Rules Restaurant and Traditional British Food

This assignment examines the role of Rules Restaurant in preserving and promoting traditional British food culture. It investigates consumer preferences for authentic culinary experiences and analyzes how the restaurant's emphasis on tradition influences perceptions of British cuisine in London. The assignment includes both quantitative (survey) and qualitative (manager interviews) data to gain a comprehensive understanding of this topic.

DISSERTATION:
The impact of authentic food and traditions on
restaurant industry in London

ABSTRACT
Food and beverage industry is one of the most dynamic and volatile sector of business
operations. Traditional and cultural values play a significant role in developing food choices for
the people. It has helped countries in developing food choices of people as per the available
material within the economy. The study focused on analysing the role and impact of traditional
values, cultural aspects and authentic foods on the restaurant industry of the UK. Rules
Restaurant of London is one of the oldest restaurant operating in the city. The organisation was
established in the year 1798 as an Oyster bar and is still successfully offering traditional British
Cuisines for the people of London. The study efficiently examined the consumer needs and
values in the modern era. Individual perception about modern and traditional food is there for
the consumers. But the study made an effort to understand the impact of authenticity and culture
in the success of a restaurant.
The findings of the study revealed that Authentic food and traditions have developed a
significant impact on restaurant industry. This aspect have developed high growth and
development measures within the market. It was analysed that the cultural and traditional
aspects associated with the restaurant has develops a unique and premium image of the
organisation in consumer minds. The impact of latest trends in the food industry keeps the
restaurant industry unaffected as the demand of the business is constant. The evaluation also
revealed that the growth and development aspect of the industry are highly significant in the
development aspect of the market as well.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study...................................................................................................1
1.2 Research aims and objectives...........................................................................................3
1.3 Research questions ..........................................................................................................4
1.4 Rationale of the study.......................................................................................................4
1.5 Framework and analysis...................................................................................................5
1.6 Significance of the research..............................................................................................6
1.7 Chapter structure..............................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
2.0 Introduction......................................................................................................................9
2.1 Authentic food and traditions of UK................................................................................9
2.2 Food and identity............................................................................................................10
2.3 Food and symbolism.......................................................................................................12
2.5 Food and tourism............................................................................................................13
2.6 Trends of food industry in UK ......................................................................................15
2.7 Impact of globalization in food industry and consumer demand...................................17
2.8 Impact of authentic food and culture on Restaurant Industry........................................19
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................21
3.1 Introduction....................................................................................................................21
3.2 Research philosophy......................................................................................................22
3.3 Research approach..........................................................................................................23
3.4 Research strategy............................................................................................................24
3.5 Research choices............................................................................................................25
3.6 Time Horizon..................................................................................................................26
3.7 Techniques and Procedures............................................................................................26
3.8 Research limitations.......................................................................................................28
3.9 Ethical issues and considerations...................................................................................29
3.10 Validity and reliability..................................................................................................29
CHAPTER 4: DATA ANALYSIS................................................................................................31

4.1 Introduction....................................................................................................................31
4.2 Thematic analysis for consumer survey.........................................................................31
4.3 Thematic analysis for Employee interview....................................................................49
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................53
Introduction..........................................................................................................................53
Conclusion............................................................................................................................53
Recommendation..................................................................................................................56
REFLECTIVE STATEMENT.......................................................................................................58
REFERENCES..............................................................................................................................59

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Food and beverage industry is one of the most dynamic and volatile sector of business
operations. The industry has claimed its existence from early civilization however the formal
structure of the sector is continuously being developed in the modern era. Globalization has
created a significant impact on business operations and strategic planning of the organizations
(Jang, Ha and Park, 2012). It has helped the companies in creating significant impact on
enhancing business operations and growth within the market. Modern development aspects has
affected the social and cultural aspects of the countries and regions widely around the world.
Global economy in an integrated market for people around the world. It has helped in enhancing
communication, trade and development of the economies widely. Tsai and Lu (2012) analysed
that authenticity and traditions are gradually losing its sheen from the economy due to demand of
fusion and diversity within the market. Wider choices, better taste, multi lingual skills etc. are the
common demands of every regional market and business unit as well. In addition to this it has
also been evaluated that the social and cultural impact on the economy has created a well defined
impact on choices of people in every aspects (Mak, Lumbers and Eves, 2012).
Hospitality sector is one of the leading sector within the economy which has enhanced
the economic growth and social development within countries. It has been analysed that food and
traditions plays a significant role in the growth of hospitality segment within the economy (Zeng,
Go and de Vries, 2012). Traditions and culture are the integral part of the country and its people.
It has affected the industry directly and significantly. Hospitality is the term which defined a
formal guests and host relations. The industry thus focuses on providing effective services to the
guests by offering wide and significant range of services within the economy. Tourists and
regional people seek the services for attaining a leisure and quality experience through services
provided (Mkono, 2011). Food is a significant aspect of hospitality as it is the basic and most
significant requirements of the guests. It is one of the principle factor which cannot be ignored or
neglected by the industry. Tian and Wang, (2010) stated in the study that food is one of the factor
which has the ability to impress and satisfy tourists for the destination or region.
Traditional and cultural values play a significant role in developing food choices for the
people. It has helped countries in developing food choices of people as per the available material
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within the economy. According to NS Robinson and Getz, (2014) in earlier times lack of
effective infrastructure and transportation facilities, traditional dishes were confines to regions.
Migration and tourism was effective aspects of passing the tradition from one region to another
however globalization has liberalised the trade and transportation policies within the nation
which has helped in creating a significant and well defined impact on food industry. The
traditional dishes of countries can be found in every part of the world. Traditional English
breakfast is not confined to Britain (Sebastiani, Montagnini and Dalli, 2013). Similarly, Chinese
food is one of the most widely accepted and preferred cuisine of the world. Tacos has
transformed its originality as per Indian residents similarly Indian food is happily preferred by
the different parts of the world. Hence, analysing the stated facts it can be stated that food of
different traditions and origins have travelled in different parts of the world effectively. The
preferences of people for new and unique tastes have increased (Stiles, Altıok and Bell, 2011).
Restaurant industry has significantly analysed its impact on people and their choices.
Bracalente and et.al., (2011) analysed that tourism has increased significantly within the
economy. The traditional values and cultures play an effective impact on demand of tourism
within the nation. Accommodation, food, travel and entertainment are the significant parts of the
industry. Restaurant industry thus plays a vital role in enhancing tourism aspects of the nation as
well. Ardabili and et.al., (2011) analysed that authentic food and traditional values of British
food industry has helped in generating high and effective impact on consumer choices and
experiences. Multi cuisine restaurants offering signature or traditional dishes are highly preferred
and demanded by the people. However, Researches also revealed a significant demographic gap
for the social values and choices of the people.
Youth of the country are drifting towards fast food and unhealthy products which is
readily available, quickly made and easily carried. This is because of the changing market trends
in the economy. This has affected the traditional food values of the nation widely. London is a
diverse city which has accommodated multiple traditions, languages and people of different
nationality (Hollows and Jones, 2010). The streets of the city are filled with restaurants and food
chains offering different cuisines and delicacies. However, tourists and visitors still prefer the
traditional dishes and cuisines of the country. This has helped in developing enhancing tourism
impact and experience for the visitors. Moreover, researches revealed that demand of traditional
English food in regularly increasing in the economy.
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Rules Restaurant of London is one of the oldest restaurant operating in the city. The
organisation was established in the year 1798 as an Oyster bar and is still successfully offering
traditional British Cuisines for the people of London. The 218 successful years of operation of
the business clearly reveals wide acceptance of traditions, culinary and dishes for the
organisation (Choi, Lee and Ok, 2013). It has been evaluated that the exclusive ambiance,
authentic food and highly and effective services has helped in enhancing demands and services
within the economy. Moreover, researches also revealed that interiors of the restaurant has
focused on preserving the traditional values and originality of the place. This has helped in
attracting majority of tourists and visitors towards it (Choi, Lee and Ok, 2013).
The present study will carry out an extensive study about traditions and authentic food for
growth of restaurants. The study will evaluate role of traditions on food value and consumer
choices. Along with this the demand of authentic dishes will also be examined in the analysis in
order to examine its impact on overall industry. The research will carry out the measures, tools
and techniques to understand the industry growth measures. The case analysis of rules restaurant
will be effective for undertaking the stated research study. In addition, the study will also focus
on evaluating analysing different factors associated with traditions and authentic food demand
within the market. The overall study will evaluate different aspects of restaurant industry while
taking into account the modern trends and traditional value of food industry.
1.2 Research aims and objectives
This aspect of the study is significant in analysing the research issue and aspects the
study will focus while addressing the problem. Research aim is a broad and clear statement
defining the research problem is an absolute and appropriate manner.
The aim of the present study is 'To analyse the impact of authentic food and traditions on
restaurant industry in London: Case analysis of Rules Restaurant'
 To analyse the trends of food industry in UK
 To determine the concept of authentic food and traditions of UK
 To examine the impact of authentic food on restaurant Industry of UK
 To investigate the impact of authentic food and traditions on consumer demand within
restaurant industry
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1.3 Research questions
This section of the study focuses on defining research problems of the study which can be
addressed directly in an effective manner. Research questions helps in developing an effective
and well developed structure for the study which minimizes the chance of being deviate from the
actual issue. Apart from objectives, it is required to develop questions as well so that research
can be conduct in desired manner. These are underneath:
 How does traditional value effected operations and food choices in Rules restaurant of
UK?
 What role does Authentic food plays in developing consumer experiences in Rules
Restaurant?
 What is the impact of authentic food and traditions on consumer demand of Rules
Restaurant?
1.4 Rationale of the study
Food industry is one of the highly contributing sector of the UK economy. The dynamic
aspects of sector are developing effectively on the regular basis. UK is a diverse country and has
developed a well defined base for travel and tourism within the nation. Hollows and Jones, 2010
analysed that effective and well defined food aspects helps the country in creating high level of
satisfaction for the travellers in the country. Contemporary and innovative practices in food and
restaurant industry is commonly observed measure. This has helped in effectively adhering the
latest trends and changing needs of the consumers (Sebastiani, Montagnini and Dalli, 2013)
However the findings revealed that traditions and culture plays a significant role in enhancing the
regional value and growth of the destination. The study evaluated that the demand for latest food
options have helped companies in creating a competitive edge but in the contrary dynamics
restaurant adopting the cultural base and traditions within the economy has developed a
competitive edge in the market. Elite group of consumers from Britain and around the world has
the curiosity to visit and experience the long lost English culture and food for attaining higher
level of satisfaction.
The present study will focus on analysing the role and impact of traditional values,
cultural aspects and authentic foods on the restaurant industry of the UK. The study will
efficiently examine the consumer needs and values in the modern era. The investigation
regarding consumer perception for authentic food and traditional values of the country will also
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be carried out in an effective manner for attain the research aim of the present study. The case
analysis of Rules restaurant which is one of the most elite and oldest operating restaurant of UK
will be undertaken to attain the stated objectives of the study. The researcher refer to the theories
and concepts of brand value aspect to analyse the role of culture in the food industry. On the
basis of the above mentioned analysis the impact of authentic food in the restaurant industry will
be analysed. Individual perception about modern and traditional food is there for the consumers.
But the study will make an effort to understand the impact of authenticity and culture in the
success of a restaurant. Application of theoretical knowledge, basic frameworks and business
models will help the researcher in attaining a well defined picture of the industry. Moreover, case
analysis of Rules Restaurant will help in developing a clear picture of the stated research issue.
1.5 Framework and analysis
The section of the analysis is considered to be a significant and essential part of the study.
It develops a clear and well defined picture and research tools and techniques which will be
adopted for the analysis. A detailed analysis of all the technical aspects of research evaluation
will be evaluated and analysed in the study. Framework and analysis for the present study is
discussed henceforth. Research Philosophy: This aspect of the study helps in developing a well defined base
for research design evaluation to carry out the research in an effective manner. The
present study will adopt interpretivism philosophy for attaining effective and well defined
results for the study. It will support in effectively considering the brand value perception
and cultural aspect analysis for the study. Research Approach: This technique of methodology helps in defining the data collection
approach for the study. The present study will adopt inductive approach for the study as
the specific issue will be resolved by collecting recent data and evaluating trends. For this
primary data collection method will be appropriate and effective in the study. Research design: The research design for the present study will be exploratory which
will help in effectively resolving the research issue and attaining effective and well
defined results for the study. It will help the researcher in exploring the new aspects of
food industry and relate the models with the current research needs. Research type: The present study will be a qualitative study it will focus on analysing the
consumer perception regarding authentic and traditional food values. The tools for data
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analysis will however be quantitative as it will help in effectively quantifying the
outcomes of the research. This will help in attaining appropriate and well defined results
for the study. Data collection: The current study will adopt both primary and secondary means of data
collection which will help in providing a clear and well defined results for the study. The
secondary data will be collected from variety of sources such as books, journals,
company reviews, internet, news articles and magazines as well. However, for primary
data consumers of Rules restaurant and managers will be approached. Both survey and
interview method will be applied for the study which will help in providing an extensive
and clear analysis of research problem.
 Sampling: This is another crucial aspect of the research which helps in attaining well
defined data for undertaking the research and attain appropriate results for the study. The
present study will undertake probabilistic sampling method to attain a valid and
representative result for the study. It will result in minimizing the biasness in the present
study. A sample of 50 consumers of Rules restaurant will be selected on the random basis
to attain well defined perception for authentic food and cultural aspects. Survey method
will be adopted to attain information from the consumers. The interview from 5 managers
of the restaurant will be conducted. The selection of managers will be done on
convenience basis so as to manage time and cost factor of the research. This will help in
attaining the managerial perspective for the topic.
1.6 Significance of the research
Th present study will be carried out on the exclusive and contemporary topic which will
help the researcher in effectively linking the traditional aspects with modern business concepts.
The study will help in attaining an in-depth information about the subject and issues related with
the subject as well. It will help in analysing the current trends and demands of the consumers for
the restaurant business. The study will assist academicians and research aspirants to carry out the
further study on the same or related topic in future as well. In addition to this, it has been
analysed that there is a vast research gap between the theoretical aspects and practical
implications of the mentioned topics. The present study will develop an effective attempt to fill
the stated gap. Moreover, very few studies have been conducted on the topic and related topic of
the study. The present topic will contribute in better understanding about the issues and aspects
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of the research. The present investigation will be of greater importance for the thinkers as it will
present innovative knowledge, related to the techniques that have been incorporated in the
research. Furthermore, the study will also be useful for the large business enterprises in
developing specified business strategies and techniques to carry out the business operations to
attain high success within the market.
1.7 Chapter structure
This aspect of the research will help in developing an effective and well defined structure
for carrying out the study and attain effective results for the analysis. It acts as an aid for the
researcher in taking suitable decisions. Also, it helps in minimizing the chances of getting
deviated from the actual research objectives. The research structure for the current study will be
as follows:
Chapter 1: Introduction- This chapter of the research will develop an effective base for the
research analysis. This is the initial aspect of the study which focuses on developing the base for
the study and defining research problem to carry out the analysis. This chapter focuses on
developing a detailed overview of the study, tools and techniques to be undertaken for the same.
Chapter 2: Literature review- This the another crucial aspect of the study which focuses on
carrying out a detailed and well defined analysis of the study. This section will undertake the
past research analysis in order to attain different and individual contribution of different
researchers. It will help in analysing the research gap for the stated topic which will provide an
extensive understanding about the research issue.
Chapter 3- Research methodology- This aspect of the research will deal with the technical
aspect of the study. It will evaluate different and well defined means of methodological tools to
carry out the study in an affective manner. This chapter of the study will focus on applying
effective and well defined tools to attain the research results in an effective and structured
manner which will help in attaining the research objectives for the study efficiently.
Chapter 4: Data analysis- This is a significant part of the study as it will focus on attaining a
detailed and clear analysis of the research findings and results. The present study will adopt the
quantitative method of data analysis which will reveal the results in the proper statistical aspect.
This will help in attaining a detailed and clear picture of the aspect.
Chapter 5- Conclusion and recommendation- It is the last chapter of dissertation that makes
presentation of the outcomes that have been gained from the analysis of data collected. The
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section will analyse the overall report and develop effective recommendations for the study
which will be an effective part of the analytical aspect of the research.
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CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
This section of the study will focus on developing a detailed and well defined overview
of the research topic. The chapter will develop detailed understanding about the topic and
theories associated with the same. This section will undertake the past research analysis in order
to attain different and individual contribution of different researchers. It will help in analysing
the research gap for the stated topic which will provide an extensive understanding about the
research issue. It will analyse different perspective of food and culture and its impact on
restaurant industry of UK (Chesbrough, 2010). Data for the present study is collected from
different sources such as books, journals, news articles, past researches etc.
The chapter will focus on developing a detailed analysis of the section regarding
traditional food, culture and its impact on restaurant industry of the nation. The analysis will
analyse the aspects of food and identity associated with the subject. It will then evaluate the
impact of tourism and globalisation on the industry. The study will examine the latest trends in
the industry and will also investigate about how global factors have effected food industry in
UK. The impact of authentic food and traditions on restaurant industry in London will be
examined in the final theme which will help in summarising the overall analysis to develop clear
analysis of the study.
2.1 Authentic food and traditions of UK
Tsai and Lu, (2012) defined traditional food as a personally cooked and presented food
which represents the local or regional vegetation, culture and traditions. The traditional food of
every country reflects its unique identity. Sebastiani, Montagnini and Dalli, (2013) stated classic
dishes typically prepared and served reflects the authenticity of food for the country or region.
Traditional English cuisine is one of the unique and traditionally rich aspect of the industry.
According to Stiles, Altıok and Bell, (2011) it consists of unique cooking styles, traditions and
recipes associated with England.
British cuisine is specific set of cooking traditions which is typically associated with
United Kingdom. The mentioned aspect is culturally rich and is influenced by different traditions
and regional measures. Ryu and Han, (2010) stated that British food has traditionally been based
on beef, lamb, pork, chicken and fish and generally served with potatoes and one other
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vegetable. The common British dishes include sandwich, fish and chips, pies, puddings etc.
Moreover Cakes and pastries of the country has marked its relevance in different parts of the
world. Rich tradition focused on utilising many diverse and interesting ingredients, the basis was
formed for what is now known as modern British food (Food and identity: Food studies,
cultural, and personal identity. 2014). Zeng, Go and de Vries, (2012) revealed that traditions and
food in England has an age old relationship which has helped the county in still keeping the
history alive. Serving cakes and pastries on religious holidays of the year, Plum puddings on
Christmas, Hot cross buns on Good Friday are few traditions which has helped in promoting the
British culture in different parts of the world (Food, Tourism and Destination Differentiation:
The Case of Rotorua, New Zealand, 2011).
The modern shape of British Cuisine has been moulded and shaped to fulfil the current
needs and demands of the people. Currently Britain food industry offers culturally diverse dishes
which helps in attaining the nutritional balance for the people. Moreover the impact of changing
lifestyles within people along with global factor aspect has developed the segment widely within
the economy (NS Robinson and Getz, 2014). It has helped in bringing revolutionary changes in
the food industry of the country thus effecting the overall demand within the sector.
2.2 Food and identity
Food studies is one of the crucial and upcoming concept focusing on analysing a valuable
relationship between food, culture and society (Lawless and Heymann, 2010). The stated
measure helps an individual in creating a valuable and in-depth understanding about how food
and culture has helped in shaping the society and has helped the society in shaping up its identity
and relevance within the market. According to Wood (2010) people share an unbreakable
relationship with food and they have wide information about the subject as well. Food choices
expose a group or a person’s beliefs, passions, background knowledge, assumptions and
personalities. Adrià, Adrià and Soler, (2010) stated that in the findings that stories of food are
often associated with the region, vegetation, migrations, assimilation, resistance and changes
over times which took place in the region or area associated. Baraban and Durocher, (2010)
analysed that the commercial aspects of food has created a definite impact on the subject and
critical aspects associated with the same.
Ryu, Han and Jang, (2010) stated a well defined theory on the concept of food
consumption and habits shared by people. The study focuses on understanding the concept of
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food and determining why people spends time, energy and money on food (Dumanovsky and
et.al., 2010). The stated issues were addressed and analysed in the study by creating a detailed
analysis on the subject. Kang, Lee and Huh, (2010) defined food as culture signifier which
justifies the statement which says that individual is what he eats. The researches analysed the
overall evolution, history and mechanics of food science in order to evaluate the value and
aspects of food, nationality and identity as well. Ryu and Han, (2010) stated in the study that
there is a strong relationship between food consumption by an individual and perception
associated with the same.
Different surveys analysed that rising awareness about food aspects within the society has
created a revolutionary impact on people's ideology. According to Han and Kim (2010) a
relationship between food and associated identity with the same is a crucial aspect of the study.
Longart (2010) mentioned in the analysis that people are increasingly becoming aware about
what are they eating, its nutritional content and how is food reaching them. Food has developed
an identity for people which has helped them in developing their choices among varied options.
A research conducted on similar topic stated that people are choosing food as per there
personalities which has rationalised the industry and unified the products in its own way.
However, Yang (2010) stated that knowledge and choices of food are being hyped in the
economy due to changing preferences of people within economy.
A survey conducted within young people revealed people’s perceptions of similar
looking individuals based on the foods they consumed. The study stated a common aspect related
to food choices and people's perception for the same (Wymer, 2010). As per the results it was
reflected than people with similar food choices are relatively similar looking than the ones with
different choices. The theory proved the scientific facts associated with the subject. People eating
same kind of food for a particular time frame are prone to develop a unique physical appearance
(Pantelidis, 2010). Moreover, the social and psychological aspects of the study related to the
subject was also analysed towards the topic. The analysis revealed that people with similar
ideologies tend to order the same kind of food (Dominici and Guzzo, 2010). For example
children are widely influenced by the food choices made by their favourite characters on-screen
or in life. The influence on food choices through peer pressure is yet another aspect of the study.
The food choices of fiends, colleagues, staff members, social groups etc. influence the choices of
people in a significant manner (Kimpakorn and Tocquer, 2010). This also revealed that food
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choices of a group enhances the approval or non approval of products or services within the
economy. Hsu, Jang and Canter, (2010) examined it as a synergy effect on food which helps the
individuals in making choices of food through influence. Hence, the overall analysis reflects that
food has helped people in developing a definite identity within the market. According to Cope
and Allison, (2010) present era presently restaurants are creating an environment which help
individuals in developing their identity regarding food choices. The focus of the industry is to
satisfy nutritional and emotional needs of the consumers by serving food in a prescribed manner.
Thus, food is considered to be a well defined aspect of developing individual identity within the
economy.
2.3 Food and symbolism
The relative studies and trends within the economy reflected that food industry has a
symbolic association with experiences of the people. Studies have evaluated that food in the
present era has developed a symbolic meaning and relevance within the economy. Different
countries has developed a definite emotional or social association with food options offered to
the people. According to Palmer (2010) food has symbolic meanings based on association with
other meaningful experiences. These aspects are commonly associated with food in different
cultures for different expressions. Bread is one of the most commonly used example for
symbolization. Break bread is a common expression used to represent the situation where fiends
sit together and in a jovial manner to eat food together (Guillet and Mattila, 2010). This
expression symbolises a content and happy phase of life. Classification symbolism based on food
options is yet another effective aspect of the society towards the stated phase. White and dark
bread options according to Wasser (2010) are the common aspects which helps in symbolising
the society on the basis of food options within the economy. The stated examples are not new to
the society. Traditionally bread used to symbolise different cultural aspects with the lives of
people. For example soldiers carrying bread from home was a belief which ensures their safe
return after triumph. Sailors used to carry bun in order to save ship from wreck (Yang, 2010).
Many others associated symbolism states that food, culture and ideologies are the closely
associated factors in the economy which has been followed from ages.
The studies also examined a linking thread of the food aspect with cultural factors in the
society. Han and Kim (2010) defined culture as the beliefs, values, and attitudes practised and
accepted by members of a community or a group. Cultural aspect is learnt and not inherited by
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the people. The studies reveal that different cultures are connected to traditions, ethnicity and
religious beliefs regarding food and traditions. The example of the same can be seen when turkey
is cooked for thanks giving irrespective of place and or present location of people. Longart,
(2010) analysed that cultural aspects of food helps an individual in developing a personal identity
and relativity within the market. The impact of social and economic factors are seen on the food
options however the traditional value of food is a highly valued aspects for people from different
cultures (Kang, Lee and Huh, 2010). Studies also revealed that traditional and cultural values
within people are transferred from generations and people associated with the family adopt the
practice to become an active part of the group. For example an Italian wife of an American
husband learns to cook, serve and eat traditional turkey meal on thanks giving day in order to
celebrate and transfer the joy of traditions in the family. Baraban and Durocher (2010) reveals
that the stated aspect of food and culture has helped people in developing and managing the
traditions of food and value within the region which has helped them in attaining high value and
success to attain effective and well defined growth in the market.
2.5 Food and tourism
According to Wood (2010) food is the basic necessity of every individual irrespective of
his/her location, upbringing, culture. Food is accepted, inherited and choose by the individuals
on the basis of different factors and choices of people. Present global aspects within the economy
has created a significant impact on needs and choices of people within the region. According to
Kang, Lee and Huh (2010) food adds value to tourism within the region. People travel from
different regions in order to experience the cultural and symbolic aspects of food, ethnicity and
culture. According to Han and Kim (2010) tourism is the key focus region for every country
within the economy. This industry is one of the fastest growing industry within the world,
Liberal policies of the government, well developed option for transportation has helped the
countries in enhancing tourism aspect within the regions.
Tourists are the economic drivers of the country as they create significant demand within
the economy thus create a well defined impact on the growth and economic stability of the
country. Food and culture are the integral part of the tourism aspect of the nation. Dominici and
Guzzo, (2010) evaluated that food plays different roles in the tourism aspects of the nation. It has
been analysed that food is one of the motive of the travellers visiting the nation to taste and
experience food aspects in the region. Cope and Allison (2010) have defined food and tourism as
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a significant aspects of the study to analyse and understand different aspect of the topic and its
association with the sated topic or the study. Gourmet tourism, culinary tourism and travellers
food choices are the prominent categories of the field.
Illustration 1: Different aspects of food tourism
Cope and Allison, (2010) stated that food tourism has been the part of the economy from
ages. It has helped in integrating world food market as one prominent business aspect. Food
tourism however is a developing concept which has undertaken a complete new form within the
market. Dominici and Guzzo, (2010) suggested that causal restaurant experience by developed
by visitors is not considered as food experience rather food tourism is defined as a desire to
experience the food, cuisine or dish of the region. Researches analysed that the tourism made
with the sole motive of experience food and culture of the region is categorised into special
interest tourism or niche tourism. The present economic conditions and rising interests of people
for food aspects has enhanced food tourism widely within the world (Baraban and Durocher,
2010).
Food tourism plays a significant role in developing and defining the economic and social
aspects of a country. Jang, Ha and Park, (2012) analysed that different interests drives the motive
of a travellers towards a destination. The first drive connected with food tourism is the associate
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of an individual with top end restaurant, festivals and wineries which reflects that food is the
primary interest of the traveller. The second drive associated with the subject involves culinary.
The lifestyle and culture of the region is another significant aspect of food tourism. This makes a
traveller a wide part of the accepted lifestyle of the place. The final aspect of food tourism is for
the travellers who consume food as the necessity while travelling to different destinations and
places (Kang, Lee and Huh, 2010). Food for these travellers is not the primary motive of visiting
destinations however they develop diverse marketing opportunities for food and wine tourism.
Hence the overall analysis reflects that food and travel is one of the significant aspect of tourism
industry in the modern day market.
longart, (2010) stated that food is the internal and external aspects of the tourism
industry. It was analysed that the crux of food is the fact that it conveys something of another
culture, identity, people or traditions that may be unique to the destination or region being
visited. It thus undertaken to be a significant aspect of culture tourism as well. Kimpakorn and
Tocquer, (2010) contributed the findings which revealed that that popularity of diversity of food
has helped the tourism industry in creating a significant and well defined impact on the growth
and development aspects of the specified area. Pantelidis, (2010) analysed food to be a
significant resource of local community which provides value to the destination. Food, traditions
and culture therefore helps in enhancing the competitiveness and development of the region
which has a significant impact on overall development of the area as well.
2.6 Trends of food industry in UK
On analyzing Hsu Jang and Canter, (2010) found that, now days the authentic or the
traditional food is disappearing from the menus of hotels and pubs. There has been a tremendous
diversification of menus in the pubs and hotels which shows the falling of the authentic dishes
out from the them. For example, earlier the most popular dish among the people was fish and
chips which is now being replaced with the salad. The main reason for disappearing fish and
chips is because it is very oily and possess high amount of calories. These salad mainly include
goats, cheese, tuna, salmon and grilled chicken which is becoming very common among the
people (Lawless and Heymann, 2010). These days people in UK are becoming more conscious
about there food. They are avoiding oily food and preferring boiled food. People are attracted
towards the gluten-free terminology and has been raised around 90 percent over the past two
years. They are adopting the food which is of low calorie. They are ready to pay adequate
15

amount for the food items which are healthy and do not have fat contents (Dumanovsky and
et.al., 2010).
As the authentic food is more costlier than the latest trend food, people are shifting
towards the food which are cheaper and readily available. Fast food is becoming more trendy
these days as it is of lower cost and is available at near by places. People are not ready to buy
more for the food which is not of there taste and preferences. They feel buying packaged or the
ready food is more cheaper than to prepare or get traditional food items (Jang, Ha and Park,
2012). The price at which the single authentic food is available, at that price a variety of latest
items can be purchased. The major difference in the cost has made the traditional food to loose
its existence in the modern era.
Now days lifestyle of people are changing. They are busy in their work schedule and
have no time for preparing food which involve long processes. Because of this reason the
traditional food is loosing its existence among the people and is disappearing from their diet.
Earlier women used to sit at home and prepare dishes for the family, so she used to manage to
make fish, chips, pasta etc (Kimpakorn and Tocquer, 2010.). But now in the modern era even the
women are working and are not left with enough time to prepare the food at home. They are
being attracted by the packed food which is easy to preserve and to be consumed. This saves
their time of cooking.
In the latest trend, the food companies like McDonald, KFC, Subway etc. are becoming
more popular among the people of UK. The food items which they are selling is liked by every
generation. Mostly the children are fond of burgers, pizza, pasta etc. These are prepared with the
taste and preferences of the people (Mkono, 2011). Subway gives the opportunity to make their
eatables of their choice. They can add the items which they like. This makes the people fond of
eating these food items. The junk food gives more satisfaction to the people over the home made
food with the traditional style.
The youth of UK are shifting towards fast food these days. They are preferring junk food
over the home made or traditional food. They do not like the authentic making of the food. They
find the appearance and taste to be boring. They are becoming more conscious about their diet
and are shifting towards oil free food. The openings of the new franchises like McDonald and
many more are serving with the food items which makes the children and youth to attract
towards the junk food (Stiles, Altıok and Bell, 2011).
16

With the passing time, the traditional food is loosing its existence, as no promotion
strategies are used to make the young generation aware about the traditional food and its
importance. Children are even not aware of the food which was served in the old era. The
authentic food is being replaced by the packaged and the franchise food. As promotion of the
particular food items are done at higher level which makes the people aware about it and attracts
them to buy them.
2.7 Impact of globalization in food industry and consumer demand
Globalization is one of the force which has a significant impact on the efficiency of every
industry. It develops high influence on integrating the internal and external aspects on the nation.
Global trade aspects According to Han and Kim, (2010) has effected the world market in positive
as well as negative manner. It has helped countries in enhancing diversities within the region but
losing the uniqueness simultaneously. Arguments regarding the mentioned subjects has endless
impact on the social, demographic and economic aspects of the country. Food industry is one of
the major sector which has been influenced and effected by global factors within the economy.
Dumanovsky and et.al., (2010) analysed a significant relationship between food demand
and globalization aspects within the market. Major shifts in agricultural sector is transforming
the the demand and supply equations in the economy. Palmer, (2010) evaluated that developing
technologies in communication and transportation sector has helped organisations in generalizing
the integral traditions in different parts of the world. Researches stated that migration is another
significant reason which has enhanced the trading of local food practices within the market. It
has created a well defined impact on overall growth and development aspects of the regional
vegetation. However NS Robinson and Getz, (2014) contradicted the theories by analysing that
consumer markets are developing cross-border segments, but strong local consumption patterns
remain unaffected due to perishable nature of the products and services. However Kang, Lee and
Huh, (2010) evaluated that rising level of FDIs in food industry has helped in making the
different regions well associated with different consumption practices.
It has been evaluated that global factors have effected the food sector of the economy in a
significant manner. Every country in the present era has developed a well developed portfolio of
food segments. Stiles, Altıok and Bell, (2011) stated that import and export of raw materials has
developed the kitchen equations for the regional prospects. Companies are efficiently creating a
wide and effective impact on innovating new and advanced food options for the consumers.
17

Wymer, (2010) mentioned in the analysis that food sector is weakening its ties to the farm sector
which has changed the processing aspects of the products and services. Moreover this strategy
has also effected the shift of the demand towards processed products and materials. This has
helped countries in developing the economic base by offering wide and significant options of
food and services for the people and tourists as well. However it has resulted in loosening the
link between the regional traditions and culture (Zeng, Go and de Vries, 2012). It has been
analysed that the young generation is losing their attachment with tradition food and cultural
values due to availability of new and upcoming options in the economy. In addition to this
technology growth has helped in developing high promotions of the food products which are not
healthy but are readily and easily available in the economy.
Stiles, Altıok and Bell, (2011) stated that globalization has facilitated international trade
which has opened business opportunities around the world. However adoption of fast food has
resulted in abandoning the traditional and cultural food of the nation. Moreover contracting
dependence on agriculture industry is another challenge for the local food merchants in the local
areas. It has been evaluated that easy availability of raw materials and agricultural products has
created wide and significant diversity n the food market. Regional cuisines with dynamic fusions
are readily available and accepted in the economy which has resulted in declining the sales of the
traditional food of the country. Sebastiani, Montagnini and Dalli, (2013) stated in the survey
results that festive season food sales in the developed country comprises of traditional maximum
revenue in food segment for traditional cuisines. However the overall contribution of the
traditional food comprises only 48% of actual sales in the economy. A research conducted in UK
market revealed that the impact of global factors has subsided the sales of companies offering
traditional English food (Tsai and Lu, 2012). Companies such as KFC, McDonald's, Pizza Hut
etc are the food chains which are widely demanded in the economy in the present era.
Another significant research analysis revealed that Globalization has helped in enhancing
traditional food to different parts of the world. A survey conducted in the Indian market revealed
that the integral traditional recipes of India with high cultural values are widely accepted and
demanded in major parts of the world. Indian sweets, spices and recipes are demanded and used
effectively in the world around (Mkono, 2011). Globalization has helped the Indian economy in
popularising the traditional values and culture of the country across the globe. Thus the overall
evaluation revealed that globalization has helped in developing the economy in a positive as well
18

negative manner. Companies are creating a well defined impact on the overall growth and
development impact on the markets.
2.8 Consumer food trends for restaurant industry (700)
The recent study of Wood, (2010) has observed that restaurants lays more emphasises on the
products quality rather than its prices to attract wide number of customers. It is surprising things
which has been observed in the restaurants where old traditional methods are used in order to
maintain the quality which in turn able to produce delicious and tasty dishes to lure the clients.
The restaurants customers are further bifurcated into several subgroups such as Deal hunters,
Budget-conscious explorers, Big eaters, Foodies and Restaurant regulars. All these categories are
framed to create a broad scenario in which the overall future of the restaurant will be depended
on these kinds of customers (Sebastiani, Montagnini and Dalli, 2013). The main aim of every
restaurant is top attract several kinds of the clients to cater all its demands by preparing food and
providing services as per their needs and expectations. The main objective service industry is to
take care about the tastes and preferences of the customers to stay connected with them for long
time period. This study has revealed the dangerous truth which shows that majority of restaurants
all across the London are providing different services without compromising with the quality.
The vision of these restaurants is to promote social equality by attracting different variety of
consumers on the basis of the quality.
Another trending issue observed by Wasser, (2010) that can be in the form of challenges
faced by these restaurants is increasing awareness among the people regarding health. This
created burden for the restaurants to provide more options to serve the health conscious people's
needs and expectations. The presentation of the food should be changed by choosing healthy
ingredients to create healthy platter to please all its clients. The modern demand of the
youngsters and old age people who suffered with dangerous diseases such as diabetes which is
common among all the age groups nowadays in London (Bell, 2005). The customer expectations
are changed as they are highly affected by these diseases as they want low fat, sugar free, gluten
free, less oily, less salty to remain healthy and maintain fitness to avoid all these viruses. The
awareness campaigns adopted by the organisation who owned and controlled by the legal
environment in the London influences the individuals in this country to take positive steps
regarding this campaign to promote healthy living and to inspire all the people to eat healthy
food and decreases the chances of uncertain death due to spreading of diseases.
19

In the modern world the whole scenario has changed which is analysed by Crowther and
Lancaster, (2012) where a person lives in isolation as a human being is a social animal. The
recent trend has been discovered in the current market where cultural diversity is the basic theme
of all the restaurants in London. This changes are imposing barriers for the business owners who
are operating their business on existing market conditions. This change has created due the
growing population or rural migration to the urban cities which promotes cultural diversity in the
nation. This cultural diversity brings different backgrounds, languages, food cuisines as per the
historical and traditional ways and means. This thing's comes up in the form of trend where
restaurants featuring exotic and varied ingredients to catch the interest of the peoples in order to
keep pace with the external dynamic environment (Zikmund and et.al., 2013).
Unique concept has been noticed by Sebastiani, Montagnini and Dalli, (2013) is the rising
trend of food lorry in London in which the restaurants will go at the doorstep of the eater to cater
the needs of the customers. This is trending concept used by the individuals to provide different
food cuisines as per the taste which is suitable for all kind age groups. This is that solution
adopted by the restaurants to reach to all those who like to taste new and different things but
unable to taste due to the high distances (Ryu and Han, 2010). This food lorry are generally
placed in the public places to catch the interests of the visitors and earn huge amount of profit. It
has been found that the growing availability of this lorry that offer high quality packed in
attractive packets. These Lorries are combining local, fresh food with lower prices that delivers
food in less time. These policies are proved fruitful for an enterprise as the revenue of the
businesses has seen immense boost from its earlier years.
2.9 Ethnic food trends in the market
Ethnic food has created a significant demand within the economy. The integrated
economies and markets have created has developed a high demand for unique and distinct food
products within the economy. Mak, Lumbers and Eves, (2012) analysed that immigration
tourism and international trade has created a significant and well defined impact on business
growth and development within the market. The role of ethnicity has become an integral aspect
for analysing consumer behaviour and attitude. It creates a significant impact on growth and
development of food industry and culture within the economy. Market research on the topic
depicts that the industry has grew by 3.2% in past 2 years. The findings depicted by Palmer,
20

(2010) revealed that five year predictions of the business is said to be high affirmative and
positive for the overall country.
The findings of the study reveals that different ethnic food introduced in the industry
includes Mexican, Italian, Chinese, Japanese, Korean, Vietnamese, Thai, Greek, Indian, French
etc. These food segments have created a significant demand within the economy. as per the
analysis the mentioned section has effective created high demand within every age of people.
The figure below represents the historical aspects of ethnic food in the world on the basis of time
line introduced.
Jang, Ha and Park, (2012) analysed that consumer attitude for ethnic food in increased in
the market in a significant manner. This has created a wide impact on the growth and
development of the countries and consumer choices as well. Kimpakorn and Tocquer, (2010)
stated in the findings that food industry is highly dynamic because consumer trends and demands
change on a wide basis. In order to manage and maintain taste and preferences of the consumers
different aspects and strategies are adopted by the businesses within an organization. Past studies
21

revealed that increase in the demand of ethnic food is the outcome of factors such as extrinsic
factors, psychological factors and socio cultural factors. Analysis of these factors create a well-
defined impact on the analysis (Dominici and Guzzo, 2010). The extrinsic factors includes
aspects related to international trade, expansion of operations and multi-cuisines, globalization
aspects, migration etc. The psychological factors relate with aspects of making healthy choices,
choosing better options, trying new options etc. the impact of all the mentioned factors have
created a significant and well defined impact on overall growth and development of the niche
market. Many prospects of cultural dining, fine dining etc. are developing highly within the
market. It has changed the aspect of restaurant industry in the present economy in an effective
and well defined manner (Baraban and Durocher, 2010). The increasing choices of ethnic food
chain reflects a positive growth of the factor. In addition traditional link of migrants has helped
UK in increasing demand and supply of regional cuisines. The innovative dishes and tastes are
welcomed by the consumers which has helped the residents in developing high interest in food
choices in the market. The stated measures has helped the company in creating a significant
impact on development of overall economy in the market which has helped businesses to flourish
widely within the economy.
2.10 Impact of authentic food and culture on Restaurant Industry
The restaurant industries of the world are highly dynamic as it creates a significant
impact on the growth and development aspects of the companies. The food industry within the
economy has influenced the local needs and demands for the companies. The social and cultural
aspects of he economy effects the growth and development aspects of the company in the present
era this has helped companies to grow and develop widely within the economy. Wymer, (2010)
defined food, traditions and culture as the integral part of the nation. However the impact of
global aspects have effected the same in a significant manner. Ryu, Han and Jang, (2010) stated
that every market of the world offers food and delicacies from different origins in order to
enhance demand and sales in the economy. Palmer, (2010) however contradicted the above by
stating that rising demand of food and culture tourism within the market has helped companies in
recollecting the traditional food choices in the menu to attract tourists and foreign guests. This is
one of the crucial factor which has helped consumers in differentiating between different regions
and origins.
22

Mak, Lumbers and Eves, (2012) analysed that different aspects of the economy has
helped the industry in shaping and developing the economic growth measures in the market.
Factors such as competition, cost and consumer shifts has helped in shaping the industry towards
new and effective aspects of growth and development which has companies in creating a wide
growth and development aspects in the market. The impact of promotion is also enhanced the
demand and supply aspects in the company which has helped the companies in developing new
and well defined measures of creating demand aspects in the economy. Kang, Lee and Huh,
(2010) analysed that there are entrepreneurs who are experiencing business success by breaking
from the business model of selling industrially-sourced foods in super-sized proportions at
promotional prices.
The role of traditions and culture has effected the restaurant industry widely. This has
helped the companies in creating a wide impact on enhancing consumer experiences in the
economy. Hollows and Jones, (2010) evaluated that the restaurant in the present era are shifting
towards the traditions and cultures to develop effective service aspects in the economy .
However Cope and Allison, (2010) stated that the demand for traditional and cultural food is
declining due to fierce competition from food giants in the market. Different factors related to
nationality and culture are associated with the demand aspects in the market. The ambiance,
taste, presentations and culinary are few significant aspects associated with the subject. Adrià,
Adrià and Soler, (2010) evaluated that authentic food represents national identity of the region
which is a significant aspect of restaurant industry which has affected the growth and
development aspects of the company as well.
2.11 Opportunities and challenges for restaurants related to authentic food and traditions (700)
In the present era, customers looks for the new food experience and the food retail industry
is continuously growing due to changing customers’ demands and desires for particular food.
Consumers want to recreate the dishes that they know at home and this limits the potential for
certain new product development, especially in mature categories such as Indian food (Adrià, F.,
Adrià and Soler, 2010). Customers taste related to food can be changes according to region,
nation and different culture. In order to this, authentic food restaurant has been established.
Authentic food provides high level satisfaction and adventures to its customers. According to the
Ethnic food , market continuously growing, it was primarily driven by smaller, emerging sector.
According to Han and Kim, (2010) customers wants variety of choices in food and different
23

taste. Through the authentic food, customers can able to get the diversity in food industry. There
are various opportunities in this food zone that is enhanced the numbers of customers from
different nation. This may assists in increasing the integrity of nation. Further, people can able to
understand the variation in region and culture of different nation. In addition to this, customers
can gain the knowledge and information about the interest, beliefs and diversity (Guillet and
Mattila, 2010). The second important opportunity of this authentic restaurant is to increase the
employment In the field of food retailing. According to Kang, Lee and Huh, (2010) many people
who are unemployed can bale to take the opportunity to get the job in this field. Moreover,
through this, national income can also be increased. In addition to this, people can able to take
adventure through this innovation in the food industry. They can take different experience and
adventure of different nation and country by this innovation. In last it can be said that integration
and innovation in the authentic food restaurant brings an effective development in the nation.
Through this, people are more attracted towards the diversification of the country.
In the modern era, where the people are becoming more diverse and culture oriented, they
require new and exotic ingredients in their recipe. These authentic restaurants fails to provide
them with the required taste and people get bored of it consuming the same food over and again.
Such restaurants fails to accomplish the consumers’ needs and demands as provided by the
fusion cuisine (Mkono, 2011). Furthermore, by simplifying its product line, the company loses
its potential customers. This can lead to decline in the profitability of the firm. It will cater to
only those consumers that are ready to consume the prescribed food. By providing a particular
food to the consumers the company loses its customers and competitive advantage in the market
as in the case of multi-cuisine restaurant. Furthermore, the consumer outlook for the prescribed
company also changes as it is unable to meet the demands and expectations of the consumer.
Apart from it, these restaurants are unable to meet the requirements of the tourist. Their taste and
preferences are different from the host country (Mak, Lumbers and Eves, 2012). They prefer a
fusion edifice where they can consume the foods according to their taste and culture. This limits
the scope of authentic food. Likewise, visiting the same restaurant over and again can cause the
customers to get bored out of the usual taste. They demand new recipes and flavours in their food
and which cannot be provided by the authentic food restaurants. In this way, they lose out their
initial or existing customers. Moreover, these kind of company's faces stiff competition in the
market. As per the AUTHOR, food industry is expanding at a very fast pace where new ventures
24

are expanding its business. These are providing new and innovative services to the resident as
well as the tourist (Hollows and Jones, 2010). In addition to this, such edifice is upcoming with
different taste and new dishes. They hire chef from different corners of the world to serve the
customers with an integrated taste, by creating a mixture of diverse cuisine. The authentic food
corners are no where in comparisons to these restaurants and they fail to survive in the market of
stiff competition.
25

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a well defined process which focuses on determining and
effectively evaluating the research problem in a significant manner to analyse a structured
pattern to resolve the issue and evaluate favourable outcomes for the study conducted. This
aspect of the study will focus on analysing the specified tools and techniques to resolve he
research issue in an effective manner (Axinn and Pearce, 2006). It evaluated the technical
prospect of the study. The chapter examined tools to carry out research designs for the study in
an affective manner. It develops a clear and well defined picture and research tools and
techniques which will be adopted for the analysis.
The aim of the present research is to analyse the impact of authentic food and traditions
on restaurant industry in London. Research onion approach has been adopted in the study to
successfully attained evaluate the result for the stated analysis. The mentioned approach will help
the researcher in analysing the mentioned problem in an extensive manner which will develop an
in-depth picture on the topic and different layers of the research will be successfully analysed
and examined. In the current chapter, researcher will present the selected methodology used in
the current study and reason behind selection.
26

3.2 Research philosophy
It is the initial aspect of the study which focuses on analysing the research issue in an
effective manner to attain well defined results for the study. Research philosophy develops a
solid base for conducting the research study and attain accurate results for the issue. This layer of
the study helps in developing knowledge and nature of the research problem and appropriate
design and tools to deal with the same (Bernard, 2011). It helps in creating a significant impact
on aspect which helps in dealing with the problem mentioned and resolving the same for the
stated problem. The present study will focus on analysing the the impact of authentic food and
traditions on restaurant industry of London. This aspect of the analysis will create an indepth and
significant aspect of the analysis.
27
Illustration 2: Research methodology
(Source:Bell, 2005)

Research philosophy as per Crowther and Lancaster, (2012) can be conducted by
adopting interpretivism or positivism method. The two stated approaches helps in analysing
beliefs of the issue thus suggests the measures to undertake the analysis and attain the effective
results for the analysis. The positivism philosophy focuses on the objective aspect of he study
thus adopts the rigid and scientific tools to attain the results. This philosophy is helpful in
determining the results for the problems which seeks accurate and verified results on the basis of
significant data (Daniel and Sam, 2011). Interpretivism philosophy on the other hand is a
subjective approach to deal with the issue and attain valid results for the study. This philosophy
is useful to undertake the social approaches for the analysis conducted in the analysis. The
present study will adopt the later philosophy to attain valid and accurate results for the analysis.
This will help the researcher in attaining clear perspective of people associated with the research
problem in order to attain well defined results. Qualitative aspect of the study will be undertaken
to evaluate the subjective aspect associated with the mentioned issue for the research.
3.3 Research approach
After analysing the research philosophy used in the study the next stage of the research
analysis is to evaluate the approach adopted in the study to attain effective and well defined
results for the analysis (Denzin and Lincoln, 2011). This layer of research onion focuses on
attaining a clear picture of data collection and research design adopted for the analysis. Approach
refers to path that aids in reaching towards the end results without getting deviate. This helps the
researcher in developing a well structured and significant aspect of research analysis and results
evaluation (Fiegen, 2010). The major categories adopted for the same are inductive and
deductive research approach. Both the measures have a significant role in defining the research
problem and choosing accurate measure to attain the results for the analysis.
Deductive approach attain the results by adopting hypothesis testing method which helps
the researcher in defining research problems through null and alternative hypothesis. Inductive
approach on the other hand evaluates results through data collection method which is significant
for attaining effective and well defined results for the study (Sam and Daniel, 2011). The present
study will focus on analysing the impact of authentic food on restaurant industry. For attain valid
and reliable results the researcher will undertake the study to attain both consumer and employee
perspective bout the stated aspect. This will be effective in attaining a clear and well defined
picture about the issue mentioned. In addition to this inductive approach will also be effective in
28

evaluating the latest trends and perception of the employees and consumers. Deductive approach
however will not be effective for attaining the social perspective for the analysis. Moreover,
hypothesis analysis for the present research problem will be challenging aspect of the analysis.
Hence in order to attain the research aim for the current study which focuses on analysing the
impact of authentic food, case analysis of Rules restaurant of London will be considered and data
will be collected from the consumers as well as employees of the restaurant which will be
significant for attaining clear and well defined picture of the mentioned issue.
3.4 Research strategy
Once the basic aspects of research analysis is evaluated by the researcher to examines the
aspect of research strategy adopted for the study to attain effective and well defined results. The
aim of the analysing strategy is to investigate the strategies and measures which the researcher
may adopt to efficiently resolve the stated issue and attain reliable solutions for the same
(Saunders and et. al., 2006). There are different strategies for addressing research questions;
these are experimental, survey, case study, action research, grounded theory and narrative
inquiry, etc.
Descriptive analysis is the common strategy which focuses on analysing the solutions by
evaluating the associated theories and findings. This aspect of the analysis focuses on seeking the
solutions by undertaking general to specific perspective of the study. Exploratory research on the
other hand focuses on attaining valid results by analysing the research problems in a well defined
manner and then developing theories based on the same (Johnson and Clark, 2006). This
research strategy, as the name suggests focusing on analysing the new spectrum of analysis. The
research design for the present study will be exploratory which will help in effectively resolving
the research issue and attaining effective and well defined results for the study. It will help the
researcher in exploring the new aspects of food industry and relate the models with the current
research needs. To attain the data for the present analysis survey method will be used to collect
well defined data from relevant population of the industry. The survey will be conducted from
employees and consumers of rules restaurant to attain latest accurate data for the analysis.
Questionnaire will be developed to attain the results for the study. It will help in creating
effective impact on resolving research issue.
29

3.5 Research choices
This layers of the research focuses on analysing the well defined research method and
aspect to successfully attain appropriate results for the analysis. This aspect of the study is
significant to analyse effective measure for analysing research techniques and type. Choice of
appropriate research method helps the researcher in attaining well defined results in a structured
manner for the study (Jonker and Pennink, 2010). This aspect of the study undertakes the
availability of resources to attain effective results for the study in the available constraints. The
present research problem focuses on analysing the impact of authentic food and traditions on
restaurant industry. Thus making proper choices out of mono or multi method is crucial to attain
significant results for the analysis. Mono method of the research can help the researcher in
adopting one research type (qualitative/quantitative) to resolve the research problem. Multiple
method on the other hand focuses on adopting combination of two or more methods to deal with
issues and resolve the same in a significant manner. Multiple method use tools such multiple
quantitative/qualitative method or mixed methods to resolve the stated problem.
Illustration 3: Research choices
(Source: Definition of Research, 2013)
The present study will adopt the multi method to attain effective and well defined results
for the study. For analysing the impact of authentic food and traditions on restaurant industry of
London both qualitative and quantitative method will be adopted. This will help in undertaking
the changing perspectives of the employees and consumers through data collection in surveys.
30

This will help the researcher in attaining qualitative data for the analysis. The data will be
collected through closed questionnaire which will help in quantifying the results thus adopting
statistical tools accurate and well defined results for the analysis will be attained. Applying
qualitative and quantitative tools will help the researcher in attaining research results in a
structured manner for the study.
3.6 Time Horizon
This layer of the research analysis focuses on analysing the time aspect needed to
undertake the research and attain effective and well defined results for the analysis. Time horizon
for the study is divided into two broad categories which includes Cross sectional and
Longitudinal (Kimmel, 2009). The two aspects deal with different research types to analyse the
research problem in an extensive manner. The aim of the present study is to analyse the impact
of authentic food and traditions on restaurant industry of London. The research problem of the
study is interesting and specific. This will demand extensive research for specific time frame.
Cross sectional time horizon will adopted in the present study as the research issue is not very
broad and can be resolved in limited time frame. Moreover due to constraints of availability of
time and budget the stated measure will be effective for attain well defined results for the
business growth and development aspects (Woods, 2011). On contrary to this longitudinal
studies are undertaken for the studies which demands extensive researches for long period of
time to attain a clear and well defined picture for the analysis. Such studies are carried out for a
long period of time. A repeated and continuous analysis of the topics is carried out to undertake
the changing factors and attain valid and reliable results for the analysis. The topic for the
present study will be analysed in the given time frame as its objectives are specific and
attainable.
3.7 Techniques and Procedures
3.7.1 Data collection
Data collection is one of the significant and most critical aspect of research analysis. This
aspect of the study focuses on attaining the well defined information and analysing the same to
attain valid and reliable results for the study (Yin, 2003). Data collection for the study can be
done by adopting primary and secondary measure. The primary method focuses on attaining
fresh and new data for the study which helps in attaining new and valid information for the
subject. This helps in enhancing the validity and reliability of the research to attain effective
31

results for the study. Primary data develops an authentic source of information for the research if
researchers use unbiased and proper measures of data collection. Secondary data collection on
the other hand collects the used or past information from the market which helps in attaining
clear and significant data regarding research topic. The current study has adopted both primary
and secondary means of data collection. It helps in providing a clear and well defined results for
the study (Zikmund and et.al., 2013). The secondary data has been collected from variety of
sources such as books, journals, company reviews, internet, news articles and magazines as well.
However, for primary data consumers of Rules restaurant and managers has been approached.
Both survey and interview method was applied for the study. It helped in providing an extensive
and clear analysis of research problem. Survey form the consumers was conducted through semi
structured questionnaire which helped in attain specific and valid results for the analysis.
3.7.2 Sampling
Sampling is a significant aspect of research analysis as it helps in attaining a valid
representative part of population for undertaking a well defined research analysis. This is another
crucial aspect of the research which helps in attaining well defined data for undertaking the
research and attain appropriate results for the study. There are different methods and tools
adopted for attaining valid sample to undertake the research and attain accurate results.
Probabilistic and non-probabilistic sampling methods are the commonly adopted measure for the
same. Probabilistic sampling technique is a well defined measure where every element of the
population has equal chance of selection. The chances of biasses is thus minimized in the stated
method. It involves methods such as random sampling, cluster sampling etc.
The present study will undertake probabilistic sampling method to attain a valid and
representative result for the study. It will result in minimizing the biasses in the present study. A
sample of 50 consumers of Rules restaurant will be selected on the random basis to attain well
defined perception for authentic food and cultural aspects. Survey method will be adopted to
attain information from the consumers. Questionnaire to the consumers will be emailed and first
50 completed questionnaires in every aspect will be selected for the study. The interview from 5
managers of the restaurant will be conducted. The selection of managers will be done on
convenience basis so as to manage time and cost factor of the research. This will help in attaining
the managerial perspective for the topic.
3.7.3 Data analysis
32

This aspect of the research comprises of attaining the final results and attaining final data
for the study. It helps the researcher in creating a significant impact on summarising and
analysing the data collected in the study. This aspect of the research is significant for attaining
valid and reliable research results to develop an effective understanding about the research
problem and aspects associated for dealing with the same. Different methods for data analysis
can be categorised into quantitative and qualitative method. Quantitative method of data analysis
focuses on critical analysis and interpretation of figures and numbers to gain the valid final
outcome for the research. Qualitative analysis on the other hand develops research results by
summarising the overall research findings for the study which helps in attaining valid and
reliable results.
The present study will attain the research results by undertaking qualitative means of
research analysis. The researcher will developed a semi structured questionnaire to attain specific
results for the analysis. These results will be coded and quantified to develop a clear picture of
attained results. The final outcome of the analysis will be then analysed through thematic
analysis measure which will be effective and significant for the research. This method will be
useful in summarising both the primary as well as secondary means of research analysis for the
stated issue. Quantitative analysis on the other hand is attained through statistical data and
analysis. It develops effective and well defined results for the analysis which reflects a clear
picture of primary data and results.
3.8 Research limitations
Conducting a research is a challenging task for the researcher. It demands a significant
investment in terms of time, cost and resources. There are specific research limitations associated
with every research study which demands significant analysis of the results. The present study
focuses on analysing impact of authentic food on restaurant industry of London. The stated
research topic is dynamic thus different approaches could be adopted to attain valid research
results. Time limitation was one of the major research limitation for the study. The broad topic
had wide possibility of attaining significant results. Limitation of time created a well defined
impact on the selected aspect (Quantitative and Qualitative Evaluation Methods, 2007). Limited
availability of time directly influence the quality aspect of the research thus the study was
efficiently analysed and managed in the available time.
33

The sample size of the study was 50 consumers and 5 employees of the restaurant.
However universe for the topic is vast as food consumption is the basic need of every human
being. Hence small sample size is not true representative of the overall research analysis. To
effectively resolve the limitation a employee representative has also been selected for the study
who effectively analyse and develop clear result in the analysis.
Lastly random sampling method is an effective strategy adopted for attaining well
defined results for the analysis. However there is a significant risk that high impact of seasonal
consumers is attained. Jackson (2010) states that population needs to exhibit a natural degree of
randomness along the chosen metric. If the population has a type of standardized pattern, the risk
of accidentally choosing very common cases is more apparent. Hence the mentioned aspect was
considered attaining clear and significant results for the analysis.
3.9 Ethical issues and considerations
Research ethics is also very crucial for attaining valid and significant results for the
analysis. The present study was developed on significant ethical norms which helped the
researcher in attaining effective and valid results for the analysis. The present study was
undertaken while following the academic standards and guidelines which helped in attaining
effective and critical results for the analysis. The researcher attained the research structure and
procedure as per academic standards and guidelines.
Data collection aspect for the research was effectively monitored and regulated by the
researcher. The primary data collection for the study adopted ethical norms and standards. No
participant of primary research was forced to fill the questionnaire. Every participant voluntarily
contributed in the study. The information of the respondent was effectively saved and secured.
The researcher ensured the safety of the data by saving it into a password operated system.
Moreover no information or data of the participant was used for personal or organisational
benefits. The research tools and techniques undertaken for the study were authentic and valid.
Hence it is clearly evaluated that the overall study for the present study carried a valid and
reliable source of data analysis and evaluation.
3.10 Validity and reliability
The validity and reliability aspect is also a very significant aspect for ensuring the
research efficiency and authenticity. The present study adopt both primary and secondary
research analysis method to attain well defined results for the analysis. The secondary data for
34

the study was attained from a reliable source. The researcher ensure that the past data collected
for the research is attained from a reliable and trusted source. The research data was collected
from authentic websites which helped in attaining valid results. Moreover the researcher ensured
that the data collected from different sources are properly referenced and cited. No data of other
researcher was used in personal name by the researcher. This minimized the chances of
plagiarism or the analysis and helped the researcher in attaining valid and reliable results.
35

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
This chapter of the study is critical as compared to other chapters s it focuses on applying
technicalities and tools to analyse the data. This is a significant part of the study as it will focus
on attaining a detailed and clear analysis of the research findings and results. The present study
will adopt the quantitative and qualitative method of data analysis which will reveal the results in
the proper statistical aspect. This will help in attaining a detailed and clear picture for the study.
The aim of the research is to analyse the impact of authentic food on restaurant industry
of London: Case analysis of Rules Restaurant has been undertaken for the same. The data
analysis for the present study will be carried out on the basis of qualitative and quantitative
approach. Thematic analysis will help in attaining results on the basis of primary and secondary
data collection. Applying SPSS tool in the study helped in quantifying the qualitative data thus
to effectively attain valid and reliable results for the study.
4.2 Thematic analysis for consumer survey
Theme 1: Majority of diners were not the residents of UK
Are you the
resident of UK?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 19 38.0 38.0 38.0
No 31 62.0 62.0 100.0
Total 50 100.0 100.0
36

Findings and analysis: Research results revealed that only 38% of respondents are the residents
of UK. On other hand, 62% sample units are not citizens of the mentioned nation. This reflects
that majority of respondents that are taken as sample units belong to other nations which means
they are foreigners. This structure of respondents is optimum because this research is carried out
on tourism and in UK domestic and foreign tourists come in large number. Hence, in this
research work in order to collect reliable data both sort of people are taken in sample. The
literature of the study revealed that food is accepted, inherited and choose by the individuals on
the basis of different factors and choices of people. The analysis reflect the similar outcome, thus
it can be analysed that food and tourism has strong linking aspect.
Theme 2: Once a week diners eat in restaurant
How often do you eat in
restaurants?
Frequency Percent Valid Percent Cumulative
Percent
Valid Less that once a month 6 12 12 12
37

One a month 10 20 20 42
One a week 23 46 46 78
Twice a week 7 14 14 92
More than twice a week 4 8 8 100
Total 50 100.0 100.0
Findings and analysis: On question once a week number of times people eat a food in restaurant
it is identified that 12% respondents less than once a month take lunch or dinner in the restaurant.
20% respondents state that they eat fast food in restaurant once a month followed by 46% who
said that once a week they go to restaurant for lunch or dinner. This reflects that most of
respondents like to visit restaurant once a week. Less number of people visit restaurant twice a
week only 14% respondents select this option in asked question. Only 8% respondents visit
restaurant more than twice a week. So, it can be said on the basis of response given by all
respondents that most of them prefer to visit restaurant once a week. There are less number of
people who like to visit restaurant multiple times in a week. Analysis of facts also revealed that
either individuals visit once a month or they go in restaurant once a week. There are very less
chance that individual does not go in the restaurant or visit same more than two times in a week.
Theme 3:Diners have high knowledge about food technicalities
How much knowledge
do you have about
food technicalities
Frequency Percent Valid Percent Cumulative Percent
Valid Very high 14 28.0 28.0 28.0
High 23 46.0 46.0 74.0
Average 5 10.0 10.0 84.0
Low 6 12.0 12.0 96.0
Very Low 2 4.0 4.0 100.0
Total 50 100.0 100.0
38

Findings and analysis: Results that are produced by the research indicate that most of
respondents know about the food technicalities. This means that most of people know about the
way in which ethic food is prepared by chefs. It can be seen from the chart that 28% respondents
think that they have very high knowledge of technicalities of ethnic food of UK. Apart from this
46% respondents state that they have high knowledge of technicalities of ethnic food. Whereas,
10% sample units state they have average knowledge of technicalities of authentic food. 12%
and 4% people said that they have very low and low knowledge about technicalities of authentic
food. This fact reflects that food items that are related to UK are very popular among the people
and they know about technical aspects that are related to cooking of such kind of food items.
This indicate that UK domestic dishes are very popular among the people. Reflected from the
past researches it can be analysed that people are currently becoming more aware about food
needs and demands which helps them in attaining high knowledge regarding food technicalities.
This has increased the choices for quality food products within the market.
39

Theme 4:Diners very often prefer ethnic food in restaurants of London
How often do you prefer
ethnic food in
restaurants of London?
Frequency Percent Valid Percent Cumulative
Percent
Valid Regularly 9 18.0 18.0 18.0
Very often 16 32.0 32.0 50.0
Sometimes 14 28.0 28.0 78.0
Rarely 6 12.0 12.0 90.0
5 5 10.0 10.0 100.0
Total 50 100.0 100.0
Findings and analysis: When question related to preference about ethnic food asked to the
respondents it is identified that most of them often eat authentic food. It can be seen from the
table that 18% respondents said that they regularly eat UK domestic dishes in the restaurant.
Along with this, 32% respondents admit that they very often eat ethnic food in restaurants of
London. 28% respondents said that they sometimes eat authentic food in London restaurants.
40

Only 6% respondents declare that they rarely eat domestic dishes in the restaurants of London. It
is clear from the fact that vast proportion of total respondents loves to eat ethnic dishes in the
restaurants of London. It can be assumed that most of people when visit London restaurant than
50% times they place an order for ethic food in the restaurant of London. It can be said that there
is great demand of domestic dishes in UK. The Literature section revealed that role of ethnicity
has become an integral aspect for analysing consumer behaviour and attitude. Both extrinsic
factors such as availability, publicity and expanding options along with intrinsic factors such as
psychological needs, choices for healthy food etc. has helped in enhancing the stated aspect.
Findings and analysis:
Theme 5:Ethnicity of rules restaurant is consumer attractive aspect for food lovers
Ethnicity of rules
restaurant is consumer
attractive aspect for food
lovers
Frequency Percent Valid Percent Cumulative
Percent
Valid Highly agree 13 26.0 26.0 26.0
Agree 23 46.0 46.0 72.0
Neutral 11 22.0 22.0 94.0
Disagree 2 4.0 4.0 98.0
Highly disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
41

Findings and analysis: Research results revealed that most of respondents like to visit a
restaurant that is based on cultural theme. 26% respondents state that they are highly agree with
the fact that ethic theme that is in rules restaurant is one the attractive aspect for them. It is the
theme of restaurant due to which they like to visit it multiple times for taking lunch or dinner.
46% respondents are highly agree with same statement and this reflects that large portion of
sample is attracted towards Rules restaurant due to its ethnic theme. However, 22% respondents
are neutral which indicate that 11 respondents does not know whether ethic theme plays any role
in attracting them towards Rules restaurant. Very small proportion of respondents said that they
are disagree or highly disagree with the statement that ethnicity of rules restaurant plays any role
in attracting them. It can be said that most of people footfalls comes in restaurant due to ethic
theme. It reflects that increasing choices of ethnic food chain reflects a positive growth of the
factor. In addition traditional link of migrants has helped UK in increasing demand and supply of
42

regional cuisines. The innovative dishes and tastes are welcomed by the consumers which has
helped the residents in developing high interest in food choices in the market.
Theme 6: Authentic food reflects the nation's identity.
Authentic food reflects
the nation's identity.
Frequency Percent Valid Percent Cumulative
Percent
Valid Highly agree 25 50.0 50.0 50.0
Agree 18 36.0 36.0 86.0
Neutral 4 8.0 8.0 94.0
Disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
Findings and analysis: On question ethic food shows nation identity 50% respondents said that
they are highly agree with the statement. Apart from this, 36% respondents are agree with same
statement followed by 4% respondents that are neutral on asked question. 6% respondents admit
that they are totally disagree with asked statement. This means that 3 respondents think that food
43

never shows nation identity but proportion of such kind of people is very low. This is true fact
that ethic food shows nation identity because according to culture and taste of people food is
prepared. For example in India all traditional dishes are vegetarian. This create nation identity
that most Indian s are vegetarian. In this way food show nation identity. The research revealed
that globalization has integrated the world economies thus minimizing the boundaries within
countries. However ethnicity of food helps in developing national identity within people and
migrants as well.
Theme 7: Diners sometimes visit rules restaurant
How often do you go to
Rules Restaurant
Frequency Percent Valid Percent Cumulative
Percent
Valid Regularly 6 12.0 12.0 12.0
Very often 10 20.0 20.0 32.0
Sometimes 14 28.0 28.0 60.0
Rarely 14 28.0 28.0 88.0
Once only 6 12.0 12.0 100.0
Total 50 100.0 100.0
44

Findings and analysis: On question how often you visit Rules restaurants respondents gives a
mixed response. 12% of total number of respondents admitted that they regularly comes in Rules
restaurant for taking lunch or dinner. 20% respondents said that they very often comes in the
mentioned restaurant for eating specific dishes. Apart from this, 28% people state that they
sometimes like to visit rules restaurant. Along with this same percentage respondents accepts that
they rarely like to visit Rules restaurant. Only 12% respondents state that they only once visit
Rules restaurant. Hence, it can be said that there is a big proportion of respondents who visit
Rules restaurant. It can be said that mentioned restaurant is very popular among the people due
to its ethic theme and good food quality as well as good behaviour of employees with customers.
It can be said that restaurant have good image among the people. As revealed in the literature
people are increasingly visiting traditional restaurants within London.
Theme 8:Traditional ambiance is unique and attractive aspect of Rules Restaurant
45

Traditional ambiance is
unique and attractive
aspect of Rules Restaurant.
Frequency Percent Valid Percent Cumulative
Percent
Valid Highly agree 23 46.0 46.0 46.0
Agree 13 26.0 26.0 72.0
Neutral 7 14.0 14.0 86.0
Disagree 5 10.0 10.0 96.0
Highly disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
Findings and analysis:Along with theme traditional ambiance is unique and attractive aspect of
Rules restaurant. It can be observed from the table that 46% respondents are highly agree with
the statement. Apart from this 26% respondents are agree with the fact that traditional ambiance
of Rules restaurant is unique and attractive. Only 14% respondents which are 7 in number are
neutral on the asked question. This means that 7 out of total respondents does not know that
traditional ambiance is playing in role in attracting people towards restaurant. Apart from
46

this ,10% and 4% respondents are disagree and highly disagree with the fact that it is traditional
ambiance which is an unique and attractive aspect of Rules restaurant. It can be said that
majority of people think that it is internal ambiance that is attractive aspect of the restaurant.
However, there are fewer people who does not think so.
Theme 9: Rules restaurant is a great platform to experience traditional British food
Rules restaurant is a great
platform to experience
traditional British food
Frequency Percent Valid Percent Cumulative
Percent
Valid Highly agree 29 58.0 58.0 58.0
Agree 9 18.0 18.0 76.0
Neutral 7 14.0 14.0 90.0
Disagree 2 4.0 4.0 94.0
Highly disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
47

Findings and analysis: On statement that Rules restaurant is great platform for taking experience
of traditional British food most of respondents are highly agree. From the table it can be seen that
58% respondents are highly agree on this face. Apart from this, 18% respondents are agree on
same statement. 14 % respondents are neutral and they does not know whether for taking better
experience of domestic food Rules restaurant is best place. 4% and 6% respondents are disagree
and highly disagree on same statement. It can be said that most of respondents assume that Rules
restaurant is one of best place in London for taking best experience of domestic dishes. Thus it
can be effectively identified that food symbolism plays a major role in enhancing business
growth and development within the economy.
Theme 10: Cooking style and food preparation in Rules restaurant upto great extent adopts
traditional aspect.
Do you think the cooking
style and food preparation
in Rules restaurant still
adopts traditional aspect
Frequency Percent Valid Percent Cumulative
Percent
Valid Definitely 17 34.0 34.0 34.0
Upto great extent 27 54.0 54.0 88.0
Not sure 4 8.0 8.0 96.0
Not at all 2 4.0 4.0 100.0
Total 50 100.0 100.0
48

Findings and analysis:Most of respondents agree with the fact that traditional process is
followed in cooking style and food preparation at Rules restaurant. 34% respondents state that
definitely Rules restaurant is using specific cooking style which is domestic in order to prepare
ethic food. On other hand, 54% respondents think that up to great extent appropriate cooking
style is followed to prepare ethnic food at Rules restaurant. 8% respondents state that they are
not sure whether traditional method is adopted to cook a food in the mentioned restaurant.
Contrary to this, 4% respondents admit that they think that traditional aspects are not followed to
cook food at Rules restaurant. Hence, it can be said that in traditional way food is cooked in the
restaurant. Past researches revealed that increasing knowledge of consumers have resulted
increasing demand for effective food choices and transitionally cooked options to get the same
traditional taste.
Theme 11: Food quality of rules restaurant is highly rated factors to influence consumer
experience
49

FACTORS Excellent
Very
good Average
Below
average Bad
Service quality 22 18 7 2 1
Food quality 25 19 5 1 0
Value for Money 16 26 6 1 1
Atmosphere 18 20 11 1 0
Convenience 11 21 13 3 2
Service quality
Food quality
Value for Money
Atmosphere
Convenience
0
5
10
15
20
25
30
Excellent
Very good
Average
Below average
Bad
Findings and analysis:Research results revealed that most of respondents think that there is
excellent service quality of Rules restaurant. 18% respondents think that is service quality is very
good. 7% respondents thin k that its service quality is average. Only 2% respondents think that
service quality of restaurant is below average. In terms of food 25% respondents think that
restaurant serve good quality of food. 19% and 5% respondents state that they think that food
quality is very good or average. Only 1% respondents think that there is no service quality.
Majority of respondents think that there is excellent value for money, good atmosphere and
convenience. Hence, people are satisfied from restaurant services.
Theme 12: Cultural experience in rules restaurant is rated high
FACTORS Very High Average Low Very Low
50

High
Traditional food 14 25 9 1 1
Cooking procedure 19 12 11 6 2
Cultural experience 25 15 6 3 1
Menu choices 11 18 9 8 4
Traditional food
Cooking procedure
Cultural experience
Menu choices
0
5
10
15
20
25
Very High
High
Average
Low
Very Low
Findings and analysis: It can be said on the basis of table that 25% respondents think that there
is high experience of traditional food in Rules restaurant. 19% respondents state that there is very
high level of cooking procedure at its workplace. 25% sample units agree with the fact that one
get high level of cultural experience in the mentioned type of restaurant. 18% respondents think
that there are good options in menu for placing an order.
Theme 13:Diners prefer Rules restaurant for traditional English Experience
Do you prefer Rules
restaurant for traditional
English Experience
Frequency Percent Valid Percent Cumulative
Percent
Valid Definitely 36 72.0 72.0 72.0
Upto great extent 11 22.0 22.0 94.0
Not sure 2 4.0 4.0 98.0
Not at all 1 2.0 2.0 100.0
Total 50 100.0 100.0
51

Findings and analysis: 72% respondents are agree with the fact that they definitely prefer Rules
restaurant for taking traditional English experience at Rules restaurant. 22% state that up to great
extent they prefer to visit mentioned restaurant for taking mentioned experience. 4% are not sure
and 2% think that mentioned restaurant never give traditional English experience to them.
Theme 14: Diners prefer Rules Restaurant over fast food restaurants in London if budget is
not the problem
Do you prefer Rules
Restaurant over fast food
restaurants in London if
budget is not the problem?
Frequency Percent Valid Percent Cumulative
Percent
Valid Definitely 26 52.0 52.0 52.0
Upto great extent 18 36.0 36.0 88.0
Not sure 4 8.0 8.0 96.0
Not at all 2 4.0 4.0 100.0
52

Total 50 100.0 100.0
Findings and analysis: From table it can be seen that 52% respondents will definitely prefer to
go to Rules relative to fast food restaurant if budget is not problem. 36% state that up to great
extent they prefer former then latter type of restaurant if budget is not considered. 8% said they
are not sure and 4% state that not at all they will prefer Rules over fast food restaurant. Past
researches similarly revealed the fact that in the present era choices of quality is surpassing the
cost issues for consumers.
Theme 15: Traditional value of the restaurant enhance consumer perception for traditional
food in London
53

Does traditional value of the
restaurant enhance
consumer perception for
traditional food in London
Frequency Percent Valid Percent Cumulative
Percent
Valid Definitely 32 64.0 64.0 64.0
Upto great extent 11 22.0 22.0 86.0
Not sure 4 8.0 8.0 94.0
Not at all 3 6.0 6.0 100.0
Total 50 100.0 100.0
Findings and analysis:64% respondents are agree with the fact that traditional value of restaurant
enhance there perception about traditional food in London. 22% sample units state that up to
great extent traditional value play important role in forming there perception about the traditional
food in London. 8% are not sure about asked statement and 6% respondents state that they think
that traditional value does not have any significant relationship with creation of perception about
traditional food in London. It has been analysed that consumer attitude for ethnic food in
54

increased in the market in a significant manner. This has created a wide impact on the growth
and development of the countries and consumer choices as well.
4.3 Thematic analysis for Employee interview
Theme 1: Tourists and Premium class people of London are major consumers of Rules
Restaurant
Interpretation: This theme for the study focused on analysing the target consumers for rules
restaurant of London. This was a critical aspect for the researcher in order to analyse the
perception and influence of the people associated with the organisation. The managers of the
business were enquired about the major consumers of Rules Restaurant upon which one of the
respondents stated that Rules Restaurant has been operating in London from 1798. The
organisation has developed an upscale image in the market and the traditional values and
ambiance is highly appreciated by the diners arriving. The upscale prices of the restaurant is not
affordable by every economic class thus the major consumers of the business are premium class
people from London. Another respondent of the organisation mentioned that Rules restaurant
offers an ultimate spectrum of cultural outlook of the country. This is one of the significant
attraction aspect for the tourists visiting London. Thus Rules restaurant significantly attracts the
tourists of the country who create a significant and well defined impact on growth and
development of the country. Hence the overall evaluation of the stated theme reflects that
tourists and premium class people of London are major consumers of Rules Restaurant.
Theme 2: Changing food trends has low impact on consumer demand in Rules Restaurant
Interpretation: This theme of the study focused on analysing the impact of changing market
trends on demand of the restaurant. The researcher efficiently analysed the significant aspect of
research analysis and evaluation for the study. The major focus of the research in this theme was
to effectively undertake the industry trends and demands on the restaurant industry. The manages
of the restaurant were posed the question that “Do you think changing food trends in London
have effected consumer demand in Rules Restaurant?” The evaluation on the same revealed a
common perspective with regards to the restaurant business. On of the respondent revealed that
Rules restaurant is a culturally exclusive firm in the economy. It has been operating and
developing from last 250 years of operations in the economy. The cultural and traditional aspects
associated with the restaurant has developed a unique and premium image of the organisation in
consumer minds. The impact of latest trends in the food industry keeps the restaurant unaffected
55

as the demand of the business is constant. Another respondent stated that ethical eating has
always been a matter of good taste and rules delivers the value for the same. Hence the overall
evaluation of the study reflected that changing food trends has low impact on consumer demand
in Rules Restaurant as the organisation offers traditionally rich experience to the diners.
Theme 3: Authentic food represent national identity of the country
Interpretation:This theme of the study focused on analysing the significance of Authentic food
on consumer perception within the companies. This helped in evaluating the role and
significance of traditional food and value for the business growth and development. The analysis
of the theme reflected that traditional cultural values played a crucial and significant roles in the
organisation. It created a well defined impact on business growth and demand within the
economy. On asking the managers that “ How does Authentic food effect consumer perception?”
different managers provided different vision for the same. One of the manager revealed that
Authentic food is the backbone of rules Restaurant. The organisation has developed the heritage
value and demand within the economy in the light of the same. The authentic British food has
been demanded in the restaurant from ages and the similar trend is expected in the future as well.
Another respondent stated that Authenticity is the niche market of the current economy. The
focus of the same has helped companies in developing a unique and well defined brand identity
in the market. The focus of Rules on traditional food preparation and serving has helped the
business to grow and prosper in the market. Another aspect of the theme was attained when the
respondent stated that traditional food represents identity of the country through its ingredients,
serving and cooking styles. Hence, it was examined that Authentic food represent national
identity of the country.
Theme 4: Ethnicity is the USP of Rules Restaurant
Interpretation: This theme of the research focused on understanding the aspects about the need
and significant of ethnicity in the restaurant industry. It was significant for evaluating and
analysing the same within the economy. The researcher asked managers that why Rules manages
Ethnicity and traditional food aspects in the company. Different perspective about the same were
attained and analysed on the stated question. One of the respondent mentioned that ethnic food
tourism is one of the leading and most crucial aspect of the industry. It has helped in developing
a significant impact on food and restaurant industry of the world. London is the city of diversities
and Rules Restaurant has helped the city in effectively representing the true picture of British
56

food and culture. Another viewpoint on the subject was attained which reflected that diner seek
and demand the ethnicity. It has helped the business in developing a premium brand identity
within the market. Hence ethnicity is the USP of the Rules restaurant which has helped the
business in attaining wide and significant demand within the economy.
Theme 5: Authentic food and traditions has developed competitive edge for Rules Restaurant
Interpretation: In this theme the major focus of the researcher was to analyse and evaluate the
impact of traditional food and values on the competitiveness in the economy. This helps in
evaluating the effective and well defined impact on competitive position on the business unit in
the present market conditions. The Interviewees of the organisation were posed the question that
Do you think Authentic food and traditions have a significant impact on Restaurant industry. The
analysis of the same has attained different perception within the company. The respondent of the
business revealed that Rules is operating from two centuries in the market and is regulated and
managed in the private ownership. The restaurant has attained significant experience within the
market. The evaluation of the same reveals that the demand for traditions and ethnicity does not
decline. In the present market of diversity where London has lost its origin and value Rules
Restaurant has kept the traditional values alive for the people. The Restaurant offers cultural
overview of he business in every aspect which includes food preparation, serving, atmosphere of
the restaurant, interiors, culinary etc which has helped the company in attaining a competitive
edge within the economy. In addition to this the demand and growth of the business has also
significantly developed in the economy through traditional values and authentic food by the
business.
Theme 6: Cooking and serving style of Rules Restaurant are the major factors managing
ethnicity
Interpretation:In this theme the researcher focused on understanding and analysing the factors
which affect and enhance the ethnicity of the business unit. The analysis of the same helped in
analysing and evaluating the well defined impact of growth and development of the business
unit. The researcher posed the question that “What factors Contributes in ethnicity of Rules
Restaurant?” Different perception for the same were attained by the respondents which
developed a well defined and significant impact on organisational growth and development. One
manager revealed that employees are the face of the restaurant who directly communicate and
offers the services to the business unit. The impact of service quality and style develop consumer
57

perception and experience in the business. It has helped the businesses in developing high
growth measures for the business. Cooking style was another critical aspect reflected upon. The
analysis revealed that traditional cooking measures have created a revolutionary demand in the
economy. Food lovers search and love the restaurant which offers food cooked and served in
traditional ways. Rules have managed the same which has helped the restaurant in creating a well
defined growth and development measures in the market. Hence on the basis of overall
evaluation it can be said that cooking and serving style of Rules Restaurant are the major factors
managing ethnicity.
Theme 7: Low promotion is the major factors which has resulted in eliminating the value of
Authentic food in London
Interpretation: This theme of the research focused on evaluating the measures which resulted in
minimizing or subsiding the demand for traditional food segment in the economy. The researcher
searched the significant answer for “What factors have resulted in eliminating the value of
Authentic food in London?” The evaluation revealed different aspect of the same. Different
perception for the same was effectively attained in the economy. The analysis evaluated that
promotional aspect is one of the significant measure which contributes in the growth and
development of the business. Companies in the present era are adopting different and well
defined measures to promote their products and services within the market to enhance sales and
profitability of the business. Lack of effective promotion of British food in the market has lost its
fame within the economy. It was also Revealed that the diverse available options for the young
generation in the economy is another aspect of declining demand for the traditional food. Lack of
significant nutritional value is another critical aspect which has been analysed a major factor for
the mentioned questions. Thus the overall analysis reflects that low promotion is the major
factors which has resulted in eliminating the value of Authentic food in London.
58

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Introduction
This chapter is the last part of the analysis. It focuses on attaining a clear and well defined
aspect of the overall study. It is the last chapter of dissertation that makes presentation of the
outcomes that have been gained from the analysis of data collected. The section will analyse the
overall report and develop effective recommendations for the study which will be an effective
part of the analytical aspect of the research. The aim of the study is to analyse the impact of
Authentic food on the restaurant Industry of London. In order to attain the stated aim, researcher
adopted diverse tools and techniques. Different chapters of the study evaluate different aspect of
the research. This chapter will focus on attaining clear and well defined results for the study on
the basis of reteach objectives and questions. Moreover Recommendation to enhance the impact
on ethnicity n restaurant industry will also be attained which will enhance the value of the
research for the learners and research aspirant in the stated field.
Conclusion
The above study was carried out in a structured and well defined manner which helped
the researcher in attaining clear and well defined picture of the mentioned subject. The analysis
discussed and analysed the need and significance of authentic food market in UK. In-depth
evaluation of the subject was carried out in a clear manner. The study was introduced in the
initial chapter of the analysis which helped in analysing and understanding the research problem
for the the same. The next chapter of the analysis developed an extensive secondary research
where different themes focused on different aspect of the study to attain a clear and effective
analysis of the topic. After that research methodology was carried out for the research which
helped in defining the research problem and seeking well defined measures top resolve the same.
This chapter focused on technicalities of the study on the basis of which data collection and
analysis was carried out. Data analysis of the study then presented the findings and interpretation
of the data attained from consumers and managers of Rules Restaurant of London.
The findings of the study revealed that Authentic food and traditions have developed a
significant impact on restaurant industry. This aspect have developed high growth and
development measures within the market. The analysis reflected different factors which enhance
the demand and growth of the food industry in UK. The market research and survey attained
59

signifiant information from the consumers which evaluated that the demand for ethnic food is
ongoing and has helped companies in developing an upscale brand identity within the market. It
has also been analysed that Rules restaurant has created a competitive edge in the economy.
Moreover the objectives which were focused on by the researcher are discussed henceforth.
To analyse the trends of food industry in UK
Ryu and Han, (2010) analysed a significant relationship between local drives and global
economics in the food sector. This aspect has a well defined impact on he growth and
development aspect of the sector. The growing demand in the food sector within the economy
has created a significant and well defined impact on the business development aspects.
Companies are currently designing the menus which attracts wider consumers in order to
enhance the profitability of the businesses (Stiles, Altıok and Bell, 2011). The impact of
mentioned aspects has been effectively analysed on the traditional recipes and ingredients
(FOOD CULTURE, GLOBALIZATION, AND NATIONALISM, 2008).
Wasser, (2010) analysed the impact of Agriculture reforms and legal impact in food
market has affected the local drives significantly in the economy. The food policies has created a
well defined growth and development impact on the food sector and demand within the
economy. The economic and political factors of the country has a significant impact on products
portfolios of the food segment in the economy. The above findings revealed that the influence of
social and cultural factors is also analysed for the stated case where food industry has creates a
significant shift in the agricultural market while analysing the demand and supply aspects within
the economy. Kang, Lee and Huh, (2010) stated that impact of local demands is comparatively
high that tourism demand however promotional and technological factor in the economy has
effected the food sector such that it has created a significant shift in associated market to develop
high and influential growth within the economy. Thus the global factors has a well defined
influence on the local aspects of food industry within the economy. This has affected the local
needs and demand within the economy. Thus the overall
To determine the concept of authentic food and traditions of UK
The findings of the study revealed that British cuisine is specific set of cooking traditions
which is typically associated with United Kingdom. The mentioned aspect is culturally rich and
is influenced by different traditions and regional measures. London food industry in the present
economy has become widely diverse which has influenced the demand for food segment from
60

different origins such as Chinese, Indian, Mexican and American. The traditional food of the
country thus has subsided the demand in the market due to wide and significant options available
to the consumers. This has helped the community in creating a significant and well defined
impact on the economic and social growth in the country. According to analysis revealed that
traditions and food in England has an age old relationship which has helped the county in still
keeping the history alive. However modern shape of British Cuisine has been moulded and
shaped to fulfil the current needs and demands of the people. Currently Britain food industry
offers culturally diverse dishes which helps in attaining the nutritional balance for the people.
Moreover the impact of changing lifestyles within people along with global factor aspect has
developed the segment widely within the economy.
To examine the impact of authentic food on restaurant Industry of UK
Yang, (2010) analysed that global integration of the food sector in the economy has
effected the food segment in the economy in terms of agriculture, traditions, materials, culinary
and presentation of food. The impact of the same has been significantly analysed on the food
patterns and restaurant industry of the world. Global aspect of food and agriculture has effected
the traditions and values of the country. However the integral demand for products range is the
same in the market. The global economics has influenced the local drives in the economy but the
basic needs remains unchanged. The findings reflects that restaurants and food chains have
attained huge market success by developing global growth factors in the industry. The influence
of technology and development on the selected aspect has also been analysed and evaluated in
the economy for the the same. Farms and local merchants have adopted well defined measures to
integrate the global and local factors effectively in the economy. However ethnicity is a unique
aspect of the sector. The demand for traditional food products remains constant within the
market. Authenticity has helped the country in influencing the value for money within the
consumers. The primary findings of the analysis revealed that Rules restaurant of London has
developed a unique brand identity within the economy by offering high valued experience to the
consumers of the country.
To investigate the impact of authentic food and traditions on consumer demand within
restaurant industry
The above study reflects the definition of Authentic food and cuisines for the consumers.
It revealed that though diverse food options in the economy has changed the economic and social
61

aspects of demand and supply yet the need of cultural aspect is integral aspect of the country. It
was analysed that traditional value of the restaurant enhance consumer perception for traditional
food in London. The cultural and traditional aspects associated with the restaurant has develops a
unique and premium image of the organisation in consumer minds. The impact of latest trends in
the food industry keeps the restaurant unaffected as the demand of the business is constant. It
was also evaluated that ethnic food options in the market develops national identity for the
country which helps in developing a well defined growth and development measures within the
market. It was also analysed that Authentic food is the backbone of restaurant industry in the
present market era. It has developed the heritage value and demand within the economy for the
firms. The authentic British food has been demanded in the restaurant from ages and the similar
trend is expected in the future as well. Authenticity is thus evaluated as the niche market of the
current economy.
Recommendation
The overall analysis of the study revealed significant and well defined analysis of food
industry and its significance in the industry. The overall evaluation stated that the impact of
authentic food is high on the Global economy. Different countries are introducing their regional
cuisines in the market to create and promote their products and services within the economy.
The findings revealed that companies in the present era are adopting different and well defined
measures to promote their products and services within the market to enhance sales and
profitability of the business. Lack of effective promotion of British food in the market has lost its
fame within the economy. It was also Revealed that the diverse available options for the young
generation in the economy is another aspect of declining demand for the traditional food. Hence
the chapter analysis effective and well defined measures to overcome the same.
It is recommended that Rules restaurant has to focus more on promotion of the authentic
food among the masses. People still are not familiar with the authenticity of the food. They need
to know how this aspect has affected the food culture in Britain. Other kinds of cuisines are
promoted on very high level by other restaurants. The country is having a wide variety of
cuisines. Further cooking in the country has been recognized one of the best in the world. Several
food dishes have gained huge amount of international popularity. The traditional British cuisine
is very wholesome, substantial and simple in nature. People these days have forgotten the
traditional food culture and it has not been followed. This is due to lack of promotion and
62

awareness. It is suggested that public should be made realize about the ancient food history.
Once they will get to know the facts, then traditional food will sound better in taste to them. The
promotion can be done by using several newly invented marketing channels. Social media
marketing can produce very effective results. The Rules can promote the authentic food on social
media platforms such as Twitter, YouTube, Facebook. It is appropriate because this promotional
strategy can produce far better results in very quick span of time. Good promotion can create
good awareness among the masses. They will feel motivated to have the taste of authentic food.
While creating the awareness it is important to make the people realize about the value of the
traditional food culture. The regional specialities such as beefsteak, Crown Roast Lamb, Eccles
Cake, Hasty Pudding etc are to be promoted on large scale. This will really make the company
more valuable within the industry. It will help in rendering a positive impact on the business of
the company. The profits will increase and sales will rise.
63

REFLECTIVE STATEMENT
This research study proves out to be very informative and intellectual journey for me. I want to
thank my mentor, family members and my dear friends for their moral support throughout the
whole process. The challenging task for me was to choose a research topic for my study. After
learning about different topics, I end up choosing the topic of The impact of authentic food and
traditions on restaurant industry in London. While during the course of this journey I have learnt
a great knowledge about the food items of the London which makes me aware about the
differentiation between the traditional and latest era food items. I came to know the latest trend
of cuisine served in the restaurants. The impact of new generation food over the traditional food
was also learnt by me to a greater level. This research study required primary data collection
from the survey undertaken by several employees and the customers of the Rules restaurant. For
this I need to interact with the employees as well as the customers who were visiting the
restaurant. This survey helped me to polish my communication skills. The secondary data was
taken by journals, magazines, articles and from different websites. By working with my research
study I came to realize that this is a lengthy and time consuming process. Collecting the data
from different areas take a lot of time. I realized the importance of the work which possesses
higher value against the lower value. Further I succeeded in improving my analytical skills as I
was asked to interpret the data in a quantitative manner. I also developed my research skills by
collecting the data from different websites. Hence, it can be said that all the learned skills will
contribute a lot towards my personal as well as professional development. The entire journey of
research was a great and marvellous experience for me. It is expected that the findings in my
research study will prove to be a great source of inspiration for other researchers.
64

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APPENDIX
Appendix A1: Questionnaire for Consumers
Questionnaire for Consumers
Demographic Details
Name:
Age:
Gender:
Occupation:
Specific details
Are you the resident of UK?
Yes
No
How often do you eat in restaurants?
Less that once a month
One a month
One a week
Twice a week
More than twice a week
How much knowledge do you have about food technicalities?
Very high
High
Average
Low
Very low
How often do you prefer ethnic food in restaurants of London?
Regularly
Very often
69

Sometimes
Rarely
Once only
Ethnicity of rules restaurant is consumer attractive aspect for food lovers.
Highly agree
Agree
Neutral
Disagree
Highly Disagree
Authentic food reflects the nation's identity.
Highly agree
Agree
Neutral
Disagree
Highly Disagree
How often do you go to Rules Restaurant?
Regularly
Very often
Sometimes
Rarely
Once only
Traditional ambiance is unique and attractive aspect of Rules Restaurant.
Highly agree
Agree
Neutral
Disagree
Highly Disagree
70

Rules restaurant is a great platform to experience traditional British food.
Highly agree
Agree
Neutral
Disagree
Highly Disagree
Do you think the cooking style and food preparation in Rules restaurant still adopts
traditional aspect?
Definitely
Upto great extent
Not sure
Not at all
How will you rate the following aspects Rules restaurant?
FACTORS Excellent Very
good
Averag
e
Below
average
Bad
Service quality
Food quality
Value for Money
Atmosphere
Convenience
Kindly rate the factors which influences you to choose Rules restaurant of London
FACTORS Very
High
High Averag
e
Low Very
Low
71

Traditional food
Cooking procedure
Cultural experience
Menu choices
Do you prefer Rules restaurant for traditional English Experience?
Definitely
Upto great extent
Not sure
Not at all
Do you prefer Rules Restaurant over fast food restaurants in London if budget is not the
problem?
Definitely
Upto great extent
Not sure
Not at all
Does traditional value of the restaurant enhance consumer perception for traditional food
in London?
Definitely
Upto great extent
Not sure
Not at all
Appendix A2: Interview questions for Managers of Rules Restaurant
Interview questions for Managers of Rules Restaurant
Demographic details
Name:
Designation:
72

Experience:
Specific questions
1. Who are the major consumers of Rules Restaurant
2. Do you think cultural aspects of Britain in demanded by the consumers?
3. Do you think changing food trends in London have effected consumer demand in Rules
Restaurant
4. How does Authentic food effect consumer perception?
5. Why does Rules Restaurant manages the ethnicity and traditional aspect?
6. Do you think Authentic food and traditions have a significant impact on Restaurant industry?
7. What factors Contributes in ethnicity of Rules Restaurant?
8. What factors have resulted in eliminating the value of Authentic food in London?
9. What will you recommend to enhance food traditions in London?
73