Gastronomy Exam TLH334: Globalisation, Food & Business Analysis

This assignment, a Gastronomy exam, delves into the critical discussion of globalisation, examining its effects on food and drink consumption and cultural identity, including homogenisation and heterogenization. The first section focuses on globalisation's role in shaping food systems and cultural landscapes, analyzing the interplay of global and local influences. The second section explores the key factors to consider when planning, opening, and operating a food business, providing a comprehensive overview of the complexities and considerations involved in the culinary industry. The assignment emphasizes the understanding of how globalization impacts food supply, consumer behavior, and cultural values, and provides insights into the challenges and opportunities in the food industry. The paper also analyses the importance of gastronomy in tourism and the influence of globalisation on the same.

Gastronomy Exam

Table of Contents
INTROUDUCTION........................................................................................................................1
SECTION A.....................................................................................................................................1
Critically discuss globalisation, and the key underpinning aspects of homogenisation and
heterogenization in relation to food and drink consumption and cultural identity.....................1
SECTION B.....................................................................................................................................6
Critically discuss the factors you need to consider when planning to open and operate a food
business.......................................................................................................................................6
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTROUDUCTION
Gastronomy is undertaken the study of significant relationship among the culture and
food that include the art of making and preparing food and also tends to serve in delicate and
effective way considering the cooking style of specific region and also include the science of
good eating. Moreover, practical economy is concerned with the practice of study regarding the
development, preparation and service of several food and beverages which get fluctuate
according to world. Moreover, theoretical gastronomy leads to support practical one as it is
related with the system and process approach that put emphasis on significant recipes, techniques
and so on (De Jong and et. al., 2018). Gastronomy is the concept that leads to include
discovering about experiencing, researching and understanding regarding the development of
food and other sensory qualities. Moreover, it is the knowledge and understanding that include
the purpose in order to make sure the conservation of using the best food possible. The below
assignment is based on the understanding of critical discussion about the globalisation and
undertake various aspects of homogenisation and heterogenization in terms of drinks and food
for the consumption of cultural identity. Along with this, it also leads to discuss about the various
factors that should be undertaken regarding the planning in order to open and operate food
business.
SECTION A
Critically discuss globalisation, and the key underpinning aspects of homogenisation and
heterogenization in relation to food and drink consumption and cultural identity
Globalisation is the procedure of interaction and significant integration among various
people, governments, organisations and across the world. Moreover, it is considered as the
complex phenomenon, which include various form of capitalist and expansion that leads to entail
the integration of local and national economies within the global and unregulated market
economy (Yilmaz and Ülker, 2018). Along with this, globalisation tends to increase because of
advances within the transportation and other communication technology as it increase global
interactions regarding the growth of interactions that comes towards of international trade,
growth and culture. It is considered as the primarily for the economic process for the interaction
and integration which is concerned with the social and cultural aspects. Globalisation is the quite
responsible for the current global economic crisis as it also shows the threat for the culture and
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religion that harm indigenous people while multinational corporations is profitable from it.
Globalisation tends to influence various aspects of human activity considering the food
production and consumption which depicts the scope of modifications that facilitate regarding
the advances in transport, information and communication technology.
Moreover, it is the procedure of great integration considering the world economy through
movements for goods and services and also focus on the movements with fundamental concept
of tourism that include people, goods, ideas and so on. Moreover, this concept leads to comprise
the sum total of homogeneity and heterogeneity which recognises the globalisation features for
the critical reinvention of local cultures in terms of cultural entities. Despite from this, it is
important in order to understand the terms among homogenisation and heterogenisation that
depends on the concept of global and local consciousness. From the perspective of tourist it leads
to include the promising attraction and potential impediment that demotivate tourists in order to
visit destination (Sorokina, 2016). Along with this, the food consumption depends of the
recognition of the symbolic form of consumption. Moreover, food consumption in tourism leads
to possesses the portion of food consumption within tourism and also support experience for the
tourists in order to complete and analyse the prominent level of travel. Hence, it prominently
focus on the symbolic factor instead of obligatory component for the food consumption.
Food consumption for the tourism can become very conceptual in order to differentiate
for the peak touristic experience and also depends on food consumption for the relationship of
tourist in terms of contrasting, intensifying and analysing the daily routine and concerning
experience. In terms of this, the significant aspect of globalisation undertaking the cultural
implications that leads to describe the universal uniformity in culture and also tends to leave
room for the effective particularism and cultural diversity. Moreover, it leads to influence the
globalisation in terms of food supply and the frequent change in technological development
depicts the contemporary globalisation that influences the food system around the world and also
leads to bring prominent changes that result in the greater availability for the diversity of food
(Sánchez-Jofras and Kuri-Alonso, 2019). Furthermore, homogenising element for the
globalisation is quite considered as the threat for the authenticity for the food which is more
important and long lasting that prominently become an issue for the tourism and undertaken as
the concept of debate for the food consumption in tourism.
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Furthermore, it is quite complex and multifaceted nature for the concept of the benefit of
topic and also leads to separate investigation in an effective way. Along with this, the
consciousness put emphasis on the rapid globalisation for the food market undertaking various
destination, homogenisation and development of production which is not certain. For example,
McDonald's introduce itself as the localised product and also adjust for the preparation of
prominent technique. Along with this, it also put emphasis on the competitive advantage in order
to create and sustain within the highly localised process and also suggest for various differences
in national economic structure, values, cultures, histories and so on. Besides this, this theory also
tends to recognises the critical reconstruction and reinvention of local cultures which has the
major consequences of globalisation (Mei, 2018). It become the process for the competitive
advantage regarding the suitable competition among multinational food corporations. The
cultural factor leads to proposes the increment regarding the interaction among the global and
local culture that influences the globalisation. Furthermore, the increasingly interlinked and
interdependent world tends to create incentives for the new generations for the learning and
assimilate for the other culture.
The cultural factor leads to develop as the new breed in terms of achieving success for the
public visibility and economic viability. This factor also leads to create and represent the attitude
the spread modernity and respect for the local heritage and it leads to create the interplay among
globalisation and localisation. Furthermore, globalisation tends to affect the culinary supply in
destination and also influence for the food consumption in tourism. It also leads to develop
homogenisation within the consumer behaviour and tends to convergence for the food
consumption within tourism (Aguirregoitia Martínez and Fernández-Poyatos, 2017). The force
for the localisation is undertaken in order to bring suitable things about heterogeneity
considering the preferences of consumers. It also describe the result for the divergence for the
consumption in tourism. It also focus on the competitive advantage in terms of creating and
sustaining by the highly localised procedure and also suggest the differences in national
economic structure, values and culture that contribute for the competitive success. Furthermore,
it leads to identify the critical reconstruction for the local cultures which can become the major
consequences for the globalisation.
Besides from this, not only the globalisation prominently impact the culinary people
supply within the destination as it is being posted in terms of exert considerable impact for the
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food consumption within the tourism. Along with this, this forces of globalisation is identified in
terms of developing homogenisation in the consumer behaviour and it tends to convergence
within the food consumption in tourism. Meanwhile, this forces for the localisation tends to bring
considering the heterogenisation within the consumer preferences and it also result in divergence
for the consumption in tourism. Besides this, food in the tourism is widely considered as the
important cultural element for the destination as it leads to offer cosmopolitan concept that
recommend various differences among others and also tends to perform sense of adventure and
openness for the other culture undertaking the great symbolic value for the food experiences
among post modern tourists (Alexey, 2017). In terms of this, the consumption for the local food
and beverages for the effective participation within the local foodways which is viewed as quite
important channel in terms of acquiring prominent knowledge for the local food and culture.
Moreover, it refers to the significant configuration of position for comprising agents that
struggle to increase their position but not in terms of static as it is influenced undertaking the
various degrees for the convergence and divergence for the food consumption. Because of the
increase in the convergence about wine consumption it leads to increase interest within Asian
societies as it leads to acquire prominent knowledge about various western cuisines including
iconic dishes, including various methods and also leads to increase prominent culture for the
capital of status (Μιχαήλ, 2018). Despite from this, symbolic factor for the food consumption in
tourism is the subject that influences the convergence and divergence for the food consumption.
As it points out the openness in other cultures in relation with food consumption and also show
prominent risk for it. Along with this, it also leads to increase the exposure for the familiarity and
other ethnic cuisines for the result of globalisation and convergence of food consumption that
leads to decrease the detected risk. Along with this, contemporary globalisation bring various
factors regarding the increment in the availability for ethnic restaurants in tourists and also offer
prominent information considering the sources about cuisines.
Despite from this, it also leads to increase the exposure that permit tourists to introduce
themselves undertaking the variety of foreign cuisines as they does not visit various places in
which cuisines originated. Besides this, food choice research also found prominent exposure for
the certain food the leads to increase preferences for various food items and familiarity which
increase the repeated revenues that give exposure to the local cuisine for the various culture ans
also acquire previous visits in terms of increasing the familiarity and leads to reduce the
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perceived risk which is associated with it. Globalisation is recognised in terms of brining about
the increment in the diversity for the great availability for the food and cooking supply. It also
leads to increase the tourists for the food by representing the culture and heritage of nation
(Söderlind, 2019). Therefore, contemporary globalisation tends to brought about the greater
variety for the culinary offerings for tourists in terms of satisfying their desire in order to seek
originality for the culinary sphere.
Moreover, risk is undertaken as the inherent part of food consumption for the tourism in
terms of getting significant exposure to the unfamiliar ingredients including health risks, hygiene
and various flavours as well. In terms of this, globalisation and convergence for the food
consumption tends of offer prominent opportunities in terms of relieve several constraints by
showing tourists for the specific degree of information (Haddaji, 2018). Furthermore, various
tourists leads to travel specifically to developing countries as it leads to avoid consumption for
the prominent local food because of unfamiliar ingredients and also perceived hygiene and other
health risk. Cultural values are also prominent in terms of explaining various factors and
differences for the country level consumption behaviour including wealthier the country become
more prominent the manifest which influences the culture for the consumption. It implies that
consumer behaviour which remain heterogeneous due to cultural differences. For example,
consuming food at the place of its originated from or consuming a food even more memorable
setting for the destination which offer contrasted daily routines experiences. This study also
helps in identifying the experiential factor which is essential attribute in terms of evaluating
travel dining experience. For these, it is intangible experiential aspects that outweigh tangible
food quality in terms of satisfying the experiential needs of tourists. Furthermore, convergence
leads to turn and reinforce globalisation regarding the relationship that are viewed for being
reciprocal and localisation is expected to result for the reinvention for local cultures and
identities for the contribution to divergences in food consumption.
SECTION B
Critically discuss the factors you need to consider when planning to open and operate a food
business
The restaurant industry is very huge with lot of benefits and profit considering the right
business model and concept. In terms of this, customer base is important in order to open a new
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restaurant by making sure for the success of business. For this, before developing a new business
it is important to develop budget for the initial expenses which is helpful for the better
experience and smooth and successful launch to develop a new business and consider existing
components. It also leads to include variety of cost factors including the prominent development
of restaurant concept which is imperative in terms of aspiring restaurant in order to measure the
cost difference among purchasing an existing restaurant and also take over vacant restaurant area
in order to develop a new restaurant.
Undertaking this, before open a food business it is important to consider various factors
like restaurant type which is useful in identifying the type of restaurant and various expenses that
vary. Building expenses before developing and starting a restaurant need more expenses instead
of purchasing an existing restaurant (Ceravolo, 2018). Furthermore, the immediate cash flow is
also possible and other options are also considered in order to start a restaurant. Furthermore,
licenses and proper permission is also require in order to purchase a business licence and also
obtain food safety, health and trade license and so on. Marketing is also important as for this, it
describe the launch and organising marketing campaigns that leads to include prominent cost in
order to become more careful before selecting a channel of marketing. Irrespective, to develop a
own restaurant or purchase existing one it is important to think about the personnel employed
which is better to start with less staff and also increases the number prominently for the cash
flow.
Along with this, Kitchen equipments are also important in order to understand the
purchasing of all the kitchen factors that has drastic affect on cost. In relation with this, it is more
better to decide the menu for kitchen and it is very clear for the equipments when they are in
need. Moreover, it also include the vendor or supplier in terms of offering the equipments to
develop a new business. Moreover, it is also important to consider various aspects that leads to
affect the cost. Suitable and comfy furniture for the restaurant and in terms of this, the owner
need to prepare for the expenses for the basic furniture. In terms of this, it is also important to
open a restaurant with some capital and cash rather than incoming cash flow which also include
only outgoing expenses (Guerrero and Rojas, 2019). Along with this, advanced technology is
also important for the personal computer undertaking the accounting software which consider
duty managers and the LAN connection. In relation with this, various factors are included in
terms of planning own restaurant that are discussed below:
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Concepts: It is very crucial stage at the time of opening the business. It is also the first
aspects in which a person can plan the business concepts on the basis of which restaurant can be
opened and gain the large market share by attracting the large customer base. Before opening an
food and beverage outlet it is very important to make a proper plan for this market research is
very important. In this if a person have a masters degree in business administration that they can
make research and plan on their own and if not that a firm hires a experiences consultant who
can provides the best plans to capture the large market and attracts the large base of customers.
In this step they can decide the financial resources that was needed in opening and operating the
restaurant (Metaxas and Karagiannis, 2016). In this a owner can make plan how much amount to
be invested in the project and the idea to open an restaurant would be innovative because of more
competitors are present in the market place. For examples- If a person is opening a restaurant
name windfall that covers the large market area with their innovative robotic services and
organic foods and beverages and the services opened for customers 24*7 that attracts the large
base of customers.
Location: Another crucial factor that is important in opening and operating the restaurant
is deciding the locations. For this a person who wants to open an food and beverage outlet it is
very essential to select that place that is visible and convenient to the customers to reach. The
location should be spacious with a enough space for parking because it is very important in
opening a new restaurant and attracting the customers and gaining the profits. Because if the
customers are finding the place to park their vehicle that it will not retain the customers for a
longer period of time. Food and space both plays an essential role in making profits for a new
restaurant.
Menu: It is more important to decide the menu when opening the new restaurant because
it is the backbone of every restaurant. This term is very significant to plan the restaurant for this
the owner can analyse the food fashion that attracts the customers and it is helps in earning
higher profits and revenues by attracting the large base of customers. At the time of deciding the
menu it is very important that it looks very attractive but use the words that is easily understood
by the customers (ERGÜN, USLU and AKAY, 2016). And bifurcate the category according to
the sections such as Vegetarian, Non- vegetarian, fast food, organic food, desserts, cocktails,
cocktails etc. so that customers cannot get confused and give their orders effectively. It is very
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important to includes those meals and drinks that are fast made and cost effective so that large
amount of profits can be earned and longer sustainability can be enjoyed by the restaurant.
Marketing: This factor include the promotion and advertisement of restaurant and also
leads to take advantage for various social media platforms in terms of marketing it. Moreover,
they also look for joining and coalitions for the restaurant to work with other people in terms of
cross promote. Moreover, cities tends to promote local businesses and also tends to join the
chamber of commerce for the effective participation in food festivals for the effective
management (Szopa, 2017). In relation with this, proper marketing and promotion of various
products and services are important which is useful for the further proceedings and also helps in
earning signifiant profitability and revenues which is useful in developing effective business
undertaking prominent prices and cost.
Delegation: It depicts that it is quite difficult to trust other individuals in order to develop
own business it is useful in prioritising and assigning work which should be undertaken within
the industry as an individual cannot conduct their business prominently on their own and for this,
they need to make sure about hiring and training the staff for the further specifications in terms
of sharing work with effective way. Moreover, effective delegation is important which is useful
by considering the prominent skills and experience and efficiency in order to perform their task.
Furthermore, it is also important to conduct business by considering the effective delegation as it
leads to positively influence the work culture by effectively assigning work to them.
Licensing and permits: Along with this, before opening a restaurant it is important to
have proper licence and permission to run their business which tends to include food and safety
standards undertaking the various inspections that should pass the operation factor in order to run
their business effectively and also helpful in reaching out towards the government in terms of
finding the significant requirement of restaurant (Cargill, 2016). Along with this, it is also
important to get proper permission and licensing to effectively operate and run a restaurant
which is useful considering the state and federal needs for the work and also helps protecting the
innovation which is done by restaurant by having grand opening.
Target customers: It include the specific market area which is useful in targeting the
customers which is useful in attracting and influencing the type and running of restaurant in
terms of effective operations. It is also important to undertake the income level, age, lifestyle and
other factors of customers which is useful in attracting maximum number of people. Moreover, it
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is also worthy in terms of targeting audience to willing travel the restaurant and willingness to
pay for their meal. Along with this, they also tends to target the customers for the availability for
products and services for the availability of products to their target market. In relation with this,
it is also important to conduct market research which is useful in developing suitable standard to
target customers regarding their type and other factors as proper examination offer clear vision
for the development of restaurant undertaking the price range and décor as well.
Competition: Before opening a new restaurant it is also important to identify the proper
competition which is important to significantly run business and give tough competition to other
rivals in order to make their prominent position within the market. Along with this, it leads to
give the effective chance in order to identify the strengths and weaknesses in order to achieve
effective competitive advantage and consider competing edge (Seyitoğlu and Çevik, 2016). In
addition to this, it also undertake the preferences of customers regarding their implementation for
the restaurant and also recognise the failures and success in terms of their learning process.
Despite from this, it is also important to identify the significant competition which is useful in
order to examine the risk factor and weakness for the growth and development of restaurant and
also consider the preferences in terms of executing their ideas to identify the success and failure
to examine what to do and also helps in developing desired outcomes.
Business Plan: It is undertaken as the effective plan and idea in order to make suitable
planning for the growth and development of business idea and it leads to achieve significant
objectives and outcomes. For this, effective business plan with proper strategies is required
which represent the ability to develop suitable norms and budget in order to carry forward the
business idea for the better and effective operations which tends to explain in detail regarding the
restaurant and take effective shape for the better operations as it leads to open the door for the
effective business and develop a guide to plan about getting proper funds from the potential
investors which is projected for the financial plan (Aulet, Mundet and Roca, 2016).
Therefore, in terms of developing a new business and take suitable entry in market, it is
important to bring new and innovative concept by clearly defining the target market with
effective USP, undertake restaurant style and also select the food type and offered menu by
describing their brand undertaking the logo and image at the menu of restaurant which is
prominent to attract maximum number of people.
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CONCLUSION
By considering the preceding discussion, it is analysed that gastronomy is the field of
study which leads to represent the relationship between various factors like food and culture as
both the factors impact each other in terms of representing country in more positive manner.
Along with this, the food factor depends on the culture of nation and it leads to influence the
tourism sector as well. Along with this, Gastronomy and cuisine both look quite same but has
significant difference as gastronomy is concerned with the overall study of relationship among
food and culture whereas cuisines is a prominent style of developing food and also concerned
with placing it to the origin.
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REFERENCES
Books and Journals
Aguirregoitia Martínez, A. and Fernández-Poyatos, M.D., 2017. The Gestation of Modern
Gastronomy in Spain (1900-1936).
Alexey, K.O.Z.U.L.Y.A.E.V., The translation of cuisine and food cooking-related TV programs
and its influence at the usage of new notions and words related to gastronomy in the
colloquial Russian in the recent years. In Book of Abstracts (p. 45).
Aulet, S., Mundet, L. and Roca, J., 2016. Between tradition and innovation: The case of El
Celler de Can Roca. Journal of Gastronomy and Tourism, 2(2), pp.135-149.
Cargill, K., 2016. Food cults: How fads, dogma, and doctrine influence diet. Rowman &
Littlefield.
Ceravolo, F., 2018. Sui Generis-ness, Parsimony and Innocence: The (Meta) 2physics of
Parthood (Doctoral dissertation, University of Leeds).
De Jong, A and et. al., 2018. Gastronomy tourism: an interdisciplinary literature review of
research areas, disciplines, and dynamics. Journal of Gastronomy and Tourism, 3(2),
pp.131-146.
ERGÜN, E., USLU, A. and AKAY, B., 2016. A STUDY OF PERCEPTIONS OF
HOSPITALITY AND TOURISM STUDENTS TOURISM PREFERENCES. Journal of
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Guerrero, G. and Rojas, V., 2019. Young women and higher education in Peru: how does gender
shape their educational trajectories?. Gender and Education, pp.1-19.
Haddaji, M., 2018. Gender barriers and facilitators faced by women chefs in the gastronomy
and theHaute Cusine'fields (Doctoral dissertation).
Mei, Y., 2018. Recipes from the Garden of Contentment: Yuan Mei's Manual of Gastronomy.
Berkshire Publishing Group.
Metaxas, T. and Karagiannis, D., 2016. Culinary tourism in Greece: Can the past define the
future? Dimensions of innovation, entrepreneurship and regional development. Journal
of Developmental Entrepreneurship, 21(03), p.1650018.
Sánchez-Jofras, J.F. and Kuri-Alonso, I., 2019. Education and Innovation in Gastronomy: A
Case Study of Culinary Art School in Tijuana, Mexico. In Cultural and Creative
Industries (pp. 101-119). Springer, Cham.
Seyitoğlu, F. and Çevik, B., 2016. The impacts of student and life satisfaction on tourism
students’ perceived sense of belonging. Journal of Teaching in Travel & Tourism, 16(4),
pp.253-272.
Söderlind, U., 2019. Gastronomy as a tool for peace and resistance in the Holy Land.
Sorokina, A., 2016. Typology of Gastronomy Tourists and Tourism.
Szopa, R., 2017. ANALYSIS OF CULINARY TOURISM POTENTIAL IN SILESIA REGION.
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Naukowe Akademii WSB.
Yilmaz, G. and Ülker, M., 2018. Gastronomy metaphors according to restaurant
employees. Journal of Gastronomy and Tourism, 3(1), pp.31-42.
Μιχαήλ, Α.Μ., 2018. Design of a mobile application that promotes gastronomy: a
crowdsourcing approach.
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