Challenges of High Completion for Sushi Restaurant in Australian Market

This research proposal aims to understand the challenges faced by a new sushi restaurant in Sydney, Australia due to high competition in the market. It explores the changing eating habits of Australians and the need for novel flavors in the traditional sushi taste. The research proposes a survey-based methodology to test the feasibility of launching a new sushi restaurant in the Australian market.

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Challenges of high completion for the sushi restaurant in the Australian
market
Name of the student
Name of the university
Author Note

1RESEARCH PROPOSAL
Abstract
The aim of the research is to understand the market challenges associated with opening a new
sushi restaurant in Sydney, Australia. The importance of conducting this research is the issue that
Sydney already has the number of sushi bars opened by the Japanese migrants which have led to
the overcrowding of the market and the gradual development of high competition. It has been
further observed that there are significant changes in the eating habit of the Australian population
and the coming of sushi into the market has led to the process of the transformation of the
indigenous cuisine with that of the Japanese cuisine. This changing food habit of the Australian
has given the new companies high hope in the market to start their own journey. However, since
it has been observed that the Australian market, the research will be proposing the changes of
having growth and profit in the Australian market. This is also because there are higher
competitors in the market which requires the new company to bring novel taste to the traditional
taste of sushi and it is important to look into the issue of means to launch, and markets taste the
new food. This research will be based on the critical understanding of all the aspects of the topic
by the method of a survey in order to test the feasibility in the Australian market. The research
proposes to conduct and complete the entire research within the period of 24 weeks, and the rest
of the methodology has been developed in the body of the research.

2RESEARCH PROPOSAL
Introduction
The aim of the paper is to analyze the issue of market test for the new sushi bar in
Australia, Sydney. This paper will be analyzing the different aspects of the same by preparing
the research proposal for the same. It is significant to note that opening a new restaurant in a
destination like Sydney is difficult since it is already marked by higher and tough competition of
the already established market entities. However, it is not to deny that this restaurant is trying to
shirt the traditional taste of sushi by adding new flavor to it. Hence this paper will be analyzing
the issue by preparing a systemic plan for the market research.
Statement of the problem
It has been previously observed that the Japanese sushi bar is a new player in the market
and it is opening the new restaurant in Sydney which already has a saturated market and
competition is extremely tough (NewsComAu, 2019). Hence this requires developing a unique
taste of sushi that can lure the customers. This has also been observed that acceptance of the
customers within the context of Australia has not been very high in terms of introducing new
flavors. Hence the aim of this research is to prepare and systematically analyze the issue of this
new restaurant which is aiming to add a new twist to the traditional flavor of sushi in order to
understand its worthiness in the Australian market. This research, therefore, will be aiming to
plan for a test market for understanding the market better.
Research objectives:
The aim of the research proposal is to understand the issue of the level of acceptance of
the new sushi in the Sydney market. Their following objectives are:

3RESEARCH PROPOSAL
 To identify the acceptance of customers to the new taste and addition to the
traditional taste of sushi
 To analyze the factors that made the result positive or negative
 To recommend the means of developing better taste and feasibility of opening this
new restaurant in the Australian market.
Research questions:
RQ1. What are the response of the new sushi bar and the novel taste of the same?
RQ2. What are the future prospects of this sushi?
RQ3. What are the desired changes to be made in order to penetrate the market to a greater
extent?
Literature review
Australian taste for Sushi
This has been previously observed that the popularity for sushi has been on the rise since
the last few years. From the period of 2009 to the period of 2014, there have been significant
increases in the total percentage of Australian having a taste for sushi. This has seen the growth
of 4% on the national scale (NewsComAu, 2019). This has also been observed that the number
of sushi corners starting from the restaurants to the takeaway have been on the rising since few
years which is clearly reflective of the growing love for sushi of the Australian
population(Anderson et al., 2015). This has been termed as the land of rising sushi since it has
been highlighted time and again that sushi’s is high on demand especially in Sydney. According

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to the Japan National Tourism organization survey that clearly explains that 56%n of the total
Australian love eating sushi, it has one of their favorite foods for taking away (NewsComAu,
2019). On being asked the reasons for the growing love of sushi, it has been observed that it is
easier to eat and most importantly healthy for the body. In the age of being health conscious,
people have started growing habit of eating healthy even for the take away
(Ausfoodnews.com.au, 2019). This is one of the reasons they have been widely choosing sushi as
their option. It is also very delicious which is one of the reasons people especially the children
are drawn towards this food. Lastly, it has also been available in the number of flavors and tastes
that are drawing more number of customers to these sushi customers.
It has also observed that the fall of spring roll which was considered to be one of the most eaten
street foods by the Australian has been on the negative side instead sushi is seen to be on the
positive growth (Leong-Salobir, 2019). This is important to consider the fact the demand for
healthy and tasty food is being given higher priority by the customers. People comprise on taste
sometimes in order to eat something healthy which is easily available. Moreover, the variety of
Sushi available in the Australian market helps the customers to choose from the large variety that

5RESEARCH PROPOSAL
they are offered to. This has been one of the reasons for the growing demand for sushi in the
Australian market. It is further interesting to note that the average age of the Australian
population is older which is one of the reasons for their choice of healthy food (Holt et al., 2018).
This has also led to the process of this type of eating habits for Australians. Hence it can be
understood from the above discussion that sushi has become one of the most popular take away
for the new generation Australian.
The success of the sushi restaurants
It has been argued that their madness over the Japanese food was not realized in the last
few years; this has started after numbers of Japanese migrants have started opening their
experimental Japanese cuisine in the land of Australia (Neil, 2019). There have been a large
number of restaurants opened in Sydney which offers sushi in different styles and taste. There is
also the good number of restaurants that have previously experimented with the traditional taste
of sushi however this has been one of the complex situations where succeeds have been difficult
since it is solely based on the level of acceptance of the customers towards this new sushi (Lee et
al., 2017). This has been one of the most prevalent trends of the country which is slowly turning
towards the taste of sushi. This has been observed that the Australian cuisine is getting rightly
impacted by the Japanese cuisine and this has emerged as one of the dominant international
foods in the Australian market (Noble et al., 2018). However, what is astonishing here to note is
that the success of the sushi bars in Sydney has been the growing number of sushi bars failing to
retain their standard of food. The issue of variety is one of the problems of the sushi restaurants
since it has been observed number has increased; however taste has largely remained small. This
is one of the advantages for the new companies in the Australian market to start a new business
that can offer range and variety of sushi. Since it has been acknowledged that growing taste for

6RESEARCH PROPOSAL
sushi in Australia is on a positive hike, it can be said that sushi with novel taste can make the
demand for sushi higher.
Methodology
Research types and mode
Every research is based on the selection of one of the types and mode that guides the
process until the completion of the research. This research would be based on the analysis of the
primary and secondary data on the selected issue. The choice of primary data collection would be
based on the quantitative analysis of data since the maximum data in this regard can be collected
through the process of surveys. For the collection of the secondary data, the peer-reviewed
journal is to be adopted (Creswell et al., 2017). The derived data from the primary and secondary
data will be analysed through analytical research designs. These data would be then converted
into graphical representation for the easy understanding of the facts and figures. This research
would be based on the analytical research design due to the fact that this design will help to
provide a detailed understanding of the issue by relating it to the existing theories and concepts
of customer and their eating habits (Flick, 2015).
Data collection and sample size
The data collection method is based on the survey questions of the selected sample size.
The sample size for conducting this research is survey questionnaire that would be distributed to
the people of two chosen localities (Creswell et al., 2017). The questionnaire would be based on
the framing of questions on the number of experiments that these customers will do. This will
also be ensured that people are asked about the most eaten sushi type in order to drive knowledge
about the types and kinds of sushi they prefer to eat. This survey question will be based on the

7RESEARCH PROPOSAL
selected sample size. Addition to this, some random sampling would also be included in order to
get a holistic understanding of the issue. Along with this quantitative data analysis, secondary
sources would be included for finding out the background of Japanese food in Australia. This
will be helpful in deriving the data about the percentage of success of new restaurants that are
experimenting with the traditional cuisine of Japan. This research would be based on the
deductive method of data collection where the derived data would be used to form the theoretical
foundation of the issue (Gast et al., 2014)
Conclusion
It can be said from the above discussion that the research aims to propose the systematic
structure for the development of a sushi bar in Sydney with a novel taste since it has been
observed that the Australian market already has a good number of sushi bars which are making
profitable businesses. Hence it is important for the new company to initiate new changes in the
old and traditional taste that can lure the customers. This research has analyzed the possible ways
of data collection, and it is ten to be the survey method which will help the new business
endeavour to understand the feasibility of the original product in the Australian market.

8RESEARCH PROPOSAL
Activities 1st to
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18th to
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22nd to
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Selection of the topic 
Data collection from
secondary sources
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Creating layout 
Literature review   
Analysis and
interpretation of collected
data
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Findings of the data  
Conclusion of the study 
Formation of draft  
Submission of final work 
Gantt chart
Created by the author

9RESEARCH PROPOSAL
References
Anderson, L., & Benbow, H. M. (2015). Cultural Indigestion in Multicultural Australia: Fear of
“Foreign” Foods in Australian Media. Gastronomica: The Journal of Critical Food
Studies, 15(1), 34-43.
Ausfoodnews.com.au. (2019). Australia: land of the rising sushi (and the falling spring roll) |
Australian Food News. [online] Available at:
http://www.ausfoodnews.com.au/2015/01/19/australia-land-of-the-rising-sushi-and-the-
falling-spring-roll.html [Accessed 21 Apr. 2019].
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed
methods approaches. Sage publications.
Flick, U., (2015). Introducing research methodology: A beginner's guide to doing a research
project.Sage.
Gast, D.L. and Ledford, J.R. eds., (2014). Single case research methodology: Applications in
special education and behavioral sciences. Routledge.
Holt, R., & Yamauchi, Y. (2018). Craft, design and nostalgia in modern Japan: the case of sushi.
In The Organization of Craft Work (pp. 36-56). Routledge.
Lee, C., Sardeshmukh, S. R., & Hallak, R. (2016). A qualitative study of innovation in the
restaurant industry. Anatolia, 27(3), 367-376.
Leong-Salobir, C. (2019). Sydney Flavours: From Convict Colony to Cosmopolitan City.
In Urban Food Culture (pp. 17-52). Palgrave Macmillan, New York.

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Neil, H. (2019). Is Aussie sushi fishy or real deal? | The Japan Times. [online] The Japan Times.
Available at: https://www.japantimes.co.jp/news/2006/01/07/national/is-aussie-sushi-
fishy-or-real-deal/#.XLwbnzAzbIU [Accessed 21 Apr. 2019].
NewsComAu. (2019). Sushi chefs explain how to eat sushi. [online] Available at:
https://www.news.com.au/lifestyle/food/eat/hey-australia-youre-eating-sushi-all-wrong/
news-story/130aab14318f9c0f01da4a8c19e524e2 [Accessed 21 Apr. 2019].
Noble, G., & Ang, I. (2018). Ethnicity and cultural consumption in Australia. Continuum, 32(3),
296-307.