Cultural Influences on Eating Out Habits in the Uk

4179 Words May 10th, 2008 17 Pages
Society today has become accustomed to dining out. It has become a large part of British culture according to a survey carried out by Mintel entitled ‘Evening Eating Habits in the UK’ (2005). Dining out at ethnically themed restaurants and takeaways has increased in recent years due to many different economic, social, and cultural forces. These forces vary from the presence of a more affluent society with higher expendable incomes to the increased ability to travel to exotic far away places around the world creating a consumer want for recreation in the UK of their holiday experiences which include dining out. The report also highlighted the fact that 75% of the eating out market is dominated by those eating out in the evening which …show more content…
For an ethnically themed restaurant or takeaway to make the most of these motives they should be aware they are around them and attempt to emphasize said factors within their personalized marketing mix. It is suggested by the author that this can be achieved with simple marketing ploys such as 2 course lunch menus, or a drink and a main course at a set price.. By strategically placing the offers where the consumer will see them is more likely to attract them to try the service that is provided, and possibly provide return custom when the special offers are not available and they will choose from the full price menu instead. It is suggested by the author that this form of marketing can be applied anthropologically as the consumer will not only judge the food outlet based on the price but also on how that price fits in with the image of the food product and its connection to the time and culture it represents. A good example of strategic marketing for ethnic food is that of ‘China Town’ in London, many of the restaurants offer all you can eat buffets at low prices, and set menus that will attract many types of customers from those people wanting a quick lunch away from the office to tourists who have been attracted by the hearsay and theme of such a place (Anon, 2007). 60,000 Chinese people of diverse origins live in London there is a large network of Chinese schools and charity based community centres that offer support so that a…