Özet:

Abstract Recently, as technology has gained importance in every field, food and beverage businesses have started to use technology-based smart applications to enrich the consumer experience. Consumers demand new technological applications in food and beverage businesses due to factors such as having different experiences, discovering new things and fast service. This study aims to reveal the advantages and disadvantages of digital menu applications based on the experiences of restaurant consumers. Qualitative research methods were used in the study. The qualitative research design of this study is the phenomenology design. In the study, easily accessible situation sampling, one of the purposeful sampling methods, was used in sample selection, and face-to-face interviews were conducted with 12 consumers who had experience in using digital menus. The data obtained was analyzed descriptively. As a result of the study, it was seen that digital menu applications in restaurants are demanded by consumers. Advantages of digital menu; It offers visual appeal, offers fast ordering, is modern, hygienic and provides ease of decision-making. The disadvantages of the digital menu are the problem of loading the menu, difficulty of use in older ages, difficulties in scanning the QR code and the inability to communicate with the waiter. In addition to contributing to the literature on digital menus, this study also offers suggestions that will provide a competitive advantage to food and beverage businesses.

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