Kılıç et al., / Journal of Gastronomy, Hospitality and Travel, 6(3) – 2023 1057 ISSN: 2619-9548 Journal homepage: www.joghat.org Received: 15.05.2023 Accepted: 07.09.2023 Journal of Gastronomy, Hospitality and Travel, 2023, 6(3), 1057-1067 Research Article MEASURING THE TENDENCIES OF CUSTOMERS TO USE QR CODE MENU IN RESTAURANTS Binali KILIÇ 1 (orcid.org/ 0000-0001-8345-6617) Ülker CAN 2 (orcid.org/ 0000-0001-8244-5190) Gül Esin DELİPINAR 3 (orcid.org/ 0000-0001-5402-708X) Önder YAYLA 4 (orcid.org/ 0000-0002-7967-1805) İbrahim GÖNEN 5 (orcid.org/ 0000-0002-2645-8138) M. Onur GÜLBAHAR 6 (orcid.org/ 0000-0003-2959-0836) Emel GÖNENÇ GÜLER 7 (orcid.org/ 0000-0002-3214-0206) 1 Balıkesir Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Uluslararası Ticaret ve Lojistik Bölümü, Balıkesir, Türkiye 2 Batman Üniversitesi, Hasankeyf Meslek Yüksekokulu, Otel, Lokanta ve İkram Hizmetlerı̇ Bölümü, Batman, Türkiye 3 Altınbaş Üniversitesi, İşletme Fakültesi, Uluslararası Lojistik Yönetimi Bölümü, İstanbul, Türkiye 4 Osmaniye Korkut Ata Üniversitesi, Kadirli UBF, Gastronomi ve Mutfak Sanatları Bölümü, Osmaniye, Türkiye 5 Nişantaşı Üniversitesi, Sanat ve Tasarım Fakültesi, Gastronomi ve Mutfak Sanatları Bölümü, İstanbul, Türkiye 6 Batman Üniversitesi, Turizm Fakültesi, Turizm İşletmeciliği Bölümü, Batman, Türkiye 7 Trakya Üniversitesi, Uygulamalı Bilimler Fakültesi, Turizm İşletmeciliği Bölümü, Edirne, Türkiye Abstract In the post-COVID-19 outbreak period, the use of QR-coded menus in restaurants has become a necessity due to customers' demands for more hygiene. In this context, it was decided to measure the trend and importance of QR code usage in restaurants, and research was conducted on the subject. Therefore, in order to discover the link between perceived ease of use in restaurants, perceived usefulness and customer's intention to use, we examined whether there are relevant studies in the literature regarding the use of QR- coded menus. When the literature is researched, there is no study was found showing that the Technology Acceptance Method (TAM) model was used for the applicability of QR-coded menus used in restaurants. Therefore, TAM model was used in this study. The scope of the study was created by participating in an online survey of 635 restaurant customers, mostly from the Z generation, in Türkiye. By the help of statistical evaluation of the data, QR-coded menus usage is observed in restaurants. In the end of the study results has shed light on understanding tendency to use QR code. Result indicate that QR code ease of use significantly contributes to perceived usefulness and intention to use. The study was concluded by making suggestions regarding the use of QR- coded menus in restaurants, in order to prevent customers from being victims and to prevent damage to the reliability of the business, in case these menus are used by malicious people. Keywords: Customer Satisfaction, Gastronomy, Marketing, Restaurants, QR Code Menus, Technology Acceptance Model Introduction Today, term Industry 4.0, which means renewing existing industry by taking advantage of digitalization and new technologies, is widely used in the industry (Rojko, 2017). In addition, Industry 4.0 comes to the forefront as a combination of physical and digital technologies (Üstündağ and Cevikcan, 2017). It is considered that the concept of Industry 4.0 has the ability to radically change social life, working life and interpersonal relations (Yıldız and Davutoğlu, 2020: 302). In addition, with Industry 4.0, production can be made quickly and safely today. In this way, it is observed that it is possible for products or services to be long-lasting and of high quality by preventing potential problems in advance and using machine power instead of man power (Şekkeli and Bakan, 2018).  Corresponding author: binali.kilic@balikesir.edu.tr DOİ: 10.33083/joghat.2023.321