Target Audience in Microbusiness: Food Wastage of Restaurants in the UK

Dissertation & PHD
Thesis (Target Audience in
Microbusiness: Food Wastage of
Restaurants in the UK)

Abstract
The current investigation is based on the topic of Target Audience in Microbusiness
associated with the Food Wastage of Restaurants in the UK. The main focus and emphasis of
current investigation is on analysing the significance of targeting audience through applying a
market research for restaurants of UK in order to reduce and minimize the issue of Food
wastage. The key aim of current investigation is to evaluate the significance of targeted
audiences for restaurants in the United Kingdom to minimize food wastage while its main
objectives consists of Evaluating the changes that can be made by focusing on the targeted
audiences by conducting market research to reduce food waste costs.
Selection of current research topic is quite significant and vital as it has been observed from
many years that food wastage has become a major issue within the restaurant industry of UK.
Leftover food on plates and ordering food in excessive amount or leaving main course because
of ordered dessert dishes are the main scenario presenting the reflection about the issue of food
wastage in restaurant industry of UK. Thus, it has become vital and significant for restaurants to
come up with some better ways and strategies to mitigate and overcome this issues of food
wastage to increases viability and level of profit and success for their restaurant. Therefore,
current investigation is carried to evaluate the significance of targeted audiences for restaurants
in the United Kingdom to minimize food wastage.
The research methodology for current project comprises of use of both primary and
secondary form of data where collection of secondary data would have made with the help of
online articles and journal. Beside this, primary data would be collected with the help of
questionnaire and face to face interview. Apart from this, use of both qualitative and quantitative
form of research method would be made current investigation as qualitative data ensures a more
in-depth information which facilitates better insight in the perception and view point of human
being. While use of quantitative form of research method is also suitable as it provides easy
collection of data in numeric from and also facilitates better presentation of data. Further,

collection of qualitative data would be made with the help of face to face interview while
quantitative data would have been collected with the help of survey through making use of
questionnaire as data collection tool.
The major findings of current investigation would consist of changes that can be made by
focusing on the targeted audiences by conducting market research to reduce food waste costs. An
implication can be made on the basis of current investigation that helping customers to buy and
order only what they want could be an effective way to reduce the leftover food on plates along
with helping customers to use the food they buy would also ensure reduction in issue of food
wastage.
Table of Contents
Abstract............................................................................................................................................2
Topic: Target Audience in Microbusiness (Food Wastage of Restaurants in the UK)..................1
Chapter 1: Introduction (1500)........................................................................................................1
1.1. Overview of the study.....................................................................................................1
1.2. Aims and objective..........................................................................................................1
1.3. Rationale of research.......................................................................................................1
1.4. Research questions..........................................................................................................2
1.5. Scope and limitation........................................................................................................2
1.6. Discussion on structure of dissertation............................................................................3
CHAPTER 2: Literature review (4500)...........................................................................................5
2.1. Determining the disposal of waste in UK restaurants.....................................................5
2.2. To evaluate the efficiency of targeted audiences for the restaurant business in order to
eliminate food waste...............................................................................................................9
2.3. Evaluating the changes that can be made by focusing on the targeted audiences by
conducting market research to reduce food waste costs.........................................................9
CHAPTER 3: Research methodology (1500)..................................................................................9
CHAPTER 4: Data analysis and Interpretation (5000)....................................................................9
CHAPTER 5: Communication of Research findings (2000)...........................................................9

CHAPTER 6: Conclusion & recommendation (2000)....................................................................9
CHAPTER 7: Reflection (1000)......................................................................................................9
REFERENCES................................................................................................................................9