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UNLV Theses, Dissertations, Professional Papers, and Capstones

May 2015

Impact of Menu Designs and Personal Dietary Behaviors on Impact of Menu Designs and Personal Dietary Behaviors on

Young Millennials' Restaurant Menu Choices Young Millennials' Restaurant Menu Choices

Yuan Tian
University of Nevada, Las Vegas, [email protected]

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Part of the Business Administration, Management, and Operations Commons, Marketing Commons,

and the Nutrition Commons

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Menu Choices" (2015). UNLV Theses, Dissertations, Professional Papers, and Capstones. 2437.
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Page 2

IMPACT OF MENU DESIGNS AND PERSONAL DIETARY BEHAVIORS ON

YOUNG MILLENNIALS’ RESTAURANT MENU CHOICES





By





Yuan Tian



Bachelor of Science in Business Administration

Ohio State University

2012





A thesis submitted in partial fulfillment of the requirements for the



Master of Science - Hotel Administration



William F. Harrah College of Hotel Administration

The Graduate College



University of Nevada, Las Vegas

May 2015

Page 72

63

Table 10

Amount of Responses on Twelve Menus

Menu Type n %

Urban Mexican Control Menu 55 11.7

First and Last 53 11.3

Light and Fresh 54 11.5

Sweet Spot 51 10.8

Total 213 45.2

Asian Fusion Control Menu 40 8.5

First and Last 39 8.3

Light and Fresh 37 7.9

Sweet Spot 37 7.9

Total 153 32.5

California Cafe Control Menu 28 5.9

First and Last 23 4.9

Light and Fresh 28 5.9

Sweet Spot 26 5.5

Total 105 22.3



It is shown from Table 10 that the “Urban Mexican” was the most popular

restaurant type among the participants. The “California Café” was the least popular

restaurant type that only 22.3% of participants chose it. Whether or not the sample size

under each restaurant type was large enough to have sufficient statistical power is

discussed later in this chapter. Table 11 shows the cross tabulation between menu type as

independent variable and menu choice as binary dependent variables. Under each

restaurant type, all four menus received similar amount of responses since the menus

were designed in the Qualtrics to be evenly presented to participants. For how many

Page 73

64

participants chose lower-than-600-Calorie items under each menu, Table 11 lists the

cross tabulation between twelve types of menus and food choices.

Table 11

Calorie Choices on Twelve Menus

Restaurant

Type
Menu Type

N

Total

%

< 600

Calories

≥  600

Calories

< 600

Calories

Urban Mexican Control Menu 15 40 55 27.3

First and Last 19 34 53 35.8

Light and Fresh 27 27 54 50.0

Sweet Spot 12 39 51 23.5

Total 73 140 213 34.3

Asian Fusion Control Menu 10 30 40 25

First and Last 15 24 39 38.5

Light and Fresh 10 27 37 27.0

Sweet Spot 15 22 37 40.5

Total 50 103 153 32.7

California Cafe Control Menu 13 15 28 46.4

First and Last 6 17 23 26.1

Light and Fresh 15 13 28 53.5

Sweet Spot 14 12 26 53.8

Total 48 57 105 45.7

Total 171 300 471 36.3



A minimum of ten observations in both positive responses (or 1) and negative

responses (or 0) of binary dependent variables under each independent variable is

recommended to achieve ideal level of statistic power (Peduzzi et al., 1996). It is shown

Page 143

134

Wansink, B., & Love, K. (2014). Slim by design: Menu strategies for promoting high-

margin, healthy foods. International Journal of Hospitality Management, 42, 137-

143.

Weller, K.E., Greene, G.W., Redding, C.A., Paiva, A.L., Lofgren, I., Nash, J.T., &

Kobayashi, H. (2014). Development and validation of green eating behaviors, stage

of change, decisional balance, and self-efficacy scales in college students. Journal

of Nutrition Education and Behavior, 46(5), 324-333.

Wyckoff, D.D., & Sasser, W.E. (1978). The chain-restaurant industry. Lexington, MA:

Lexington Books.

World Health Organization (2015). Obesity and overweight. Retrieved from

http://www.who.int/mediacentre/factsheets/fs311/en/

Yang, S.S. (2012). Eye movements on restaurant menus: A re-visitation on gaze motion

and consumer scanpaths. International Journal of Hospitality Management, 31,

1021-1029.

Yamamoto, J.A., Yamamoto, J.B., Yamamoto, B.E., & Yamamoto, L.G. (2005).

Adolescent fast food and restaurant ordering behavior with and without calorie and

fat content menu information. Journal of Adolescent Health, 37, 397-402.

Young, L.R., & Nestle, M. (2002). The contribution of expanding portion sizes to the US

obesity epidemic. American Journal of Public Health, 92(2), 246-249.

Zwicky, A.D., & Zwicky, A.M. (1980). America’s national dish: The style of restaurant

menus. American Speech, 55(2), 83-92.

Page 144

135

Curriculum Vitae

Yuan Tian

Email: [email protected] Local Address:
Tel: 702-686-1380 1055 E Flamingo Rd, 619, Las Vegas, NV 89119

Academic Background

University of Nevada, Las Vegas Las Vegas, NV
William F. Harrah College of Hotel Administration Aug 2013 – present
Concentrate: MS in Hotel Administration
Ohio State University Columbus, OH
Fisher College of Business Sep 2010 - Jun 2012
Major: Operations Management, BSBA (in Dean’s List)
Degree Conferred Date: Jun 10, 2012 / Cum Laude Honor
Qingdao University Qingdao, China
International College Sep 2008 - Jul 2010
Major: International Economy and Trade (credits were transferred to OSU)
First class scholarship in Spring 2009
Secondary scholarships in Spring 2010 and Autumn 2009

Involvements & Honors

University of Nevada, Las Vegas
Post Presentation in 20th Annual Graduate Education & Graduate Student
Research Conference in Hospitality and Tourism Jan 2015
Guest speaker in UNLV FAB 370 Nutrition in Food Science Class April 2015
Ohio State University
Member of Buckeye Operations Management Society Sep 2011 – Jun 2012
Secretary in International Business Students Association Jan 2011 – Oct 2011
Qingdao University
VP in Public Relations and Alumni Association Sep 2009 – Jul 2010
Honored as ‘Excellent students’ Leader’ In Nov 2009

Skills


Language

English (fluent);
Korean (intermediate);
Mandarin (native);

IT -­‐ Dreamweaver, Flash
-­‐ Microsoft Office
-­‐ SPSS, R
-­‐ Meeting Matrix
-­‐ Opera System, LMS system

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