A creative-mix or variety-mix fusion experience? Examining marketing strategies for ethnic fusion restaurants

Abstract

Abstract According to the National Restaurant Association, ethnic fusion cuisine is identified as a top food trend for the next decade. To that end, it is important for hospitality researchers and practitioners to understand consumer behavior in this fast-growing sector and derive appropriate marketing strategies for fusion restaurant brands. The present research examines the joint effects of fusion type (creative-mix vs. variety-mix), restaurant price tier (high vs. low), and cuisine compatibility (high vs. low) on consumers’ judgments and decision-making processes. The results show that ethnic fusion restaurants in the higher-price tier will generate higher levels of perceived chef expertise and visit intention through the creative-mix strategy, regardless of cuisine compatibility. However, ethnic fusion restaurants in the lower-price tier will generate higher levels of perceived chef expertise and visit intention through the variety-mix strategy only when cuisine compatibility is high. Implications for marketing ethnic fusion restaurants are discussed.