Snabbmatsrestuarangers lokalanpassning på matkulturer : En kvalitativ studie på hur matkulturer påverkar menyn

• Main Authors: Duangchaisin, Sunantatida, Yosief, Saron
• Format: Others
• Language: Swedish
• Published: Södertörns högskola, Företagsekonomi 2020
• Subjects: Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41118

Every nation has a different culture. It is complicated to directly transfer the same food product to another market because of the close integration between the food and culture. It requires a local adaptation in the food product that will fit the new market that has a different national culture. The aim of this study is to examine which strategies Quick Service Restaurant (QSR) use when they establish a dish and a menu in a new market. Furthermore, it will examine how the restaurant's menu is affected by the differences in the food cultures. IKEA Food has been used as a research object in order to study the process of developing menus in different markets. Observations, by the researchers of this study, have taken place in five IKEA Food restaurants in five different European countries. The reason for this being the ability to better identify cultural differences and study their menus. Interviews with restaurant food Managers were also held to get a better understanding of strategies that IKEA Food uses to develop a menu that best satisfies their customers. The results show that the restaurants have made a local adaptation in their menus. The main factors that affects the adaptation is; the prevailing traditions in the country in question when it comes to food, customers preferences and raw materials in the country. The study also shows that it is possible to directly transfer food products to new markets that can be considered a symbolic type of food for the company as long as it does not go against food regulations.