Customer Responses for Menu-Less Restaurants under Information Asymmetry

Abstract

Menu-less (or tasting menu, Omakase) restaurants deliberately attempt to create an atmosphere of information asymmetry. This study explores this concept, identifying what factors make customers willing to forgo product information, whether hiding information can create curiosity about food, and what alternative signals can be used to gain customers' trust. We found that information asymmetry can positively affect food curiosity, which in turn positively affects service quality. That is, food curiosity mediates the relationship between information asymmetry and service quality. Therefore, freshness, customization, and innovation appeared to be essential determinants for menu-less restaurants to operate well. In our analysis of online reviews, we synthesized quantitative and qualitative approaches, and the results serve as a reference for the management of menu-less restaurants.