Unveiling the digital dining revolution: Exploring the adoption and implications of digital restaurant menus in food and beverage enterprises

Abstract

The purpose of this study is to systematically investigate the adoption of Digital Restaurant/Bar Menus (DRMs) and their implications for Food and Beverage Enterprises (FBEs) and customers, addressing a significant research gap in the existing literature. A comprehensive systematic literature review was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, through which 482 papers from various databases were screened, resulting in the selection and in-depth analysis of 18 relevant studies. This rigorous methodology enabled the identification of key themes, antecedents, consequences, and moderating factors associated with the adoption of DRMs. The findings reveal a wide variety of DRMs types, with touchscreen menus emerging as the most prevalent due to their enhanced interactivity and user control. In addition, a theoretical framework is proposed to outline the primary drivers of DRMs adoption, their implications for FBEs and customers, and the moderating factors influencing these outcomes. From a managerial perspective, the study highlights the imperative for FBEs to embrace digitalisation while addressing challenges such as menu responsiveness and data privacy concerns. Furthermore, the study provides valuable insights into the transformative role of DRMs in shaping future dining experiences. This research contributes to the literature by providing a systematic analysis of DRMs adoption and its multifaceted impacts on FBEs and customers. By addressing a critical gap, it enriches the understanding of the evolving function of DRMs within the hospitality industry and reinforces the need for further research to fully comprehend their implications and potential.