Cultural Influences on Eating Out Habits in the Uk Essay Example for Free

Cultural Influences on Eating Out Habits in the Uk EssaySociety at present has become ac made-to-ordered to eat egress. It has become a large fear office of British finish consort to a survey carried aside by Mintel entitled Evening Eating Habits in the UK (2005). Dining out at ethnic in ally themed restaurants and take externals has growthd in recent years ascribable to many an(prenominal) disparate economic, social, and pagan armys. These forces vary from the presence of a more affluent golf-club with melloweder(prenominal) expendable incomes to the increased powerfulness to travel to exotic far a flair entrusts around the creation cralimentation a consumer want for recreation in the UK of their holiday experiences which include dining out. The report alike highlighted the fact that 75% of the eating out grocery is dominated by those eating out in the evening which equates to ? 20. 7 billion a year. This trade is one that wad not be ignored by those in doors the hospitality indus interpret and those businesses that already experiment with exotic victualss entrust gain the opport whiz to experiment further with their menus, using higher termsd ingredients to increase profit margins. Although on that point atomic number 18 many possibilities available as the trend widens it is suggested by the generator that a trend alone wadnot allow for increased business.Higher profit margins for more expensive ingredients leave symbolise that the consumer forget start to expect more from the restaurant or takeaway in question. Such qualities as ambience, military service, food standards, variety of menu, and recreation of an experience the consumer whitethorn turn in had whilst on holiday whitethorn overly come into the equation. Large snitchs untold(prenominal) as YOsushi argon cashing in on the market trends by inspection and repair a variety of sushi diskes in a fun and friendly way. Japanese food such(prenominal)(preno minal) as sushi is often deemed as a much wholesome option to over take in popularity separate ethnically themed culinary art such as indian and chinese dishes (Martin, 2007).Sushi is base primarily around altogether fish, rice, and vegetables (YOsushi 2007) and thusly the former suggests that due to a more multi ethnic society in the UK this has lead to unalike ideals being set for healthier eating however it is noted by the seed that although the ingredients used to get up the western ideal of sushi atomic number 18 deemed as healthy the preparation and preparation methods may not leave in an end product that is altogether free of those things larnn as unhealthy due to the in legitimacy of production.Although large companies such as YOsushiargon succeeding in a very competitive business environment, how will such a shift in eating habits affect the smaller local businesses? According to Mintel (2002) one of the main reasons smaller businesses deep down the ethnical ly themed cuisine market are suffering lower profit margins is due to the lack of branded outlets, only when the author suggests that this could be due to separate issues such as the recent healthy eating trend which has caused many consumers to re-evaluate the content of the takeaway food that they consume so choosing healthier options instead.This essay will attempt to identify the reasons why a consumer will contract to dine out over eating at home, and then their reasons for choosing one hospitality venue over some(prenominal) otherwise. This should help to assure the growing market for ethnically themed restaurants and takeaways. The contri scarcelying economical, social, and ethnic factors of increased custom of ethnic cuisine will be explored further do suggestions to the hospitality manager on how to understand their target market thus aiding a more profitable business.It is important for any business to understand a consumers motivation to deprave or use a ser vice A motive is an internal energy giving force that directs a persons activities towards satisfying a need or achieving a goal Dibb et al (2001, pg. 121). Before a consumer enters any hospitality venue there may be many different factors that have bear upon their motivation to choose that particular restaurant or takeaway over another.It may be such base factors as location, price, and the service they are declare oneselfd with once inside the establishment, choosing on this basis is known as patronage motives. For an ethnically themed restaurant or takeaway to make the most of these motives they should be aware they are around them and attempt to emphasize said factors inside their ainized marketing mix. It is suggested by the author that this can be achieved with simple marketing ploys such as 2 course lunch menus, or a drink and a main course at a set price.By strategically placing the offers where the consumer will see them is more likely to attract them to try the service that is provided, and possibly provide return custom when the special offers are not available and they will choose from the full price menu instead. It is suggested by the author that this form of marketing can be applied anthropologically as the consumer will not sole(prenominal) judge the food outlet based on the price but also on how that price fits in with the image of the food product and its connection to the time and culture it represents.A good mannequin of strategic marketing for ethnic food is that of China town in London, many of the restaurants offer all you can eat buffets at low prices, and set menus that will attract many types of customers from those plenty absent a quick lunch away from the office to tourists who have been attracted by the hearsay and theme of such a postal service (Anon, 2007).60,000 Chinese lot of diverse origins live in London there is a large ne 2rk of Chinese schools and charity based community centres that offer support so that a bra in of cultural separateity can be passed down from one generation to the adjoining. This sense of cultural identity may be passed down for several reasons, Auge (1995) suggests that there is some sense of fantasy where as the environment they live in was founded a long time ago expressing a group identity that they feel should at all times be defended from external and internal threats and not forgotten by dint of the generations.Although China Town is now seen by the local council as a tourist attraction (Anon, 2007), it was primarily a safe haven for the many migrants coming to the UK in the 1960s, many of the british soldiers that returned from war in the Far East having enjoyed Chinese cuisine founded a refreshing loyal customer base for the cuisine in the UK and this is how that particular area of London became known as China Town (BBC. 2007) Although China Town is now a tourist attraction it should be noted that it is also a meeting place for many Chinese people who feel a sense of community and cultural identity.Unfortunately since Westminster council started a multi million pound re-development of the area this has seen the closure of many of the smaller authentic chinese restaurants in privilege of more chinese themed restaurants that will appeal to the average tourist (Anon, 2007). It is suggested by the author that this could cause many negative issues for the cultural identity and sense of community that exists in spite of appearance China Town where as the authenticity and history behind such an area of London are forgotten in favor of providing the tourists with an unreal representation in hopes of higher profits and visitor statistics.However it is noted by the author that there has always been an element of staged authenticity in China Town because the original cultural dry land was replicated in the first place.Although patronage motives play a aboriginal part in the consumer decision making process there are many other motives to c onsider such as the suggestion that food pickings are actually part of a persons identity for casing a consumer who chooses to dine at restaurants that only use local stick is likely to be seen by other consumers as someone who is not only concerned with the food that they eat, but also where it has come from and whether it benefits their local communities economy and local identity.Local produce has over the past decade been linked to geographical, historical, political, legal, economical, social and cultural issues therefore allowing the consumer to view it as a multi faceted cultural entity. Those consumers who are concerned with choosing only local produce relates to the idea of territory, and the limitation of space while respecting the environment around them.(Auge, 1995) There are two key theorists in relation to consumer motivation Abraham Maslow and Frederick Herzberg. Maslow believed that a persons needs are based on a hierarchy arranged with the least important facto rs at the bottom and the most important at the top. This arrangement starts with physiologic needs followed by safety needs, social needs, esteem needs, and finally self actualization.Once part of the triplicity (see appendix I) is satisfied then the consumer will move onto a bring throughment of the next level for example a man enters a chinese restaurant and eats because he is hungry then the physiological need is fulfilled, he may then go on to have a drink with friends to fulfill his esteem needs. When that important need is satisfied, it will stop becoming a motivator, and the person will try to satisfy the next most important need Kotler et al (2003, pg. 354).Frederick Herzberg developed Maslows theory and set-apart a persons motivators in to potential satisfiers and dissatisfiers. In Terms of Maslow and Herzbergs theories being applied in an anthropological sense the author suggests that this refers to culture, identity and symbolism of food spending as part of the needs snarl by the consumer, furthermore esteem needs, social needs and even self-actualisation are all part of what the consumer deems part of their individual or cultural identity.For this to work a person must have enough factors that are going to satisfy them into choosing one ethnically themed restaurant over another. For a hospitality operation to practice this theory to use they would need to avoid as many potential dissatisfiers as possible and squeeze on what the major satisfiers of their target market are, this may safe cause the difference between a consumer choosing one restaurant over another that is just around the corner.Therefore it is suggested by the author that disposed(p) the large number of decisions a consumer has to make when choosing an ethnically themed restaurant or takeaway, and the impacts that a multicultural society has on the consumer as an individual it is necessary to explore how and why consumers might influence one another to make a purchase decisio n based on food consumption. Firstly religious aspects of an individual within a group will play a key part in as original what food type they can consume. A child born into a family with strong religious beliefs will often take these beliefs as part of their individual identity, A good example of this is that of the consumption of proper meat products by many muslim families throughout the UK.According to the Halal Food Authority (2007) the devotion of Zibah means that animals have to be alive and healthy at the time that they are to be slaughtered, as little pain as possible must be endured by the animal during slaughter therefore a single cut is made with a sharp knife to the jugular vein. The Islamic Shariah organized religion also forbids the consumption of pork, and Halal meat must be prepared only in a situation where no pork products have been. Although there are many ethnic takeaways and smaller businesses providing halal or kosher food, there are not many big brand name s within the industry.Nandos restaurant, a Portuguese themed food outlet, provides halal chicken in what they have branded world famous peri peri sauce. Nandos have eased themselves into the local communities in which they reside by using the guideword we believe in trying to make life better for all (Nandos, 2007). Offering local sponsorships of sports teams and supporting(a) local charities has included the brand in a sense of community and cultural identity, it is noted by the author that the sense of community and cultural identity is referred to in a general sense quite an than that of a particular local community.To continue the idea that consumers can influence one another the purpose of traditional family mealtimes should be explored. Family mealtimes in the past decade would have been a time for the family to sit down, free and enjoy all(prenominal) others company with a home cooked meal. In society today mealtimes are ever-changing to meet new priorities and work pat terns, and flexible eating patterns are becoming more popular as people base when they eat around their lifestyle rather than a structured day to day meal time for the whole family to adhere too.(Wright et al, 2001) It is suggested by the author that due to this shift in family unity at mealtimes slight influence is being had over family group identity and a more determinative individualistic consumer will emerge instead with their own food choice preferences. However it is suggested by the author that the idea of a more individualistic consumer is more relevant to British culture and many other cultures residing within the UK may still enjoy unified meal times together as a family.In many ways it is a move forward in terms of identity and consumption of the consumer, one that the hospitality needs to be aware of to maintain a successful business. Friends and social groups can also influence one another in the food choices that they make, for example a group of friends who firm ly meet up at cocoa houses such as Starbucks will adopt a coffee culture the same as that represented on popular television shows such as friends. This happens because of the regular use and social identity that is created (Food Institute, 2005).It is noted by the author that social groups that contain consumers of different cultures and backgrounds, may influence one another to desire the need to experience each others cultural identity. There are many reasons why a consumer may choose to eat out in the first place according to Cousins et al (2002, pg. 251) If people have decided to eat out then it follows that there has been a conscious choice to do this in preference to some other course of action, in other words the food service operator has attracted a customer to buy their product as against some other product for example theatre, cinema, or simply staying at home.Often the convenience of eating out over cooking at home will help make the decision for a consumer. Eating out m eans more time for relaxation, quality time with family or friends, or just a change from the norm of returning from work and cooking dinner. The increase in the number of consumers choosing to dine out follows changes that have happened over the last decade where as family identity and roles have changed, with most households having two incomes and often the women will be the primary earner whereas before the women would stay at home and set the role of housewife.According to a recent survey (eating out and the consumer, 2007) only 8% of women see their main role as family care compared to 15% just a decade ago, the survey also highlighted the fact that women are more concerned with healthy eating when dining out, with 76% of women agreeing compared to 41% of men.This could have an effect on the number of consumers choosing to dine at ethnically themed restaurants and takeaways as it is suggested by the author that as women are more concerned with healthy lifestyles for their fami lies and will aim to choose an operation that can provide healthy nutrition, value for money, and good service as well as a sense of culture that is relevant to that particular family according to Mintel (2007) this will continue to be a growing factor in the choice of dining out establishments as more women seek full-time employment over the next five years.The change of roles in family lifestyles follows onto that of demographics. According to the Office for National statistics (2006) London consumers spend an average 60% more on dining out than consumers from other parts of the country such as in the North East of England.This can be seen in London with the success of ethnically themed restaurants and takeaways such as Belle Italia, Cafe Rouge, Pizza Express, and Franky and Bennys (Tragus, 2007). Many of these franchisees can be seen throughout the country but the survey carried out by the Office for National statistics (2006) also showed that those companies who left high profit areas such as London to nationalise their brands got their fingers burned.The author suggests that this inability to mobilise a new brand into an area of the country may stem back to the areas cultural identity based on the general perception of that culture, where as the consumer does not feel that the new brand is part of their personal identity and therefore is not part of the communities identity either. Identity can be associated with the repeat consumption of a particular restaurant or takeaway, for example a consumer who constantly eats at Chinese, Indian, and Grecian takeaways may eventually adopt a fast food culture.The fact that so many people are choosing to dine out comes back to the notion that todays society is more affluent, higher expendable incomes and more leisure time leading to a consumer that enjoys dining out on a regular basis. It is however noted that by the author that the trend for increased dining out may also relate to a new culture of malaise whereas p eople are just too lazy to cook at home and therefore choose to dine out.According to Martin (2007, pg.3) people will pay more for what they think is important, but the question for the eating-out market is what is going to be classed as in truth discretionary and what virtually essential? There is no sign that people will start cooking at home again, they will however most likely want better value. The author suggests that better value can mean numerous factors such as better quality and service rather than just providing a less expensive dining experience.Therefore those ethnically themed restaurants using high quality ingredients and experimenting with menu changes towards the more exotic may find an increased custom due to the perceive value in the consumers ideals. Many people want variety within their lifestyle, there are so many venues within the hospitality industry that offer something that a consumer may never have seek before or only experienced on holiday in a far awa y exotic place, this relates directly to the increased consumption of ethnically themed foods and plays a key part in attracting new customers and maintaining a loyal customer base.As mentioned earlier YOsushi is one of the worlds most famous conveyor rap music restaurants, the food is all freshly made to order and is prepared in full view of the customers. It is raise to note that the conveyor smasher restaurants in Japan are nothing more than a basic food outlet where customers can get a quick bite to eat on their way to do something else as stated by owner of London sushi bar Itsu Mr Metcalfe (2007) also stating that the conveyor smash-up is a great way to get food to customers whilst saving money on staffing costs.It is suggested by the author that this shows the cultural changes that have taken place in providing the same concept in two different countries so that they both remain profitable. Japan on one hand prefer the sushi conveyor belt restaurants to be quick no fuss f ood where as in the UK they are somewhat staged, legal transfer a little piece of what the British believe to be how Japan prepare, and eat their food just about ritualistically (Metcalfe, 2007).Since opening in 1996 YOsushihas become extremely popular, their no fuss attitude to service and the customers freedom of choice within the venue has produced a world(a) brand Since the first year of business (1996) YOsushi has received or so 300 applications per year from potential franchisees from Australia to Zurich. We realized we were on to a winning formula and that we could replicate the owing(p) YOsushi success story around the world.Vickers (2005). It is suggested by the author that the success of ethnic brands such as YOsushiis the effective use of consumer motivation combined with the provision of a market trend that integrates both healthy yet exotic ethnic food types. Although brands such as YOsushi have become globalised many of the dishes that are recreated from one countr y to another tend to have a very different end solution to its original form. This will happen for several reasons starting from simple facts as seasonality of produce to the availability of certain ingredients.for example a lop had in India is likely to look, taste, and even smell different to that of a curry in the UK such as the Balti which is believed to have been invented in Birmingham. (Anon, 2007). Birmingham is renowned for the production of curries with around 500 venues to choose from (Anon, 2005) and has provided a steady economy for the ethnic food industry, the word Balti when translated actually means bucket which in earlier days would have meant an earthen dish with handles on.The Balti will identify culturally with a special(prenominal) set of migrants, even though it is not an authentic Indian dish, and residents of Birmingham and the surrounding region, therefore the author suggests that the dish has been redefined from a traditional dish to one that combines no t only the ethnic roots of the inventor but also the environment that is now lived in within western society.Although the cultural identity of foods such as the Balti appear to create an economical advantage for Birmingham it has been noted that many Balti-house owners and managers spend their time constantly undercutting each other in a price war (Ram et al, 2000) making it difficult for each individual business to survive.The cultural identity of Birmingham is very much tied to the popularity of dishes such as the curry the author suggests that this may be because of the stereotypical cultural image of the traditional British friday night out, but according to Stewart (1989) less well known is that of the fish and chip shops that are Greek-Cypriot owned and add up to over 25% of Birminghams fish and chip shops therefore showing that Birmingham is a good example of a multicultural environment within the UK, even though it is often not perceived to be a global city its economy is ev olving in many ways through the ethnic food industry that is cerebrate to its multiculturalism, post colonialism and the transnationalism of many of its residents (McEwan et al, 2005) , as suggested by Bryson et al (1996) it is a workshop of the world that through its migratory and post colonial past is by all means a multicultural city within the UK.It is noted by the author that although Birmingham is a good example of a multicultural city within the UK there are many other cities that also benefit from a multicultural society such as Manchester and Nottingham.In conclusion there are many different factors that affect the way consumers are motivated to choose where to dine out, these have varied from patronage motives to those of cultural identity and a sense of community. Religion, Income, increased leisure time, and demographics have all played a key part in influencing consumers on their food choices, leading to a society that is more informed about what is available to them and what they want from their dining out experience.The changing roles of family life, eating patterns and the increased number of women working full time has also contributed to a society that want to enjoy their leisure time with friends and family rather than adhering to the role of women in the home that may have been present a decade ago.Ethnically themed restaurants and takeaways have enjoyed the trends that have increased the number of people dining out in the UK dramatically in the last decade, with consumers including their food choices as part of their cultural identity and also wanting to experience other cultures that are residing alongside one another within many cities in the UK.Ethnic cuisine is influencing the consumer more and more, with choices available from world wide destinations that remind the consumer of holiday experiences, alongside the perception of a healthier food option within the rise of a much more multi-cultural society, the service of ethnically the med cuisine should continue to remain profitable to both large brands and smaller businesses within the industry as long as the hospitality managers understand their target markets motivation for buying and consumer demand remains constant.