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@article{195418,
        author = {Ria Bhutkar and Shreyas Pillai},
        title = {The impact of experiential dining on customer' willingness to pay.},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {212-220},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195418},
        abstract = {The hospitality industry has experienced major changes because experiential dining has become an essential element for restaurants to use in their battle against other restaurants. The study investigates how narrative-driven dining experiences affect customer WTP because menu storytelling functions as a psychological and commercial instrument in dining establishments. The molecular gastronomy movement from the late 1990s established menu storytelling, which researchers later developed through gastrophysics research. The elements lead consumers to stop evaluating prices through practical assessment and instead approach their purchasing decision as an indulgent experience, which allows them to pay more. The study uses existing academic literature and real-world case studies, which include Fork n' Films and The Sunset Cinema Club, and primary survey data based on different age groups to show how immersive dining experiences lead to increased WTP. The survey results showed that 60.9% of respondents would pay more when they learned about a dish's origin, while 52.2% would pay extra for food that matched the restaurant's theme. The research paper shows that narrative integrity must remain intact because any story elements that do not match the dining experience will undermine consumer trust while damaging brand equity. The research demonstrates that storytelling functions as a central element for value creation in today's food and beverage industry instead of acting merely as an extra marketing tool.},
        keywords = {Experience, Dining, Menu, Storytelling, Culinary, Gastronomy.},
        month = {April},
        }