Destructive Innovation in the Restaurant Industry

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Destructive innovation in the restaurant industry
Name of the student
Name of the university
Author note

1RESEARCH PROPOSAL
Research context
This research is based on the understanding and identification of the issue that the specific
industry is facing. It has been observed that the chosen industry Meat & wine Co is facing
the challenge associated with the innovation strategies it has adopted. It has been observed
that the industry is based on the 3330 Church gate Parramatta and it specialises in Afro-
African cuisine. It has over 216 Pax seating capacity the company also has their own cattle
firm and it has been one of the most successful industries in this sector. However it has been
facing number of challenges in the present context since there are number of issues with
innovation.
Research problem
It has been observed that the company is presently challenged with the issue of reduced
development in their sales of the beverages. It has been further observed that there is
significant drop in the expensive wines and then growing demand in the preferences in house
wines are one of the reasons for the need of innovation.
Literature review
Innovation in the restaurant industry
It is significant to note that the hospitality industry is undergoing changes in the recent years.
Some of the changes in the hospitality industry are triggered by the need of infusing creative
thinking which is again shaped by the enhanced expectations and demand of the customers. It
is also noted that the need of developing new habits and recruiting new people in the industry
is crucial to the development and adaptation to change (Abrahamsen et al., 2016). This

2RESEARCH PROPOSAL
change is more reflective on the restaurant industry since it has been subjected to number of
destructive change. It has been agreed by the author that the change in the restaurant industry
is getting disruptive since it is more of loss making than profit making. It has been also
observed that “disruption” is the new wave (Baldwin, 2018). The demand of the industry is
driven by two types of demand in the market people are expecting “more convenient”
restaurant. Moreover the taste reference of the people has drastically changed in the recent
years which have put the hospitality industry under number of threats(Baradarani et al.,
2018). Hence some of the issues that are impacting the delivery of the restaurants, for
example, it has been observed that the redesigning the new menus for restaurant has become
one of the costly issues that the mew company is facing since it has been observed that the
training the new innovations to the existing staffs has become one of the issues that the
restaurant industry like the Meat & wine Co is facing. In addition to this, the issues of this
innovation are restaurant industry is facing the challenge of replacing the wines and other
menus since people have changed their taste references towards the home grown drinks. In
case of the adoption of new technology, it has been observed that new technologies are
required for the companies to remain competitive in the market. It is also important to note
that the restaurant management is one of the issues that have been the centre of attraction for
long. Service delivery and the changing need of the restaurant industry is what have
challenged the way that requires further training of the employee (Kregor, 2015). Hence it
has become important for the purpose of the study to conduct further analysis on the issue of
training and development of the staffs in order to align to the new changes. It has been
predicted that the next five years are going to be the most disruptive years for the restaurant
industry since it is one of the challenging phases of the restaurant industry in particular. Some
of the challenges are associated with the development of the new menus that contain more
number of pages than the previous one(Skålén et al., 2015). Moreover it has been further

3RESEARCH PROPOSAL
argued that the existing staffs lack the knowledge of the new innovation brought to the
industry. Moreover it has been also observed that the changes are not easy to be adopted by
the existing staffs since they are not accustomed to the new changes. Since the importance of
menu is more important for the purpose of the restaurant to maintain the right menu and
timely delivery of the same (Snyder et al., 2016). There are number of examples like the
Meat & Wine Co that has been facing issues with the upselling the menu. However it is not
clear whether the redesigning the menu acts as boon to the development of the new profit
making opportunity for the restaurant industry. This is important to consider at this juncture
that the need of menu design has been negatively impacting the profit making ability of
the industry(Souto et al., 2015). For example, it is significant to note that menus are one of
the most important point of sale for building connection with the customers. However there
is a very little understanding on the issue of menu design for the restaurant industry since it is
thought to be one of the peripheral aspects of the restaurant industry. It is the correlation of
the food design and consumer behaviour which is likely to impact the profit making ability
of the restaurant unless it is not giving serious through in redesigning the menu(Abrahamsen
et al., 2016).
To sum up the above discussion, it is to be mentioned these trends ad challenges of the
restaurant industry are not specific to any particular geographical areas; instead it is one of
the most prevalent challenges of the restaurant industry aced by the top restaurants of the
world. To name a few, staff training and recruitment has been one of the challenges since the
level of competition has become higher in the last few years (Storey et al., 2015). The
restaurant industry is faced with number of challenges like retaining and training of the good
staff. It is also important for the purpose of the maintaining the reputation of the restaurant in
the market. Secondly, designing the new menu important to attract the customers. Hence it
has become crucial to develop smart dishes that are easier gather customers and it has been