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@article{178110,
        author = {Arun A and HM Moyeenudin and B Karthikeyan},
        title = {The Influence of Food Presentation and Photography on Restaurant Sales and Customer Preferences},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {3766-3771},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=178110},
        abstract = {The presentation of food and its portrayal through photography have become powerful tools influencing customer behavior in the restaurant industry. This study explores the impact of food presentation, social media marketing, and digital menus on customer preferences and restaurant sales. Using a mixed-method approach, data were collected from 275 diners across various restaurant formats through structured questionnaires and observational analysis. Results reveal that visually appealing dishes and professionally styled food photographs significantly affect customers' dining decisions and perceived value. Social media platforms, particularly Instagram and Facebook, emerged as influential channels for promoting menu items and driving revenue. Digital menus with high-quality images enhanced user engagement and increased upselling opportunities. The study emphasizes the strategic importance of visual appeal in the food and beverage sector, recommending restaurants adopt consistent visual branding and leverage digital platforms to attract and retain customers. These findings contribute valuable insights for hospitality marketers and restaurateurs seeking to enhance customer experience and boost profitability.},
        keywords = {Food Photography, Food Presentation, Restaurant Marketing, Social Media Marketing, Visual Appeal},
        month = {May},
        }