Globalisation and Homogenisation in Food and Drink Consumption

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.