The Perceptions of the Restaurants Towards QR Code Menu Adaptation in the Restaurant Service Operation

Abstract

In the aftermath of the pandemic, there was a profound shift in consumer perceptions regarding the importance of a healthy and safe contact environment. The objective of this study is to examine the perceptions of restaurant businesses with regard to the implementation of Quick Response (QR) code menus and their adaptation of service operations in order to align with the requirements of their business models. The study was conducted using a qualitative analysis method in order to gain insights without any predetermined scale. The data was collected through in-depth interviews with restaurant owners, managers, or service managers. A thematic analysis was employed to identify the advantages and disadvantages associated with the adaptation of the QR code menu. The results indicated that the advantages of the QR code menu included the ability to order items quickly and easily, as well as the reduction of expenses related to menu publishing. This, in turn, has the potential to contribute to environmental and economic sustainability. Technological issues, such as connectivity problems or the use of outdated mobile phone models that are unable to scan QR codes, may also present challenges. The study contributes to the existing literature on the adaptation of technology in restaurants by introducing the use of a technology-based QR code menu.