Challenges Faced by an Entrepreneur on Opening a New Indian Restaurant in UK

This case study explores the challenges faced by an entrepreneur in opening a new Indian restaurant in the UK, including labor cost, labor skills shortage, and customer consciousness. It also investigates the impact of economic factors on Indian restaurants in the UK and provides strategies to overcome these challenges.

CHALLENGES FACED BY AN
ENTREPRENEUR ON OPENING A NEW
INDIAN RESTAURANTS IN UK – A CASE
STUDY OF BUSINESS
PLAN AND MARKETING CHALLENGING

Acknowledgement
On the very outset of this dissertation, I would like to extend my sincere and heartfelt obligation
towards all the personage who have helped me in this endeavour. Without their active guidance,
help and cooperation, I would not have made headway in this project.
I would like to express my special thanks to my Principal who give me a golden opportunity to
do this wonderful project and then I would like to thank my teacher for their guidance and
encouragement to accomplish the dissertation in well manner.
I am extremely thankful and pay my gratitude to my mentor for their valuable guidance and
support for completion of this project. Lastly, I also acknowledge with a deep sense of reverence,
my gratitude towards my parents and members of my family, who has always supported me
morally as well as economically.
At last but not least, gratitude goes to all of my friends who directly and indirectly helped me to
complete this project.
Thanking you.

Executive summary
Tourism industry is one of the most fastest growing industry in UK and by introducing
new restaurant with innovative concept is also helpful for the business to attract wide range of
tourist towards it. In the same way, current report also highlights the new concept of restaurant
which helps the draw attention of many customers towards it. Such that the entire report is based
upon to introduce new Indian restaurant in UK and describe the key challenges faced by an
entrepreneur while implementing the same. Therefore, the current dissertation describe the
impact of elevation in labour cost and shortage of labour skills on profit in restaurant business
and impact that consciousness of customers has on profit of Indian restaurants. Further, study
also investigate impact of economic factors on Indian restaurants in UK. Moreover, this is
supported by using appropriate research methodologies and for this research, researcher uses
quantitative research methods that will help to determine the exact results so that it will assist to
attain the defined aim and objectives. Lastly, researcher provide effective ways through which an
entrepreneur may easily overcome the challenges faced while implementing the new Indian
restaurant in UK market.

TABLE OF CONTENTS
Acknowledgement...........................................................................................................................2
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................1
Background of research ..............................................................................................................1
Aim and objective.......................................................................................................................2
Rationale of study.......................................................................................................................2
Significances of research ............................................................................................................3
Structure of research ..................................................................................................................3
CHAPTER 2: Literature review.......................................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
CHAPTER 3: FINDINGS............................................................................................................24
CHAPTER 4: DISCUSSION.........................................................................................................48
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................50
REFERENCE.................................................................................................................................54

INTRODUCTION
Background of research
Tourism is the one of the fastest growing industry in UK and with increase in its growth
rate other industry also grow like hospitality and restaurant business. In past couple of years
restaurants number increase at fast rate in UK specially in London. Interesting fact is that in
London multiple nations people live that have different taste. Hence, there are multiple cuisine
medium and small size restaurants in capital of the UK. Chinese, Indian and Mexican cuisine are
common in the UK. In the present research work an attempt is made to find out factors that
create problem for an individual to open and operate Indian cuisine restaurant in the UK. Apart
from this, attempt is made to investigate factors that make marketing of restaurant very
challenging in the UK (Jogaratnam, 2017). It is observed that UK import most of vegetables. In
other words, it can be said that mentioned nation produce less quantity of vegetables and import
more to fulfil its needs. Thus, currency exchange rate heavily affects import of vegetables.
However, UK import most of vegetables from EU nations but there are few one that it imports
from other countries of the world. Important point to note is that in upcoming time period UK
will exit from EU and in that case import cost of vegetable will increase. Thus, maintaining cost
of purchase is one of big challenge for restaurant owner. Other main challenge is to retain
customers because now a day’s customers become more sensitive and aware and rationally make
decisions. They read reviews, on basis of past experience take decisions and heavily visit varied
FB pages and view advertisements (Ramanathan, Di and Ramanathan, 2016).
As per the secondary research, it is analysed that the Indian restaurant industry is worth
Rs 75000 crores and it is further growing at the rate of 7% annually. Further, introducing Indian
restaurant in UK will help the customers to understand each other tradition. Therefore, it is
clearly analysed that there is a rapidly increase in the restaurant industry at 16 percent which
further helps to increase the economy of the country as well. Moreover, the concept of
developing new Indian restaurant is quite good because the industry is growing and that is why,
investing in this will help to generate better income source for an entrepreneur as well.
Therefore, in order to invest in to opening a new restaurant will help the business to raise its
brand image and though there are different challenges which will be faced by an entrepreneur but
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offering good quality of food and services will help the business to attract wide range of
customers.
All these things heavily affect customers decisions and such kind of thing make
marketing very tough task for a restaurant owner. Present study aims to identify impact of these
factors on business. Apart from all these factors availability of skilled labour and its acquisition
cost is also high. As less number of people have speciality in Indian cuisine and cost charged by
them is also high. Thus, these factors overall have huge impact on restaurant profitability on
initial days of inception.
Aim and objective
Aim: To identify challenges associated with opening of Indian restaurant in UK.
Objectives
 To identify impact of elevation in labour cost and shortage of labour skills on profit in
restaurant business.
 To find out impact that consciousness of customers has on profit of Indian restaurants.
 To investigate impact of economic factors on Indian restaurants in UK. To recommend strategies which can be adopted to troubleshoot problem.
Research question
 What is the impact of elevation in labour cost and labour skills on profit in restaurant
business?
 What is the impact that consciousness of customers has on profit of Indian restaurants?
 What is the impact of economic factors on Indian restaurants in UK?
Rationale of study
While conducting any research study it is very important to ensure that it is addressing any
specific problem of the general public. It was necessary to conduct research work on restaurant
business because now a day’s number of restaurants are increasing in UK at rapid rate especially
Indian restaurants. Opening of restaurant require huge capital and efforts to establish its name
among people. To ensure that business will operate smoothly in its initial days it is necessary to
have information about factors that impede growth of Indian restaurants in the UK. After
identification of factors strategies can be formulated to solve the problem. In the present study
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same thing will be done so that people may find it easy to some extent to operate their restaurant
business in its initial days. Thus, present research study will assist people to solve problems that
faced while operating restaurant business. It can be said that existence of problems makes it
inevitable to conduct present research study.
Significances of research
There is huge significance of the present research study. As it is one of the well-known fact
that while opening and operating restaurant business one face a number of problems. It become
hard for one to fight with multiple problems in single time period. In the present research study
focus is on multiple factors that have impact on the restaurant business. On basis of analysis of
these factors at granular level recommendations will be prepared which can be used by those
operating restaurant businesses. This make current research study relevant for the audience and
lead to huge significance of research study for them.
In addition to this, through the research, researcher also determine different factor which
affect the system when developing new business in the Indian Market such that shortage of
labour, price fluctuation, economic factor, legal factor etc. therefore, there is a need to have a
proper planning while developing new restaurant so that it will not affect the overall system in
negative way.
Structure of research Introduction: In this section brief introduction of the present research work is given. This
section is divided in multiple sub sections like background, aims and objectives, research
questions, significance of research and rationale of study. Thus, it can be said that on
viewing this section one can easily estimate direction in which research work will be
gone. Literature review: In this section varied authors literature will be reviewed and whatever
they state will be discussed in detail. In respect to particular issue comments that are
made by the authors in support and against will be discussed in detail. Further, in this
section critically analysis is also done which helps to determine the views of different
authors so that the aim and objectives are attain in specific manner. In this way entire
section will be done.
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 Research methodology: It is another important section of the research study and under
this way in which research will be carried out is determined. There are number of areas
that will be covered in the report like research design and for that researcher opt
descriptive research design, research type i.e. quantitative and research philosophy in
which researcher opt Interpretivism research philosophy. Based on all these factors final
outline of research study is determining which need to be followed to conduct entire
research. In the research methodology section sources from which data will be gathered is
also specified in detail. Basically, in dissertation both primary and secondary research is
conducted and due to this reason both names are specified under data collection section in
dissertation research methodology section . Lastly, thematic data analysis is done in
which researcher presents graphs, pie charts to look its more presentable and
understandable. Results: In this section of the report entire results that are generated are arranged in a
systematic way. In case SPSS is used for data analysis purpose then in that case its output
is placed in the results section and if thematic analysis is done then in that case response
given by the respondents on Likert scale is shown in table or chart form. After placing
charts their interpretation is also done to find out current trends in respect to the research
area. Discussion: In this section of the report obtained results are discussed in detail. In this
part of the report results obtained through SPSS or thematic analysis are discussed along
with literature review results. Thus, it can be said that overall current results obtained are
compared with past literature to obtain overall overview of the research subject. Conclusion: In this section of the report overall conclusion is prepared based on entire
discussion of results obtained and literature review details. Thus, it can be said that it is
very important part of the research study because it indicates overall direction of the
research subject.
 Recommendation: Finally, on basis of conclusion and discussion section
recommendation section is prepared and under this on basis of identification of areas
where work need to be done solutions are proposed by following which problem can be
solved.
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CHAPTER 2: Literature review
Literature review is the scholarly paper which mainly includes the existing knowledge as
well as theoretical and methodological contribution for the specific topic. Therefore, it is he
secondary sources and it do not report the new and original experimental work. Through this,
researcher generate views of the different author so that it will help to reach exact results and
also attain defined aim and objectives as well.
Theme 1: impact of elevation in labour cost and shortage of labour skills on profit in
restaurant business.
According to Ahmad, (2015) labour cost has huge impact on overall business cost. As per
estimation in most of business firm’s employee cost cover 30% of overall cost. Thus, this reflect
that it is very important for the business firms to maintain stiff control on direct expenses. If
employee cost is in control and more work is obtained from them then in that it is assumed that
human resources are best utilized for benefit of the business firm. On other hand, if labour cost is
high and some part remain idle then in that case it can be said that human resources are not
utilized in best way in the business. In the restaurant business labour play a very crucial role in
the business success. It is the labour that prepare excellent quality of food in the restaurant and
play vital role in customer satisfaction and its retention. Thus, restaurants have to pay higher
amount to the labours so that they can be retained in the business. Many time restaurants have
more chef but less number of customers are received then in that case cost burden increase on the
company. Thus, one of the main challenge in opening and operating Indian restaurant is to access
exact number of labour that must be in the business so that cost remain in control at the
workplace.
As per views of Krzikallová, (2016) labour cost must not be assumed as problem by the
restaurants. If any restaurant management think that more number of labours are there in the
business then it must consider them as asset not a burden on the firm. Manager of the restaurant
must focus on developing skills of labour whether they are chef or any other employee. If all
employees will be trained in their field then in that case they will be able to deliver better quality
of service to the customers. All these things will lead to better retention of customers in the
business. Moreover, if service quality is good then in that case restaurant will be able to easily
create new customers in the business. Thus, it is true that labour cost is high in the restaurant
business but at same time manager must treat these employees as one of the most important
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resource so that in better way their utilization can be done for business growth. Manager of
restaurant can contact with the training institute and can forward its employees in these training
institutes so that they can acquire skills to prepare wide variety of food whether they are Indian,
Chinese and Mexican etc. On single platform wide variety in respect to single cuisine or multiple
cuisine can be offered to the customers. In this every higher cost is paid to the employees much
higher return can be gained from them.
According to Lee, Hallak and Sardeshmukh, (2016) investment must be made on the
human resources because they are the growth engines of the business firm. More any company
have intellectual property it can compete with its rivals. It is innovation that become possible in
any company because of availability of sufficient intellectual property. Facts revealed that in the
past couple of years those firms that have higher number of intellectual capital grow at rapid
pace. Example are IBM, Infosys, Dell and analytics firms. So, even cost of employees or HR
expense is high in the business firm must not care about it. Instead training sessions must be
conducted so that new opportunity for better use of employees in the business can be identified.
In addition to this, Panigrahi (2019) stated that there are various reason of labour shortage
such that geographical shortage, which is the area within a booming economy. Such that in the
world, there are many countries who have a strong employment while, in India there is also a
strong employment demand but it also suffer from high rent cost and as a result, it leads to cause
the labour shortage. On the other side, the high skilled jobs and the occupation which is also
require the particular skills and qualification and it have a limited pool of workers who may
easily apply. Further, in India, there are some unattractive jobs in the service sector which are
hard to fill such that non- monetary cost and negative social perception about the job and as a
result, it also affect the overall industry in opposite way. Further, in the develop economy with
such a high expectation, farmers are also struggling in order to ill the low paid jobs which are
further undesirables.
Therefore, author stated that due to basic economic response to a labour shortage for the
firms in order to increase the pay so that different workers may easily attract. It is stated that sue
to high wages offering, the labour are easily attracted and as a result, the shortage may be
decreased and it helps the restaurant to make it more attract in front of customers. Thus, in order
to open a new restaurant of Indian market in UK, it is quite tough for the business to analyse the
number of labour so that it will help to lead a business towards positive way. On the other side,
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Houghtaling and et.al., (2018) stated that in restaurant, it is not easy for the manger to recruit the
best candidate for the company and also make decision fro the selection of a candidates.
Therefore, it is essential for the business to hire those employees who are able to perform the
work without any loopholes.
Theme 2: impact that consciousness of customers has on profit of Indian restaurants.
As per the view of Baktash and Talib (2019) Indian restaurant are mainly famous for its
ethnicity and they always measure the customer satisfaction so that it will not creates any
negative impact upon the profit margin of the restaurants. As customers needs and behaviour
changes and as a result, their state of mind also affect the overall market of the restaurant in
opposite way. While introducing any new Indian restaurant, it is quite essential for the business
to figure out the customer needs and their behaviour which is later helps to the manager of
restaurant to make it possible for the customer's expectation which should be fulfilled. Therefore,
this attitude is also helps the business to reach towards the success. It is also analysed that the
more customer's needs and expectations are nurtured, the more restaurant are going to be
successful in the near future. Therefore, if the customers are satisfied, then it will automatically
increases the restaurant's profit and though there are different kinds of customers who will come
to restaurant with the need of just having the mean and they will never come again. Thus, the
manager or an entrepreneur should have an ability to analyse their needs.
In addition to this, Gainsbury, Abarbanel and Blaszczynski (2019) stated that there are
customer who also come regularly and have expectations or concern about the quality of
products and services which they consume and experience. Therefore, they are the most
concerning clients who are actually fundamental influence in the terms of restaurant's success.
There is a correlation between the consciousness of customers and profitability such that it is
analysed that loyal customer has a great impact upon the higher sales and profit and it is true that
loyalty comes when the customers are satisfied with the offered products and services.
Moreover, author also stated that restaurant business has a huge impact upon the profitability
when it provides better customer satisfaction. Such that Kuhzady and Ghasemi (2019) stated
that when the new restaurant is open, make sure that the customer are satisfied and as a result, if
they are satisfied, then the profitability of the restaurant is automatically increases. Even several
studies shows that there is a need to keep retention of the customers such that every customer
have their own choice of shop, products and they always remain loyal towards it.
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On the other side, Hamukwala and et.al., (2019) stated that the mindset of customers are
influence by many ways such that marketing campaigns which plays a crucial role. If the new
restaurant is opens in Indian market then make sure that proper advertisement, should be there
which will creates positive impact upon the business. Proper promotion and advertisement plays
a greater role in influencing the purchasing decision that is made by consumer and if the
marketing campaign are done on regular basis which can influence the consumer purchasing
decision in such a wide extent then it will involve many customers to enjoy the services offered
by the restaurant as well.
Beside this, through an advertisement which may also help in influencing these factors up
to some extent, the purchase made by the consumer is also influence up to some end. Panigrahi
(2019) stated that cultural factor is also consider as a consciousness of customers. As India is
well known for its culture and culture is consider as a powerful and dominant determinant of
personal needs and wants, author also state that people also react as per the culture they belongs.
As every culture has their own values, customs, tradition and beliefs which affect the overall
environment of a restaurant. Further, every nation has its own unique culture which also shapes
and control the behaviour such that Indian culture is actually known for its tradition, values and
beliefs. That is why, if the restaurant presents all the culture in its working area, then it will
definitely influence the customers opinions and as a result, it will help the business by generating
best results that improve the financial services of the company.
Every person have their own needs and wants, therefore, it is necessary for the
entrepreneur to consider all the factors which includes age and stage in life cycle, occupation and
different economic circumstances. When opening a new restaurant, it is quite essential for the
business to keep meet the customer needs and wants such that people with same culture, social
class and occupations may differ in their life style. That is why, knowledge of life style of the
target market is also essential for the marketer in order to design better marketing program. This
also helps the restaurants to generate better leads for their future by improving the financial
performance. Further, the purchasing power of the customers Is also influenced by the several
psychological factors and the dominants among them is also includes the motivation, perception
and learning or beliefs. That is why, it is essential for the business to measure the impact of
psychological factor and they need to understand the probable role in order to make buying
decision better.
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As per the view of Houghtaling and et.al., (2018) that if the customers are willingly
invest on purchasing the products only if when the company provides best variety of products to
their customers at reasonable rates. Though, it is not easy to measure the impact of psychological
factor but by meeting the needs of the customers and provide the same to their customers will
help the business to provide bet variety of products to their customers. In the same way, if the
country's economic condition is stable then it will be easy for the business analyse the customer
opinion in order to leads a business towards profits. Such that a positive economic environment
is become more confident and willing to indulge in the purchase of customers financial liabilities
as well. As every employee have their own preference and choice, but they divert their mind
when other restaurant provide best variety of products and to their customers while others do not.
Therefore, Connolly (2019) stated that through an advertisement, which may easily influence the
factor up to some extent and the personal consumer likes or dislikes are also exert the greater
influence at the end of the purchase which is made by the customers, in order to offer the best
variety of dished to their customer.
Theme 3: Impact of economic factors on Indian restaurants in UK
As per the view of Aschemann-Witzel and et.al., (2015) the food industry In UK is
undergo the dramatic change over the last many years and as a result, many economic factor also
affect the fast food industry such that economic downturns is one of the biggest factor that
creates negative impact upon business. For instance, if the people have money, then they will
definitely go to their favourite restaurant. But on the other side, due to inflation, the economy of
the country got affected in negative manner such that it leads to decrease the demand of the
customers as well. Moreover, from the secondary research, it is analysed that in UK, almost all
the (around 540) restaurant are based upon Greek restaurant and around 40 percent of the
Turkish restaurant. Therefore, it is clearly analysed that developing new concept of Indian
restaurant in UK market will help the business to attract wide range of customers towards it.
On the other side, due to inflation, the restaurant may further increase the price of the
products, but customers are not willingly invest their money for purchasing the products and as a
result, it decreases the overall brand image. On contrary, Secondi, Principato and Laureti (2015)
stated that economic upturns in another economic factor which further, helps the restaurant to
provide best variety of food to their customers. Such that in 2011, McDonald's also beat its sales
from last many years and it is so because it add new item in their menus. While, in the recent
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time, people start demanding healthier food and for that, it is quite beneficial for the restaurant to
invest in Indian tradition in UK market. Further, economic factor creates both positive and
negative impact upon the restaurant such that when the food cost rise and then employment
stabilizes. Therefore, to stay competitive in the market, restaurant operators need to become
more productive as well as efficient. As there is a labour shortage in the market and that is why,
the economic factor creates negative impact upon the business such that if there is no labour in
the market, then its working ability of the business will affected and as a result, the performance
got decline.
As per the National Restaurant Association reports, the key driver for the growth of
restaurant industry is such that the change in how the people spend their money on food and it is
realized that the industry is also share the food and it is also grown up to 47% and till then it is
also continue to grow as well. Moreover, Hartwell (2017) stated that the economic influence on
the restaurant industry from the past many years such that it includes gas price and consumer
debt. Further, the decline of the gas price from the last many years that means, customer have
more cash so that they can easily spend on the food and also travel specifically to the dine at
restaurant as well. But in the same time, there are many trends for the restaurants such that value
versus price. It is analysed that most of the restaurant consumer are price- conscious and they are
mainly focused on the consumer cost. Such that the restaurants which are perceived as providing
a higher value which further offer more likely to succeed. Even the customers also prefer to have
a high quality of food with different health benefits and that is why, there is a need to offer the
best price products and services to their customers.
According to Awan, Siddiquei and Haider (2015) the quick casual sector of the restaurant
is also continue to growing and these restaurant are further position between fast food and casual
dining restaurant. Further, most of the restaurant are also offer the high quality of products to
their customers and they always try to introduce new and innovative products and services so
that it will help to attract wide range of public towards it. As per the recent years, the tourism in
UK is also increases which means that investing in the restaurant is a good decision and even in
that, investing in Indian restaurant will help to provide better and new taste to all the citizen of
the country.
Opitz and et.al., (2016) argues that the restaurant industry always remain extremely
sensitive to the labour cost and it is relatively high level of hiring which has already put it at risk
10

of facing labour shortage as well great retention challenges. As the labour rate is around one-
third of the restaurant's total sales and if there is any changes in the market such that increase in
minimum wages, then it will creates direct impact upon the industry. Further, the restaurant
industry is completely depend upon the EU labour and that is why, the nature of the industry is
also favourable fro EU migrants. It is also stated by Dechezleprêtre and Sato (2017) that the
government of UK also spent money for the labour such that it provide long term visa that may
be available for the skilled migrants who may easily earn at least 30000 pound per year easily.
Hence, it is clearly analysed that this industry is not relied on skilled worker and as a labour
shortage may occur. Hence, it may further leads to generate high wage cost and also squeezing
the profit margin as well.
Moreover, it is also analysed that the confidence of the customer also fell due to EU
referendum such that the changes in consumer confidence has also creates direct impact upon the
customer's propensity. While on the other side, as per the view of Thyberg and Tonjes (2016)
due to an adverse economic climate, the customer mainly choose to save money rather than
spending on some unrestricted items. That is why, offering the products in such an innovative
way will help the business to generate the best income for the company. In this time, price plays
an important role for the customer while economic uncertainty. Such that if there is a rise in the
price of product then it will creates negative impression upon the business performance. For
example, when the new Indian Restaurant is introduce in UK market, and the prices of the
products are also increases, then it will not attract wide range of customers towards it. Moreover,
if the new business concept also includes to home delivery option, then at that time, when the
price of fuel is also goes up, then the suppliers who brings the raw material and also take more
charges and as a result, it will affect the overall business in opposite way. Hence, it will also
affect the price of customers pay for the menu items.
As per the view of Principato, Secondi and Pratesi (2015) the prices of commodities is
also consider another economic factor that creates negative impact upon the new Indian market
such that there is a need to buy ingredients through which the food is prepare. When the price of
the products is rises then it automatically increases the cost for temporary basis. As a result, due
to increase in price, the profit also goes inversely affected and hence, the financial performance
goes decline. In addition to this, in UK, there are some restaurants who also maintain low price
of products even when the commodity of the price is also high. As a result, it creates positive
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impact upon the business because it helps to attract wide range of customers towards it.
Therefore, it is clearly analysed that there are many factor which are creates direct impact upon
the business performance. As a result, it also affect the overall restaurant in the UK market. In
addition to this, if the restaurant develop the menus which includes healthy and low calorie
option then it will help the business attract wide range of customers towards them. Moreover,
providing better customer service to their customers will also help the business to raise the brand
image in the market and in order to introduce the new Indian restaurant in UK market, there is a
need to introduce different marketing strategies so that it will help to attract wide range of
customers towards it. Therefore, providing healthy food options and increasing the hospitality
from the staff and more delivery options for the customers will also help the business to raise the
brand image and attract wide range of customers towards it,
On the other side, Aschemann-Witzel and et.al., (2015) stated that due to sudden changes
in the customer preference, and to comply the same and spend lower amount of money will help
the business to drive the changes in the industry so that it will help the restaurant to creates direct
impact upon the economy of the country. Moreover, cost inflation is also likely to continue to
impact the restaurant industry as well. In addition to this, downgrading demand also consider
another factor that creates opposite impact while investing the amount for developing new Indian
restaurant in UK. Such that food from the full- service restaurant is consider a discretionary
purchase and due to low consumer expenditure which also led to weaker demand and as a result,
it affect the overall business in opposite way. That is why, the depreciation of the pound which is
caused by the UK decision in order to exit from the European Union which has also inflated the
cost of imported goods and as a result, it also increase the purchase cost and lower down the
pressure on profit margin as well.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the specific process and the technique which is also used to
identify and select the process in order to analyse or collect the data related to specific topic.
Further, research methodology is also used to solve various planning as well as operational
planning which further assist in the decision making (Noble and Smith, 2015). Overall, research
methodology also involves the study and its cause and then describe the effective relationship
between its variables and aid to identify the pattern for the certain variables as well. Therefore, it
is consist of different methods which are research philosophy, research approach, research
design, data collection, data analysis, sampling and ethical considerations, which are as mention
below:
Research Philosophy: It is the vast topic which is the notion about the way in which the
data is gathered, analysed and further used in order to conduct the research in efficient manner.
Further, this strategy is all about the to involve the human in order to formulating beliefs and
assumptions, even the choice of the research philosophy is also impact by the practical
implication. Further there are four types of research philosophy such that Pragmatism which state
that there are different ways of interpreting the world and also helps to leads the research in
better way (Padilla-Díaz, 2015). This type also state that there is no single point of view which
provide entire picture as well as realize that there are number of multiple realities. Hence,
research philosophy will mainly assist the researcher so that they may use different types of
methodologies in order to avoid inappropriate and unrelated work. So understanding the research
philosophy and also understanding the benefits, researcher will be more creative and exploratory
in order to research on the particular methods.
Another is, Positivism research philosophy which is quite difficult to explained such that
it state that this philosophy only relies upon the factual knowledge which is gained through an
observation and it also includes the measurement that is trustworthy. But on the other side, when
researcher chooses this method then the role of researcher is limited with regards to data
collection as well as interpretation. Therefore, the findings are quantifiable and observable as
well (Edson, Henning and Sankaran, 2016). Next is Interpretivism, which directly involves the
researcher to interpret the key element of the study in order to generate best results that helps to
attain the aim of the study. Further, the research philosophy mainly focus on the meaning and
may also employ the multiple methods in order to reflect many aspect of the issue. Last is
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Realism research philosophy, which is also relies on the idea of independence of the reality from
the human mind. Moreover, this philosophy is also based upon the assumption of a scientific
approach to the development of a knowledge (Quinlan and et.al., 2019).
From the over, researcher chooses Interpretivism research philosophy for each researcher
in order to interpret the results in better way. Such that it also helps the researcher to attain the
aim i.e. To identify challenges associated with opening of Indian restaurant in UK. Through this
method, the researcher generate best results and also provide the clear statement through which
the researcher identify the results and able to answer the research questions as well.
Research approach: It is the plan as well as procedure which is consist of steps of broad
assumption that helps the researcher to analyse and interpret the collected information in better
way. Therefore, through this research approach as a research methodology, the researcher may
minimize the use of statistical data that helps to save time and resources (Teherani and et.al.,
2015). For this current research, researcher chooses quantitative research strategy in which all
the data are translate into the use of statistical analysis in order to attain the aim and objectives in
better way. Therefore, using this method will help to analyse the researcher to understand the
relationship among the variables using descriptive or an reasoning statistics. Under this,
descriptive statistics is assist to help to draw the inferences related to population and also
estimate the parameter as well.
there are three types of research approach such that deductive research approach which
mainly used to develop a hypothesis and it is based on the existing theory in order to test the
hypothesis. Further, this method also generate the relationship or link which seems to be implied
this particular theory (Alase, 2017). This approach also helps the researcher to generalize the
findings up to certain extent. Next is Inductive research which mainly start with the observation
and also helps the researcher to leads towards end results by answering all research question in
better way. Thus, this research also involves the search for pattern from an observation and the
development of all explanation and theories for those patterns using a series of hypotheses.
Therefore, the researcher mainly chooses this type of approach in order to generate the link
between objectives of research and results of the raw data. Last is Abductive research approach,
which is actually used to address the weakness that is associated with the other two approach.
This type of method is mainly start with surprising facts and puzzle so that the researcher may
devoted their explanation easily (Stevenson, 2019).
14

From the above, researcher chooses Inductive research approach under quantitative
research method so that it will help the researcher to attain the aim and objectives and also leads
the researcher towards more abstract generalisation and ideas as well. In this method, no
hypothesis is found at the initial stage of the research, but researcher also make sure that through
observation, the researcher may easily attain the defined aim i.e. To identify challenges
associated with opening of Indian restaurant in UK. Through inductive research approach,
researcher may also analyse different challenges which an entrepreneur faces while developing
any new ideas In completely new country. In the same way, researcher also develop the
inductive reasoning which is further based upon the learning from own experience.
Research Design: It is the framework which is used by the researcher in order to address
the problem in specified manner so that the researcher may easily handle the problem in
efficient manner. The method also provide an insights such that how the research is conduct so
that the researcher may leads to attain the defined aim and objectives (Meyers, Gamst and
Guarino, 2016). Through researcher design, researcher may generate result which is free from
bias and it should be neutral. Moreover, the researcher should also be involve all the expected
similar results and also generate the best results that is further valid and it is also ensure that the
results which are generated should be easily achieved.
There are two types of research design such that Exploratory research design which is
merely explore the research question and it did not intend final conclusive solutions for the
existing problems. Therefore, this type of researcher are mainly used by the researcher to
conduct the study problem which is not yet clearly defined. Though this type of research is
flexible in nature and also easily adopt the changes in better way. Further, the research also helps
to save time as well as other resources in order to determine the earlier stages of the research
(Creswell and Creswell, 2017). While on the other side, Conclusive research design is another
type which generate best results and findings that are useful to generate best results and helps to
make decision better. Though in this type of research, information are not clearly mentioned and
as a result, it also provides a way to verify as well as quantify the findings of an exploratory
studies as well. Moreover, this type of research design is used when researcher opted quantitative
research strategy so that it will not creates any bias in the research results. Thus, conclusive
research design is mainly used to test the hypothesis and generate the relationship between two
variables so that findings are used to take better decision as well (Creswell and Poth, 2016).
15

From the above, researcher uses descriptive research design under conclusive research
because it helps the researcher to describe the characteristic of the population which are being
used in the studied and it also focus on the describing the nature of the study as well. Therefore,
by using this type of research design, researcher may easily determine the challenges which the
company may face in order to establish new Indian market in UK. Further, through this,
researcher may also develop the casual relationship between different variables in which one
variable also affects another.
Data collection: Data collection is the process of collecting and gathering the
quantitative as well as qualitative information for the specific variables in order to attain the aim
and objectives. Further, for the good data collection, it is quite essential to have a clear process in
order to make sure that the collected data is clean, consistent as well as reliable. Therefore,
collected data also allows the researcher to store and also analyse the important information for
the existing customers (Yeakley and Caballero, 2016). Not only this, the data collection is also
helps the researcher to allow much larger sample size and also improves the reliability of a data
as well.
There are two types of data collection methods such that primary data collection method
in which the researcher generate the best results and it is the first hand sources and researcher
may uses survey, interview and experiments in order to conduct the research in better way.
Further, this methods are original in nature and are also specific to the research problem under
the research (Powilleit, 2015). Next method is Secondary research method, in which the
researcher collected the data which are already collected by other person by using books,
journals, articles and newspaper etc. Secondary research method saves time and money in order
to provide larger and high quality of data base.
From the above, researcher uses both primary and secondary research data in order to
generate the best results such that for primary research, researcher may opt questionnaire under
survey method so that different questions are asked so that It will be easy to determine each
other's point of view (Guerra-Santin and Tweed, 2015). On the other side, secondary research
method is used to identify author's point of view so that it will leads to generate the best result.
Evermore, the researcher chooses these method will help to complete the research in more
precise manner and attain the aim i.e. To identify challenges associated with opening of Indian
restaurant in UK.
16

Data analysis: It is the process of inspecting and cleaning the information with the aim
in order to generate the useful information, which support decision making. Further, data
analysis also aim is to extract the useful information from the data and then take those in order to
make better decision for the company as well. It is one of the most important methodology which
is used by the business because it determine the mistakes and helps to develop a plan without
repeating the same again and again (Chambers, 2017). Overall, through data analysis tool make
it easier for the user in order to process and manipulates the data in order to analyse the
relationship and correlation between different data sets so that it directly leads to determine the
patterns and trends for an interpretation as well.
There are two types of data analysis such that quantitative data analysis in which
researcher expected to turn the raw numbers into meaningful information by using critical
thinking abilities. Further this quantitative data analysis is also includes the calculation of
frequencies and also determine the variables as a difference. Hence, this approach is mainly link
with the evidence that further support as well as reject the hypothesis so that the stages are
formulated in easy manner (Schabenberger and Gotway, 2017). On the other side, qualitative
data analysis is another method which Is refers to the non- numeric data such that interview
transcript, notes and videos so that the information is easily helps to determine the results. This
methodology did not generate the exact result because it is completely based upon the
assumption only, while on the other side, quantitative data analysis method is help to generate
the best and exact results.
From the above, researcher may uses thematic data analysis method under quantitative
data analysis, in which researcher uses SPSS as a software that convert the results into
meaningful way (Heeringa, West and Berglund, 2017). Further, using thematic data analysis,
researcher may easily generate pictures, charts and table in order to complete the research in
more presentable way. In addition to this, using quantitative research data analysis method,
researcher may also attain the defined aim i.e. To identify challenges associated with opening of
Indian restaurant in UK and also conduct the research in more precise manner as well.
Sampling: It is the process which is used in the statistical analysis so that the
predetermined number of observation are easily taken into the larger population. Therefore, the
method is mainly used to sample from the large population which is depends upon the type of
analysis that is being performed and it main purpose is to provide different types of statistical
17

information which may be qualitative or quantitative in nature (Etikan, Musa and Alkassim,
2016). Hence, sampling enables a researcher to facilitate the data collection which the researcher
uses for the research analysis when the population is being larger. So sampling also permits the
researcher to draw a valid conclusion related to every complex situation in order to generate the
faster results. Therefore, it is used when the researcher have a large size of target population so at
that time, researcher did not have any choice but they have to study the number of cases of
element within the population in order to represents the population and at the end they reach the
conclusion as well.
There are two types of sampling such that probability sampling, which is the technique in
which the sample from the larger population are chosen by chance. For the participants which
should be consider as a probability sample then the researcher must choose random selection
method so that every of the population get equal chance of getting selected (Lohr, 2019).
Therefore, the sampling also uses the statistical theory in order to select randomly and a small
group of people so that the researcher may easily predict the responses and meet the defined aim.
On the other side, Non- probability is another sampling type in which not all the members of the
population has a chance of selection and participation in the study. Therefore, this type state that
each member of the population has a non- zero chance of being selected in order to participate in
the study.
From the above, researcher chooses simple random sampling method under probability
sampling so that it will help to attain the defined aim and objectives i.e. To identify challenges
associated with opening of Indian restaurant in UK. Further, for this, researcher chooses, 30
employees of the restaurant industry are chosen in order to determine the responses so that it will
helps the researcher to answer the research question in better way. Moreover, this method is
simple to use and easy to calculate because it is an automated process through which the
researcher may easily generate the results which further help to determine whether there are any
challenges faced by an entrepreneur while operating an Indian restaurant in UK (Zayed, 2018).
Ethical Considerations: it is considered one of the most important key element which is
used by the researcher and this is the principle which must be followed by the researcher such
that, the research participants should not be subject to harm in any ways and it is quite necessary
for the researcher to maintain the dignity of research participants (Bennett and Panicker, 2016).
Further, make sure that proper confidentiality should be maintained by the researcher so that the
18

private information should not be used by the third party and as a result, it make sure that
protection of the privacy of the research participant has be ensured. In addition to this, researcher
should make sure that there should not be any miscommunication between the respondents and
the researcher because it may leads to generate wrong results which directly creates impact upon
the aim and objectives.
On the other side, researcher, should also make sure that any type of misleading the
information will represents the primary data is wrong way and as a result, researcher should
ensure that bias should be avoided. Moreover, researcher should also make sure that any type of
communication in relation to the research should be done with proper transparency and honesty
so that it will leads to generate the best results as required (Huang and Cong, 2017). Overall,
researcher should also comply with the data protection act so that it will help to maintain
confidentiality and also assist a researcher to attain the aim i.e. To identify challenges associated
with opening of Indian restaurant in UK.
Validity and reliability: Another important part of the research methodology in which
the researcher is completely relies on the same answer which is obtain by using the same
instruction more than twice. Therefore, if the researcher is get same answers then it clearly state
that the answer will helps the researcher to concluded the results which accomplish the aim and
objectives. As reliability is completely depend upon the issues which are mostly time closed
linked with the subjectivity (Heale and Twycross, 2015). On the other side, the validity of the
research helps to describe as an extent at which the requirement of research method is followed
in order to generate the research findings. Moreover, it is clearly examine through the research
that the validity and reliability of the study is depend upon the responses provided by the selected
respondents so that the aim i.e. To identify challenges associated with opening of Indian
restaurant in UK is attain in proper and precise way. Further, the selected methodology also
helps the researcher to perform the research in more better way and also leads to attain the
defined aim and objectives so that there will be no issues and researcher get accurate results by
answering the research questions.
Questionnaire
Questionnaire
Name:
Age:
19

Gender:
1. How long you are working in the restaurant?
 From last 5 years
 From last 3 years
 From last 2 years
 From last 1 years
2. Do you believe that introducing new and innovative concept will help to attract wide range of
customers?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
3. What leisure activities do you go?
 Restaurants
 Theme parks
 Art galleries
 Cinemas
 None of these
4. What would attract you to do a job in an Indian restaurant?
 Learn new things
 Higher salary packages
 positive working environment
 All of these
5. Do you think that introducing new Indian restaurant in UK is beneficial for the industry?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
6. Do you think that shortage of labour skills creates direct impact upon on profit in restaurant
20

business?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
7. What are the economic factors affect the Indian restaurants in UK?
 Employment
 Inflation
 Price (Labour cost)
 All of these
8. which of the following factor should be consider by the person when introducing Indian
restaurant in UK market?
 Political factor
 Economic factor
 Social factor
 Legal factor
 All of these
9. Do you think that the consciousness of customers changes frequently with regards to the
restaurant choice?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
10. Do you think that mindset of customers creates direct impact upon the profit of Indian
restaurant in UK market?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
21

 Strongly disagreed
11. what are the challenges faces by an entrepreneur while executing new Indian restaurant in
UK?
 Financial
 Effective planning
 Competition
 Restaurant design & layout
 All of these
12. What booking methods do you suggest to the owner to use when opening a new Indian
restaurant in UK?
 Online booking
 Via email
 Telephone
 Third party website
 In person
13. Do you agree that opening a new Indian restaurant in UK will help the business to generate
the more profit?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
14. What are the main reason for going out to the Indian restaurant?
 To get healthy food
 To understand the Indian tradition and adjust in the same.
 None of these
15. Recommend some strategies to overcome the challenges faced by the person to introduce
new Indian restaurant in UK?
22

CHAPTER 3: FINDINGS
Statistics
How long
you are
working in
the
restaurant?
Do you
believe that
introducing
new and
innovative
concept
will help to
attract wide
range of
customers?
What
leisure
activities
do you
go?
What
would
attract you
to do a job
in an
Indian
restaurant?
Do you
think that
introducing
new Indian
restaurant
in UK is
beneficial
for the
industry?
Do you
think that
shortage
of labor
skills
creates
direct
impact
upon on
profit in
restaurant
business
What are
the
economic
factors
affect the
Indian
restaurants
in UK?
N Valid 30 30 30 30 30 30 30
Missing 0 0 0 0 0 0 0
Mean 1.70 1.97 1.70 2.90 1.70 1.70 3.20
Median 1.00 1.00 1.00 3.00 1.00 1.00 4.00
Mode 1 1 1 4 1 1 4
Statistics
Which of
the
following
factor
should be
consider by
the person
when
introducing
Indian
restaurant
in UK
market?
Do you think
that the
consciousness
of customers
changes
frequently
with regards
to the
restaurant
choice?
Do you
think that
mindset of
customers
creates
direct
impact
upon the
profit of
Indian
restaurant
in UK
market
what are the
challenges
faces by an
entrepreneur
while
executing
new Indian
restaurant in
UK?
What
booking
methods
do you
suggest to
the owner
to use
when
opening a
new
Indian
restaurant
in UK?
Do you
agree that
opening a
new
Indian
restaurant
in UK
will help
the
business
to
generate
the more
profit?
What
are the
main
reason
for
going
out to
the
Indian
restau
rant?
N Valid 30 30 30 30 30 30 30
23

Missing 0 0 0 0 0 0 0
Mean 2.40 1.70 1.70 3.30 3.37 1.70 2.03
Median 2.00 1.00 1.00 4.00 4.00 1.00 2.00
Mode 2 1 1 4 4 1 2
Theme 1: Majority of the respondents are in favor that they are working from last 5 years
Working in the restaurant
Frequency Percent Valid Percent Cumulative
Percent
From last 5 years 18 60.0 60.0 60.0
From last 3 years 6 20.0 20.0 80.0
From last 2 years 3 10.0 10.0 90.0
From last 1 years 3 10.0 10.0 100.0
Total 30 100.0 100.0
24

Interpretation: From the above graph, it is analyzed that majority of the respondents
state that they are working so long in the restaurant industry, such out of 30 employees, 18 state
that they are working from last 5 years, while 6 of them state that they are working from last 3
years. On the other side, it is also stated that only 3 respondents state that they are working there
from last 2 and 1 years. Therefore, it is clearly reflect that if the person have good experience in
the same industry, then it will be more beneficial for them to share their own experience and
values so that they will easily suggest the ways of success. Hence, it is analyses from the above
graph, that in UK employees are working so long such that they may easily generate the ways
through which the company can reach to further level of success and sustain the brand image as
well.
Theme 2: Majority of the respondents are strongly agreed that introducing new and
innovative concept will help to attract wide range of customers
25

introducing new and innovative concept will help to attract wide range of customers
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 16 53.3 53.3 53.3
Agreed 6 20.0 20.0 73.3
Neutral 3 10.0 10.0 83.3
Disagreed 3 10.0 10.0 93.3
Strongly disagreed 2 6.7 6.7 100.0
Total 30 100.0 100.0
Interpretation: from the above graph, it is interpreted that more than half of the
respondents are strongly favored that by introducing new and innovative concept in the
restaurant industry will definitely help the business to draw attention of many new users. Such
that out of 30, 18 state that they are strongly agreed with the concept, while 6 of them state that
26

they are agreed. Only 2 of them are strongly disagreed with the statement, while 3 respondents
did not know anything about it. Hence, it is clearly stated by Zameer and et.al., (2015) that
providing new and innovative products to the customers will definitely help to attract them
towards the firm and as a result, it directly increases the overall profit and through words of
mouth as a marketing will also help the business to describe new sources of income as well.
Theme 3: Majority of the respondents state that they prefer Restaurant as a leisure activity
leisure activities do you go
Frequency Percent Valid Percent Cumulative
Percent
Restaurants 18 60.0 60.0 60.0
Theme parks 6 20.0 20.0 80.0
Art galleries 3 10.0 10.0 90.0
Cinemas 3 10.0 10.0 100.0
Total 30 100.0 100.0
27

Interpretation: from the above, it is interpreted that majority of the respondents state
that they prefer restaurant to spend time in the leisure activity. Such that out of 30 employees, 18
state that they use restaurant,while 6 of them state that they prefer theme park, only 3 of them
state that they prefer art galleries and cinemas to spend their vacant time. Therefore, it is clearly
state reflect that investing in a restaurant is more beneficial for the person to generate more
income sources and providing better facilities to their customers too. Beside this, it is also
necessary for the owner to make sure that they comply with all the factors so that it will be helps
to attract wide range of customers. Moreover, while implementing the new concept of Indian
restaurant in UK is also helps the business to reach at further level of success and also help to
satisfy the need o the customers as well. Therefore, it is clear that as people in UK spend their
28

time to go and checkout new restaurant which is a part of leisure activity and that is why,
introducing new concept is far beneficial for the business as well.
Theme 4: Respondents state that if they get positive working environment and higher
salary then they definitely switch
What attract you to do a job in an Indian restaurant
Frequency Percent Valid Percent Cumulative
Percent
Learn new things 6 20.0 20.0 20.0
Higher salary packages 5 16.7 16.7 36.7
Positive working
environment 5 16.7 16.7 53.3
All of these 14 46.7 46.7 100.0
Total 30 100.0 100.0
29

Interpretation: as per the view of respondents, it is clearly analyzed that out of 30
employees, 6 respondents state that they do a job in Indian restaurant in order to gain new
knowledge and understand the tradition of India as well. While on the other side, 5 of them state
that these restaurant provide higher salary packages as compared to local restaurant, beside this,
5 of them also state that having a positive working environment also attract wide range of
employees towards them. Therefore, these things attract the wide range of employees towards
them and as a result, it will definitely attract wide range of customers as well. As Kondasani and
Panda (2015) stated that if the employee find something new and attractive, then they will
definitely go to that place in order to generate better sources of income. Further, it is also
interpreted that if the company provide a positive working environment to their employees then
30

it also leads to raise their productivity level and as a result, it will leads to creates better success
option for the business too.
Theme 5: Majority of the respondents are strongly agreed that introducing Introducing
new Indian restaurant in UK is beneficial for the industry
Introducing new Indian restaurant in UK is beneficial for the industry
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 18 60.0 60.0 60.0
Agreed 6 20.0 20.0 80.0
Neutral 3 10.0 10.0 90.0
Disagreed 3 10.0 10.0 100.0
Total 30 100.0 100.0
31

Interpretation: from the above graph, it is interpreted that majority of the respondents
are strongly agree that by introducing new Indian restaurant in UK is beneficial for the country.
Such that out of 30, respondents, 18 are strongly agreed with this statement, while 6 are agreed
with this and only 3 of them state that they are neutral and disagreed. Therefore, majority of the
respondents state this because they think that by introducing new and innovative concept will be
more beneficial for the country as well as for the company itself. As per the view of Boo (2017)
that by introducing new Indian restaurant in UK will be more beneficial for the country because
it will help to generate more income for the company. Moreover, through this, the company also
develop more opportunities that will also be used by the firm In order to reach wide range of
customers as well. So it is clearly reflected that by introducing new option i.e. Indian restaurant
32

in UK will be more beneficial as it offer healthy food to their customers and also attract wide
range of customers too.
Theme 6: Majority of the respondents are completely agreed that shortage of labor skills
creates direct impact upon on profit in restaurant business
Shortage of labor skills creates direct impact upon on profit in restaurant business
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 18 60.0 60.0 60.0
Agreed 6 20.0 20.0 80.0
Neutral 3 10.0 10.0 90.0
Disagreed 3 10.0 10.0 100.0
Total 30 100.0 100.0
33

Interpretation: From the above, it is also interpreted that majority of the respondents are
strongly agreed that shortage of labor skills creates direct impact upon profit in restaurant
business. Such that out of 30 respondents, 18 are strongly agreed with it, like if there is a low
labor skills in the business then it creates negative impact upon the business because it leads to
delay the productivity level within a firm. Moreover, on the other side, 6 of them are agreed with
and only 3 of them are disagreed and did not know about this. Therefore, it is clearly reflect that
if the labor did not have enough ability to complete the defined task, then they are not liable to
perform the work accordingly and as a result, the overall working environment got affected.
Theme 7: All the economic factor affect the Indian restaurant in UK
Economic factors affect the Indian restaurants in UK
34

Frequency Percent Valid Percent Cumulative
Percent
Employment 4 13.3 13.3 13.3
Inflation 4 13.3 13.3 26.7
Price (Labor cost) 4 13.3 13.3 40.0
All of these 18 60.0 60.0 100.0
Total 30 100.0 100.0
Interpretation: from the above, graph, it is interpreted that majority of the respondents
state that employment, inflation and labor cost are consider as an economic factor and that is
why, it is quite necessary for the person to keep consider these factor while introducing new
restaurant in UK. Moreover, it is also observe that out of 30 respondents, 4 of them state that
35

employment is biggest economic factor that affect the Indian restaurant, while 4 of the state that
inflation is consider another economic factor, while 4 state that price i.e. labor cost is consider
one of the major factor. But overall, majority of them state that all these factor are consider as an
economic factor that creates adverse impact while implementing or introducing new business
concept in UK market. Moreover, Truong and et.al., 92017) stated that through innovation,
company also improved the brand recognition and generate value and as a result, it increases the
turnover as well as improve profitability as well.
Theme 8: Economic and social factor should be consider while introducing new Indian
restaurant in UK
Factor should be consider by the person when introducing Indian restaurant in UK
market
Frequency Percent Valid Percent Cumulative
Percent
Political factor 3 10.0 10.0 10.0
Economic factor 13 43.3 43.3 53.3
Legal factor 13 43.3 43.3 96.7
All of these 1 3.3 3.3 100.0
Total 30 100.0 100.0
36

Interpretation: From the above graph, it is interpreted that majority of the respondents
state that economic and social factor should be consider by the person when introducing Indian
restaurant in UK market. Such that 13 of them state that economic and social factor creates
direct impact upon the business. It is so because when the business introducing new concept
within the country then it is necessary for the firm to keep realizing the economic and social
factor so that they will take better decision for the welfare of the company. Moreover, Alhelalat,
Ma’moun and Twaissi (2017) stated that through social factor, company will easily analyses the
preference and choice of the customers and then implemented the same in order to attract wide
range of customers. Therefore, it is realized that there is a need to keep analyzing the needs and
wants of the customers and then implement the same in order to reach the business at best level
of success.
37

Theme 9: Majority of the respondents state that Consciousness of customers changes
frequently with regards to the restaurant choice
Consciousness of customers changes frequently with regards to the restaurant
choice
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 18 60.0 60.0 60.0
Agreed 6 20.0 20.0 80.0
Neutral 3 10.0 10.0 90.0
Disagreed 3 10.0 10.0 100.0
Total 30 100.0 100.0
38

Interpretation: from the above, it is interpreted that majority of the respondents are
strongly agreed with the concept that customer mindset continuously changes especially in
restaurant choice, such that out of 30, 18 state that they are strongly agreed that consciousness of
customers changes frequently, while only 6 state that they are agreed while, 3 of them state that
they did not know about this things. Therefore, it is clearly reflected that if customer finds any
new things then they will definitely changes their mood and shift towards another. That is why, it
is quite necessary for them to make sure that they provide new and innovative concept that will
help the business to leads towards further level of success. As majority of the members also state
the same such that people mind and mood changes as per the new trend and if they offer the
same to their customers then it will be more beneficial to keep attracting wide range of customers
towards them.
Theme 10: Majority of the respondents state that Mindset of customers creates direct
impact upon the profit of Indian restaurant in UK market
Mindset of customers creates direct impact upon the profit of Indian restaurant in
UK market
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 18 60.0 60.0 60.0
Agreed 6 20.0 20.0 80.0
Neutral 3 10.0 10.0 90.0
Disagreed 3 10.0 10.0 100.0
Total 30 100.0 100.0
39

Interpretation: from the above graph, it is interpreted that majority of the respondents
are in favor that they mindset of customers creates direct impact upon the profit of Indian
restaurant in UK market such that out of 30, respondents, 18 are strongly agreed with the
statement, while, only 6 of them are agreed and beside this, 3 of them are clearly disagreed with
the statement. Therefore, it is clearly reflected that if customers are happy with the offered
product and services then they will definitely visit the restaurant again and again. As a result, it
will help to generate better sources of income as well. Moreover, Namin (2017) stated that as per
the changing trend, it is quite necessary for the restaurant to keep changing their offered product
and services so that it will help to attract wide range of customers and as a result, it leads to
creates positive impact upon the financial performance of the business too.
40

Theme 11: Restaurant design and layout is the biggest challenge face by the person while
executing new Indian restaurant
Challenges faces by an entrepreneur while executing new Indian restaurant in UK
Frequency Percent Valid Percent Cumulative
Percent
Financial 3 10.0 10.0 10.0
Effective planning 4 13.3 13.3 23.3
Competition 4 13.3 13.3 36.7
Restaurant design & layout 19 63.3 63.3 100.0
Total 30 100.0 100.0
Interpretation: Majority of the respondents state that restaurant design and layout is the biggest
challenge, faced by an entrepreneur while introducing new Indian restaurant in UK. Such
41

that out of 30 respondents, 3 of them state that they are financial resources is consider one of
the biggest challenges faced by the company, while 4 of them state that due to not having
effective planning the implementation of the restaurant got affected. On the other side, 4
respondents state that high competition and introducing new service will also consider
another challenge that affected the overall business in opposite way. Moreover, around 19
employees state that restaurant design and layout should be consider the most because it is
the first impression which creates direct impact upon the customers and that is why, having
a good layout and interior will help the business to attract wide range of public.
Theme 12: Third party website is booking method which is used by the owner while
opening new restaurant in UK
Booking methods to use when opening a new Indian restaurant in UK
Frequency Percent Valid Percent Cumulative
Percent
Online booking 3 10.0 10.0 10.0
Via email 3 10.0 10.0 20.0
Telephone [phone]
Third party website 20 66.7 66.7 100.0
Total 30 100.0 100.0
42

Interpretation: From the above, graph, it is interpreted that majority of the respondents
state that they prefer third part website for the booking methods. Such that out of 30 respondents,
3 state that online booking should be consider, while 3 state that through an email, company may
provide booking service to their customers. While on the other side, 4 of them state that through
telephonic calls, the new restaurant may book the services. But 20 among them state that by
using third party website, they may easily provide booking facilities to their customers. As
Hanks, Line and Kim, (2017) stated that third party platform is consider one of the most cost
effective strategy as compared to other methods. Using this method, the company will easily
save time and the only thing is to pay the third party in advance in order to enjoy the services.
That is why, this method is consider one of the most effective method and while introducing new
Indian restaurant in UK, the person may easily use this because others are too common strategies
and other restaurant are also use the same.
43

Theme 13: majority of the respondents state that Opening a new Indian restaurant in UK
will help the business to generate the more profit
Opening a new Indian restaurant in UK will help the business to generate the more
profit
Frequency Percent Valid Percent Cumulative
Percent
Strongly agreed 18 60.0 60.0 60.0
Agreed 6 20.0 20.0 80.0
Neutral 3 10.0 10.0 90.0
Disagreed 3 10.0 10.0 100.0
Total 30 100.0 100.0
Interpretation:
from the above graph, it is interpreted that majority of the respondents are in favor that Opening
44

a new Indian restaurant in UK will help the business to generate the more profit for the business
such that After going through the above data collected and the graph it has been analyzed that
out of the total pool of 30 respondent 18 strongly agreed that opening the Indian restaurateur in
UK is very profitable decision for organization. 6 respondent are also in the favor of the same as
they have chosen the agreed option. Out of remaining 6 respondent 3 has chosen the neutral
option and 3 respondents are having the opinion not in the favor of the above statement. It is so
because, it is the new and innovative concept which definitely helps to attract wide range of
customers. In UK, this concept is never introduced and with this, the chances of establishing the
brand image is increases. Hence, it is clearly reflected that when customer like this concept then
the chances of generating profit is increases. As a result, it will be more beneficial for the
business to generate more income and sustain the brand image in UK market.
Theme 14: To understand the Indian tradition and adjust in the same are the main reason
to going in Indian restaurant
Main reason for going out to the Indian restaurant
Frequency Percent Valid Percent Cumulative
Percent
To get healthy food 4 13.3 13.3 13.3
To understand the Indian
tradition and adjust in the
same.
21 70.0 70.0 83.3
None of these 5 16.7 16.7 100.0
Total 30 100.0 100.0
45

Interpretation:
After going through the data collected and interpreting the same it has been analyses that out of
the total pool of the 30 respondent 21 respondent has an opinion that the reason which will
drive the respondent to go in the Indian restaurant in the UK is the To understand the Indian
tradition and adjust in the same. Other 4 respondent are having the opinion that healthy food
will drive there interest of there toward the selection of the Indian restaurant and remaining
5 respondent has selected the option of the none of the above. The result of the question is
relatively one sided as 70 percent of the respondent are having the opinion that tradition is
the one thing which will drive their interest toward the restaurant., The result was well-
supported by the Nguyen and et.al., (2018) which has highlighted that the India is having
very rich history and the sound culture and culture which used to attract the eye of the
46

customer in the market. India is also well-known for the hospitality which is offered by the
nation to the foreigner. Indian tradition and culture will eventually help the Indian restaurant
in attracting the eye of the customer toward the restaurant as it will be uniqueness which will
be brought by the restaurant.
47

CHAPTER 4: DISCUSSION
The above carried out research study, it has been critically investigated that, rise
in the labour cost of the business tends to largely influence the operations of the business. This
study is very useful in determining that, giving proper training to the employees tend to result in
providing effective services to the employees. It is also very useful because it results in higher
customer satisfaction which helps in retaining prospective customers and retaining new.
Gainsbury, Abarbanel and Blaszczynski, (2019) has been critically examined that, shortage of
labour skills creates direct impact upon profit of the restaurant business. On the contrary, it has
been investigated that, restaurant business tend to focus on providing effective skills to the
employees where they mainly focus on performing the activities of the business with utmost
accuracy and efficiency. As supported by the literature review, development of the labour skills
in the restaurant business tend to help in delivering the best quality services to the customers. It
has been examined that, high labour cost when effectively connected with training and learning
programmes in turn helps in creating better growth opportunities for the restaurant business.
Highly skilled labour helps in providing customers with various range of product and deliver
experiencing services which in turn is useful in retaining prospective customers and attracting
new one. From the research conducted, it has been examined that, consciousness of customers
tends to play a crucial role and it is very necessary to effectively determining the current market
trend and customer preference in order to sustain for the long run in market.
In addition to this it is also critically analysed through the finding that while introducing
new Indian restaurant in UK, the person has to consider the economic and social factor because
the customers in UK may easily changes their mood and shift towards another when they find
anything new and interesting. In the same way, it is also suggested that in order to introducing
the new Indian restaurant will help to divert the customers towards it because from the literature
review section it is clearly analysed that when customers find anything new, they definitely tries
these things. Hence, as a result, it will help the business to generate the best source of income
and improve the financial performance as well. Moreover, due to sudden changes in taste of
customers, it is analysed that offering a healthy food to their customers will help to sustain the
brand image in the market.
On the other side, from the data analysis section, it is analysed that price, employment
and inflation are the three main factor that are consider top economic factor that must be consider
48

while implementing new business (India restaurant) in UK so that it will not affect the overall
business in opposite way. As per the view of Kim, Tang and Bosselman (2018) that offering the
product and service at low and reasonable rate will be more beneficial for the firm to keep
attracting the wide range of customers and as a result, it will also help to stay ahead in the
competition as well. Moreover, author also stated that people in UK spend lot of money in the
restaurant but in the same time they also prefer to take healthy food so that it will not creates any
negative impact upon their health. In the same way, offering the product in low rate will also
help the business to keep attract wide range of customers. In addition to this, it is analysed that
customers mainly prefer to have a good quality of food and by introducing new Indian restaurant
in UK will help the business to develop new culture among them.
Furthermore, through data analysis, it is also observe that majority of the respondents
state that customer state of mind frequently changes as per the new trends and that is why, It is
quite necessary for the business to provide healthy food to their customers so that they will come
again and again. It is further stated by Prabhakar, Yeong and Knox, (2019) that consciousness of
customers should be consider and it is the responsibility of the firm to keep all the key factors in
mind so that it will not creates any negative impact upon the business. Moreover, personal
preference is another important factor that also influence by the various shades of likes, dislikes
and morals. In UK, industry such that fashion, food and personal care, the personal preference is
consider one of the most effective factor that influence the consciousness of customers and it
creates direct impact upon the profitability as well.
In addition to this, from the data analysis chapter it is further analysed that introducing
new Indian restaurant in UK will help the people to understand the meaning of tradition and
culture. It is so because India is actually famous for having a diverse culture and by introducing
the restaurant with same concept will help to draw attention of many customers towards it.
Through this, it is also analysed by the Zameer and et.al., (2015) that if the new restaurant reflect
the culture in its premises then it will definitely influence the customers and establish the brand
in UK market which directly creates positive impact upon the business performance too. Further,
through data analysis, it is also observed that when a new restaurant is open in the UK market,
then the firm uses third party website as an advance technology in order to attract wide range of
customers.
49

CHAPTER 5: CONCLUSION AND RECOMMENDATION
From the above conducted study it has been summarized that, Tourism is considered to
be one of the fastest growing industry in United Kingdom. Increase in the market trend
associated with tourism tend to result in higher operational growth and efficiency for the
business. This study has concluded that, labour cost associated with the business tends to have
large influencing impact on the overall operations of the business. It is very necessary for the
tourism industry to effectively control direct expenses within the organization which in turn
leads to higher operational growth and efficiency. If the cost of the employee is controlled, then
it is very useful for the company to protect the human resources of the company and attain
economies of scale. It has been concluded that, the management of the company should focus on
effectively developing the various labour skills. If all the employees in the organization are well
trained, the n it will help in delivering the best quality services to the customers. This in turn
results in customer loyalty and retention towards particular brand name. Highly trained and
professional employees who have desired skills and capabilities to prepare wide range of
cuisines and provide warm services to the customers. High labour cost when linked with
effective training and development programmes helps in creating better opportunities for the
restaurant business. Thus, it is very useful in creating new customers for the particular business.
Shortage of labour skills on the restaurant business tends to largely affect the operations and
probability of the business. It has been determined that, shortage of labour skills tends to largely
hamper the quantity and quality of the hospitality services provided to the customers. From the
above conducted study it has been summarized that, customer state of mind and consciousness
tends to create a positive or negative impact on the profit margins of the restaurant business. It is
considered very crucial for the company to effectively analyse the needs and demand of the
customers. This in turn helps in effectively carrying out the operations of the business in a
systematic and efficient manner. It has been determined that, there is a positive correlation
between profitability of the restaurant business and consciousness of the customers. While
opening a new restaurant it is very crucial for the company to determine the needs, preference
and current market trend of the customers. This in turn helps in determining the satisfaction level
of the customers. Highly satisfied customers results in higher profitability for the business. It has
been determined that, the mindset of the customers is mainly influenced by various other factors
which mainly comprises of marketing campaigns, advertisement, promotional activities, word of
50

mouth, online ratings, personal preference, etc. This in turn results in higher operational growth
and sustainability for the restaurant business in UK. Positive economic environment and
psychological factor tends to create greater influence on the operations of the business.
Furthermore, this study has examined that, economic factor tends to largely affect the food
industry in the UK. Economic downturn is considered to be one of the major factor which in turn
largely influences the operations of the business. Inflation is considered to be one of the major
economic factor, which in turn results in increase in the price of products and services delivered
by the restaurant in the UK. But on the contrary, customers do not tend to invest money for
purchasing goods at a higher price. This in turn largely affects the operations of the business and
in turn decreases the overall brand image of the company. Another factor which in turn largely
affects the restaurant business is due to economic upturn. This factor is considered to be very
useful in determining the best possible way which in turn largely influences the operations of the
business. Decline in the gas prices, higher income levels, high customer spending, positive
economic influence, quick casual sector, higher growth opportunities, etc. tends to create positive
impact on the restaurant business.
From the above conducted study it has been summarized that, employment, inflation and
labour cost are considered to be the key factor which in turn largely influences Indian restaurants
in UK. It has been evaluated that, people tend to prefer to go to a restaurant and theme parks for
carrying out particular leisure activities. It has been critically examined that, learning new skills,
gaining knowledge, higher salary packages and positive working environment is considered to be
important factors which helps in attracting people to do a job in an Indian restaurant. It has been
concluded that, restaurant design & layout, Competition, Financial resources and effective
planning are considered to be the major challenges faced by an entrepreneur while executing new
Indian restaurant in UK. It has been evaluated that, opening a new Indian restaurant in UK will
help the restaurant business to generate more profit. It has been summarized that, the key reason
for going out to the Indian restaurant is mainly due to acceptable Indian traditions, culture and
warmness.
From the above conducted research study it has been recommended that, introducing new
Indian restaurant in UK is beneficial for the industry (Gainsbury, Abarbanel and Blaszczynski,
2019). This in turn helps in carrying out the operations within the business which helps in
gaining higher market share and higher customer base. This study is considered to be very useful
51

in determining that, shortage of labour skills creates direct impact upon on profit in restaurant
business. Unskilled labours and higher labour cost associated with the restaurant business is that,
it helps in effectively carrying out the operations within systematic time frame. It has been
critically examined that, introducing new and innovative concept will help to attract wide range
of customers from the particular target market. This in turn helps in higher operational growth
and profitability for the business. From the above conducted study, it has been recommended
that, Economic and social factor are considered by the management of the business while
introducing new Indian restaurant in UK market (Lee, Hallak and Sardeshmukh, 2016).
Economic factors which mainly includes tax rates, interest rates, law policies, government
activities, wages, etc. helps in influencing the operations of the business. This in turn helps in
effectively determining the various government laws and legislations which in turn largely
affects the operations of the company. Complying with the rules and regulations of the company
helps in effectively improving the business and also leads to smooth operations of the company.
Social factors related with the individual mindset, personality, attitude, lifestyle, economic
mindset, social and ethnic taboos, attitude, status, education, knowledge, etc. of the individual
helps in targeting the particular customer in order to increase the appeal of the products and
services in order to attract potential buyers (Aschemann-Witzel and et.al., 2015). From the above
conducted study it has been recommended that, Online booking method is one of the most
effective method used by the owner in order to effectively open a new Indian restaurant in UK.
This helps in catering attention of large number of people from the UK market.
It has been recommended that, the management of the company should focus on
effectively planning the operations of the business. It helps in determining the current needs,
preference and taste of the customers in the UK market. It is very crucial for the company in
determining the rivalry competitors of the company (Ahmad, 2015). This helps in determining
the strategic policy taken by the company in order to establish a new Indian restaurant in an
Indian market. The restaurant business should also focus on effectively maintaining enough
surplus cash for the business in order to effectively carrying out the operations of the business. It
has been recommended that, the management of the restaurant business must focus on effectively
creating a positive environment for the business (Aschemann-Witzel and et.al., 2015). This helps
in creating an effective restaurant design and layout which in turn attract large number of
customers from across the globe. It has been recommended that, the management of the
52

restaurant business must focus on complying with the various laws and legislation within the EU
market in order to carry out smooth operations of the business (Creswell and Creswell, 2017). It
has been recommended that, the individual must focus on understanding the consciousness of the
customers and also determine the actual market trend in order to rum restaurant business for the
longer period of time. The restaurant business should focus on hiring trained and professional
employees in order to deliver the best possible services to the customers. It has been
recommended to promote the restaurant business with the help of online digital marketing, online
booking, advertisement, ratings, word of mouth, etc. This in turn helps in carrying out the
business operations with higher accuracy and efficiency. It has been recommended to offer wide
variety of food menu where the customers have wide choices to choose from and also provide
appropriate hospitality services which leads to higher customer satisfaction and retention.
53

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