Exploring the concept of dining out organically: a managerial perspective
Market research suggests that organic food consumption in Europe is growing. The concept of dining out organically may therefore represent a promising business opportunity and yet little is known about how it is perceived by restaurant managers. This study reports on the outcome of a qualitative research conducted with managers of UK casual dining restaurants. It finds that restaurateurs are sceptical about the business feasibility of dining out organically which is viewed as a niche market with limited consumer appeal. This contradicts market research which questions the robustness of its findings. A new research stream looking at actual consumer behaviour, rather than attitudes, when dining out is necessary. Recommendations are devised to facilitate organic dining out in the UK.
views in local repository
downloads in local repository
The information is available from the following content providers: