A seat at the table: Designing menus that signal inclusion

Despite representing a substantial market segment, customers with dietary restrictions are often overlooked in hospitality spaces and research. This study addresses that gap by applying an inclusive design framework to examine how restaurant menus can better meet their needs. Across three sequential inquiries, this research embraces inclusive design principles by first collecting consumer feedback through semi-structured interviews to identify menu design elements that signal inclusivity. Second, using this feedback, a conjoint analysis is conducted to rank the identified attributes in order of importance. Third, the study empirically tests the identified elements to assess how inclusive cues influence emotional and attitudinal responses, ultimately shaping customers’ behavioral intentions. The findings shed light on the importance of inclusive considerations in menu design and their impact on consumer behavior within the hospitality and tourism industry.