Restaurants seeking innovative approaches to engage better and inform diners may find value in integrating augmented reality (AR) into their menus, according to recent research conducted by Washington State University. The study suggests that AR technology offers restaurants a new way to communicate information more effectively while capturing customer interest in an increasingly competitive dining landscape. As consumers become more curious about what they eat and where it comes from, digital tools such as AR are emerging as a promising bridge between transparency and engagement.
Published in the International Journal of Hospitality Management, the research indicates that AR menus can substantially increase customers’ interest in visiting a restaurant and encourage more favourable word-of-mouth compared with traditional printed menus or QR-code alternatives. The findings point to AR’s ability to create richer, more memorable experiences, which in turn influence how customers perceive a restaurant and whether they are likely to recommend it to others. This effect highlights the growing role of experiential technology in shaping modern dining decisions.
Led by Soobin Seo, a professor of hospitality business management at the Carson College of Business, the study explored whether AR could improve the presentation of farm-to-table information. This includes details about ingredient origins, production methods, and sourcing practices. Seo noted that while many consumers want greater transparency about their food, the format in which that information is delivered plays a crucial role. AR, she explained, enables restaurants to present such details in a more vivid, interactive, and engaging manner than static text alone.
To examine how diners respond to different menu formats, the researchers conducted two experimental studies designed to resemble real restaurant environments. In the first study, participants were shown one of three menu types at a simulated local restaurant: a traditional printed menu, a QR-code menu, or an AR menu. The AR version allowed users to view three-dimensional representations of food items on their smartphones and interact with individual ingredients to learn about their origins.
Results from this experiment showed that participants who used AR menus reported a higher intention to visit the restaurant and a greater likelihood of sharing what they learned with others. They also felt more immersed in the experience and believed they gained a better understanding of the food and its sourcing. According to Seo, this sense of immersion encourages closer attention and reinforces the feeling that diners are learning something meaningful, which helps strengthen interest in the restaurant itself.
A second study investigated how AR menus might influence perceptions in chain restaurant settings by comparing consumer responses to brands with differing health reputations, such as Panera Bread and McDonald’s. While AR menus improved perceptions for both brands, the impact was more pronounced for McDonald’s. The technology led to a larger increase in perceived healthiness and intention to visit, suggesting that transparent and interactive information can be particularly powerful when initial expectations are low.
The research also found that the success of AR menus depends partly on how well the technology aligns with a restaurant’s overall brand identity. Strategic fit, Seo emphasised, is important when adopting innovations. Although AR menus are not yet widespread, the technology is becoming more accessible and affordable, even for independent restaurants. Beyond marketing advantages, the study suggests AR could encourage sustainability by motivating transparency in sourcing and strengthening ties with local producers, offering benefits for restaurants, consumers, and communities alike.
More information: Soobin Seo et al, Can Augmented Reality (AR) enhance how restaurants present Farm-to-Table information? The role of cognitive absorption, learning gains, and brand image congruence, International Journal of Hospitality Management. DOI: 10.1016/j.ijhm.2025.104340
Journal information: International Journal of Hospitality Management Provided by Washington State University