Impact of Technology on the UK Restaurant Industry: A Research Study

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Research Proposal
How technology is disrupting UK restaurant industry
Globalisation Topic
Student Name:
Student ID:
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Abstract
The study provides in-depth discussion about the technological advancements taking place in
the UK restaurant industry as well as its detailed impact have been investigated and
explained. Along with this, the researcher has paid attention to elaborate about the issues and
challenges that the restaurant brands are facing regarding the accommodation of the
technological innovations into business models. For accomplishment of the study objectives,
the researcher has selected to use survey approach for gathering relevant information for the
topic. Along with this, the researcher will use both primary and secondary data collection
methods for gathering appropriate data.
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Table of Contents
1.0 Introduction..........................................................................................................................4
1.1 Background to the Study......................................................................................................4
1.2 Research Aim.......................................................................................................................4
1.3 Research Objectives.............................................................................................................4
1.4 Research Questions..............................................................................................................5
1.5 Rational of the Study............................................................................................................5
1.6 The Scope of the Study........................................................................................................6
1.7 Literature Review.................................................................................................................6
1.8 Research Methodology.........................................................................................................7
1.9 Project Planning...................................................................................................................8
1.10 Ethical Issues......................................................................................................................9
References................................................................................................................................10
Appendix..................................................................................................................................11
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1.0 Introduction
According to interbrand.com (2019), like all other industries and sectors, it has been
investigated that the UK restaurant industry is facing several challenges in keeping pace with
the dynamic changes that are taking place in the business environment, emerging trends and
consumer lifestyles. It has been analysed that in order to win the race to grab greater market
share, companies need to be highly focused and purposeful in their actions towards both their
internal and external processes (Cavusoglu, 2018).
1.1 Background to the Study
Restaurant brands are quite similar to the retail shops, which are facing fierce competition as
well as facing disruption due to ongoing technological transformation. Several trends have
emerged in the industry, including the decline in barriers for market entry, thereby pushing
the existing restaurant brands to be fast movers as well as position themselves for consistent
growth in future (Kalganova and Limlahapun, 2018). Therefore, greater focus is required for
bringing changes in the ecosystem of the industry to enable greater developments.
1.2 Research Aim
The primary aim of the study is to illustrate about the various changes and transformations
that have taken place in the UK restaurant industry due to various technological
advancements.
1.3 Research Objectives
The research objectives of the study are:
 To analyse the changes that have been introduced by the technology in UK restaurant
industry
 To investigate the changes in the customer behaviour and expectations in the UK
restaurant industry
 To evaluate the issues and challenges faced by the UK restaurant industry in
embracing new technology
 To provide recommendations for the UK restaurant industry to address and
accommodate the technological changes
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1.4 Research Questions
Research questions of the study are:
 What are the changes that have been introduced by the technology in UK restaurant
industry?
 What have been the changes observed in the customer behaviour and expectations in
the UK restaurant industry?
 What are the issues and challenges faced by the UK restaurant industry in embracing
new technology?
 What are the recommendations for the UK restaurant industry to address and
accommodate the technological changes?
1.5 Rational of the Study
What is the issue?
The major issue that has emerged in the UK restaurant industry is that introduction of
technological advancement in the industry has created various changes in the operations and
functioning of the entire industry. This has raised concerns in the minds of the business
owners of UK restaurant industry in relation to the future scope of the industry.
Why is the issue?
The major reason behind the emergence of issues and challenges in introducing the
technology in the UK restaurant industry is the fluctuating customer behaviour. Along with
this, it has been observed that introduction of technology has raised the customer
expectations, thereby, increasing pressure on the restaurants owners.
What is the issue now?
Currently, several organisations of entire UK restaurant industry are facing issues regarding
accommodation of technological advancements and alignment of organisational objectives
accordingly. Therefore, the entire industry is facing problems regarding the development of
innovative business models.
What light this project will shed upon?
This project will shed light on the impact of technological advancements on the functioning
of the UK restaurant industry, highlighting both the positive and negative factors. Along with
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this, the study will provide details about the various technological advancements that have
taken place and the corresponding influence on the business activities.
1.6 The Scope of the Study
The scope of the study is widely diversified, as it aims to highlight various parameters and
factors involved in the UK restaurant industry. The study will provide exceptional support to
the different organisations operating in the industry to comprehend the changes, thereby,
make suitable modifications and innovations in their functioning.
1.7 Literature Review
Globalisation and Technology adoption
Globalisation has significantly played a crucial role in creating and disseminating the
technologies all across the firms operating the global market. in taking the different viability
of various channels of international technology while transmitting both importing and
exporting activities (Fatima, 2017). Globalisation has affected the international firms with all
advent of e-commerce and technological changes. It has increased the role of technology in
Business to business market strategy as crucial aspect to conceptualise the business
purchasing behaviour (in context of technology) in perceiving the importance of effective
management adopting the new technologies. The increased possibility of information sharing
through internet services has enhanced the market expansion perspectives.
Disruptive innovation and technology in Hospitality industry
In realigning the changing trends and globalised nature of business, 21st century has shown
different organisational activities that have drastically transformed its traditional process of
business to digital technology. The disruptions occurred in a business cannot be determined
without adapting the technology. Technological disruptions in human resources have caused
the robotic service experiences for the potential consumers. Hotel or hospitality based
industry has shown certain replacements of existing technologies and process with new
disruptive technologies (Joshi, 2018). The meal services in restaurants have been replaced by
robotic machines. Such change in technologies has enhanced the customer experiences and
influenced the technologies to be undertaken further in the restaurant business.
Artificial intelligence, robotics and service automation in hospitality companies
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Hospitality and tourism have significantly implemented the technologies such as robotic and
artificial intelligence as in form of delivery bots, chat bots, conveyor restaurants and self-
service information sharing. Online reservations and conveyor belt restaurants are some
significant aspects that have shown fully automated operations. It has helped the restaurants
to communicate efficiently with the potential customers (Ivanov and Webster, 2017). The
benefit that has been acquired in implementing the adoptions of such technologies has shown
financial benefits in reducing the labour costs. Besides this the technology has enhanced the
restaurants in perceiving higher service quality has engaged the customers with effective
service delivery.
Literature Gap
Technology is a development process that has shown drastic advancements as a concept to
improve different areas reflecting to every industry. The literatures have identified the current
aspects of technologies in impacting the restaurant industry. However, the identified gap is
that the changing advancements of technologies have shown rapid enhancements hence the
hypothesis is relevant on the current aspects.
1.8 Research Methodology
Research methodology is a defined acknowledgement of different research methods that are
to be undertaken by the researcher to conduct the research study with a systematic approach.
It specifies the process and techniques that to select, identify and analyse te data on the
concerned hypothesis.
Dimension of researches Selected methods
Research philosophy Positivism Research Philosophy
Research Design Conclusive Research Design
Research Approach Deductive Research Approach
Data collection method Primary and Secondary research methods
Sampling technique Probability Sampling technique
Table 1: Research Methodology
(Source: Created by the learner)
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Research Philosophy
Research philosophy specifies the development process, sources and the nature of the
knowledge. Positivism research philosophy is selected as the philosophy to ensure a highly
structured research study (Cazeaux, 2017).
Research design
Conclusive Research design has shown higher validity to ensure a conclusive hypothesis. It
ensures the relevant methods and techniques that to ensure a reasonable research approach
gaining clear data.
Research approach
In justifying the plan and process, Deductive research approach is a tested approach that will
ensure a broader concept to the research study and signifying the validity of the research
hypothesis (Jackson, 2015).
Data collection technique
Mixed data collection method is admired relevant to undertake secondary sources and
primary sources equally to support the hypothesis. The survey to 100 employees in UK
restaurant industry will signify relevant data (Palinkas et al., 2015).
Sampling technique
The principle to select the relevant samples for the research study from the whole population
states the relevance of ensuring probability sampling technique as the approach to specify
the respondents (Etikan et al., 2016).
1.9 Project Planning
In this part of the study, complete description about the various stages of the research project
has been outlined:
Content 4th Feb-
9h Feb
10th
Feb-
17th
Feb
18th
Feb-1st
Apr
2ndApr-
27th
Apr
28th
Apr-
14th
May
15th May-
24th May
Specific topic will be chosen
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Data as per the topic will be
collected
Layout of the study will be
created
Literature review
Project structure will be
framed
Various methods will be
selected
Evaluation of the data will
be done
Key findings will be
highlighted
Submission of file
Table 1: Gantt chart
(Source: Created by the learner)
1.10 Ethical Issues
Ethical aspects for carrying out the study are an important part of the entire research project.
This allows the researcher to make best decisions, thereby, complete the research study in a
well organised manner. This way the researcher can accomplish all its objectives in more
efficient manner. Data Protection Act, 2018, will be considered as a guiding principle to
ensure that no faults and errors are made in any area of the research project.
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References
Cavusoglu, M., 2018. An analysis of technology applications in the restaurant
industry. Journal of Hospitality and Tourism Technology.
Cazeaux, C., 2017. Art, research, philosophy. Routledge.
Etikan, I., Alkassim, R. and Abubakar, S., 2016. Comparison of snowball sampling and
sequential sampling technique. Biometrics and Biostatistics International Journal, 3(1), p.55.
Fatima, S.T., 2017. Globalization and technology adoption: evidence from emerging
economies. The Journal of International Trade & Economic Development, 26(6), pp.724-
758.
interbrand.com. (2019). How technology is disrupting the restaurant industry - Interbrand.
[online] Available at:
https://www.interbrand.com/best-brands/best-global-brands/2018/sector-overviews/
technology-disrupting-restaurant-industry/ [Accessed 26 Feb. 2019].
Ivanov, S.H. and Webster, C., 2017. Adoption of robots, artificial intelligence and service
automation by travel, tourism and hospitality companies–a cost-benefit analysis. Artificial
Intelligence and Service Automation by Travel, Tourism and Hospitality Companies–A Cost-
Benefit Analysis.
Jackson, S.L., 2015. Research methods and statistics: A critical thinking approach. Cengage
Learning.
Joshi, B.P., 2018. Disruptive Innovation in Hospitality Human Resource. Journal of Tourism
and Hospitality Education, 8, pp.48-61.
Kalganova, T. and Limlahapun, R., 2018. Influence of technology on consumer behavior in
the Digital Era.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K.,
2015. Purposeful sampling for qualitative data collection and analysis in mixed method
implementation research. Administration and Policy in Mental Health and Mental Health
Services Research, 42(5), pp.533-544.
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Appendix
Q1. How far do your agree that the introduction of technology is changing the
restaurant industry in UK?
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
Q2. What are the changes that have been observed in the customer purchasing
behaviour in restaurant industry in UK?
 Demand for nutritious snacks
 Better delivery mechanisms
 High reliance on food bloggers
Q3. What have been the major trends emerging in the restaurant industry in UK?
 Decline in consumption of processed foods
 Robot operated restaurants
 Use of virtual-ordering assistant
Q4. How far do you agree that the customer expectations from the brands have changed
in the past few years?
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
Q5. What changes have been observed in the expectations of the customers in the past
few years?
 Need for organic food
 Demand of store brands
 Greater transparency
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Q6. How far do you agree that innovation is the key vital key for boosting business in
the restaurant industry in UK?
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
Q7. What percentage of the restaurant companies have tuned to innovative models to
grab a greater market share?
 90-100 %
 70-80 %
 50-60 %
 Less than 50 %
Q8. What are the major challenges that are obstructing the path of the restaurant
industry to innovate?
 Low ROI
 High changes in customer behaviour
 Labour issues
 Difficulty in embracing powerful innovation
Q9. How has technology affected the business of restaurant industry in UK?
 Redefining customer expectations
 More focus on health
 Increasing influence of social media
 Rise of responsible dining
Q10. What will be the future of the restaurant industry in UK in next 5 years?
 Higher digital experience
 Integration in the service models
 Use of augmented reality and artificial intelligence
 More culturally focused
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