Cultivating customer perceptions of food preparation transparency: a comprehensive investigation into restaurant branding

Purpose This study examines the growing trend of open kitchens in the restaurant industry and their impact on building restaurant credibility. With increasing customer demand for transparency in food preparation, this research explores how witnessing the cooking process can influence trust, loyalty and positive word-of-mouth (WOM) promotion, both offline and on social media. Design/methodology/approach This study surveyed 702 respondents who dined in restaurants with open kitchens. Data were collected to analyze customer perceptions of transparency, trust and the likelihood of sharing dining experiences on social media. This study investigates the correlation between these factors and overall brand credibility. Findings The results show that open kitchens enhance customers’ trust in restaurants, strengthening both brand reputation and loyalty. Transparency in food preparation not only increases customer satisfaction but also encourages diners to promote restaurants through WOM and social media engagement, leading to repeat visits. Originality/value This study highlights the critical role of transparency in the dining experience as a means of strengthening brand credibility. This adds to the existing literature by emphasizing the importance of open kitchens in fostering customer trust, loyalty and active social media promotion, offering insights for restaurant operators to leverage transparency as a competitive advantage.