Academic ResearchMay 1, 2026International Journal of Hospitality Management

Designing smart menus: A multi-method exploration of AI integration in hospitality guest experience and operations

This study shows that AI-optimized menus can effectively encourage guests to choose more sustainable and healthy food options without reducing satisfaction. For hospitality operators, especially casual dining venues with broad menus, AI can help design menus that nudge guests toward better choices through clear navigation and visual cues. Single-themed AI menus (either sustainable or healthy) are more effective than mixed themes. Emotional engagement enhances sustainable choices, suggesting that combining menu design with atmosphere can boost impact.

Authors

Jiahui Wang , Irem Onder , Yifeng Liang , Muzaffer Uysal

Article content

What the paper studied

This research investigated how artificial intelligence (AI) can be used to optimize menu design in hospitality settings to influence guest food choices and emotional responses. Using theories related to choice architecture and emotional arousal, the study tested AI-enhanced menus with different themes—sustainable, healthy, and mixed—against a baseline menu. The experiment involved 63 participants and measured their food choices, facial muscle activity (EMG) to gauge emotional reactions, and survey responses. Machine learning (Random Forest) was applied to identify which menu design features most strongly predicted sustainable or healthy food selections.

Key findings

AI-optimized menus significantly increased the selection of sustainable and healthy food options compared to the baseline.
Positive emotional responses (measured by EMG) mediated the effect of menu design on sustainable food choices but not on healthy choices.
Single-themed AI menus (either sustainable or healthy) had stronger effects on guest choices than mixed-themed menus.
For sustainability-focused menus, ease of navigation and clear sustainability indicators were the most important features driving sustainable choices.
For health-focused menus, the presence of health icons was the key driver encouraging lower-calorie selections.

Why it matters for hospitality

This study provides empirical evidence that AI can be a powerful tool in service design, specifically in menu development, to promote healthier and more sustainable dining behaviors. For hospitality operators, especially casual dining restaurants with extensive menus and many similar options, AI can help coordinate multiple subtle nudges in the menu layout and content to guide guest choices without compromising satisfaction. Understanding which design elements matter most for different goals (sustainability vs. health) allows for more targeted and effective menu strategies. Additionally, the emotional engagement aspect suggests that combining AI menu design with atmospheric elements like lighting and music could further enhance guest experience and influence.

Practical takeaways

Use AI to create focused, single-theme menus (sustainable or healthy) rather than mixed themes to maximize impact on guest choices.
Prioritize menu navigation ease and clear sustainability indicators to encourage sustainable food selections.
Incorporate salient health icons to promote healthier, lower-calorie choices.
Consider pairing AI-optimized menus with atmospheric enhancements (e.g., warm lighting, soft music) to boost emotional engagement and sustainable choices.
Casual dining operators with broad menus can particularly benefit from AI-driven menu design to systematically nudge guests toward better food choices without reducing satisfaction.
Employ machine learning insights to continuously refine menu features that most influence guest behavior for your specific objectives.

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Service robots can increase inexperienced guests’ willingness to use automated hotel services when interactions feel socially engaging and help guests feel in control. However, the presence of other consumers weakens this benefit. For unstaffed hotels, the practical priorities are clear feedback, understandable steps, personal space, and accessible alternatives when automation cannot resolve a problem.

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