Menu item popularity: A quantitative examination of customer preferences in restaurants

Abstract

This study examined customer preferences regarding menu item popularity in selected restaurants along Lopez Jaena Street, Jaro, Iloilo City. Understanding these preferences is essential for restaurant success, as factors such as food quality, service quality, atmosphere, and price influence customer satisfaction and business performance. A quantitative descriptive research design was employed, using a one-shot survey method. The participants included customers aged 18 to 59 years old dining in four selected restaurants. Quota sampling ensured a representative number of respondents per restaurant. Data were collected through a validated questionnaire structured with a five-point Likert scale to assess key preference factors. The data-gathering process involved distributing questionnaires to diners while ensuring ethical considerations such as informed consent and confidentiality. Data were processed and analyzed using SPSS, applying descriptive statistics (frequency, mean, and standard deviation) and inferential tests (ANOVA and t-tests) to determine significant differences based on demographics. Findings indicated that food quality was the most influential factor in customer preferences, followed by service quality, atmosphere, and price. Significant differences were observed across age, sex, marital status, educational attainment, income level, and visit frequency. The study concludes that understanding these factors helps restaurants tailor their offerings, enhance customer satisfaction, and contribute to sustainable business growth.