AR Menus Could Boost Restaurant Patronage

New research finds augmented reality menus can increase customer interest and positive word-of-mouth

Published on Feb. 23, 2026

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A study from Washington State University found that restaurants incorporating augmented reality (AR) technology into their menus can significantly increase customers' interest in visiting the restaurant and result in more positive word-of-mouth marketing, compared to traditional printed or QR-code menus. The research examined how AR menus can enhance the presentation of farm-to-table information, allowing restaurants to share details about ingredient sourcing and food production in a more vivid, interactive, and engaging way.

Why it matters

As consumers increasingly demand transparency about where their food comes from, AR menus provide restaurants with a new way to share that information and potentially offset negative perceptions, especially for brands not typically associated with farm-to-table practices. The study suggests AR menus could also encourage more sustainable restaurant practices by motivating greater transparency around sourcing.

The details

The research included two experimental studies that compared customer responses to traditional printed menus, QR-code menus, and AR menus at simulated local and chain restaurant settings. Participants indicated higher intention to visit a restaurant and greater likelihood of sharing information after viewing the AR menus, which allowed them to see 3D food items and tap on individual ingredients to learn about sourcing. The study also found that while AR menus improved perceptions across both healthy and less healthy restaurant brands, the impact was greater for the less healthy brand, as the transparent and interactive information helped offset negative expectations.

  • The study was published in the International Journal of Hospitality Management in 2026.

The players

Soobin Seo

Professor of hospitality business management at the Carson College of Business, Washington State University.

Jiyoon (Jennifer) Han

Assistant professor of hospitality and tourism management at the Isenberg School of Management, University of Massachusetts Amherst.

Elizabeth Howlett

Professor of marketing at Washington State University.

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What they’re saying

“Consumers increasingly want transparency about where their food comes from, but the way that information is presented really matters. Augmented reality allows restaurants to share that information in a more vivid, interactive and engaging way.”

— Soobin Seo, Associate professor of hospitality business management (Mirage News)

“These immersive experiences help people pay closer attention and feel like they're actually learning something. That combination appears to drive stronger interest in the restaurant itself.”

— Soobin Seo, Associate professor of hospitality business management (Mirage News)

“When expectations are low, transparent and interactive information can have an outsized impact. For brands that aren't typically associated with farm-to-table practices such as fast-food restaurant chain brands, AR disclosures may help offset negative perceptions.”

— Soobin Seo, Associate professor of hospitality business management (Mirage News)

“This isn't just about being flashy. It's about providing meaningful information in a way that feels engaging and responsible.”

— Soobin Seo, Associate professor of hospitality business management (Mirage News)

What’s next

The researchers suggest restaurants could experiment with low-cost AR menu tools to enhance the dining experience and encourage more sustainable sourcing practices.

The takeaway

This study demonstrates how emerging augmented reality technology can not only boost customer interest and positive word-of-mouth for restaurants, but also support sustainability by motivating greater transparency around food sourcing and production.