Exploring the concept of dining out organically : a managerial perspective. - 4 0 16; Viachaslau Filimonau and Michelle Grant; 5 Anatolia. 28 (1) : March 2017. pp. 80-92
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.
Keywords: 2 -- 0; 6; Food Service;Organic Food;Casual Dining. -- Food Consumption.;Dining Out; 20; 2