Restaurant Market Research Articles

. Проблемы конкуренто- способности на рынке услуг общественного питания Санкт-Петербурга

The article examines the market of public catering services in St. Petersburg. The authors considers competitiveness factors actual for catering enterprises, such as menu, bar, fast and highquality service, quality of meals and drinks, finishing with the service and cleanliness of the hall, the price level, the staff, the concept and design of the restaurant, the presence of an entertainment program, PR and marketing, the availability of parking, the location of the public catering enterprise. Examples of the most successful enterprises are given. The authors identify the types of public catering establishments in St. Petersburg that are currently in high demand. The main characteristics of these types are presented.
 The article identifies the main problems existing at the market of public catering services, among which there are following: unstable financial and economic situation, introduction of sanctions, a decline in the tourist flow to the country, insufficient number of qualified personnel, narrow specialization of catering enterprises, increase in the number of competitive bars. The authors offer their recommendations on the solution of the identified problems: import substitution of sanctions products, training of their personnel, attracting the maximum number of tourists.
 In conclusion, the authors note that the competitive advantage of public catering is not something stable, constantly guaranteeing success and the flow of customers. Considering the high circulation of competitors in the restaurant market, the competitive advantage of the restaurant can easily be lost. No matter how successful and fashionable the project was at the opening, the management of the restaurant must constantly be on its toes and work on such indicators as personnel, quality, service, advertising, in order to the effective work of the institution.

Gardening on the Fringes: A Case Study at City Tech

Gardening offers college students a direct connection to the raw material they use in cooking classes. The added pleasure that comes with handling extremely fresh vegetables can enhance their cooking technique, point up the environmental advantages of local produce, and inform their menu development. Garden experience can also give entry-level culinary graduates a leg up in the farm-to-table restaurant market. This case study describes how a garden initiative developed to enhance culinary education became embedded within the subculture of college clubs and social activism. It builds on the large body of scholarship which has demonstrated the personal, educational, and social benefits that come with student gardening and nature connections in an urban setting. It demonstrates that when culinary gardening does not fit into the landscape of the college it can flourish on the fringes of the institution. For working-class students in a public urban college, the value of gardening is embedded in the personal, social, and gustatory pleasures that come from garden-related activities on campus. What happens in the garden does not stay in the garden; it informs school culture and the college experience.

The health conscious restaurant consumer

PurposeAs consumers have begun to incorporate health-related values into their purchase decisions, it has become increasingly important for marketers to understand how these belief systems affect the consumption experience. Accordingly, the purpose of this research is to better understand the effects of health concern on consumption behavior in full-service restaurants.MethodologyData were collected from 512 restaurant consumers in the USA. Structural equation modeling was used to test the hypotheses.FindingsThe results suggest that for health-conscious consumers, the availability of healthy food significantly affects the evaluation of the consumption experience in terms of both cognitive and affective response mechanisms.Research implicationsThis paper identifies the mediating effects of emotion, perceived value and restaurant quality in the relationship between health concern and behavioral intention. By establishing the respective roles of quality and value, the results contribute a more complete account of the existing model of personal values and behavior, as it pertains to restaurant patronage.Practical implicationsThis paper identifies the salience of health concern as a determinant of consumer behavior. Because health concern affects so many different aspects of the healthy dining experience, the results suggest that restaurant marketers need to consider their position in the market for healthy food.Originality/valueThis paper contributes an account of the effects of health concern on the value and quality perceptions that determine, at least in part, the health-conscious consumer’s evaluation of a full-service restaurant experience.

The mediating role of consumption emotions

Although the importance of affective reactions has been emphasized in the service industry, there are still relatively few empirical studies which conclusively explain how consumption emotions induce in a consumption situation and how such emotions play a role in customers’ satisfaction judgments in the context of ethnic restaurants. Accordingly, this study aimed to examine how differently positive and negative emotions mediate the influence of two fundamental values of ethnic restaurant consumption on levels of customer satisfaction. Data obtained through an online survey was analyzed by means of structural equation modeling analysis. Results demonstrate that utilitarian value directly and indirectly affects consumption emotions and customer satisfaction, whereas hedonic value only indirectly affects customer satisfaction through positive emotions. The findings suggest that not every perceived hedonic value leads to customer satisfaction unless customer experience positive emotions from such a value. In that regard, this study holds significant implications to ethnic restaurant marketers.

Capitalizing on migration: The role of strong and weak ties among Peruvian entrepreneurs in the United States, Spain and Chile

How do Peruvian migrants use ethnic entrepreneurship to make headway in their countries of settlement? This article answers this question by using three ethnographic case studies to explore how Peruvian entrepreneurs mobilize resources to open restaurants in the United States, Spain and Chile. The finding is that Peruvian restaurant owners are adept in converting their educational skills and previous work experiences into human capital but that they often lack financial and cultural capital to establish new enterprises. Another insight is that while most Peruvian entrepreneurs use bonding capital to access these resources not all command enough bridging capital to capture customers outside their family and ethnic networks, which is critical to compete on the ethnic restaurant market. A final topic of inspection is the receiving contexts and the opportunity structures in the three countries and the way they facilitate or restrain immigrant entrepreneurships. The article concludes that migration scholars should inquire into the relations of inequality that the concepts of network and social capital gloss over and scrutinize how they shape the bonding and bridging capital immigrant entrepreneurs use to create mixed clienteles.

Using of marketing tools in the restaurant business

The problems related to the use of marketing tools in the restaurant market are considered. Particular relevance these problems have in the foodservice sector, where today there is a huge competition and only restaurants, which make full use of the entire range of marketing techniques, may survive. The brief overview of the development of the restaurant business market in Ukraine in recent years is done. Six main segments that characterize the restaurant market in Kharkiv are identified (premium, middle segment, low segment, segment of restaurants for the whole family, country restaurant complexes, and coffee shops). It is determined that the greater success in the market in Kharkiv have the chain restaurants, they are the headliners and innovators in the field of advertising and PR. It is identified a number of steps that require special attention at the opening the restaurant. It is found that a clear understanding and drawing the portrait of a consumer enables the use of promotional funds more efficiently. Principles and promotion tools are revealed depending on the restaurant's life cycle. The analysis makes it possible to focus of restaurateurs on the need of a clear understanding and description of the portrait of a consumer, and also makes it possible to structure and define the mechanism and selection of marketing tools at the opening the restaurant.

Selection criteria of customers of Chinese restaurants and their dining habits

The present study investigates the selection criteria used by restaurant customers in India while choosing Chinese restaurant for dining and also to understand their contemporary dining habits. Structured questionnaire was used to collect the data from the respondents. Respondents were selected using the convenience sampling approach. The study used descriptive statistics and exploratory factor analysis to interpret the data. The results of the study would assist the Chinese restaurant marketers to understand the important restaurant attributesfrom the customer's perspective. It would also help to formulate required marketing and operational strategies incorporating food quality, service quality, customer relationship practices and promotional offers, so that the restaurant can stay competitive in the market by better meeting the needs and expectations of the customers. This study was an attempt to examine the Chinese restaurant consumer behaviour in the Indian context, particularly from the Chennai City. The research also provided vital information and insights for the researchers, academicians and the practitioners in the restaurant industry.

Selection criteria of customers of Chinese restaurants and their dining habits

The present study investigates the selection criteria used by restaurant customers in India while choosing Chinese restaurant for dining and also to understand their contemporary dining habits. Structured questionnaire was used to collect the data from the respondents. Respondents were selected using the convenience sampling approach. The study used descriptive statistics and exploratory factor analysis to interpret the data. The results of the study would assist the Chinese restaurant marketers to understand the important restaurant attributesfrom the customer's perspective. It would also help to formulate required marketing and operational strategies incorporating food quality, service quality, customer relationship practices and promotional offers, so that the restaurant can stay competitive in the market by better meeting the needs and expectations of the customers. This study was an attempt to examine the Chinese restaurant consumer behaviour in the Indian context, particularly from the Chennai City. The research also provided vital information and insights for the researchers, academicians and the practitioners in the restaurant industry.

Особливості ресторанного маркетингу в Україні

Особливості ресторанного маркетингу в Україні

Revisiting customers' perception of service quality in fast food restaurants

This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants. Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect path toward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers.

Moderating effects of self-image congruity on the relationship between advertisement message strength and revisiting intention

ABSTRACTThis research note delineates the effect of restaurant customers’ perceived self-image congruity (i.e., the match between the image of a product or brand and customers’ image of themselves) on the relationship between the strength of a restaurant advertisement and customers’ intention to revisit that restaurant. This study posits that customers’ preference for a restaurant brand, formed by their perceived self-image congruity, can alter the effects of ad message strength on their revisiting intention. More specifically, due to the biasing effect caused by self-image congruity, the effect of an ad’s argument strength on behavioral intentions may be diminished when customers have a high perceived level of self-image congruity. The findings indicate that strong ad messages elicit significantly higher revisiting intentions than weak ad messages when customers perceive a mismatch between the image, the brand, and themselves; however, no significant difference in revisiting intentions was detected between strong and weak ad messages when customers perceived a match between image and restaurant brand. Furthermore, this study examines how gender-based information-processing tendencies influence this effect of self-image congruity on the relationship between ad message strength and revisiting intention. Overall, this study provides a theoretical understanding of the biasing effect of self-image congruity on customers’ information processing and has important managerial implications for restaurant marketing.

Innovative restaurants in a mass-tourism city: Evidence from Antalya

This paper is about innovative restaurants in the single-asset (sun-sea-sand) mass-tourism city of Antalya, and focuses on the supply side of the restaurant market. The broader aim of the paper is to show that the mass-tourism city of Antalya is more differentiated than one might expect. The specific aim of the paper is to find out what types of restaurants are more innovative than others and in what types of tourism places in the city they are located. The empirical research is based on interviews with 54 managers and chefs, the results of which are analysed with quantitative methods of relational analysis such as correspondence- and chi-square analysis. The main result of the empirical research is that high-quality restaurants, visited by a mix of locals and tourists, and are located in a specific urban places, are most innovative.

Electronic word-of-mouth: successful communication strategies for restaurants

Purpose – A great deal has been discussed about the importance of using social media in marketing communications programmes because of mistrust in marketer-generated communications and more particularly for generating electronic word of mouth (e-WOM). However, it is not clear what types and styles of communication serve better the purpose using effectively social media for generating positive e-WOM. This study is aimed at exploring the types and styles of communication that work more effectively towards that purpose. Design – The study was conducted in Dublin, Ireland and is qualitative in nature. Methodology – This research involved semi-structured, in-depth interviews with restaurant marketers who currently use social media as part of the integrated marketing communications strategies; it also included a focus group and two sub-sequent personal interviews with restaurant consumers who actively use social media. Approach – A thematic analysis was conducted so as to first investigate the central topics surrounding the stimulation of positive e-WOM and styles and types of communication. Findings – Further analysis of the themes pointed to a number of practical implications which in turn led to the formulation of four (4) practical recommendations for restaurant marketers. Originality – This is the first practical paper that looks into the content, style and type of communication for effective stimulation of e-WOM in the restaurant context.

Consumer response to organic food in restaurants: A serial mediation analysis

ABSTRACTThe last decade has seen heightened consumer interest in restaurants serving organic food. Offering organic menu items can translate into benefits for food purveyors, but the mechanism through which this occurs remains unclear. Results from our serial mediation analyses show that organic menu items resulted in higher corporate social responsibility perceptions, which were associated with higher levels of trust in the restaurant, which translated into positive behavioral intentions. These results establish a previously unexplored link between organic messaging and corporate social responsibility perception and illuminate the mechanism through which organic messaging can impact customer outcomes. Implications for restaurant management and marketing are discussed.

Can Plant Breeding Go Open Source?

Can Plant Breeding Go Open Source?

Restaurant brand pages on Facebook

Purpose– The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer–brand relationships.Design/methodology/approach– This study is based on an online survey sent to Facebook users who have been engaging with restaurants’ brand pages on Facebook. The empirical data analysis was conducted using structural equation modeling.Findings– Results revealed that members who actively participated in activities on restaurant, Facebook fan pages were likely to feel that the brands were trustworthy and developed commitment toward the brands. The moderating effect of monetary sales promotions between active participation and brand trust was supported. In particular, active participation was more likely to generate brand trust for members who had less interest in monetary sales promotions on restaurant Facebook fan pages.Practical implications– This study provides practical implications for restaurant marketers on the applications of Facebook as a branding tool. Marketers are advised to identify active members who can contribute to the maintenance of the community by encouraging active communication and engaging in marketing activities. As active participants are critical to the success of a restaurant Facebook page, marketers are encouraged to develop marketing strategies that can generate members’ interest and increase participation in a marketing campaign.Originality/value– Although Facebook has been widely used to improve customer–brand relationships in the food service industry, research on the effect of an online community scares. The study proposes a conceptual model to examine the role of active participation in customer–brand relationships and the role of monetary promotions in enhancing customer–brand relationships. Management and marketing strategies for practitioners in the food service industry are suggested.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DI HEMA RESTO KEMANG PRATAMA BEKASI

Marketing communication strategies are important guidelines to introduce, give informations and market products in a company that can not be separated from the role marketing mix as the core of a marketing system. It takes some diligence and foresight to know what consumers desire for in a restaurant, such as HEMA Resto Dutch restaurant. As a result, HEMA should be able to attract consumers' attention from the product, price, place and promotion. This study aims to analyze the effect of the implementation of the marketing mix including product policy, price, place and promotion of consumer buying decisions in the HEMA restaurant. Research conduced in June-July 2012 at the HEMA Resto Kemang Pratama, methods used is case study. Method of determining the location Judgesment Sampling is based on several criteria, namely: Consumer HEMA Resto Kemang Pratama, 17-50 years of age or older, was selected because of HEMA Resto Kemang Bekasi. Determination of Sampling Methods using the Slovin formula, where the consumer is taken as the respondents were 100 people, the primary obtained data questionnaires and interviews with respondents and restaurant marketing manager. The results of multiple linear regression analysis by simultaneously obtained Fhitung> F table is 41.544> 2.70 means the marketing mix variables simultaneously influencing consumer buying decisions. Of partial regression test for the product (X1) is obtained 9.072 t count <t chart 1.98498. Price (X2) t count 4.975 <t chart 1.98498. Place (X3) t count -1, 846> t table 1.98498. Promotion (X4) t count 0.739 <t chart 1.98498. partial product pricing policy and influence buying decisions, while place and promotion policies have no effect on consumer buying decisions

Urban tourism and spatial segmentation in the field of restaurants: the case of Amsterdam

Purpose– This paper aims to show that the field of restaurants in Amsterdam, a tourist-historic citypar excellencewhere tourism and daily life of locals are spatially intimately intertwined, is nevertheless segmented according to types of restaurants and their micro-geography (passers-by streets versus side streets and “hidden places” in the city). The kernel of the authors’ argument is that on the restaurant market, just as on markets of other cultural products, there is a lot of quality uncertainty because the standards of valuation are contested, differ between classes and lifestyle groups and vary in space and time.Design/methodology/approach– Case study is based on face-to-face interviews with tourists and restaurants in the summer of 2013 in Amsterdam. The restaurants to be interviewed were selected on the basis of a stratified sample of new start-ups, covering different neighbourhoods of Amsterdam. The interviews with restaurants and tourists were done on the basis of some open-ended and some semi-structured questions. Simple cross-tabulation tables with shares, Herfindahl index measures and a chi-square analysis were employed to make the analysis.Findings– Quality uncertainty in the restaurant market is higher for tourists than for locals. Restaurants that are strongly oriented to the tourism market are more found in the lower-middle segments of the market, are more located in passers-by streets, participate less in local networks and monitor other restaurants less than restaurants that are predominantly dependent on locals.Research limitations/implications– Due to the lack of interest of making interviews from tourists, the authors could only apply interviews to queuing tourists who have time to reply questions. The long queue was mainly in front of Van Gogh Museum. Madame Taussauds Museum and the boat tours queue was tried a lot but no success achieved for making interviews. The authors’ empirical research is based on interviews with tourists only, whereas gentrifiers are not interviewed at all.Practical implications– This paper enriches knowledge on food tourism on the one hand and the relation between urban tourism and gentrification on the other. Streets with a variety of different restaurants and shops are attractive to both locals and tourists. But the more attractive those streets become, the more property prices increase as a result of which their diversity and attractiveness particularly to locals declines.Social implications– This paper argues that mainstream economics does go very far in analysing the restaurant market. The authors argue that Bourdieu’s impressive works bring us further. That is why the authors prefer the concept of field to market because the concept of field implies power relations largely neglected in mainstream economic analysis. However, Bourdieu hardly pays attention to geographical space (only social space). By bringing geography in to the field of restaurants, the authors get a better grip on the geography of social construction of quality and why tourists have a peripheral position in the fieldvis-à-visgentrifiers (or locals).Originality/value– Most of the literature on food tourism is strongly focussed on the demand side and neglects the supply side and is very empiristic, ignoring the analysis of how the restaurant market really works; it never wonders how it is possible that the restaurant market works, given the problem of quality uncertainty. This paper aims to link production and consumption in the restaurant market under conditions of quality uncertainty. The paper enlarges knowledge on the relation between urban tourism and gentrification in tourist-historic cities. Although both are spatially intertwined in those cities, the authors argue that there is a tendency to segmentation in the restaurant market.

It’s Time to Celebrate: How Can Restaurateurs Make Special Occasions Even Better?

In the highly competitive food service industry, restaurateurs are continuously exploring ways to deliver customer value and increase consumers’ dining intentions during special occasions. Prior research has examined rational qualities, such as price, food quality, and service quality, but as more restaurateurs strategically capitalize on the significance of these factors, previously held competitive advantages are beginning to fade, calling for further investigation to uncover new factors and contemporary restaurant marketing strategies. This study attempts to fill the gap by examining constructs from a psychological perspective. In particular, this study investigates the influences of culture, value, self-enhancement, gratification, and subjective norms on consumers’ attitudes and restaurant dining intentions during special occasions. The results show that culture, value, self-enhancement, and gratification are positively related to attitude whereas attitude and subjective norms have positive effects on intention. The implications for theory and practice are discussed, limitations are acknowledged, and research directions are presented.

Effect of restaurant discount coupon depth on re-consumption willingness: A moderating role of brand image

The discount depth of coupons often affects consumers’ re-consumption willingness. Furthermore, for products or services, brand image is considered as an important factor that influences consumers’ purchasing decisions. This study investigated whether discount depth affects consumers’ re-consumption willingness and if brand image moderates this effect. A two-factor between-subjects design was used for the laboratory ( n = 250) and field ( n = 184) experiments, which were analyzed with a series of moderated hierarchical regression analyses. The results from the laboratory experiments indicated that brand image moderates the relationship between the discount depth and the consumers’ re-consumption willingness. This study also employed a field experiment, and the empirical results were consistent with the data from the laboratory experiment. The findings of this study will be useful for restaurant marketing professionals when making promotional decisions.