This study investigates the reasons why restaurant managers in the Antalya region, a Mediterranean tourist hub, reverted to traditional print menus after initially transitioning to QR-code menus due to the COVID-19 pandemic. Restaurant menus are essential tools for directing customers' attention to profitable food services and are part of the restaurant's atmosphere, which impacts perceived quality. While technology has been used to enhance the restaurant atmosphere and increase revenues, the pandemic accelerated the adoption of digital menus, which were seen as more sanitary. However, some restaurants decided to revert to traditional print menus despite their cost, environmental impact, and unsanitary nature. The study uses a comparative case study design and qualitative methods to identify the motivators and barriers to the use of digital menus in the food and beverage industry and inform policymakers and decision-makers on possible approaches to environmentally friendly, healthy, and cost-effective solutions.