Özet:

Menu cards are considered as an instrument that can contribute to the image of a food and beverage facility, can affect the customer preferences of food and beverages and raise the sales as well as it gives information about the food that is serviced by the facility. In this study, the impressionability of customers from attributes of menu cards in their food and beverage preferences is evaluated. According to study results that were carried out with 385 customers who selected their meals by using the facilities’ menu cards, customers were affected mostly by the content of menu cards and at least by the physical attributes of menu cards. In terms of gender, women are influenced more by visual perception and clarity factors, males are influenced more by diversity factor. In addition to these, in terms of demographic characteristics, impressionability of the customers from attributes of menu cards in their food and beverage preferences changes at varying rates

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