Restaurant Market Research Articles

Women empowerment in restaurants: effects of femvertising, purplewashing and feminist identity on consumers’ willingness to pay a premium

Purpose Despite the increasing popularity of women-owned businesses in the marketplace, relatively few studies in the hospitality literature have focused on these businesses. Hence, this study aims to examine the impact of femvertising and purplewashing on consumers’ willingness to pay a premium at women-owned restaurants, as well as the role of feminist self-identification and psychological closeness underlying these associated effects. The study aims to provide insights into women-owned restaurant marketing strategies and to highlight the importance of authentic brand activism in consumer behavior in the restaurant industry. Design/methodology/approach Building on Construal Level Theory, this paper conducts two online experiments with 486 US participants who have dined at or ordered takeout from a restaurant. The studies aim to investigate consumers’ opinions about brand activism strategies (i.e. femvertising and purplewashing) in restaurants. Findings The results of two experimental studies indicate that a femvertising strategy increases consumers’ willingness to pay a premium for a women-owned restaurant compared to a non-women-owned restaurant. Moreover, consumers who identify more strongly as feminists are more likely to pay more for women-owned restaurants when purplewashing is absent (vs present). Additionally, psychological closeness serves as an underlying mechanism that explains these effects. Practical implications This study provides clear and actionable recommendations to help business stakeholders, owners and managers to market and advertise women-owned restaurants. For example, women-owned restaurant practitioners should feature women empowerment messaging in their advertisements to attract more consumers. However, they should avoid using purplewashing and other inauthentic brand activism practices in advertisements. Originality/value This research contributes to the hospitality literature on women entrepreneurship by exploring the effective marketing strategies of women-owned restaurants and investigating how to advertise women-owned businesses in the hospitality field. To the best of the authors’ knowledge, it is also the very first study to explore the role of femvertising and purplewashing in consumers’ food-related decision-making.

НАПРЯМИ ОНОВЛЕННЯ ІНСТРУМЕНТІВ МАРКЕТИНГУ РЕСТОРАННИХ ЗАКЛАДІВ З УРАХУВАННЯМ СВІТОВИХ ТА НАЦІОНАЛЬНИХ ТЕНДЕНЦІЙ РОЗВИТКУ

The influence of macroeconomic factors such as war, labor shortages, inflation, rising energy prices and shortages, and work schedule restrictions, coupled with high competition in the restaurant market, declining revenues due to customer redistribution, and the need to follow global gastronomic trends, present challenges for all market participants. These factors require them to quickly adapt their marketing tools to changes in the marketing environment. The purpose of this article is to explore the features of restaurant marketing in terms of developing its tools and technologies in line with current market trends and the development tendencies of the national and global restaurant business. The object of the study is the marketing activities and tools used by restaurant establishments. Methods employed in the research include desk analysis and case study methods, as well as methods of analysis, synthesis, logical generalization, and the generalization of national and global experiences. The research hypothesis suggests that domestic restaurant establishments must update their marketing tools due to the significant impact of global trends in gastronomy, technology, and consumer behavior on the Ukrainian restaurant market. Main Content. The marketing activities of restaurant establishments are aimed at creating unique offerings, expanding the formats of establishments, enhancing the prestige of personnel, and developing customer experience. Special attention is given to branding, the role of the chef, new formats of establishments, and their concepts, which define competitiveness and demonstrate the potential for meeting the growing needs of modern consumers. The authors analyze the impact of marketing strategies on customer retention, emphasizing the importance of focusing on consumer value and maintaining continuous feedback with clients. The article also highlights that modern restaurateurs must adapt to digital marketing tools, social and ethical marketing, and new concepts that form a unique restaurant product. The authors note the integration of the Ukrainian restaurant market with global gastronomic trends, while stressing the importance of considering national peculiarities. Popular concepts, such as eco-responsibility, healthy eating, plant-based food, local and organic products, new customer interaction methods, innovative service formats, and others, are discussed. Originality and Practical Significance of the Study. Through a detailed analysis of current trends and the specifics of restaurant marketing, the article offers practical recommendations for restaurateurs on adapting marketing tools to a changing market environment. Conclusions and further research.. The marketing activities of restaurant establishments should focus on social-ethical and partnership concepts, which will help build long-term, mutually beneficial relationships with customers and partners, foster trust-based loyalty, and ensure stable growth in the post-war period. Given changes in consumer preferences, the importance of sustainable development, and social responsibility, it is advisable for restaurants to adapt their strategies to meet new customer expectations. The development of innovative marketing strategies and the implementation of new marketing tools are critical for building long-term relationships between restaurant establishments and their clients and partners in a rapidly changing market environment, high competition, and social uncertainty. The findings of this study may serve as a basis for future academic developments in marketing and management practices in the restaurant business.

Features of the restaurant market and consumer behavior in the Moscow restaurant business segment: study results

The article presents a comprehensive study results aimed at identifying peculiarities of the restaurant market and consumer behavior in the Moscow restaurant business segment. Within the framework of the research three stages have been realized. At the first stage the Moscow restaurant market macroenvironment has been analyzed to identify external factors of influence on modern restaurant business. The external factors of positive and negative impact on the restaurant industry development have been structured and described. At the second stage to identify the main trends of the Moscow restaurant market the method of content analysis of the Moscow restaurant business establishments sites with high rating indicators based on the Yandex neural network data was used. The main trends of the Moscow restaurant market are: restaurants’ focus on preparing healthy food and vegetarian cuisine; use of farm products and local ingredients in prepared dishes; technological innovations implementation that simplify consumer experience; focus on the principles of sustainable development and environmental friendliness in the business model; restaurant formats variety. At the third stage of the study, a survey has been conducted among visitors to Moscow restaurants and cafes to identify consumer behavior. The identified consumer practices in the restaurant market indicate, on the one hand, active involvement of the audience in visiting Moscow restaurants, cafes, and bars, and on the other hand, the use of restaurant meal delivery services via restaurant websites or mobile applications. The dominant influence of rational factors in consumers’ choice of a restaurant to visit and changes in the consumer motivation structure when visiting restaurants and cafes have been revealed.

Оценка привлекательности ресторанных рынков регионов Сибирского федерального округа

Many restaurant companies turn to territorial expansion to restore and develop the restaurant market after COVID-19 restrictions and disruptions in logistics. As a result, they need to select territories with the greatest business development prospects. As a rule, they choose geographical markets for expansion based on attractiveness assessments and market ratings provided by various research companies and institutes. However, these reports often lack rating attractiveness assessments for separate regions and the domestic restaurant market as a whole. Moreover, a review of scientific publications revealed no standard approach to market parameters in this sphere. The authors employed three different methods to assess the attractiveness of restaurant markets in the regions of the Siberian Federal District. Each method included single-factor or multi-factor parameters that determined the state of the restaurant market at a static moment in time. The methods were based on objective statistical data, which provided a fairly high degree of reliability. The comprehensive diagnosis yielded an attractiveness rating for various regions of the Siberian Federal District and their territorial expansion prospects for restaurant companies. The Krasnoyarsk Region demonstrated the best results byall methods. The republics of Khakassia, Tyva, and Altai appeared to be the least attractive areas for restaurant business expansion. The remaining six regions of Novosibirsk, Altai, Kemerovo, Irkutsk, Omsk, and Tomsk occupied the middle ranking.

Antecedents and consequences of the creative food tourism experience: Brand equity insights

This study introduces the creative food tourism experience (CFTE) idea to the fine-dining restaurant market, thereby broadening the understanding of food tourism. It examines the CFTE triggers and possible outcomes and also investigates the role of brand equity. It also incorporates staff cohesion as a personal environmental component and ties the balance theory to the brand experience theory by examining brand equity as a distinct outcome of CFTE. The results of a study conducted on 574 food tourists in authentic Egyptian fine dining establishments show that sensory and personal environment elements have a large and favourable impact on consumers’ CFTE, with restaurant atmosphere having the greatest influence. The results suggest that CFTE influences brand awareness, brand image, and perceived quality. Remarkably, brand trust moderates the relationship between perceived quality and brand loyalty but not the one between brand awareness, brand image, and brand loyalty. The study provided a significant contribution to restaurateurs.

Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.

Administration Strategies – A Competitiveness Factor in the Traditional Restaurant Market in Romania

Administration Strategies – A Competitiveness Factor in the Traditional Restaurant Market in Romania

Islamic Business Ethics in Restaurant Marketing Strategy

Islamic Business Ethics in Restaurant Marketing Strategy

Main aspects of sustainable development of the hotel and restaurant business and tourism

Introduction. The integration of tourism and the hotel and restaurant business has being contributed to increasing the level of efficiency of management and operation, optimization of resource costs, and improvement of the level of efficiency of greening. Sustainable management is designed to address the environmental challenges faced by two of the world's fastest growing industries: hospitality and tourism. The purpose of the paper is to study the main areas of development of the hotel and restaurant business and tourism in the context of sustainable development, which involves the study of modern trends, problems and opportunities that affect the effectiveness of the functioning of these industries. Results. The paper has considered the main aspects of the development of the field of hospitality, which allows us to reveal the potential of its development and improvement. The dynamics of international incomes for 2005-2023, the level of income of the travel and tourism market in Europe from 2018 with its forecast until 2028 were studied. It was established that what is happening is: restoration of consumer confidence in travel; growth in the number of incomes in all regions of the world; the main tourist destination is Europe. It is predicted that income in all segments of the tourism market will increase significantly, so the hotel and restaurant market will also undergo stable development. It is noted that despite the recovery, the level of income remains lower than before the pandemic (with the exception of the Middle East). It has been established that the key trends that determine the new reality of the hospitality sector are: digital transformation; emphasis on food safety; expansion of gastronomic experience; flexibility and personalization; environmentalization; stability and experience. Conclusion. The conclusions have emphasized that the above-mentioned key trends have great potential for further development and improvement, contributing to increasing the level of service quality and meeting the needs of consumers of the hotel, restaurant and tourism business. As prospects for further research in this direction, the issue of improving technologies, which will contribute to the formation of sustainable and ecologically conscious consumption of resources, has been identified.

Development and testing of two tools to assess point-of-sale food and beverage marketing to children in restaurants.

To describe the development and testing of two assessment tools designed to assess exterior (including drive-thru) and interior food and beverage marketing in restaurants with a focus on marketing to children and teens. A scoping review on restaurant marketing to children was undertaken, followed by expert and government consultations to produce a draft assessment tool. The draft tool was mounted online and further refined into two separate tools: the Canadian Marketing Assessment Tool for Restaurants (CMAT-R) and the CMAT-Photo Coding Tool (CMAT-PCT). The tools were tested to assess inter-rater reliability using Cohen's Kappa and per cent agreement for dichotomous variables, and intra-class correlation coefficients (ICCs) for continuous or rank-order variables. Waterloo, Ontario, Canada. Restaurants of all types were assessed using the CMAT-R (n 57), and thirty randomly selected photos were coded using the CMAT-PCT. The CMAT-R collected data on general promotions and restaurant features, drive-thru features, the children's menu and the dollar/value menu. The CMAT-PCT collected data on advertisement features, features considered appealing to children and teens, and characters. The inter-rater reliability of the CMAT-R tool was strong (mean per cent agreement was 92·4 %, mean Cohen's κ = 0·82 for all dichotomous variables and mean ICC = 0·961 for continuous/count variables). The mean per cent agreement for the CMAT-PCT across items was 97·3 %, and mean Cohen's κ across items was 0·91, indicating very strong inter-rater reliability. The tools assess restaurant food and beverage marketing. Both showed high inter-rater reliability and can be adapted to better suit other contexts.

Building relationships on Instagram: Enhancing customer engagement and visit intentions in restaurant

The study examines how Instagram interactions impact customer response in the restaurant context using the Stimulus-Organism-Response (SOR) framework. It explores how interactions on Instagram influence customers' intention to visit a restaurant, online engagement (OEG), and customer involvement (CI). The study highlights the significance of Instagram as a platform for effective interaction and relationship-building with customers, emphasizing its role in the hospitality industry. The study focuses on restaurant pages on Instagram, utilizing structural equation modeling to analyze data from a sample of 242 Instagram users in Turkey who are restaurant customers. The findings reveal that social media (SM) interactions are positively and significantly related to OEG, CI, and visit intention (VI). Furthermore, the results suggest that OEG and CI mediate the relationship between social media interactions (SMI) and VI, supporting the hypotheses concerning the indirect relationships between these variables. This research contributes to understanding SM dynamics and provides insights for restaurant marketers to enhance customer engagement and drive business growth.

Efektivitas Penggunaan Media Sosial dalam Pemasaran Restoran: A Literature Review

Social networking sites (SNS) have penetrated the daily lives of many people, with an estimated more than 4 billion SNS users in 2021. Currently, many restaurants use social media as a promotional tool. Many customers share their dining experiences and interact with other customers on social media. It is important for restaurant management to pay attention to the quality, message argumentation, and aesthetics of the uploaded content in order to create an emotional connection between customers and the restaurant. In order to create an effective social media strategy, it is necessary to identify and determine the platforms that suit your restaurant. This research was carried out using a qualitative approach and a literature review method for articles published in 2019 - 2023. Sources of research articles regarding the use of social media marketing in the restaurant industry were obtained by searching using the keyword "social media" combined with the keywords "restaurant" and " marketing” or “restaurant marketing” via the Remote Lib UI search database. A total of 5 articles were selected for systematic review. The results found that the types of platforms most frequently used were Facebook, Instagram, and Twitter. The use of social media is positively related to restaurant performance in the areas of finance, marketing and operations. Customers use social media to interact and voice their opinions regarding restaurant services through photos and reviews because this content is considered more objective and credible compared to information produced by restaurant owners.

THE FUTURE OF RESTAURANT BUSINESS IN UKRAINE: TRENDS AND MARKET DEVELOPMENT OPPORTUNITIES

The article identifies the challenges faced by the Ukrainian restaurant industry amidst the difficult economic crises, the COVID-19 pandemic, and the ongoing conflict. Market dynamics, consumer preferences, and market trends are analyzed, emphasizing the resilience and adaptability demonstrated by restaurateurs. The author underlines the growing need for adaptive strategies to overcome unprecedented challenges, providing insights into market shifts, changing consumer behavior, and strategies used by businesses to survive and grow. In addition, the article examines the impact of the war on the industry, focusing on the analysis of statistics on the closure and opening of new establishments, and exploring the geographical differences in the restaurant market. The article highlights the role of restaurant business enterprises in supporting society, their resilience and efforts to continue operations despite the adversity. The research aims to guide restaurateurs by offering vital recommendations and insights for the industry's revival and long-term sustainability.

Assigning credit and blame: How delivery services affect restaurant EWOM

Understanding why and how consumers disseminate electronic word of mouth (EWOM) is an essential part of restaurant marketing. However, while much has been discussed in the hospitality literature regarding the importance of EWOM in dine-in contexts, very little research has been conducted about the drivers of EWOM in response to restaurant experiences facilitated by delivery service providers. This research seeks to fill this gap in the literature in response to the contemporary rise of online food delivery (OFD) services. From the perspective of attribution theory, this research seeks to determine how consumers assign credit and blame to the three different entities involved in the OFD process: the app/website through which the food order is placed, the driver/independent contractor that delivers the food, and the restaurant that prepares the food. The results of a quantitative analysis indicate that credit (blame) for positive (negative) OFD experiences is asymmetrically attributed across these entities.

Promotion of food culture based on gastronomic tourism technologies on the example of the Republic of Sakha (Yakutia)

The article deals with the development of gastronomic tourism as one of the important areas of tourism. The subject of the study is the food culture in the Republic of Sakha (Yakutia). The object of this research is the promotion of food culture based on the technologies of gastronomic tourism on the example of the Republic of Sakha (Yakutia). The article considers the food culture of the Yakut ethnic group, the trends of the restaurant market, as well as local catering enterprises that specialize in the national Yakut cuisine. The concepts of tourism and gastronomic tourism and their state in the Republic of Sakha (Yakutia) are studied. The problems of popularization of national cuisine are touched upon. The article is devoted to the promotion of Yakut cuisine at the interregional and international levels. The necessity of promoting the food culture of the Yakut ethnic groups on the basis of participation in gastronomic festivals is identified and justified. The fundamental methodology for the study is a descriptive method, which includes the method of observation, interpretation, comparison, generalization. The presented article is relevant due to the fact that currently in modern culture there is a growing interest in the field of everyday food culture. In this regard, the term "food culture" correlates with the accumulated experience of the people, the bearer of culture, of satisfying the need for food. In modern science, everyday food culture correlates with the definition of "gastronomic culture", although to date there is no unambiguous understanding of this multidimensional cultural phenomenon, which is a specific attribute of each nation. The purpose of this study was to identify the features of everyday life through theoretical aspects and practical provisions that reveal the specifics of gastronomic tourism in the region, and the use of everyday food culture of the Yakut ethnic group for its further improvement and development. Based on the conducted study, the reasons for the positive impact of participating in gastronomic festivals are listed.

Rumpis Kitchen Restaurant Marketing Communication Strategy to Maintain The Business During The Covid-19 Pandemic Abstract

Covid-19 pandemic affects several aspects generally in economics aspect causing business to close permanently. One business that capable to maintain it business is Rumpis Kitchen restaurant this indeed can’t be separated from their applied marketing communication strategy. Based on that, issues to be studied in this research are: how is the implementation of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the pandemic? What are the obstacles of marketing communication strategy in maintaining the business of Rumpis Kitchen restaurant during the pandemic? How is the implication of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the Covid- 19 pandemic? The theories used to discuss the problems are: integrated marketing communication theory, communication barrier theory, also dependency theory and media effects. This research apply qualitative method with descriptive approach along with the techniques we use to collecting data are interview, observation, and literature study.
 
 In this research we found that: the implementation of marketing communication strategy in the Rumpis Kitchen restaurant is by implementing six elements of integrated marketing communication theory, which are: advertising using Instagram and endorsement, direct marketing through telemarketing and website, sales promotion by giving free products, discount, dan giveaway, personal selling by the employees, interactive marketing by Instagram features, and public relation by community service, publication, and championship competition. The obstacles in implementing marketing communication strategy in Rumpis Kitchen restaurant are environmental barrier and consumer barrier. The implication of implementing marketing communication strategy in Rumpis Kitchen restaurant is because of the changes of consumer by cognitive, affective, and behavioral aspects.

Sustainable Social Systems: Innovative Service Implications in the Restaurant Business in the Post-COVID Era with Digital Transformation Strategies

The COVID-19 pandemic led to changes in and modifications of the role of information and communication technologies in the digitalization of service provision. This paper aims to identify and summarize these changes in business operations, in the context of strategic management in the restaurant industry, triggered by COVID-19. Based on in-depth interviews with 16 key experts in the restaurant industry (CEOs of chain restaurants), this paper clarifies and concretizes the rapidly transforming problem of identifying the main changes in the restaurant market during the pandemic. These depend on a restaurant’s adaptation level to the challenges that arose, using three dimensions (consumer demand, corporate strategy optimization, and the use of the company’s innovative potential). The analysis shows that chain restaurants, which have sufficient resources to solve the problem of staff turnover, develop technological solutions, and build a brand and customer loyalty, were more resistant to problems arising from the spread of the coronavirus infection than other companies in the catering industry. The presence of serious problems associated with consumer demand and the optimization of the format of the offered dishes and service had a significant impact on the relationship between the impact of the spread of the coronavirus infection and the inability to adapt to the new reality of doing business. The findings reveal that companies need to expand their digital capabilities and adapt their management strategy to the post-pandemic conditions to adapt to the post-COVID-19 period. This paper serves as a framework for understanding the role of digital transformation in sustainable business development.

Understanding the process of a new product category from birth to maturity in the restaurant market: a knowledge evolution perspective

PurposeThis study aims to explore a new restaurant category’s development from birth to maturity, thereby explaining the rationale for category innovation strategies.Design/methodology/approachThe authors conducted a qualitative case study analysis of the New Chinese-style Fusion Restaurant category’s development from birth to maturity. Thematic analysis was conducted on data collected from semi-structured interviews and textual information.FindingsA new restaurant category’s maturation is determined by the formation of society’s shared knowledge about the category’s crucial attributes, which is an outcome of market participants’ category-related social practices. The authors develop a novel, four-stage framework for the socialized construction of this shared knowledge: a knowledge creation (KC), knowledge diffusion (KD), knowledge integration (KI) and knowledge structuralization (KS). This knowledge evolution along this KC–KD–KI–KS sequence can holistically describe the category maturation process. This framework can help understand the rationale for a restaurant category’s maturation by analyzing the interrelationships among market participants’ social practices, knowledge-related activities and market development.Research limitations/implicationsThis study explains how market participants’ knowledge-related activities facilitate a new restaurant category’s maturation. This can help restaurant managers cope with increasingly homogeneous competition by applying a category-innovation strategy.Originality/valueThis study extends product categorization research on restaurants by articulating a product category’s maturation process from a knowledge perspective.

The Restaurateurs' Perspective on The Impact of Social Media Advertisements on Family Restaurants in Dungun, Terengganu

The use of social media as a marketing tool has become increasingly important for businesses of all sizes to reach potential customers and build brand trust. In the restaurant industry, social media has become a popular platform for businesses due to its wide user base, ease of use, and ability to reach diverse audiences. However, the effectiveness of social media as a marketing tool for restaurants has not been extensively studied in the Malaysian context. This study explores the use of social media as a marketing tool by restaurateurs in Dungun, Malaysia. The study found that family-style restaurants predominantly use Facebook, Instagram, and WhatsApp to engage with their target audience, in addition to relying on traditional marketing methods such as word-of-mouth and banner advertising. The research highlights the increasing importance of social media as a tool for businesses to reach potential customers and build brand trust. The study emphasizes the importance of effective communication through a combination of marketing strategies and identifies key components of a successful marketing strategy in the restaurant industry. The research design is exploratory, with a non-probability sampling technique used to select ten family-style restaurants within a 10 km radius of UiTM Dungun, Terengganu. The study provides valuable insights into the role of social media in restaurant marketing strategies and suggests future research can explore the possibilities of social media in other industries. Overall, this study provides valuable insights into the role of social media in restaurant marketing strategies in the Malaysian context. It suggests that social media is an effective tool for restaurateurs in Dungun to promote and increase the performance of their family-style restaurants. Future research can explore the possibilities of social media in other industries and consider larger sample sizes for better results.

A Comprehensive Analysis of the Chinese Chain Restaurant Market: Success Factors, Challenges, and Strategies for Improvement

The rapid rise of China's economic lifeline has made the catering industry increasingly prominent, while chain restaurants have stood out in the catering industry by realizing economies of scale through unified branding, standardized services and centralized management. This paper analyses several aspects of the current situation and development of China's chain restaurant market, mainly based on the example of China's Little Sheep Catering Group, with the comparison to successful international brands such as McDonald’s. The analysis reveals the challenges faced by Little Sheep, such as weak management and lack of standardization due to rapid expansion. We also provide suggestions for Little Sheep to improve through product and service innovation, quality control, balanced expansion, and brand building. Finally, the paper summarizes the common problems of Chinese restaurant chains, including market homogenization, management deficiencies, and excessive pursuit of scale expansion. We suggest that differentiation, quality assurance, and balanced branding will lead to a healthier development of China's restaurant chain industry.