EVERETT, Wash. - Restaurants looking for new ways to engage and inform customers may benefit from incorporating augmented reality (AR) technology into their menus, according to new research from Washington State University.
The study, published in the International Journal of Hospitality Management, finds that AR menus can significantly increase customers' interest in visiting a restaurant and may result in more positive word-of-mouth marketing, when compared to printed or QR-code menus.
Led by Soobin Seo, professor of hospitality business management at the Carson College of Business, the research examined whether AR could enhance how restaurants present farm-to-table information - details about where ingredients are sourced and how food is produced.
"Consumers increasingly want transparency about where their food comes from, but the way that information is presented really matters," Seo said. "Augmented reality allows restaurants to share that information in a more vivid, interactive and engaging way."
The research included two experimental studies designed to reflect how diners encounter menus in real restaurant settings. In the first study, participants viewed one of three menu formats at a simulated local restaurant: a traditional printed menu, a QR-code menu, or an AR menu. The AR menu allowed users to see a three-dimensional food item through their smartphone and tap individual ingredients to learn where they were sourced.
Participants in the study indicated higher intention to visit a restaurant after viewing the menus using AR, and a greater likelihood of sharing the information with others - compared to when they viewed standard menu formats. Participants also reported feeling more immersed in the experience and believed they learned more about the food and where it comes from.
"These immersive experiences help people pay closer attention and feel like they're actually learning something," Seo said. "That combination appears to drive stronger interest in the restaurant itself."
A second study explored how AR menus might work in chain restaurant settings comparing Panera Bread and McDonald's, where brand perceptions vary widely. Researchers compared consumer responses to AR-based farm-to-table information presented by brands with healthier reputations (e.g. Panera Bread) and those typically viewed as less healthy (e.g. McDonald's).
While AR menus improved perceptions across both brands, McDonald's experienced a larger increase in perceived healthiness and visit intentions than Panera Bread.
"When expectations are low, transparent and interactive information can have an outsized impact," Seo said. "For brands that aren't typically associated with farm-to-table practices such as fast-food restaurant chain brands, AR disclosures may help offset negative perceptions."
The study also found that the effectiveness of AR menus is somewhat influenced by how well the technology aligned with a restaurant's overall brand image, highlighting the importance of "strategic fit" when adopting new technologies, said Seo.
This isn't just about being flashy. It's about providing meaningful information in a way that feels engaging and responsible.
Soobin Seo, associate professor
Washington State University
Although AR menus are still relatively uncommon in the restaurant industry, Seo said the technology is becoming more accessible and feasible, even for independently owned restaurants.
"There are already low-cost tools restaurants can use to experiment with augmented reality," she said. "This isn't just about being flashy. It's about providing meaningful information in a way that feels engaging and responsible."
Beyond marketing benefits, the researchers suggest AR menus could encourage more sustainable practices by motivating restaurants to be more transparent about sourcing and to strengthen relationships with local producers.
"This is a potential win for restaurants, consumers and communities," Seo said. "It shows how emerging technology can support sustainability while also enhancing the dining experience."
In addition to Seo, co-authors include Jiyoon (Jennifer) Han, assistant professor of hospitality and tourism management at the Isenberg School of Management at the University of Massachusetts Amherst, and Elizabeth Howlett, professor of marketing at WSU. The research builds on Han's doctoral work at WSU, where she completed her PhD under Seo's guidance.
