<![CDATA[In the dynamic hospitality industry, consumers continuously seek creative menus and innovative restaurant concepts. TERA All Day Dining Resto at Artotel Suites Bianti Yogyakarta is one of the many dining destinations in Yogyakarta, a city renowned as a favorite destination for both domestic and international tourists. This study analyzes menu creativity, its role in attracting consumer interest, and the factors that support and hinder its implementation at TERA All Day Dining Resto. The study also examines the impact of creative menus on customer satisfaction and consumers' intention to visit the restaurant. A qualitative research method was employed using data collection techniques including interviews, observations, and document analysis. The findings indicate that the implementation of creative menus at TERA All Day Dining aligns with Amabile's theory of creativity. Creativity is reflected in the restaurant's fusion menus, themed events, and seasonal menus. The study also demonstrates that creative menus effectively increase consumer interest, restaurant revenue, and the restaurant's appeal to both existing and new customers. The implementation of creative menus serves not only as a form of culinary innovation but also as an essential component of the restaurant's marketing strategy to enhance its competitiveness.]]>
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