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Determinant attribute analysis technique that isolates critical product attributes, can be a useful marketing tool for organizations hoping to penetrate new markets, and re‐examine their current market needs. Uses restaurants in Hong Kong as an example. While consumers say that food quality and food type are the critical variables for restaurant selection or rejection, other “lesser” choice variables may be the deciding factors in the final restaurants selection or reflection. The four restaurant types which emerged from the study are: fine dining/gourmet; theme/atmosphere; family/popular; and convenience/fast‐food restaurants. The results indicate that customers’ perceptions and therefore their preferences of choice variables, varied considerably by restaurant type, dining‐out occasion, age, and occupation. Suggests that the importance of perceivably unimportant attributes, can determine customers’ final restaurant choice. It is suggested, therefore, that the quality of food and type of food should not be the only attributes underpinning the restaurateurs’ marketing strategies in Hong Kong.

This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants.

A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data.

The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants.

This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.

This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly and indirectly – via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of CBBE formation.

Two restaurants of different types were selected for the study: a mid-scale and a moderate/casual restaurant. Based on a final total sample of 402 customers of both restaurant types, a moderated mediation regression model was used.

It was found that the level of authenticity perceived by the restaurant visitor during the gastronomic experience is an antecedent of restaurant brand equity formation, both directly and indirectly, via customer satisfaction. Furthermore, these antecedent relationships were found to be partially moderated by restaurant type.

Only two restaurants were used for the study. This study could be replicated by comparing other types of restaurants with differentiated characteristics to test whether the results obtained for these two types can be extrapolated to the rest.

There is no empirical evidence in the literature regarding the possible moderating effect of restaurant type on brand equity formation, so the particular note is the simultaneous application of CBBE measurement to the analysis of two different types of restaurant and the differences in their brand equity formation. On the other hand, there are few studies that use moderated mediation regression analysis as a methodological technique in the field of restaurants, so this is an interesting methodological contribution.

The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social).

A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures.

The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social.

Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining).

This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.

Cheerful emotions are associated with achievement goals and quiescence emotions are associated with protection goals. The compatibility between consumer's goal orientation and the types of emotions can be extended to linking the types of emotions with the types of the product attributes used in advertisement. Previous studies have kept silent about the roles of differences between types of feelings induced from different advertisements on evaluating target advertised. The purpose of this paper is to explore the different effects of emotions triggered by the advertising information on evaluating the target.

Restaurant attributes were classified into hedonic and performance and reliability attributes. In total, three types of scenarios and advertisements were developed to induce the specific affect and 165 undergraduate students were assigned to one of three groups, each group consisting of 55 participants. Different scenarios and advertisements were provided to different group members and participants filled out the questionnaire. ANOVA was used to verify differences of feeling types (cheerful and quiescent) induced from each scenario and advertisement. Multiple regression analysis was used to verify the effects of feeling types induced from each scenario and advertisement on restaurant evaluations.

The appeals created by using each attribute induce positive emotions differently between the types of attributes which have a strong influence on restaurant appraisal. That is, the appeal using hedonic and performance attributes helps consumers feel cheerful more than quiescence. In addition, the appeal by using reliability attributes helps consumers feel more quiescence than cheerful. Also the cheerful emotions have more positive influences on restaurant appraisal than quiescence emotions do when appealed by using hedonic and performance attributes. Furthermore, quiescence emotions have more positive influences on restaurant appraisal than cheerful emotions when appealed by using reliability attributes.

It is of great importance for restaurant marketers to induce positive affects useful for customers' evaluation in a competitive environment. This research provides the insights into the roles of specific emotions induced from three types of restaurant attributes on the evaluation. Marketers should examine what types of goals consumers have and make an effort to trigger emotions by carefully using product attribute to be advertised to be consistent with the goals.

The main theoretical contribution of this paper is to extend prior affect‐as‐information researches to the effects of specific feelings compatible with certain types of restaurant attributes on evaluation.

Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively complement each other through combining their efforts. Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product attributes and types of restaurants that offer better opportunities for local wines. Findings indicated that attitudes of restaurateurs have a significant impact on purchases of local wine. Independently owned restaurants were also found to provide better opportunities for local wineries.

The aim of this study is to analyse the moderating roles of restaurant type and client long-term orientation (LTO) on the loyalty building process. In addition, this analysis delves into the role of customer satisfaction and delight in the dining experience on the development of loyalty to a restaurant.

This study advances a moderator mediation model stemming from self-administered online questionnaires presented to clients subsequent to their gastronomic experiences. The analysis comprised a sample of 250 customers of moderate restaurants and 290 of midscale restaurants.

The results reveal that customer satisfaction and delight are two key antecedents to the process of building loyalty towards restaurants and that the responses depended on restaurant type and client LTO.

The study advances recommendations to restaurant managers and gastronomic marketing specialists. Moderate restaurants should satisfy the customer without offering additional services while medium-scale establishments should design actions perceived as an extra that surprise the client. Moreover, it is more important to offer delight to short-term oriented clients than to long-term oriented clients.

The global character of the hospitality industry implies that achieving customer loyalty requires going further than generating favourable attitudes. This has led the academic world to place more interest on the issue of delight perceived by the client. In this sense, the present study examines exclusively the long-term cultural dimension due to the little attention it has received in hospitality literature. Finally, the advances offered by the PROCESS software in analysing indirect conditional effects renders it possible to identify the different levels of customer LTO towards different types of restaurants.

Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may vary by sales promotion and customer types. This study aims to determine whether sales promotions and customer type are the key elements that facilitate behavioral intentions by moderating the linkage between perceived price and behavioral intentions as well as the linkage between online review trustworthiness and behavioral intentions.

Analysis of the responses of 533 individuals familiar with the Michelin Guide for restaurants in Seoul provided evidence supporting a sales promotion theory wherein promotions signal benefits in consumers’ minds.

The findings show that when perceived price is positive and the trustworthiness of online reviews is high, repeat customers prefer mixed coupons to price discounts. Notably, the results indicate that when the trustworthiness of online reviews is high, first-time customers also prefer mixed coupons to price discounts. Furthermore, the findings suggest that negative evaluations of perceived price increase the impact of mixed coupons by signaling to first-time customers that given restaurants’ offerings provide monetary benefits regardless of their intentions to revisit said restaurants.

The study findings provide insights that should help managers better understand various levels of promotion. Managers can design their pricing strategies to strengthen customers’ motivations to visit their restaurants – the very thing customers often seek in sales promotions.

This study provides indisputable evidence for a sales promotion theory, wherein promotions signal benefits in consumers’ minds; however, it also shows that first-time and repeat customers do not respond equally to sales promotions.

Previous research on sustainability in the foodservice industry has emphasized its environmental, social and economic dimensions predominantly studied within a Western context or in developed countries. This paper aims to question this positioning by considering the MEA (Middle East and African) context. Second, this paper examines sustainability forms according to the type of restaurant and explains how these forms compare with and contribute to the broader scholarship on sustainability in the service marketing literature and practice.

The paper follows a phenomenological perspective and a grounded theory approach. The authors conducted in-depth interviews with 40 owners of different types of restaurants (traditional, modern and fast-food) in the capital city of Lebanon, Beirut.

This paper identifies four dimensions that are expressed in different ways depending on the type of restaurant. This paper also found that sustainability in the foodservice industry in the MEA region has some differences and similarities relative to the literature where current studies mainly focus on the Western context. While the most dominant form of sustainability in the MEA context is related to the social dimension implemented by restaurants through philanthropy and community support activities, the less important aspect refers to activities about ecology and environmental protection.

The research highlights that sustainable activities in the MEA context are shaped by deep-rooted traditions of philanthropic offerings and community-based activities profoundly embedded within the Arab region. Second, the study contributes to current practices and research related to the foodservice literature by emphasizing the dynamics of the change in terms of sustainability perceptions across different kinds of restaurants and how the type of restaurant can affect the adoption and implementation of sustainable activities. The limits of this study are related to its small sample size and the exclusion of psychographic factors, such as age and gender, which can deepen the knowledge of sustainable actions implemented by female and male restaurant owners and people of different age ranges.

With its focus on the foodservice industry in the MEA underpinning restaurateurs’ lack of ecological sustainability, this research shows that nongovernmental organizations could play a vital role in terms of raising awareness about ecological issues and how restaurateurs can be involved in eco-friendly initiatives.

The paper contributes to the foodservice literature and the emerging research on sustainability in restaurants by presenting an approach based on examining sustainable restaurants in a developing country context. The paper does so by adopting a restaurant owner’s perspective and analyzing three types of restaurants, namely, traditional, modern and fast-food restaurants.

The purpose of this study is twofold: to investigate the relationship between restaurant firms’ internationalization and systematic risk, and to further examine the relationship between internationalization and systematic risk based on the type of restaurant firm (i.e. limited-service vs full-service restaurants).

This study analyzes data from US-based publicly traded restaurant firms by estimating systematic risk based on the Carhart four-factor model and by performing a two-way random-effects model.

Findings support not only the risk-reduction effect of internationalization on systematic risk but also the moderating effect of the role of restaurant type on the relationship between internationalization and systematic risk. More specifically, the risk-reduction effect of internationalization on systematic risk is greater for limited-service than full-service restaurants.

The findings of this study can provide restaurant executives with more confidence in pursuing internationalization as part of their risk management strategy, acknowledging that more international operations could mitigate restaurant firms’ systematic risk. More specifically, limited-service restaurants can more significantly enjoy the risk-reduction benefits by increasing their international operations than full-service restaurants based on the findings of this study. Furthermore, risk-averse investors could consider purchasing shares of limited-service multinational restaurants’ stocks to enjoy more risk-reduction benefits.

By focusing on the restaurant industry with consideration for the restaurant type, this study provides more tailored recommendations for implementing internationalization strategies with regard to risk management.