Restaurant Industry in London - Dissertation

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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