AI-powered Menu Marketing: A Case of DoorDash

Abstract

<p align="justify">Visual aids play a crucial role in restaurant sales, with 38% of customers influenced by menu photos. In April 2025, DoorDash launched AI-powered tools to help merchants optimize online menus, including an AI camera for better food photos and an item description generator for enticing menu text. These features, available via DoorDash’s Business Manager App, enhance images and streamline menu updates, boosting sales and saving managers time. However, concerns arise over authenticity, as AI enhancements may create unrealistic expectations. If the actual food quality doesn’t match the polished images and descriptions, customer dissatisfaction and reputational risks may result. <p align="justify">视觉辅助在餐厅销售中起着至关重要的作用，38% 的顾客会受到菜单照片的影响。2025 年 4 月，外卖平台 DoorDash 推出了由人工智能驱动的系列工具，以帮助商家优化在线菜单，其中包括用于拍摄更佳食物照片的“AI 相机”，以及用于创作诱人菜单文案的“单品描述生成器”。商家可通过 DoorDash 的“商务管理应用”（Business Manager App）使用这些功能，从而美化图片并简化菜单更新流程，这不仅能提升销售额，还能为管理人员节省时间。然而，人们也对真实性产生了担忧，因为 AI 的美化修饰可能会引发顾客不切实际的期望。如果实际的食物品质与精致修饰后的图片及文案描述不符，可能会导致顾客不满并带来声誉风险。