Overview of the restaurant industry
In the contemporary context, the restaurant industry can be defined as an industry that involves professional restaurants, bars and other providers of food services structured to allow in-service deliveries. It can be considered as a network or a collection of professional food service companies which operate restaurants and other eating places in both at the country level and at the global levels. Hyun et al (2011, 30) assert that these companies operate in services, which include includes full-service restaurants, quick-service restaurants, cafeterias and buffets, and snack bars, among other services. It is one of the largest professional industries in the EU countries and the US (Glanz, 2007, 384). The industry is widespread from the states up to the national and international standards. It covers most of the professional food service provider companies within the states. It employs an array of professionals as from chefs and waiters to those attending to bar services and to the management team (Hyun et al, 2011, 430).
Trends and development in restaurant industry
Often used synonymously in the food service industry, the restaurant industry is one of the most rapidly growing industrial sector in the world today. It is among the fast-technology industries adopting the trends in the general population (Han, 2011, 60). It is considered to be one of the most actively engaged in satisfying the changing needs of the consumers as a priority in their service delivery. The industry has developed as a medium of economic boost. Kim et al (2011) note that it derives such a thrust from the fact that the economic status requires a fast, convenient and self-satisfaction guarantees. Friedman (2010) asserts that the social media advertisement has also boosted the performance of this sector at large. There has been several trends in the industry. The adoption of digital technology such as the trending online transactions, media has well hit the industry. The recent trend in the industrial development is the green kitchen technology that has been adopted globally in the industry as a trend in the modern restaurant operations (Kim et al. 2011 pp 430) The trends have well merged the system into a global village industry in the restaurant sector.
Perception of green kitchen in EU/USA, Asia
The green kitchen, restaurant, as a new trending option, has received mixed reaction globally in the face of its adoption. Chou (2012;708) asserts that the green kitchen restaurant is a healthy perception in the face of health reforms. This venture is about a healthy living perception that utilizes the consumption of healthy natural products. It focuses much on the environmental friendly products such as the Eco products(Chou, 2012, pp 708). The concern about takes a bigger portion of this sector. It utilizes natural products as protein breakfast fasts, natural kitchens and all about the natural food. Technological restaurant that utilizes the advantage of technology advancement to make the transaction easy and faster. The restaurant allows the application of web sites in booking for restaurant services in advance. It is a recent development in the industry (Chou, 2012, pp 708). Though it is a famous venture in the current industry, the green kitchen- restaurant, however, received a mixed reaction response among the target population. Some individuals consider the venture as a very reliable and effective development in the history of the restaurant industry (Baraban & Durocher, 2010). They perceive it as a milestone in the industrial development that help them to effectively use their time and manage their resources effectively in the food service ventures. Moreover, the individuals tend to love the service in the US, UK countries and Asia as a result of the adoration given to the technological advancement in these contexts (Chou, 2012, pp 708). On the other hand, some individuals still consider green kitchen as a less important venture.
Comparison of restaurant industry in Kazakhstan to developing countries’
Even though developed nations enjoy the backlog of industrial growth, the restaurant industry is a global venture that enjoys the establishment of an all- round exploitation in the world today (Bowden & Dagger, 2012, 501). This industry endures a global image in the face of development and industrial advancement. This industry, however, is well established and widely stable in the developed countries in the developed nations such as those in the UK, US, and the Asian contexts (In Preston-Wilsey, 2015). Its initiation in the developing countries such as those in the African context lags far much behind the history of its origin and is an extension of the industry. However, the industry has, at the same time enjoyed a great endeavor in these nations with established centers for professional trainings on food service industry (Azar, 2009, 34). These involve colleges and restaurants where the food service industry is highly valued. The trainings involve cooking skills, hospitality, and tourism as well as management trainings. In addition, the industry has been established a number of, globally recognized, food service centers in the developing countries as well (National Restaurant Association (U.S.)., & National Restaurant Association (U.S.). (2010).
Tendency of green kitchen in developing countries
Restaurant industry is chain of restaurants and other eating places. The services from the industry include full- service restaurant, fast service restaurants, cafeterias and buffets and snacks bars. Examples of such companies include Starbucks, YUM, Darden restaurants and Bloomin’ brand. Developing world is nation of the world which is less economically and technologically advanced (Developing world). They always have financial issues. In comparison of the developing world to restaurant industry we focus on the issue of food and hygiene. Developing world mostly rely on agriculture to provide for the economy. This implies that food needed for the restaurant industry is readily available. The developing countries are currently adapting to changes in technology. They are slow in taking new technology, even though using new technologies is very frequent in the developing countries. Restaurants industry is also in constant change. The changes in restaurant industry are the different type of foods that are becoming peoples’ favourite for example pizza. The generation in developing world today do not intend to be left behind. They strive to live like other people on the developed world. Most of restaurants industries participate in giving back to the society. They take up community- based programs to help enhance the society. Community- based products are very much encouraged in developing countries. Green kitchens are restaurants that cook and eat healthy and simple vegetarian food with natural ingredients, whole grains, good fats, fruit, and vegetables. Developing countries have the tendency to start up green kitchen. The issue of food in developing county-Kazakhstan is food safety (Sanlier et al. 2011). Most of the citizens are likely to consider the food from the restaurant to be safe because it is natural vegetable. Consumers believe that the food is healthy. Some think that food is quite expensive since that are from organic products that are also expensive. Costumers like the restaurant because they believe that green kitchen provides the safest food. Other restaurants feel threatened by the existence of green kitchen. They are already putting up measures to curb competition that is likely to arise.
Consumer perception
Consumer perception is the sensory perception of marketing and advertising (Blank & Media, 2016). The consumers’ perception to the product is affected by the consumers’ culture and religion. The green kitchen products are considered to be luxury. People think that the food products are not very necessary. They argue that they can substitute the food with the normal food that they have been surviving on at a cheaper price. Luxury products can maintain their status in the market by having high prices (Ahn, 2015). However the high price is not very applicable to the green kitchen because it has very many restaurants from which people can substitute. People say that the product from green kitchen of healthy and safe for their consumption. Some believe that the quality of the product is worth the price; however, customer perception of the product is very important if the products are to sale and maintain market dominance. Price perception theory applies to the price assigned to a product and the value it is worth. From the theory it is very easy to realise when a product is overpriced as it will quickly stall. The most difficult problem from the theory is under-pricing (Hague & Harrison 2016). There is no clear indication of under-pricing from the market. Consumers will still buy the goods as they were doing initially even if it is of less price than its worth. In which case, the quality plays a major role in determining the preference of the consumers. As long as the green kitchen does not over price they will maintain their, customers.
Consumers will always buy the product as long as they believe it is worth what they gain from the products. Some consumers believe that cheap products are of low quality and are dangerous. The pricing of the product from green kitchen are relative and is affordable to most of the people. The products stand to dominate the market because people believe that they are safe. With increase cases of cancer and sugar related diseases in the developed country people are encouraged to take more natural vegetable and this is greatly going to favour green kitchen.
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