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<br/><br/>   ABSTRACT :  Market research suggests that organic food consumption in Europe is growing. The concept of dining out organically may therefore represent a promising business opportunity and yet little is known about how it is perceived by restaurant managers. This study reports on the outcome of a qualitative research conducted with managers of UK casual dining restaurants. It finds that restaurateurs are sceptical about the business feasibility of dining out organically which is viewed as a niche market with limited consumer appeal. This contradicts market research which questions the robustness of its findings. A new research stream looking at actual consumer behaviour, rather than attitudes, when dining out is necessary. Recommendations are devised to facilitate organic dining out in the UK. 
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Food Service;Organic Food;Casual Dining.    ------Food Consumption.;Dining Out.----
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