Sarcouncil Journal of Applied Sciences Aims & Scope

Abstract: This study explores the intersection of art and science in contemporary menu innovation, focusing on how aesthetic appeal and nutritional value jointly influence consumer perception and restaurant performance. Using a mixed-methods approach involving data from 30 restaurants and 300 consumers, the research quantified aesthetic, nutritional, creative, and behavioral parameters through indices such as the Aesthetic Appeal Index (AAI), Nutritional Value Index (NVI), and Menu Performance Index (MPI). Statistical analyses including correlation, regression, ANOVA, PCA, and Structural Equation Modeling (SEM) revealed that visual design and nutritional balance are both significant predictors of consumer preference and market success. The findings highlight that while aesthetic presentation captures initial attention, nutritional credibility fosters long-term satisfaction and loyalty. The validated Integrated Menu Innovation Model (IMIM) confirms that ingredient innovation and culinary creativity mediate the link between artistic and scientific dimensions, suggesting that harmonizing sensory pleasure with nutritional responsibility is the key to sustainable culinary innovation.