Globalisation, Food Business Factors, and Cultural Identity Report

This report delves into two key areas: the impact of globalisation on food consumption, cultural identity, and the interplay of homogenisation and heterogenisation; and the crucial factors for starting and operating a successful food business. The first section examines how globalisation, facilitated by technology and interconnectedness, has reshaped food habits and cultural identities, leading to both a decrease in cultural diversity (homogenisation) and the blending of cultures (heterogenisation). The report provides examples, such as the influence of Western brands on Indian culture and the formation of African-American culture in the US. The second section outlines essential factors for a food business, including location, menu design, effective marketing, necessary licensing and permits, restaurant type, and budgeting. Each factor is discussed in detail, highlighting its significance for business success. The report concludes by summarizing the key findings of both sections, offering a comprehensive overview of the challenges and opportunities in the global food industry.

TWO EXAM QUESTIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Globalisation and the aspects of homogenisation and heterogenisation regarding food and
drinks consumption and cultural identity.........................................................................................1
2. Factors need to be considered while opening and operating food business................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
The below report is going to answer two questions. The first question is going to discuss
globalisation. In context of globalisation the question would underpin the aspect of
homogenisation and heterogenisation in relation to the consumption of food and drink and
cultural identity. The second question will critically discuss the factors required to be considered
while planning to open and operate a food business.
1. Globalisation and the aspects of homogenisation and heterogenisation
regarding food and drinks consumption and cultural identity
A process in which regional and national economies, cultures and societies become
integrated from the global network of transportation, trade, immigration and communication is
known as globalisation(Pieterse, 2015).
It can be seen as a phenomenon that has transformed economic, political, socio-cultural
and technological forces from local or regional to an international scale.
For example, technology and internet has made it easy for people across the world to
connect with people that belong from different cultures and identities. This change has made
people to know and understand different types of cuisines and foods served in these cultures.
People now can cook foods that belong to these different cultures and traditions(Hassi and Storti,
2017). The easy availability of the required items from websites such as Amazon has made it
easy for them to buy the items required and prepare the dishes as required. Globalisation has
allowed people to become aware about different cultures and traditions across globe and to adopt
them as well.
Cultural Homogenisation: In terms of globalisation, cultural homogenisation refers to
the reduction in cultural diversity. It happens due to the diffusion and popularization of a number
of cultural symbols. It not only includes the objects which are physical but ideas, customs and
values as well(Paterson, 2017). It is also defined as a process in which dominant outside cultures
transforms or absorbs local cultures.
For example, India was known for its cultural identity throughout the world. It was a
home of a variety of different languages, cuisines, etc. After the arrival of globalisation and
1

internet India has seen a major decrease in its cultural identity. The country is now majorly
dependant on the western or American cultural influence. The arrival of big brands such as
Adidas, Nike, Peter England etc. have made people to choose and wear clothing of these brands.
McDonald's, Pizza hut and Domino's have taken over the cultural foods in different regions of
the country. Along with it, the country is also dominated by the English language.
Homogenisation has impacted the food and drinks habits of different cultures across the
globe. The arrival of food chains such McDonald's, Burger King etc. has made people to choose
from the options provided by them instead of cooking. This has made people to shift towards
different eating and drinking habits making them forget their cultural identity.
Cultural Heteroginsation: It refers to those forms of cultures which have moved
through time and space and are interacting with others cultural settings and forms while
influencing each other.
For example, it can be seen in America that people of America and Africa together have
formed their own culture as African-American in the country. The food and drink habits of these
African communities which are moved to America has been entirely gone, as they tend to have
adopted with the cultural identity of Americans along with their food habits and lifestyle.
2. Factors need to be considered while opening and operating food business
Opening a new food business is not easy. Without right strategies and determining the
factors required it is difficult to successfully open a new food business. The below mentioned
factors explore the important factors required in opening and operating a food business
successfully:
Location: Location tends to play an important role while opening a food business. A
restaurant needs to be located at a place where it can be easily accessed by a number of
consumers. Locations such as main roads, streets, highways are considered while opening a
restaurant(Grayson and Hodges, 2017). These places carry a lot of movement from pedestrians,
people travelling in vehicles etc. A right location is going to make the restaurant visible to the
people passing by and would increase its profitability as well.
2

Menu: It is important to have a good menu to attract the desired consumers. A menu will
decide what kind of customers are going to be served in the restaurant. Either the restaurant is
vegetarian or non vegetarian. It is also important to see the cultural preferences of the location
before preparing a menu card. A menu will showcase the served food and drinks. Along with it, a
menu will help the restaurant to set the desired prices on their food items which later can help the
restaurant in earning good profitability.
Marketing: Marketing is another important factor that plays an important role when
starting a food business. A good marketing will make the restaurant heard or followed. People
would visit the restaurant if they have heard about it and would tell their friends and foes if they
liked the particular restaurant. Many platforms can be used to market a restaurant including
social media, advertising, promotion etc.
Licensing and permits: It is important to have the right licence and permits before
opening a restaurant business. The proprietor needs to follow through the right government
agencies and offices to get the desired licence and permits running a restaurant successfully.
Type: The type is also an important factor that needs to considered before opening
restaurant. Different types of restaurant have different menu options which decide what type of
food is going to be served(Agarwal and Dahm, 2015). There are restaurants with their cultural
ethnicity such as Indian, Chinese, Korean etc. that serves the food of a particular community.
Budgeting: Budgeting is another essential factor that decides how much money the entire
restaurant is going to require. Along with it, budgeting explains the amount of money required to
buy the required assets such as tables, chairs, crockery etc.(Collins and Bogue, 2015). It is
important to prepare the budget in advance to understand the costing and the availability of
money as well. Budgeting also makes the process easy and smooth.
CONCLUSION
The above report answers two questions in which first question discusses globalisation. In
context of globalisation the question underpins the aspect of homogenisation and
3

heterogenisation in relation to the consumption of food and drink and cultural identity. The
second question discusses the factors need to be considered while planning to open and operate a
food business.
4

REFERENCES
Books and Journals
Agarwal, R. and Dahm, M. J., 2015. Success factors in independent ethnic restaurants. Journal of
Foodservice Business Research, 18(1).pp.20-33.
Collins, O. and Bogue, J., 2015. Designing health promoting foods for the ageing population: a
qualitative approach. British Food Journal, 117(12).pp.3003-3023.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate
social responsibility work for your business. Routledge.
Hassi, A. and Storti, G., 2017. Interplay between the convoluting forces of culture and
globalisation. Journal for Global Business Advancement.10(3).pp.261-280.
Paterson, M., 2017. Consumption and everyday life. Routledge.
Pieterse, J. N., 2015. Globalization and culture: Global mélange. Rowman & Littlefield.
5