Fordwich Arms: Investigating Global Restaurant Business Opportunities

This research project examines the emerging business opportunities for the Fordwich Arms restaurant, focusing on its potential for growth in the global market. The project includes a situational analysis using SWOT, an external market analysis employing PESTLE, and a market entry strategy with a new mobile application. It also addresses risk analysis and growth strategies, detailing data sources like primary and desk research. The study highlights the challenges faced by the restaurant due to the COVID-19 pandemic and proposes solutions such as launching a mobile application, "Fordy For Foody", to enhance operations, attract customers, and increase revenue. The project emphasizes the importance of understanding the political, economic, social, technological, legal, and environmental factors influencing the business, as well as adapting to changing consumer preferences and technological advancements. The analysis aims to provide a comprehensive understanding of the restaurant's strengths, weaknesses, opportunities, and threats, and to develop effective strategies for sustainable growth and success.

Research Project

Table of Contents
Title of the Research........................................................................................................................1
Proposed Subject..............................................................................................................................1
Main Body.......................................................................................................................................2
1) Situational Analysis:....................................................................................................................2
2) External market analysis:.............................................................................................................4
In the term of new product:....................................................................................................6
Market Entry strategy:..........................................................................................................17
3) Risk analysis:.............................................................................................................................18
4) Growth strategy.........................................................................................................................19
Expected list of data sources:.........................................................................................................20
Primary or desk research:...............................................................................................................20
References......................................................................................................................................21

Title of the Research
An investigation over emerging business opportunity for restaurant businesses at global
level. A study on Fordwich Arms.
Proposed Subject
In the modern business era, organisations are mainly working for the purpose of attaining higher
growth and success, thus competition within market is so high and for betterment of
organisational performance it is important for the business to implement effective strategy and
evaluating the market for the intention to attaining higher growth and success. The existing
project mainly accessed to creating growth opportunity for the organisation to create and growth
within the emerging market (Lee, Hallak and Sardeshmukh, 2016). Therefore, the study is
analysing the development opportunity and profit. It is a small and popular restaurant in London
that is mainly concern to enhancing it s performance via increasing the growth opportunities for
the business. After analysing the performance of Fordwich, it has been seen that, there is a high
growth opportunity for the firm as it will develop higher opportunity within market to grow and
attain higher growth. The Fordwich Arms restaurant in Canterbury, Kent, has been rated the best
pub in the UK. Here, owners Dan and Natasha Smith talk to KentOnline about the secrets behind
their success. The Fordwich is a refined British cuisine in an oak-walled room with fireplaces, a
vintage bar & a riverside terrace. The restaurant is situated in King St, Fordwich, Canterbury
CT2 0DB, United Kingdom. The restaurant was performing good in the market of UK but due to
the issue of Corona virus the operations of the firm are decreases as people are not preferring to
move out for having outsider food. In this pandemic situation of COVID 19 the company has
planned to launch a new website or mobile application where they offer online facilities to the
customers with full detailed of the products and the price as well (Santeramo and et. al., 2018).
The restaurant also ensure the security ensure and promise to deliver their products at home.
They launch the application with an unique name “Fordy For Foody” therefore, they provide
application facility to on mobile phones which customers can download from play store and
applicable for android and IOS. The idea is supportive for Fordwich to enhance the operations
and attracts people from wider range. This application facility will help the business to enhance
its recognition within market and also provide opportunity to setting up business at large scale
and enhance the revenue and profitability.
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Main Body
1) Situational Analysis:
A situational evaluation is defined as a accumulation of tools that are applied to analyse the
internal and external aspects in a business. Therefore, a situational analysis mainly allows a
business to implement market investigation to determine the projected development, defining the
potential buyers, assess the rivals and also evaluate the state of the business (Camillo, 2012). A
situation evaluation is an imperative aspect of a business plan and also needs to review
periodically to ensure that it is current. Fordwich Arms is a leading small restaurant which is
operating in London with the courage to enhance operations at wider scale. They are mainly
offering high quality food facility to the people in London and attract them with the effective
range. From the past few years the company is going good and having an effective market image
within the London and having significant capability to enhance the operations at wider level and
enhancing awareness about their offerings. In the pandemic of COVID 19 online food facility
become the most applied tool by the businesses as it is effective in fulfilling the desires of the
buyers and explore the opportunities for the business to enhance the operations. Therefore,
Fordwich Arms, is concern over developing a new mobile application facility which will be
supportive in attracting the customers at wider level and enhance the sale and revenue of the
business (Cheng And et. al., 2019). In this present evaluation, for conducting effective
situational analysis with the help of implementing SWOT analysis as it is the most effective
aspect to determine situation analysis via evaluating the strength, weakness, opportunity and
threats. The SWOT analysis for Fordwich Arms is associated as below:
Strength: Strength is defined to be the power of a business and it helps the business to analyse its
capabilities and attain higher growth and success. Fordwich Arms is a recently refurbished pub
and restaurant set in Fordwich, Britain's smallest town, therefore, the key strength of the
restaurant is its effective brand image, quality of products, unique and attractive services and the
low cost products, thus the company is mainly famous for this clean and tidy environment. In
addition to this wide range of products and the location of the restaurant are the key power for
the business which helps them to effectively work in the market and attain higher growth.
Weakness: Weakness are recognised as the obstacle for the business as it restrict the business to
work on its optimum level and weaknesses are also provide the suitable assistance in regards to
the aspects which are needs to be overcome by the business to gain higher growth and success.
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The key limitation or weakness for Fordwich Arms restaurant is the availability of the staff, less
funds, consistent supplies are the key weakness which influences the operations of the business.
Thus, the company needs to be focus towards the resolving such issue in effective manner to
enhance the operations and execute them effectively (Verma and Gustafsson, 2020). However,
the company needs to hire experienced staff people and provide them training to operate in
suitable manner. The restaurant should also be concern over the supply of the product as the
consistent supplies are imperative to conduct the operations effectively.
Opportunity: Opportunities are defined as the aspect of success which aim a business in the
manner to increase its profits, likewise expanding or providing different types of food and
beverages. Fordwich Arm is a well reputed business in London which get more opportunity due
to its effective brand image within market. Taking advantage of trends related to eating healthier
may mean featuring more organic dishes or salads on the menu of restaurant. Hereford, the idea
of launching a new mobile application will brings lots of opportunity to the business to attain
higher growth and success. Finding ways to generate more traffic during slow times, such as in
the afternoon, may represent an opportunity for growth. Therefore, with the support of online
mobile application the restaurant will receive orders in all day and provide satisfaction with their
door to door delivery facility.
Threats: Threats are also evaluated as the weakness for the business which hampers the growth
and success of the business. Therefore, big brands in the area, increment in the operational cost
and higher rivalry in the market with lowest price facility are the key threat of Fordwich Arm.
These are the major threats which influences the operations of the business.
Although, SWOT analysis is effective in the manner to providing an effective suitable
situational analysis which helps the business to determine its strength, weakness, opportunity and
threat, which are effective in determine the opportunity for the business to launch the mobile
application to attain growth and success (Chen and Elston, 2013). The effective brand image of
the business will support Fordwich Arm to enhance its operation with the support of launching
the new product and offering facilities to the customers at wider level.
2) External market analysis:
This defined to be the most imperative aspect which needs to be analysed effectively for the
intention to conducting suitable business operations. An external analysis refers to the industry
environment of the business, involving factors like wise competitive structure, dynamics and
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rivalry position. The fundamental intention of external evaluation is to analyse the opportunities
and threats in an industry or any segment which will drive profitability, growth, and volatility
(Tussyadiah, Kausar and Soesilo, 2018). In this existing project external analysis is effective in
determining the current business environment, the social trends and the required political
practices. However, for the effective implementation of a new product in the market it is
important for Fordwich Arm to identify the market and the requirement for the business to
enhance opportunity. For the intention to launching a new mobile application it is important for
the Fordwich Arm restaurant to evaluate the current rivals and the external market to enhance
growth and success. For executing external analysis PESTLE analysis is most suitable tool to
determine the political, economic, social, technological, legal and environmental aspect, the
suitable evaluation of PESTLE is defined as under:
Political Factors: The stable political surroundings of the United Kingdom has stabilized the
business sectors effectively, and this has added to the benefits of running a restaurant
organisation within London. The political aspects have a wider influence over the restaurant
business as he government needs to have influence on the business and they announces different
regulations through time to time taking suitable care of the heath of the individual. There are few
aspects like tax reforms and the health care regulations which are basically faces under the
political factors. The government norms and policies are rapidly changing as per the change
arises in environment, thus the Fordwich Arm needs to follow the updated standard and policies
relation to tax and the health care aspect to provide assurance of safety and security in their
services. However, in the pandemic of COVID 19 safety and cleanness an tidy facilities are
required to attract customers, as individual are having the issue of getting affected by the corona
virus (Kandampully, Zhang and Bilgihan, 2015).
Economic Factors: There are different outside aspects which can influences the business, thus
the minimum wage and the health of the economy are two which could have a wide influence
over the restaurant. United Kingdom is recognised as the most rich industry which is imperative
in providing opportunity to the businesses to gain growth and success. Therefore, the fiscal
policy of government can influences the business of restaurant business. Under the fiscal policy
the restaurant need to put taxes over the food and the purchase of the customers and this will
have to enhance the rate of food items. In addition to this the change in inflation rate can also
influence the organisations as the price of the ingredients and it directly affects the entire sales
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and operations of the business. The Fordwich Arm needs to put low price products and also
follow all the norms of the business, therefore, at the initial stage of mobile application launching
the restaurant needs to provide extra food offers, vouchers, off of food process and so on, this
helps the business to enhance entire performance. However, business needs to manage funds and
capital to manage the issue related to tax and maintain rapid operations.
Social Factors: Modern societies have constantly adopt new systems and styles of living, there
are high levels of culture diffusion as people trade and interact. In the modern era people are
mainly concern towards effective and high quality food items as well as they are also becoming
health conscious so people mainly looking for organic products and wants the effective quality in
reasonable prices (Phillips And et. al., 2017). However, for resolving the challenges of social
factor it is important for The Fordwich Arm to determine the culture and taste and preference of
the customers and provider service accordingly, thus this will help the business to enhance the
overall performance via increasing the rush of customers over mobile application.
Technological Factors: In the current and advanced globe era, there has been the growth of
technology systems to undertake assorted activities in business sectors. For instance processes
have been made simple and effective with the use of computers and other technologies. The UK
is recognised as one of the nations with high stage of technological advancement, with these state
Italian countries are effectively operating within the country benefit from low cost of operation
that in turn lead to high profits. Therefore, The Fordwich Arm was providing dining facilities
and not operating via the online platform, the company now has planned to launch new mobile
application for offering online facilities to the customers, in which buyers can easily check the
entire menu with all ingredients involve in this, prices is also show over the site, thus this will slo
helps the customers to make suitable choices and also provide them delivery facility to offer
them safety in the pandemic of COVID 19.
Environmental Factors: There are some of the ecological aspects that are imply over the buyers
of the food companies and they have to define to the environmental issues. In the context to
restaurant and the food business, the government have created assorted legislations to keep the
food healthy and nutritious for maintaining the effective health of the customers. The
surroundings of the restaurant is also a major environment factor which needs to be considered
by the business to provide effective facilities. The Fordwich Arm is situated at a riverside and it
is the positive aspect of the business as the people are easily attracted towards a good location
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and the business also needs to focus over implementing suitable legislations which are unconcern
to the protection of food safety as it is important for the restaurant to provide effective and
healthy food safety to their customers in the manner to gain growth and success (Morris,
Shirokova and Shatalov, 2013).
Legal Factors: It defined as the most imperative aspect of external analysis, therefore, the
prevalence of the Consumer Rights Act 2015 in the sphere of organisation within United
Kingdom has obliged every business, irrespective of size or scale, to remain compliant to the
business laws of the land. Legal norms and legislations are something that has a wide influence
over the operations of restaurant business. However, it is important for The Fordwich Arm is
concern over implementing all legal policies and norms which are required to conduct online
operations food safety act, consumer protection act and so on.
In the term of new product:
The aspect of 4P’s of marketing mix is effective in terms to determining the suitable
market and the effective opportunities for the business within market, thus the suitable 4P’S
analysis of The Fordwich Arm is defined as below:
Product: Product refers to a good or service that a company offers to customers. Ideally, a
product should fulfil an existing consumer demand. A product is defined as the combination of
goods and service offered to the target market. Fordwich Arm mainly offers food, drink, Local
cuisine facility, British, Pub, Vegetarian Friendly services and multiple Vegan Options. The
restaurant in mainly famous for its unique and special dishes which involves Duck liver parfait,
clementine, Sauternes and doughnuts, Roast Blackface lamb, Jerusalem artichoke, curds and
crisp potato, Rice pudding, Bramley apple and crumble and so on, therefore these are the major
attraction of the restaurant. In the idea for implementing mobile application the restaurant has
provide online booking facility and also customise their food as per their own taste and
preference, thus this will helps the business to enhance the rush of website and increase more
profitability.
Place: This defined as the most imperative aspect of marketing mix as it is not about the physical
location but about the entire procedure which brings products and services to the end users. In
the context to Restaurant business the suitable selection of place is required as people in the
modern era are wide using searching engines for accurately identify the location and its
attractiveness, than the decoration and billboards must a seen as the content. Fordwich is stated
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near the river side location and it is its major attraction, thus the restaurant has its lovely 1930's
bar and oak panelled dining room with three open fires (Darkow, Foerster and Heiko, 2015).
Additionally, in the summer months the riverside location gives rise to a beautiful dining terrace
and garden with views over the river Stour. This is effective in attracting more customers.
Price: This aspect of the marketing mix mainly specifies the price points and price ranges of the
company’s food and beverage products. Therefore, the suitable selection of pricing strategy is
imperative for the business to attain higher growth and success via attracting more or more
customers. The Fordwich Arm restaurant is mainly offerings its products and services in between
the range of £50 - £79 as it is the lowest offering which helps the business to attract more buyers.
However, the company use bundle pricing strategy in which they provide discount on purchasing
each item separately.
Promotion: This mainly defined as the tactics which are mainly implement by the businesses to
communicate with the customers. This is imperative for the business to gaining attention of
customers and increases the sales and revenue of the business. The Fordwich Arm is
significantly concern over applying social media marketing and advertising tool to attract
customers and promoting the new facility of Mobile application, thus this would be beneficial for
Fordwich Arm to enhancing the number of customers and increasing the entire sales of the
business (Veronica And et. al., 2020).
In the terms of launching a new product and services marketing survey is defined to be the
most effective tool to collect relevant information and also evaluate the suitability of the new
product and services. For the effective launch of mobile application for The Fordwich Arm a
suitable primary investigation has been taken place in which questions are being asked from the
local citizen of London (Jogaratnam, 2017). Therefore, in this survey is conducted via online
process as in this questionnaire is mail to the customers of the restaurant and in this around 40
customers are select to collect information effectively. The survey for this particular project is
associated as under:
Questionnaire
Name:
Age:
Gender:
Email:
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Contact:
Q1) Do you have an appropriate recognition about the use of digital tools and technologies?
Yes
No
Q2) How often you are using internet or the digital technologies?
Every day
Once in a week
Once in a Month
Once in a year
Q3) Have you ever been using the facility of The Fordwich Arm?
Yes
No
Q4) How often you visit The Fordwich Arm Restaurant?
Once in a day
Once in a week
Once in a Month
Once in a Year
Q5) What do you think, the idea of launching a new mobile application is effective for the
development of The Fordwich Arm Restaurant?
Yes
No
Q6) Are you willing to using online food facility provided by The Fordwich Arm Restaurant?
Yes
No
Q7) Are you feel satisfied with the offered products and services of The Fordwich Arm
Restaurant?
Yes
No
Q8) What are the facts that pushes to you to buy online services?
Safety and Security
Offers of Food
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Variety of range
Cost and Time saving
Q9) Provide recommendations for the effective implementation of applications which are
effective to developing the most innovative mobile application.
Frequency table:
Q1) Do you have an appropriate recognition about the use of digital tools and
technologies?
Frequency
Yes 39
No 1
Q2) How often you are using internet or the digital technologies? Frequency
Every day 30
Once in a week 5
Once in a Month 2
Once in a year 3
Q3) Have you ever been using the facility of The Fordwich Arm? Frequency
Thematic Analysis
Theme 1) Individual have an appropriate recognition about the use of digital tools and
technologies.
Q1) Do you have an appropriate recognition about the use of digital tools and
technologies?
Frequency
Yes 39
No 1
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Interpretation:
The present survey is being developed to determine the recognition of people in relation
to the use of digital tools and technologies and in this survey has been conducted among 40
participants and out of that, 39 people are having idea about digital tools and technologies and
one is not having any idea about the same.
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Theme 2) Individual are using internet or the digital technologies.
Q2) How often you are using internet or the digital technologies? Frequency
Every day 30
Once in a week 5
Once in a Month 2
Once in a year 3
Interpretation:
From the detailed analysis of the project it has been evaluated that 30 out of 40
participants are using internet every day, 5 are using once in week, another 5 are using once in a
month and remaining are using once in a year.
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Theme 3) People are using the facility of The Fordwich Arm.
Q3) Have you ever been using the facility of The Fordwich Arm? Frequency
Yes 39
No 1
Interpretation:
From the detailed analysis of the survey it has been analysed that, 39 out of 40 people are
using the facility of Fordwich Arm, therefore, remaining are not using the facility of Fordwich
Arm restaurant.
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Theme 4) People visit The Fordwich Arm Restaurant.
Q4) How often you visit The Fordwich Arm Restaurant? Frequency
Once in a day 15
Once in a week 10
Once in a Month 7
Once in a Year 8
Interpretation:
The existing study is implemented to determine the visiting of people in Fordwich Aim
Restaurant, therefore, 15 out of 40 people are using the facility of restaurant once in a day, 10
customers are using the facility of once in a week, 7 people are going once in a month and
remaining are going once in a year.
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Theme 5) The idea of launching a new mobile application is effective for the development of
The Fordwich Arm Restaurant.
Q5) What do you think, the idea of launching a new mobile application is
effective for the development of The Fordwich Arm Restaurant?
Frequency
Yes 38
No 2
Interpretation:
From the detailed analysis of the project it has been interpreted that, 38 out of 40
customers are said that the idea of launching a new mobile application is effective for the
development of The Fordwich Arm Restaurant. Therefore, remaining people are not in concern
with the same.
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Theme 6) Individual are willing to using online food facility provided by The Fordwich Arm
Restaurant.
Q6) Are you willing to using online food facility provided by The Fordwich Arm
Restaurant?
Frequency
Yes 37
No 3
Interpretation:
As per the descriptive analysis of the project it has been interpreted that, 37 out of 40
people are very much willing to using online food facility provided by The Fordwich Arm
Restaurant. Remaining people are not in concern with the same.
Theme 7) People are satisfied with the offered products and services of The Fordwich Arm
Restaurant.
Q7) Are you feel satisfied with the offered products and services of The Fordwich
Arm Restaurant?
Frequency
Yes 38
No 2
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Interpretation:
According to the descriptive evaluation of the project it has also been analysed that 38
out of 40 people are said that individual are satisfied with the offered products and services of
The Fordwich Arm Restaurant. Leftover people are not in concern with the same.
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Theme 8) There are multiple facts that pushes to you to buy online services.
Q8) What are the facts that pushes to you to buy online services? Frequency
Safety and Security 10
Offers of Food 8
Variety of range 7
Cost and Time saving 15
Interpretation:
According to the detailed analysis of the project it has been stated that here are assorted
facts like safety and security, offers of food, variety of range and remaining are go with cost and
time saving which pushes to you to buy online services.
Market Entry strategy:
Market entry strategy is defined as a planned distribution and delivery tool of goods and
services to a new target market. A suitable market entry strategy is required for the business to
attain higher growth and success. The company The Fordwich Arm is using partnership strategy
for the entry as it is effective for them to enter into the market (Sanchez-Gutierrez And et. al.,
2012). The couple Dan and Natasha Smith has start their business together as partners and in the
year of 2017 they came from London to Kent for setting up business and running the operations
effectively.
How will we expand ?
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The Fordwich Arm is a leading restaurant in London and in the pandemic of COVID 19
the performance and the sales of the restaurant is increasing down which creates a bad impact
over the entire profitability of the business. However, the company has planned to set an
effective product development strategy in which they launch a new mobile application which
would be significant for them to offer online facilities to their customers and deliver them at their
doors and also ensure them about all the safety and security from the newly originated virus
called Corona Virrus. This will be the best and effective entry strategy for the business to deal
with the market sitiation and attain higher growth and success.
Who will invest?
The restaurant was mainly developed by the potential efforts of a couple Dan and
Natasha Smith and they are moved from London to Kent in the year of 2017 with the a wide
ambitions for a quaint, riverside pub (Tan and et. al., 2017). There is no such investors behind
the success of the restaurant as the owner couple have been putted their significant efforts and
also arrange cash and capital. Therefore, they mainly use their own income to start-up the
business and taking help from the local banks or investors to fulfil the requirement of the
restaurant.
Organic or inorganic growth?
Each business in the market has operate for the intention to gain higher growth and
success and the development of mobile application “Ford for Foody” creates organic growth for
the business as it is imperative in nature to increasing the entire sales and revenue of the
business. Organic growth refers as an internal development the business sees from its operations,
often analysed through same-store or comparable sales.
Who will help/ support?
The major supporter of The Fordwich Arm is the social media tools as the company has
mainly promote its mobile application with the help of social media applications as in the
modern era individual are concern over suing online applications and this will helps the business
to enhance the recognition of the customers at wider scale. In addition to this, the owner of the
restaurant the smith couple has applies word moth advertising and approaching their rapid
customers with the help of email or phone call.
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3) Risk analysis:
Risk evaluation is defined as the technique which is used by the businesses to identify and
assess factors that may jeopardize the success of a project or attain higher goal and advancement
(Lawrence and Weber, 2014). The Fordwich Arm is a famous restaurant which is facing
different issue that influences the growth and development of the business, the key risk aspects
which are needs to be considered by the restaurant are defined as below:
Employment Risk: This recognised as the primary risk aspect which influences the operations of
the business effectively. The Fordwich Arm is facing the issue of lack of experiences staff,
therefore, for resolving this challenge business needs to hire experienced and skilled people to
manage the operations effectively (Pulido-Fernández and et. al., 2019). In the assessment of
mobile application, the business needs to hire people with suitable technological skills as to
manage the orders and delivery effectively.
Supplies Risk: This is also a major challenge for the business and in the food industry the
management of suitable products involving food, beverage, ingredients, veggies and so on.
Therefore, these all the managed by the suitable assessment of managing supply chain of the
business. In addition to this, the company also needs to set delivery facility to the customers for
fulfilling their desire.
4) Growth strategy
A growth strategy is defined as the plan and procedure which allows an individual or
business to attain higher growth and wider level or market share. Therefore, for the development
of The Fordwich Arm, Porter’s generic strategy will be considering, thus it is effective in
providing suitable analysis of the market and the growth of business. The Portner’s Generic
strategy is based on 4 aspects and mainly implemented to gain competitive edge therefore, the
company is concern over launching a new product in the form of mobile application named as
“Ford for Foody”.
Cost leadership: This is the most imperative aspect of this strategy as it is based on low cost
products. Therefore, the Fordwich Arm is concern over implement low cost of their products,
thus at the initial stage the company is offering low cost products and the discount offers to their
customers in the manner to attract and sustain them (Ramos-Rodríguez and et. al., 2012).
Focus Strategy: The major focus of The Fordwich Arm restaurant is to provide high quality food
facility to the customers in respect to retaining them for long time. Therefore, people are mainly
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concern over high quality so it is an effective approach which is being implemented by the
business to attract customers.
Differentiation Leadership: The company mainly deals in providing dining facility to the people
and the company has planned to launch a new and unique mobile application which helps the
business to attracting customers with wide range and enhance the operations of the business. The
uniqueness of this approach is that the company is offering online facilities with full description
of the food details and the company is also providing offers to their customers (Poulston and
Yiu, 2011).
Differentiation Focus: With the implementation of the mobile application the major focus of the
business is to attract more and more customers and ensure them to safe and quick deliver. Thus
this will be significant for the business to attain higher growth and success.
Expected list of data sources:
Books and Journals
Lee, C., Hallak, R. and Sardeshmukh, S. R., 2016. Innovation, entrepreneurship, and restaurant
performance: A higher-order structural model. Tourism Management, 53, pp.215-228.
Santeramo, F.G. and et. al., 2018. Emerging trends in European food, diets and food
industry. Food Research International, 104, pp.39-47.
Camillo, A. A., 2012. A strategic investigation of the determinants of wine consumption in
China. International Journal of Wine Business Research.
Cheng, X. And et. al., 2019. An investigation on online reviews in sharing economy driven
hospitality platforms: A viewpoint of trust. Tourism Management, 71, pp.366-377.
Verma, S. and Gustafsson, A., 2020. Investigating the emerging COVID-19 research trends in
the field of business and management: A bibliometric analysis approach. Journal of
Business Research, 118, pp.253-261.
Chen, S. C. and Elston, J. A., 2013. Entrepreneurial motives and characteristics: An analysis of
small restaurant owners. International Journal of Hospitality Management, 35,
pp.294-305.
Tussyadiah, S. P., Kausar, D. R. and Soesilo, P. K., 2018. The effect of engagement in online
social network on susceptibility to influence. Journal of Hospitality & Tourism
Research, 42(2), pp.201-223.
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Kandampully, J., Zhang, T. C. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management.
Phillips, P. And et. al., 2017. Understanding the impact of online reviews on hotel performance:
an empirical analysis. Journal of Travel Research, 56(2), pp.235-249.
Morris, M. H., Shirokova, G. and Shatalov, A., 2013. The business model and firm performance:
the case of Russian food service ventures. Journal of Small Business
Management, 51(1), pp.46-65.
Darkow, I. L., Foerster, B. and Heiko, A., 2015. Sustainability in food service supply chains:
future expectations from European industry experts toward the environmental
perspective. Supply Chain Management: An International Journal.
Jogaratnam, G., 2017. How organizational culture influences market orientation and business
performance in the restaurant industry. Journal of Hospitality and Tourism
Management, 31, pp.211-219.
Sanchez-Gutierrez, J. And et. al., 2012. The effects of intellectual capital and innovation on
competitiveness: An analysis of the restaurant industry in Guadalajara,
Mexico. Journal of Competitiveness Studies, 20(3/4), p.32.
Tan, S. H. and et. al., 2017. The impact of the dimensions of environmental performance on firm
performance in travel and tourism industry. Journal of environmental
management, 203, pp.603-611.
Pulido-Fernández, J. I. and et. al., 2019. Does environmental sustainability contribute to tourism
growth? An analysis at the country level. Journal of Cleaner Production, 213,
pp.309-319.
Ramos-Rodríguez, A.R. and et. al., 2012. Determinants of hotels and restaurants
entrepreneurship: A study using GEM data. International Journal of Hospitality
Management, 31(2), pp.579-587.
Poulston, J. and Yiu, A. Y. K., 2011. Profit or principles: Why do restaurants serve organic
food?. International Journal of Hospitality Management, 30(1), pp.184-191.
Lawrence, A. T. and Weber, J., 2014. Business and society: Stakeholders, ethics, public policy.
Tata McGraw-Hill Education.
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Veronica, S. And et. al., 2020. International social SMEs in emerging countries: Do governments
support their international growth?. Journal of World Business, 55(5), p.100995.
Primary or desk research:
In the context to executing an investigation the selection of research is fundamental to aid
the project in right manner. For the effective execution of the project, both primary and desk
research are applied by the researcher, thus primary investigation is being conducted to gather
information regarding the suitability of the product within market. However, primary research
will be developed via creating survey in which questionnaire is being conducted in relation to the
mobile application. In this questionnaire is mainly filled by the customers of The Fordwich Arm
restaurant as the customers are only helps in rendering suitable requirement of the restaurant
food. On the contrary side, desk research is implemented by the researcher for the intention to
enhancing theoretical framework, thus in this models, theories are implemented to develop
understanding in relation to the development of new application for the development of business.
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