Globalisation and Homogenisation in Food and Drink Consumption

This article discusses the impact of globalisation on food and drink consumption, focusing on the aspects of homogenisation and heterogenisation. It explores how globalisation has enhanced communication and transportation in the food and beverage industry, leading to the availability of a wide range of options for customers. The article also examines how homogeneity and heterogeneity play a role in maintaining the unique identity of outlets and catering to the changing preferences of customers. Additionally, it discusses the global nature and geographies of fine dining, highlighting how fine dining restaurants offer unique experiences and cater to the needs of high-end service seekers. The article also explores the use of organic crops in fine dining and the marketing strategies employed by fine dining establishments.

Service Quality

Table of Contents
SECTION A.....................................................................................................................................3
Critically discuss globalisation, and key aspects of homogenisation as well as heterogenisation
in relation to the consumption of food and drink as well as cultural identity..............................3
SECTION B.....................................................................................................................................4
Discuss the global nature and geographies of fine dining...........................................................4
REFERENCES................................................................................................................................7

SECTION A
Critically discuss globalisation, and key aspects of homogenisation as well as heterogenisation in
relation to the consumption of food and drink as well as cultural identity
Globalisation simply refers to the interconnection between diverse countries that leads to
easy exchange of the goods and services from one territory to another. This is considered as the
favourable situation for both economy as well as customer because it encourages the foreign
investment and leads to availability of wide options for the customer. In terms of the food as
well as beverage industry globalisation has enhanced the communication and transportation
medium which has enhanced the global image of various outlets (Bansal and Taylor, 2015). For
instance, McDonald's has become the international outlet that has generated immense market
share by operating its outlet significantly both in developing as well as developed part of the
country. The company with the help of strong market research understand the preferences of
customer in terms of taste and accordingly target them. Such as within India the company does
not add beef in their menu because it can hurt the sentiments of local residence. This relatively
offer the global opportunity in terms understand the market opportunity and maximise the
market share of company.
Homogenisation and heterogenisation aspect in relation to the food as well as drink
consumption habits
Globalisation is basically the combination of complex homogeneity as well as
heterogeneity aspect which needs to be effectively structured in order to anticipate the local
culture and cover their requirement effectively. With the emergence of globalisation there exist
various options in the global product as well as services that has laid to the emergence of
heterogenisation aspect for the customer in terms of food and beverage items. Today people have
wide options in terms of fast food, fine dining, buffet system and so on. So they can experience
the wide options which leads to the satisfaction (Bastič and Gojčič, 2012). Similarly,
homogeneity is again the vital aspect that is maintained by company in terms to maintain the
unique identity of their outlet like Starbucks. The company operate in global market and try to
give the unique ambiance as well as experience to the people. This finally enhances the brand
recognition value due to which company can effectively cater their audience.

Additionally, homogeneity aspect within the national boundaries is favourable but in case
of globalisation it is determined as the threat which affect the consumption habits of the local
residence. As the food culture keep on changing rather than remaining static so accordingly the
restaurant need to bring certain modification as well as can add new variant in their product line.
This generate the stimulus which attract local resident in terms to enhance the sales of company.
Along with that it is not necessary that the taste of the diverse country will be similar so rather
than focusing on the homogeneity aspect preference needs to be given to the heterogeneity aspect
as well. Under this the restaurant emphases to enhance the interaction between the localisation as
well as globalisation. This even help to develop the unique cultural identify based on which it
effectively serve the changing taste and preference of customer. Certain restaurants like
McDonald's has establish the prominent image due to the heterogeneity aspect because the local
residence identify that the company effective match their taste and preferences. Like, in most of
the countries that fall under Asian market people prefer spicy food items like other countries like
US. So accordingly based on the preferences of people their manufacturing process takes place.
On contrary, the international tourism may not prefer the changes or heterogeneous product
because it may not go well with their actual taste as well as preference (Dabholkar, 2015).
Therefore, both positive and negative aspect is associated with the homogeneity and
heterogeneity aspect but the global companies based on their strategies choose the effective
approach which leads to the sustainable performance of firm.
SECTION B
Discuss the global nature and geographies of fine dining
Fine dining restaurants are considered as the unique way to deliver significant services to
the customer. Here precise attention is given to the detail which leads to the perfect execution of
services in order to enrich the experience of existing as well as potential customers. In modern
era, fine dining method evolve the blend of various cuisines as well as innovative concepts that
cater the need of high end service seeker. This creates the pleasant atmosphere which invite the
guests and help to cater their requirement significantly because intensive attention is given to the
details of each unit. Globalisation has offered wide choice for the customer not only in terms of
the products but services as well. Due to which the geographies of diverse areas in terms of fine
dining differ from one region to other although there objective is to offer the favourable

experience to customer. For instance, within China fine dining is not about the lighting, live
music, art and sculpture on the wall but they go beyond in their thoughts like using stoneware in
order to make the life long experience of their guest. Similarly, within countries like UK and US
hire the specialised chefs from all across the world and give sound ambiance to the guest where
they can relax and just have their food and beverages. Offering wide options to the guest and
using innovative technology is a part of global nature which is focused by the restaurant in order
to expand the area of their operations and cover the wide market effectively (The Global
Environment, Fine Dining, 2019).
Further, due to the negative implication of climate change most of the food and crop
production gets devastated globally. This has immensely lead to the pressure upon companies in
order to cope with the stable crops as well as high prices. Along with that extreme use of the
pesticides as well as chemicals can affect the quality of crop (Elliot, Li and Choi, 2013). This
leads to the instability that affect the demand of the customer at global level. To cope up with
this situation most of the reputed restaurants completely rely on the organic crops in order to
retain the trust of loyal customer towards fine dining. There are certain countries like Germany,
Italy as well as France that have completely banned the use of pesticides while farming because
it indirectly affect the health of final consumer. Thus, the restaurant holder make sure that they
deliver the special meals to the people and take care of their requirement so that they can build
long term relationship with them. Future, most of the place offer the special meals to their guest
like by serving complementary wine or high discount on the food items this stimulated the local
residence to take the action. Along with that some restaurant celebrate happy hours where their
guest are allowed to spend enjoyable hours in the bar and restaurant by getting heavy discounts.
Such actions enhances the arena of business by inviting the new customers and convert them into
loyal ones. As the patten of the fine dining system is in term due to which the company promote
their place through digital media as well as traditional media (Rauch and et. al., 2015). Within
the digital media the restaurant connect with the people of their geographies by sharing the post
as well as images associated with their dishes. Along with that blogs are made that comprises of
the services which instigate the viewer to take the action and become the part of fine dining
system. It has significantly make its easy for the people to make the significant choices by
comparing the services of different restaurant. Along with the feedback or rating forgiven by the
existing customer are considered while making final decision amongst the alternative available

with the geographical market. Similarly, the use of print media like magazines and circulation of
pamphlets which is the part of traditional media are conducted in order to invite the customer and
become the part of high quality restaurant.
Hence, due to different preferences and consumption habits of diverse geographical area
the customer carry out preparation and menu planning for the fine dining restaurant accordingly.
Based on the changing trend and innovation all the decoration and presentation are conduction
which add up valuable experience for the guest. Initially, the role of fine dining is to serve the
overall experience to the people within fancy dining room that are made attractive and eye
catching. Equal emphasize is given to the diverse attribute where chefs focuses to prepare the
fresh as well as local food by the unique style (Teeroovengadum, Kamalanabhan and Seebaluck,
2016). The waiter and other internal staff are well trained in terms to greed, understand the
requirements of people and timely deliver the services in order to control the waiting time
because it somehow annoys the customer and act as constraint in build the vital experience.
Moreover, decent environment is created with effective ambiance, green surrounding is
promoted, have adequate sitting arrangements that subsequently enhances the quality as well as
build sound experience of the local residence. Therefore, the server makes the optimum use of
their resources and try to bring out their best efforts in order to accommodate the needs of
diverse people significantly.

REFERENCES
Books and Journal
Bansal, H. S. and Taylor, S., 2015. Investigating the relationship between service quality,
satisfaction and switching intentions. In Proceedings of the 1997 Academy of Marketing
Science (AMS) Annual Conference (pp. 304-313). Springer, Cham.
Bastič, M. and Gojčič, S., 2012. Measurement scale for eco-component of hotel service quality.
International Journal of Hospitality Management. 31(3). pp.1012-1020.
Dabholkar, P. A., 2015. How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
Elliot, S., Li, G. and Choi, C., 2013. Understanding service quality in a virtual travel community
environment. Journal of Business Research. 66(8). pp.1153-1160.
Rauch, D. A. and et.al., 2015. Measuring service quality in mid-scale hotels. International
Journal of Contemporary Hospitality Management.
Teeroovengadum, V., Kamalanabhan, T. J. and Seebaluck, A. K., 2016. Measuring service
quality in higher education. Quality Assurance in Education.
Online
The Global Environment, Fine Dining. 2019. [Online]. Available
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