<![CDATA[Purpose: This study examines the effect of digital menu complexity, measured by the number of menu items, on consumer ratings and review volume on Online Food Delivery (OFD) platforms in Indonesia, with particular attention to choice overload.Research Methodology: A quantitative explanatory design was employed using secondary outlet-level data collected through automated web scraping with Python from 300 noodle outlets in South and West Jakarta. Linear regression examined direct effects, while quadratic regression tested the non-linear relationship between menu complexity and ratings.Results: Menu complexity was negatively associated with ratings but positively associated with review volume, indicating a visibility–reputation trade-off. An inverted U-shaped relationship showed that consumer satisfaction was highest at approximately 25–35 menu items before declining at higher complexity levels.Conclusions: Greater menu variety may increase visibility and engagement, but excessive complexity can reduce consumer satisfaction through choice overload and decision fatigue.Limitations: The study focuses on one culinary category and one urban context, relies on observational platform data, and does not directly measure psychological mechanisms.Contribution: This study extends choice overload and cognitive load perspectives by linking them with digital choice architecture and platform-mediated consumer decision-making. It shows that menu complexity can simultaneously create cognitive burden and enhance digital visibility, providing practical insights for MSMEs and OFD platforms.]]>
