In March, students and faculty from the Faculty of Economics in Osijek participated in a Blended Intensive Programme (BIP) in Cluj-Napoca, Romania, titled Optimizing Restaurant Menu and Layout for Maximum Customer Satisfaction, which brought together participants from several European higher education institutions.
The program focused on exploring ways restaurant menus can be designed to better attract guests and increase their satisfaction. Through a blend of data analysis, consumer behavior, and modern technologies, participants studied how different menu elements influence decision-making when choosing dishes.
Special emphasis was placed on the application of neuroscience tools in user experience research. Participants used GSR sensors, an eye-tracking bar, and facial expression analysis software to monitor guests' emotional reactions to elements such as dish descriptions, prices, and the visual presentation of the menu.
The research focused on two key questions: which elements of food presentation mean the most to guests and how do photographs influence their purchasing decisions. The insights gained demonstrated how much data and analytics can contribute to a higher quality offering and better business decisions in the hospitality industry.
In addition to the Faculty of Economics in Osijek, partners from the Krakow University of Economics and UCLL Leuven, as well as business partner Hubertus New Age, participated in the program.
Participation in such international programs brings valuable experience in working in an international environment, knowledge exchange, and competency development at the intersection of economics, technology, and business practice for EFOS students and teachers.
