/bar Menus (DRM), emphasising that consumer-centred design is essential for product acceptance. It aims to identify the design requirements applied in DRM, understand users' perceived acceptance and examine the future of DRM usage. Design/methodology/approach The study considers the perspectives of three stakeholder groups: restaurant/bar managers, information technology (IT) DRM designers and DRM users. Data were collected through 11 semi-structured interviews with managers, 12 with IT designers and 4 generationally segmented focus groups with 6–9 participants each. Findings Three main themes were identified: (1) design requirements, (2) perceived user acceptance and (3) future expectations. Two types of requirements emerged – printed-inspired and digital-native. Managers observed good DRM acceptance among users under 40 but noted difficulties among those over 50. Stakeholders anticipate a fully digital future, though some suggest incorporating features reminiscent of printed menus to preserve familiar user experiences. Practical implications The study offers actionable guidance for managers to reassess and improve UX in their DRMs, based on defined design criteria. Enhanced UX contributes to greater customer satisfaction and potentially increases average spending. IT designers can also refine DRM systems by aligning design with user needs, supporting technological innovation. Originality/value This study provides a structured guide to enhance UX and customer acceptance of DRMs, promoting digitalisation, cost reduction and service improvement. It offers relevant insights for both practitioners and researchers to better address challenges and opportunities in digital hospitality innovation.