ABSTRACT

This study investigates the influence of menu effect and customer choice ofrestaurants, focusing on design, patterns, labelling and pricing. The study examined the influence of menu design on customer choice ofrestaurant, ascertained the extent menu patterns influence customer choice of restaurant, determined the extent menu labelling affect customer choice ofrestaurant and examined how menu price influence customer choice ofrestaurant in Umuahia metropolis. Survey research design was used through administration of questionnaire and a population of 240 that comprised of all customers ofthe registered restaurant was used for this study. Findings reveal that menu price emerged as the most significant factor, with affordability (mean = 3.87) and perceived value influencing customer choices. While menu design elements such as visual appeal (mean = 3.24) and clear descriptions (mean = 3.65) positively impacted choices, ease of navigation (2.96) had limited influence. In terms ofmenu patterns, pricing structure (mean = 3.23) and simplicity (mean = 3.21) were highly rated, underscoring their importance in customer decision-making. Menu labeling, particularly nutritional information (mean = 3.54) and ingredients sourcing (mean 3.45), resonated strongly with consumers while less emphasis was placed on expiry dates (mean 2.83). Pearson correlation analysis highlighted a strong positive correlation between menu price and customer choice (r = 1.000, p< 0.01), whereas no significant relationships were observed for menu design, pattern or labelling. These findings underscore the critical role of affordability and value perception in menu pricing, coupled with the strategic enhancement ofmenu designs, patterns and labelling to align with customer preferences. The study recommends the adoption of customercentered pricing strategies, clear and visually appealing menu designs and sustainability-focused labeling practices to boost restaurant patronage and customer satisfaction.