Restaurant Industry Research Articles

Unveiling deceptive tactics: exploring fraudulent online ratings in the restaurant industry and their impact on consumer choice

Unveiling deceptive tactics: exploring fraudulent online ratings in the restaurant industry and their impact on consumer choice

A typology of brand knowledge associations projected in brand-generated signals

Purpose The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any brand. Design/methodology/approach Using the restaurant and hotel industries in four different European cultural clusters as contexts, this work uses well-established systematic qualitative analysis approaches to categorise, code and model pictorial content in two studies. A four-stage sampling process identified Instagram brand-posted signals (photos), 243 from 26 restaurants in Madrid, Paris and Rome for study one and 390 from 29 hotels in Moscow, Berlin and Stockholm for study two. Adhering to relevant guidelines, the manual coding procedures progressed from 246 for restaurants and 231 for hotels initially generated free information coding inductive codes to a theory-informed categorisation. Quantitative analysis complemented the qualitative analysis, revealing the information cues relative utilisation. Findings For both studies, the analysis produced a typology consisting of two high-level and five lower-level brand knowledge association categories, namely: (a) brand characteristics consisting of the brand as a symbol, the brand as a product and the brand as a person, and (b) brand imagery consisting of user imagery and experience imagery. The five lower-level categories comprise of sub-categories and dimensions, providing a more comprehensive understanding of the brand associations conceptual structure relevant to brands operating in any industry. Research limitations/implications Researchers can use this typology to holistically encapsulate brand associations or design projects aiming to deepen brand knowledge association aspects/dimensions understanding. Practical implications Managers can use this typology to portray brands. Some of the identified lower-level categories and/or sub-categories and dimensions are likely to need customisation to fit specific contexts. Originality/value The suggested categorisation offers a solid, comprehensive framework for effectively categorising and coding brand knowledge associations and proposes a new theory in the form of a typology.

The non-linear price effect on guest satisfaction of the Michelin-starred restaurants

ABSTRACT Existing studies on the price–satisfaction relationship in the tourism industry are limited, particularly those examining the causality in the restaurant industry. This study examines the effect of price on guest satisfaction based on a sample of 439 customers in 8 Taiwanese Michelin-starred restaurants during the period of January 2022 to April 2022. Theories suggest two opposite price effects on satisfaction: the positive price effect represents the signal of expected quality while the negative price effect is associated with the guests’ perception of sacrifice. The empirical results indicate an inverted U-shaped impact of the restaurant price on food satisfaction but the price does not affect service and physical environment satisfaction. Moreover, the restaurant price–food satisfaction relationship could be affected by the moderating influence of the star rating system to become a U-shaped function (for one-starred restaurants).

Predictors of preventative behavior in the restaurant industry: learning from the COVID-19 pandemic

ABSTRACT This study used a structural model to analyze the health beliefs and prevention expectations of consumers in order to better understand their health risk behavior and their experience with restaurant precautionary measures. The findings indicated the perceived severity of COVID-19 during the pandemic led to a significant increase in the consumers’ preventative behaviors. Likewise, the customers’ perceived severity of the COVID-19 threat enhanced their concerns about the safety of restaurant service. Based on the moderating effect, we found that lower trust in restaurant precautionary measures weakened the otherwise positive relationship between the consumers’ perceived severity of the COVID-19 threat and their preventative behavior. Recommendations can help the restaurant prepare for future public health concerns.

Analysing brand attachment for restaurant table booking mobile application

PurposeRestaurant table booking (RTB) mobile apps are transforming how consumers reserve tables in the restaurants of their choice. This study analyses how RTB mobile apps influence brand attachment (BA) and brand commitment (BC), highlighting the moderation effect of desire for uniqueness (DU) by integrating visual content theory and social exchange theory.Design/methodology/approachData [N = 414] were collected through the survey method from consumers having experience in using RTB mobile apps. The data were analysed through structural equation modelling using AMOS and SPSS PROCESS macro to examine moderated relationship.FindingsThe results confirm that content aesthetic quality, perceived technical interactivity and brand investments influence BA and BC in the RTB mobile app and also confirm the moderating role of the DU.Originality/valueThe present work is among the first to study the sources of BA in the RTB mobile app domain. Thus, it contributes to the literature on the restaurant industry to understand consumers' BA behaviour to achieve BC.

레스토랑 비건 메뉴 속성이 고객 만족과 추천 의도에 미치는 영향

Objective : This study was conducted to verify the relationship between the attributes of vegan menus perceived by consumers who have experienced vegan menus in restaurants, restaurant satisfaction, and intention to recommend. Methods : This study conducted an online survey, collected a total of 300 questionnaires, and used 277 of them for statistical analysis. This study used SPSS 24.0 and AMOS 23.0 programs for the statistical analysis and employed confirmatory factor analysis and structural equation analysis for demographic characteristics, general characteristics of the subjects, and reliability and validity verification. Results : All three attributes of vegan menu quality (menu quality, variety, and price) had a significant positive (+) effect on restaurant satisfaction. In particular, variety among the attributes of vegan menus had the most significant influence on satisfaction. In addition, restaurant satisfaction had a significantly positive (+) influence on the intention to recommend. Hence, all hypothesises were verified. Implications : Based on these research results, this study proposed an academically valuable study for vegan menus in the restaurant industry. Moreover, this study contributes to provide various marketing implications using vegan menus in restaurants.

외식산업 서빙로봇의 서비스품질이 지각된 가치와 혁신성 및 장기지향성에 미치는 영향

Objective : This study examined how ease of use, stability, convenience, and reliability of serving robots in the restaurant industry affect perceived value, innovativeness, and long-term orientation of the customers. Method : This study conducted a survey and collected a total of 235 valid responses among consumers who used serving robots in Seoul restaurants in May 2024. Results : Ease of use, convenience, and reliability had a significant influence on the perceived value, innovativeness, and long-term orientation. Stability, however, did not significantly affected long-term orientation. Implications : The findings highlight the importance of enhancing ease of use, convenience, and reliability in serving robots to boost customer satisfaction and foster long-term relationships.

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.

Exploring the impact of environmental dimension in corporate social responsibility on restaurants’ customer retention

PurposeThis study aims to integrate the four-dimensional corporate social responsibility (economic, legal, ethical and philanthropic responsibility) with environmental responsibility. It also aims to measure how service quality and corporate image mediate the effects of the five CSR dimensions on customer retention.Design/methodology/approachThis research employs structural equation modelling to test the proposed conceptual model. About 217 valid questionnaires were collected online from customers of restaurants in Tehran.FindingsThe results show that legal, ethical, philanthropic and environmental dimensions positively and significantly impact corporate image and service quality. Moreover, corporate image and service quality mediate the effects of the five CSR dimensions on customer retention.Practical implicationsManagers may learn that by enhancing their environmental responsibility, they are also working on increasing service quality and corporate image and, in turn, customer retention. Restaurants can differentiate themselves from competitors and attract and retain environmentally conscious customers, ultimately contributing to their competitive advantage.Originality/valueThis research extends Carroll’s dimensions by incorporating environmental responsibility, demonstrating its potential to boost service quality and corporate image for customer retention. A noteworthy contribution is introducing environmental responsibility as a novel dimension of CSR within the restaurant and food industry. Recognising the increasing importance of environmental sustainability in academic and societal discourse, it was crucial to consider the environment as a distinct aspect of this research.

Integrating TRA and SET to Influence Food Waste Reduction in Buffet-Style Restaurants: A Gender-Specific Approach

As one of the major greenhouse gas emission contributors, the food service industry, particularly buffet-style restaurants, is responsible for reducing food waste. This study explores the factors that shape consumer behavior toward food waste reduction in buffet-style restaurants based on the Theory of Reasoned Action (TRA) and Social Exchange theory (SET), as well as analyzing the gender differences in these determinants, offering practical insights for the restaurant industry. This study also uses structural equation modeling and group analysis to examine a total of 547 valid responses gathered through an online survey, including 286 male (52.3%) and 258 female (47.2%) respondents. The findings underscore the attitudes, subjective norms, and establishment policies that emerge as critical drivers of consumer behavior in buffet-style dining settings. Notably, significant gender differences are observed in attitudes and establishment policies. In light of these results, we recommend strategies that include enhancing consumer attitudes and implementing penalty policies within restaurant operations. Restaurants could display visual signs and images related to reducing food waste, provide detailed portion size information, and apply monetary fines for excess waste to reduce consumers’ food waste intentions. These strategies are particularly effective for male consumers, who are more influenced by these factors compared to female consumers. This research contributes valuable guidance for the industry’s efforts to address food waste concerns, emphasizing gender differences and promoting environmentally responsible behavior among consumers.

How have U.S. restaurant tips changed over time?

This research note analyzes tipping percentages from academic studies of restaurant tipping and finds that tipping rates have increased over the past half century. This finding provides some evidence that tipping benefits tippers beyond helping them avoid social disapproval (Azar, 2004) and that tipping is used by consumers to compete for positional (zero-sum) benefits such as exceptional service and high status (Lynn, 2015). Since rising tipping rates increase the costs to consumers of dining out as well as pay-disparities between front-of-house and back-of-house staff, this is a trend the restaurant industry may want to try to end.

Selection of wines for wine lists in restaurants of Bosnia-Herzegovina: A comparative study

This study examines the wine list strategy preferences among restaurateurs in Bosnia and Herzegovina, focusing on identifying which criteria are deemed most and least important. A structured analysis categorizes strategies based on their frequency of selection as “Most Important” and “Least Important,” establishing a clear hierarchy of value among various criteria. The findings highlight two predominant strategies: “Preference for local wine” and “High reputation brand,” which is significant in the decision-making process. Restaurateurs consistently prioritize these strategies, with a dual emphasis on promoting local wine traditions and responding to market demands for reputable brands. The study underscores a pragmatic approach among Bosnian-Herzegovinian restaurateurs, who prioritize familiarity and perceived market security in their wine selections, potentially at the expense of enhancing gastronomic experiences and customer education. Further analysis using Z-scores confirmed the statistical signif-icance of these findings, identifying Strategy Choices 4 and 6 with notably high Z-scores, indicating their distinct importance compared to other criteria. This quantitative approach enhances the understanding of how these strat-egies stand out within the surveyed context, emphasizing their relevance in shaping wine list strategies. The study contributes insights into the strategic decision-making processes of Bosnian-Herzegovinian restaurateurs regard-ing wine selection, highlighting the dominance of local wine preference and brand reputation considerations. It underscores potential areas for improvement in integrating gastronomic expertise and enhancing customer expe-riences, suggesting avenues for future research and strategic refinement in the local restaurant industry.

Economic Substantiation of Innovative Solutions for Direct Cooperation between Manufacturers and Restaurants

The traditional supply chain management between manufacturers and restaurants is not effective enough, considering its high costs, long turnaround times and reliance on third parties, which creates challenges to profitability and agility. This study aims to find out how this system helps optimise costs and supply chain management within the restaurant industry. Data was obtained through manager interviews for some middling and high-end restaurants presenting some operational issues confronted before and after the system was installed. A sample of 50 restaurants was selected using a stratified sampling technique, targeting various restaurant categories. A structured questionnaire was designed to interview restaurant managers on operational efficiency, cost reduction, and supply chain performance. The logistics costs, transaction costs and overall efficiency improvements, among other quantitative metrics, were monitored for the first and second intervals. To achieve this, the analysis used a difference-in-difference methodology, where restaurants before and after the implementation of the system were compared concerning specific performance indicators.Data was processed using SPSS Statistics 27, ensuring accuracy and reliability in the analysis. The findings show that wastage management cost efficiency has improved to 15%, while significant decreases have also been observed regarding transaction time and logistics costs. This also resulted in a substantial decline in time-to-order delivery which positively influences operational speed. Based on these findings, it is suggested that direct trade models would benefit the restaurant business in terms of cost savings and enhanced performance. The policy recommendations include promoting digital supply chain platforms using tax credits, assisting SMEs with government-sponsored projects, and facilitating direct interaction between producers and consumers.

Local Flavor, Regional Impact: The Participation of Women in the Rural Tourism Restaurant Industry

The objective of this work is to analyze the characteristics of women participating in the tourism restaurant activities in the rural areas of Durango, Mexico. Restaurant workers were analyzed for the year 2022. This is a quantitative, non-experimental, and cross-sectional study. The main findings show that 67% of the surveyed workers are women, with an average age of 30 years, incomplete high school education, and an average human capital index (HCI) of 10.27. In terms of gender distribution across municipalities, it was observed that 78% of workers in Pueblo Nuevo are women; 63.3% in Name of God; 57.1% in Peñón Blanco; and 60.6% in Mapimí. This research reflects that the gender gap related to the Human Capital Index (HCI) increases by 18% in rural areas, while in urban areas the gap is minimal.

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.

Which has a greater impact on brand satisfaction, human service or robot service as a waiter/waitress in the restaurant industry?

ABSTRACT This study was designed to identify how SERVQUAL forms brand relationship quality and brand loyalty with the moderating role of the type of service employees, such as robots and humans. The study collected data from 286 people who used restaurants where robots provide the services and from 300 people who used restaurants where people provide the services. In order to test the proposed hypotheses, this study employed structural equation modelling based on the AMOS program. The data analysis revealed that four of the five dimensions of SERVQUAL, which include tangibles, reliability, assurance, and empathy, help to enhance brand satisfaction. In addition, brand satisfaction has a positive influence on brand trust, brand commitment, and brand loyalty. The moderating role of the type of service employee in the relationship between utilitarian value and brand authenticity was identified.

Restaurant resilience: A qualitative study of resilience, adaptability, and innovation of the Alabama restaurant industry during the COVID-19 pandemic

The COVID-19 pandemic had a profound impact on the restaurant industry in Alabama. This qualitative study examines how Alabama restaurants demonstrated resilience and adaptability across three distinct phases of the pandemic, including the period of unrestricted activities, offering a new perspective. The findings highlight significant operational, financial, and labor-related difficulties faced during these phases. Key strategies include operational adjustments, technology integration, and strategic financial management. The study underscores the critical role of technology in maintaining customer connections and adapting service models during disruptions. It introduces a conceptual model that offers valuable contingency plans for operational innovation and resilience, helping restaurants manage crises effectively. Additionally, the research emphasizes the crucial role of government financial support in the survival and recovery of restaurants during the pandemic. The study enriches the existing literature by providing insights into the post-recovery impact of COVID-19 on the restaurant sector.

Can Sales Revenue Mediate the Relationship Between Market Share and Food Waste Management Practices at Restaurants in Banyumas?

Indonesia, with its substantial population, faces a critical issue with food waste. The country's high food waste generation is concerning and necessitates action for sustainable development. Banyumas, a region experiencing a rise in restaurants and significant food expenditure, is particularly affected. In 2022, the restaurant sector in Banyumas emerged as the second-largest business sector, underscoring its significance and the need for focused attention. To effectively address food waste, it is crucial for restaurants to understand the interplay between sales revenue, market share, and waste management practices. This research explores the relationship between these factors within Banyumas' restaurant industry. Utilizing a quantitative approach, the study surveyed 102 restaurants in Banyumas Regency and employed SEM-PLS for model testing. Findings indicate that higher sales revenue positively influences food waste management practices, suggesting that increased income enables restaurants to better implement waste management strategies. This insight highlights the need for government efforts to enhance knowledge and coordination regarding restaurant food waste management.

Exploring the influence of online restaurant promotions on consumer behavioral intentions

PurposeConsumer behavior is evolving rapidly due to the increasing role of technology in daily life. Online food ordering has emerged as a key channel in this changing landscape. This paper investigates the relationships between online promotions, consumer skepticism, information sharing on social media and the intention to purchase food and beverages through online delivery services.Design/methodology/approachMeasures were developed based on a review of existing literature. Data from 402 participants were analyzed using Structural Equation Modeling (SEM).FindingsThe study reveals that online promotions significantly impact consumers' sharing of restaurant posts. Additionally, consumer skepticism about online food sales affects both their sharing behavior and their intention to purchase online. Engagement in sharing restaurant posts online is a strong predictor of online food purchasing intentions.Practical implicationsThe findings offer valuable insights for restaurant operators, policymakers and technology developers in the competitive online food delivery sector. They emphasize the importance of implementing innovative promotions and crafting appealing food presentations. These strategies can accelerate customer decision-making, attract new customers and contribute to market expansion and customer base sustainability.Originality/valueThis research provides significant insights for restaurant owners and contributes to the limited literature on online promotions, consumer skepticism and information sharing in the restaurant industry. It also lays the groundwork for future studies aimed at deepening understanding in this field.

Sustaining organizational trust among restaurant employees after the crisis: Insights from a developing country

Sustaining trustful employee-organization relationships and improving job satisfaction are always significant challenges for managers, especially in the restaurant industry. For the purpose of fathoming the value of trust, an analytical framework examining organizational trust as an explanatory mechanism through which various organizational conditions influence job satisfaction has been proposed based on the guidance of the social exchange theory. Analysis of survey data from 302 restaurant employees in a celebrated tourist destination of Vietnam have shown both direct and indirect impacts of transformational leadership, internal communication, and career growth on job satisfaction via enhanced trust. Together these main findings have contributed to academic research on employees’ attitudes within the organization and provided a blueprint for creating a congenial working condition for employees in restaurant businesses, which results in employee trust towards their organizations and job satisfaction.