Healthy Menu Variety and Visit Intention in Urban Leisure Dining: Evidence from SaladStop! Cilandak Townsquare Jakarta

Abstract

Purpose of the study — This study aims to examine the effect of perceived healthy food menu variety on consumers’ visit intention at SaladStop! Cilandak Townsquare, South Jakarta, as an urban healthy leisure-dining outlet.

Research Methodology — This study used a quantitative explanatory design with a cross-sectional questionnaire survey. The research object was SaladStop! Cilandak Townsquare. Data were collected from 96 respondents aged 17 years and above who had visited or purchased directly from the outlet. The sample size was determined using the Lemeshow formula for an unknown population, and respondents were selected through accidental sampling. The instrument used a five-point Likert scale. Data were coded using Microsoft Excel and analyzed using IBM SPSS Statistics version 26 through descriptive statistics, validity testing, reliability testing, normality testing, Pearson correlation, coefficient of determination, and simple linear regression.

Result— The findings show that respondents perceived SaladStop!’s healthy food menu variety positively, with an overall mean score of 4.39. Visit intention also received a high mean score of 4.25. The regression result indicates that healthy food menu variety has a positive and significant effect on visit intention, with B = 0.831, β = 0.766, t = 11.552, and p < 0.001. The coefficient of determination shows that healthy food menu variety explains 58.7% of the variance in visit intention.

Conclusion— Healthy food menu variety is an important driver of consumers’ intention to visit an urban healthy dining outlet. The finding suggests that restaurants offering health-oriented menus should strengthen menu diversity, dietary suitability, nutritional transparency, and customization to increase direct customer engagement. The study also indicates that healthy menu innovation can support consumer wellness-oriented dining behavior in the hospitality and leisure sector.

Limitations— This study was limited to one SaladStop! outlet in South Jakarta, used a non-probability sampling technique, and examined only one independent variable. The cross-sectional design also limits the ability to observe changes in actual visit behavior over time.

Contribution— This study contributes to hospitality management, leisure dining research, healthy foodservice marketing, restaurant innovation, and sustainable consumption studies by explaining how healthy menu variety influences visit intention in an urban fast-casual restaurant setting.