Menu maintains its dominant position in restaurant firms, since it is the core of food and beverage operations. Specifically, menu is an instructor that clearly dictates $($i$)$ what will be produced, $($ii$)$ what type of equipment and ingredients are needed, and $($iii$)$ which qualifications employees should have. Menu also functions as a communicating and selling tool $($Kincaid and Corsun, $2003).$ More specifically, it communicates not only the food and beverage offerings, but also the image of the firm. Furthermore, menu is a base on which the customers make their food choices and a well designed menu can direct customers' attention to the items the firm wants to sell more $($Antun and Gustafson, $2005).$The critical qualifications attributed to menu describe its importance to restaurant operations and customer experiences. In fact, in contemporary understandings of menu, it has material and immaterial meanings. Materially, menu is a list or a card which documents the food and beverage options being offered by a restaurant. Immaterial meanings of menu highlight that it is a medium that affects customers' perceptions of restaurant experience $($Wansink et al$.,2005),$ and it is also an element of restaurant management that requires conducting critical managerial activities such as planning, pricing, designing and analyzing $($Jones and Mifli, $2001).$ It also differs from the main product of a restaurant. Prior research $($Johns and Kivela, $2001,$ Gustafsson, $2004,$ Hansen et al$.,2005)$ claim that the primary product of restaurants is meal experience and it is constituted by many components such as food and beverages, atmosphere, social factors and management. What customers receive from consumption in restaurants is their memories and overall perceptions of meal experience, and menu is part of that experience and has associations with customers' perceptions. Consequently, menu cannot be considered as the overall product of a restaurant but it is an important component complementing atmosphere, interactions with servers and other customers, and managerial systems which are jointly available in a restaurant where a good, memorable meal experience is the main product.