Ethnic Fusion Cuisine: Bringing an ethnically diverse lunchtime experience to university communities by Ania Kanwal

Ethnic Fusion Cuisine Bringing an ethnically diverse lunchtime experience to university communities

Ania Kanwal

CONTENTS Introduction

The Fast Food market

> What is â&#x20AC;&#x2DC;healthyâ&#x20AC;&#x2122; fast food? > Speed in the restaurant trade > Mcdonaldization Trend Direction: SLOW

> The slow movement > The Slow food movement Globalisation in Agriculture

> How has globalisation in agriculture impacted food culture in the uk? The Ethnic Food Market

> Indian cuisine & its popularity in the UK > Immigration in Nottingham The Big Idea

> Student Eating Habits > Hybrid Cuisine Testing my Big Idea The Existing Consumer Route to Consumer

26 28 29

RELISH FUSION: Moroccan | Indian Cuisine to-go > Our Consumer: Consumer Profiles, The consumer decision process > Competitors > Creating Awareness Integrated Marketing Communications Mix (IMCM)

Brand Activation

Conclusion

Introduction Now more than ever consumers are more conscious of the benefits of healthy eating and their wellbeing. More brands are beginning to tap into this emerging trend of keeping strong, fit and healthy. The wellness trend is being driven by bloggers who write about food and nutrition, such as Deliciously Ella and fitness bloggers including ‘fit like a girl’ which encourages women to start strength training. However, healthy eating is not being catered for at lunchtime. There are very few food places that actually sell truly nutritious food. A quote by Guptill et al, (2013) supports this and states, “Information on healthy eating is abundant, contradictory, and sometimes misleading. Since the late nineteenth century, government agencies and health organisations have generated nutrition guidelines attempting to shape consumer foodways to improve population health” However, companies still get around these guidelines and label packaging with words such as ‘low calorie’ and ‘low fat’ which confuses consumers and makes them question: “What actually can I eat that is healthy?” What is “Healthy eating?” Healthy eating means consuming the right quantities of food from all food groups in order to lead a healthy life. – Nordqvist, (2015). However, a Mintel report states that “Freshly Made” is a more exciting term and worth paying for - Mintel, (2015). “Healthy foods are seen as natural or bland.” Ethnic cuisine is also an emerging trend in 2016. There are already many Japanese restaurants in the market, however street food seems to be taking over. Thai and Middle Eastern street food cuisines have been around in UK cities for a while, which are providing people with exciting and affordable authentic food options when dining out of home. Yalla Yalla is an example of a pop-up Lebanese brand in London with two restaurants in Soho and Greens Court and a pop-up in Greenwich. They give generous portions and have plenty of choice on their menu for main dishes, and Mezze consisting of 19 authentic Lebanese dishes to choose from.

“Many cultural groups maintain and reinvigorate distinctive foodways to retain and express their unique heritage, while simultaneously adapting new culinary elements to create a hybrid cuisine.”

- Guptill et al, (2013). Soul food is an example of African – American hybrid cuisine, which became popular in the 1960’s, and signified the rising popularity of ethnic food, health food and other alternative cuisines. When we look to eat other ethnic cuisines, we also want to learn about other cultures other than our own, whilst feeling connected to the people we are with and to people from that culture. The lunchtime food market is usually centred around affordable fast food to go, so people can quickly eat their lunch and then carry on the rest of their afternoon. University students lead busy and stressful lifestyles, so an enjoyable lunch may not be their first priority. My objective is to assess the problem that is a lack of lunchtime food options at university campuses according to the students and staff. I asked 8 students, 4 visitors and 3 staff members from Nottingham Trent University (NTU) if they think that there needs to be more lunchtime food options on campus. The majority of participants replied “Yes” and others stated that there is a need for healthier options at NTU. The aim of this report is to provide an opportunity for the communities of universities to deliver more exciting fresh food to go that is ethnically diverse, and reflects the rising ethnic minorities in UK universities, which I will address later in this report. I will explore issues such as globalisation in agriculture and how it has impacted our food choices as well as how this will link to food culture and immigration in the UK. I will also look at the fast food market and compare it against the slow food movement that is currently occurring. By analysing these aspects I hope to come up with a ‘big idea’ that will address the university lunchtime problem.

Deliciously Ella

Fig. 1.

â&#x20AC;&#x153;Many cultural groups maintain and reinvigorate distinctive foodways to retain and express their unique heritage, while simultaneously adapting new culinary elements to create a hybrid cuisine.â&#x20AC;? - Guptill et al, (2013) Yalla Yalla Mezze plate

Fig. 2.

he Fast

Food market

“Healthy” Fast food? Even popular fast food brands that are primarily known for their unhealthy menus are trying to tap into the healthy food trend. I looked into how these brands market their ‘Healthy fast food’. What I found was that there was mostly bad press about fast food restaurants claiming to be completely ‘healthy’. On marketwatch.com, (2014), an article about Burger King states that when they tried to appeal to people worried about calorie intake, they introduced their ‘Satisfries’. They were made from a less porous batter with 30% fewer calories and also cost more than the actual fries, which is why this concept failed. The article states, “Even healthy options are not so healthy”. The food still contains deep fried batter, high salt and sugar levels, etc. Usually when people eat at fast food restaurants it is due to the fact they are very hungry and want to eat fast, for a low price. It is likely that a McDonald’s, Burger King or KFC is in close proximity to wherever they are and the consumer gets a full ‘meal deal’ for an average of £5. A study in the Journal of Tourism conducted by Untaru et al., (2012) supports my statement. They conducted a focus group of students to identify the motives a young person has when choosing to eat at a fast food restaurant. They found that the students favoured the quickness of serving, the affordable price, the familiarity of the foods and the accessibility of the location. Some restaurants focus on calculability* as an incentive for people to buy from them. Fast food restaurants use the fact that going to their fast food chain will take a shorter time than cooking it yourself at home. (E.g. Dominos promises pizza in half an hour, otherwise the pizza is free). – Ritzer, (2010). But how often do people eat at ‘healthy’ fast food restaurants? * (E.g. Pret, Wasabi, EAT, etc.). 6

I conducted a general survey via social media of 54 participants to find out. Male and Female participants who were aged 21-50+. (45% were aged 21-25 and 40% were aged 16-25). I found that 30% of people only eat at ‘healthy’ fast food places once a month, as 86% of people do not think that there are enough healthy fast food choices are available on the high street. I visited a ‘healthy’ fast food restaurant named ‘Hoffs’ that opened in the Nottingham city centre in the summer of 2015, but closed down seven months later. (See review in App: F). My experience at Hoffs shows that customer service and quality of food plays a big part in keeping a restaurant open. It may be difficult to keep fresh food fresh and expect to provide good quality food. However, it may have been in wrong location and it just was not getting enough customers. It was located in the middle of Nottingham city centre surrounded by many well established and mainstream competitors such as Nandos, Wagamama, Thaikun and Bella Italia, who have healthy options on their menu (e.g. Bella Italia have a ‘dishes under 500 calories’ option). *Calculability: One of the four dimensions of McDonaldization. Calculability is an emphasis on the quantitative aspects of products sold (portion size, cost) and service offered (the time it takes to get the product) – Mcdonaldization.com, (2000). *’Healthy’ fast food restaurants: Restaurants that claim to sell food with better nutritional value compared to the standard fast food restaurants which are commonly known to be unhealthy (E.g. McDonalds, KFC, Burger King).

Fig. 3.

Fig. 4.

peed in the Restaurant trade

Getting lunchtime food out to customers quickly is very important now that people are leading increasingly busier lifestyles and usually don’t make time for breakfast or a healthy lunch. “Just because it is fast food, it doesn’t necessarily mean it is bad for you.” – Lostincatering.com, (2015). The Asian food market is an example of an industry that strives to deliver food as quickly and efficiently as possible. Restaurants such as Wasabi, Yo! Sushi, Pho, Chinese and Indian takeaways have always provided fulfilling big portions of food quickly, that are affordable. The high speed of these restaurants is beneficial for the customer as it is more convenient for them to just order their food, eat it and pay as opposed to if they were to prepare and cook it themselves. According to a research report by Buckley et al., (2007), their definition of Convenience supports this: “Convenience is associated with reducing the input required from consumers in either food shopping, preparation, cooking or cleaning after the meal.” The findings from the studies in this report suggest that there are various factors why people choose to eat convenience foods. Some of these consist of alleviating high stress levels and time saving (Traill & Harmsen, 1997). McDonaldization McDonaldization is a term invented by George Ritzer explaining that every task in the production process should be broken down to its simplest form with each individual task being assigned to a different worker so that each worker becomes highly specialized in their designated task, rather than one employee carrying out the entire production – improving the efficiency of the organization. In the terms of McDonalds, “the drive-thru is the best way of efficiency as it provides the best way to get from being hungry to being full.” – Ritzer, (2010). 8

An example of speed and efficiency in McDonald’s is where fractions of a second are saved; when closing the burger box this also puts on the top of the burger as opposed to carrying out both these tasks separately. Their kitchens worldwide sell on average 50 million burgers a day, so, for them, these fractions of a second saved per burger add up to a large amount of time saved in the organisation. Many restaurants are beginning to use technology to bring faster service. E.g. Wagamama have collaborated with Qkr! By Masterpass, that allows customers to access the app and pay for their meals at any point so that they can just leave once they have eaten. This is more convenient for the customer as they avoid the waiting around for the bill, and then the card machine (which can take an unnecessary amount of time depending on how busy the restaurant is). This gives the consumer control of their experience. Lostincatering.com, (2015) supports this and states that guest expectation is changing as customers want to choose how long or short their stay is when dining.

Fig. 5.

Fig. 6.

TREND DIRECTION: SLOW

Fig. 7.

Whilst I have been discussing speed in the fast food industry, the slow movement is occurring which we also need to take account of, as it is an important factor that influences the food, fashion, and journalism industry today. The slow movement has arisen from the recession. Before it arose, we were suffocated in consumerism and were more careless with money and what we spent it on. There are now more constraints on disposable income and this has resulted to a greater proportion of consumers incomes being spent on value products like groceries. This is what we call the ‘hybrid consumer’. According to Rabobank, (2013), the hybrid consumer uses money saved from buying value items to indulge in premium items such as meals out, holidays, and cars. Slow fashion is a movement, which is currently being endorsed by many leading designers such as Kate Fletcher who coined the term in 2008. “Slow fashion encourages designers to take their time creating a quality product and increasing the value of that item of clothing, while also being mindful of being respectful of both the environment and other people during the production process” - Mercer, (2014). This is opposed to fast fashion where corners may be cut as producers attempt to mimic designs they have seen on the catwalk in very little time to get them into shops as soon as possible. This is likely to lead to lower quality garments being produced, which goes against the ethos of “slow fashion” where the clothes are meant to be timeless and last for years. Another big difference between slow and fast fashion is that fast fashion producers for some companies are renowned for providing their workers with lower quality working conditions. For example, it has been known for Chinese workers write ‘SOS’ messages in clothes because conditions are so bad and they are forced to work. This is a stark contrast to the slow fashion movement where there is an emphasis on sustainable production and fair wages for workers producing the clothes.

Fig. 8.

The slow food movement The slow food movement originated from Italy in 1986. It is an opposition to fast food and industrial food production and focuses on embracing traditional cuisine, using local and fresh produce, and taking our time to eat the food. In Florence, there are slow food restaurants where the food is harvested and then immediately cooked which makes people eating it appreciate where their meal has come from and how it was prepared. The Italian founder of slow food Carlo Petrini states, “We are enslaved by speed and have all succumbed to the same insidious virus: Fast Life, which disrupts our habits, pervades the privacy of our homes and forces us to eat Fast Food.” - Honore, (2004). This quote proposes that we are essentially forced to consume fast food through our busy, rushed lifestyles that we make for ourselves but if we take time to slow down, we can control our eating habits more easily and embrace what we eat. The Millennial generation (people born from 1980-2000) are much more aware of the nutritional values in the food they eat. Their parents however, were not aware of these nutritional values inside the food they were consuming, as there was a lack of information on food packaging before the government set guidelines for nutritional information to become compulsory on packaging. The silent generation who were alive during the war fed them this type of food as they were deprived of it due to the food being rationed. However, consumers these days are more aware of the nutritional benefits and consequences on their health when deciding what food to eat. We also take pictures of our food and publicise it on social media, using hash tags such as #FoodPorn. This gives us the time to slow down and appreciate what we are eating - Denton, S. Trend Boutique briefing 2017/18, (2016) 11

CASE STUDY:

"The groundnutâ&#x20AC;? The Groundnut is three-man partnership who are a good example of embracing slow food. They create specific seasonal menus for diners based around their heritage: mixed African and European. They create and host successful events for diners with a different menu and different location for each event. The Groundnut also has their own cookbook that demonstrates how to make your own authentic African/European meals at home. Their cookbooks are a platform to share the food of their upbringing to people who are not familiar with African cuisine, as it is a cuisine that has been ignored.

Fig. 9.

The Groundnut

Fig. 10.

How has GLOBALISATION IN AGRICULTURE impacted food culture in the UK?

Globalisation has enabled people to communicate instantly around the world â&#x20AC;&#x201C; leading to a spread of sharing ideas, culture and imagery. ICT developments have improved, such as the phenomenon of social media and mobile phones leading to the increase of communication between different cultures, thus making it easier to trade goods across the globe. Globalisation has become a lot more wide spread for a number of reasons including the fact that the UK and other western countries look to decrease labour costs by producing their products in a country where the minimum average wage is lower. Workers in these countries are often less educated than workers in the UK and therefore lower skilled. Sirkin, (2008) describes this, as â&#x20AC;&#x153;Globalityâ&#x20AC;? where a business competes with all others of its type in every country, so will do whatever is necessary to cut costs. The fact that these goods usually have to be transported hundreds of miles before they reach the UK consumer, means some goods are unlikely to be as fresh as if they had been produced in the UK. Another issue is that globalisation may be making food prices rise in the UK, as supported by an analysis by Hirsch et al., (2011). Their analysis which focused on food prices and market practice led them to conclude that due to long term pressures which are expected to cause world food prices to rise, this is likely to result in higher retail food prices in the UK.

HE ETHNIC FOOD MARKET

_Ethnic Cuisine; Pertaining to or characteristic of a people, especially a group (ethnic group) sharing a common and distinctive culture, religion, language, or the like - Costello et al (2001). If we apply this definition to the term ethnic food, we generalise every single style of cooking from every single region of the world.

Fig. 11.

Fig. 12.

The ethnic food market is growing year on year in the UK (See App: O). Whilst observing the ethnic cuisine market, I noticed that street food is a growing trend. One cuisine in particular, is Thai street food. Over the past year, two Thai street food restaurants have opened in Nottingham town centre. Thai street food restaurants continue to grow in the UK with chains in Leeds, Manchester, and London. I observed the customers of Zaap and Thaikun in Nottingham, both located in the city centre. Their customers consisted of many Thai families, as the restaurants are authentic and apparently represent Thailand streets. As there were a lot of Thai customers, the restaurants may bring them an element of nostalgia. I asked Iqbal, (2016), a Thai international student at NTU about his experience in Thaikun: â&#x20AC;&#x153;It was a good dinner experience; it was as authentic as it could have been because the environment was very traditional. The food quality in Thaikun was more desirable than actual Thai street food, but you pay for what you get.â&#x20AC;? Other customers consisted of Nottingham local residents and students of various ages. Bringing ethnically diverse cuisine into Nottingham is proving to be successful, and it is potentially bringing the Nottingham community together as they can enjoy and explore exciting food that has not been introduced into the city, or recognised as a growing trend until now.

Indian cuisine & its popularity in the UK Indian cuisine is one of the most popular cuisines in the UK and has had a huge impact on the way the UK eats. A government minister, Robin Cook even claimed in 2001 that the Chicken Tikka Masala was a British national dish - The Guardian, (2001). An article by Parker, (2014) supports this and states, “In 1997, Chicken Tikka Masala was reportedly being ordered by 11 million diners in Britain, about 22 per cent of the population.” – and that was only in 1997. According to upbproducts, (2014), The British Raj saw military personnel attempting to replicate meals eaten in India when they returned home which expanded the popularity of the cuisine in the UK. Along with this, Queen Victoria had Indian staff who would cook Indian dishes for her every day. Again, increasing the popularity. Indian takeaways and restaurants are not exactly renowned for being ‘healthy’. However, taking into consideration the current health trend, many Indian restaurants are adding ‘healthy options’ on their menus with dishes such as Tandoori Chicken (Chicken cooked in a special clay oven; a Tandoor - see fig. 15). People are also starting to become more inquisitive and adventurous with trying different Indian dishes, and moving away from the British Indian Chicken Tikka Masala. Bobby Patel, owner of Indian restaurant ‘Prashad’ in Yorkshire proves this and states that the most popular dish in his restaurant is Special Chaat (A diced samosa topped with potato, chickpeas and yoghurt - see fig. 13.) - Parker, (2014).

Fig. 13.

Fig. 14.

Fig. 15.

Immigration in Nottingham To make my ethnic cuisine idea justifiable, immigration plays a big part in determining whether it will be successful or not as if the population of ethnic minorities in Nottingham is increasing, my idea of ethnic cuisine will be viable. I looked into immigration in Nottingham. I compared the 2001 census against the 2011 census and worked out the percentage change of immigrants in Nottingham. Evidently in fig. 16, the rates of Ethnic groups in Nottingham are increasing, and the rates of White British people are decreasing meaning that my idea of Ethnic Cuisine could potentially be successful in Nottingham. An increase of ethnically diverse cuisine may be more favourable by those of different ethnicities and international students. ‘Taste’, the brand of cafeteria at NTU is also addressing this trend. Hopkins, (2016), the manager of Taste cafes at NTU stated that they are currently working on introducing authentic street foods such as ‘Korean style vegetable and bean casserole’ and ‘Choripán South American hot dog’.

Fig. 16.

Fig. 17.

THE BIG IDEA Exploring and analysing the issues above has led me to use various idea generation methods to generate my big idea. (See App: M). My big idea will aim to solve the problem of a lack of lunchtime options at universities, by providing alternative and fresh food choices.

Introducing Fresh and fast ethnic cuisine into the NTU (Nottingham Trent University) campus to help bring the university community together so that they have an exciting and healthier lunchtime experience.

HOW? By making their lunchtime experience exciting & guilt-free. Food brings people together - whether it be meeting new university friends, old friends, or on their way to university. People bond over exciting food, flavours and experiences at university. Mintel, (2015). Occasions on which diners choose healthier meals, June 2015 Base: 1,690 adults aged 16+ who have eaten in a restaurant/ordered a takeaway/home delivery in the last three months

â&#x20AC;&#x153;On which, if any, of the following occasions would you choose to eat a healthier meal when dining out (incl. takeaways/home deliveries)? Please select all that apply.â&#x20AC;?

Fig. 18.

This chart from Mintel shows sufficient proof that people like to choose healthier options for lunch, no matter what age the consumer is. People tend to be busier during the day and opt for healthier food choices that will refuel them such as food high in protein and vitamins as opposed to eating carb-heavy lunches that will tire them out, which is usually the majority of what is offered in places selling food E.g. Sandwiches, wraps, crisps, etc. There seems to be a lack of a wider variety of protein, fibre and vitamin based food for lunchtime.

TUDENT EATING HABITS

Students have limited time and limited budgets, they are stereotyped for buying the cheapest and most unhealthy food that is quick and easy to make. I carried out some primary and secondary research into the types of food students like to eat to see if the stereotype is true. The secondary research articles concerning the eating habits of students support this stereotype. As reported by Zolfagharifard, (2013), students reported relying heavily on convenience foods, takeaways and fast food – with almost half admitting eating these foods up to 5 times a week. I asked the students from the focus group about their eating habits whilst at University and how often they eat out, or eat a takeaway meal. Pannu, (2016) replied: “Literally, all the time. It must be about 4/5 times a week. I would have to say that there is at least one meal I have a day that is eaten out.” Morely, (2016) answered that he eats out on the weekends, but likes to cook in the weekdays. Nevertheless, It depends on the individual what they eat at University and as my focus group consists of only 6 students, it cannot necessarily be generalised to all students. However, it is not just students that eat at the University. Staff and visitors also do. I observed and took images of students, staff and visitors eating their lunch in three different parts of Nottingham Trent University to see what type of food they eat for lunch. I visited the Students Union (SU), The Chaucer Taste café, the Arkwright Taste dining hall, and the Newton Taste café. From the images I took (fig. 19-24), the students were more likely to have quick and easy food to go such as sandwiches or coffees, where as the staff members were more likely to dine in for hot meals. I asked the same participants if they would like to see healthier food available at the university. The reason I asked this question is because Taste have recently collaborated with ‘Love Joe’s’, a fried chicken brand and whilst observing the food around campus myself, there is not much food that is truly fresh and ‘healthy’. 22

All 3 staff members said yes, they would like to see healthier options on campus as well as 7 out of 8 students. I asked Hopkins, (2016) how successful the Love Joe’s café has been since its opening in 2015. He replied: “Love Joes has been extremely successful and has resulted in increased income compared to the previous offer; we continue to work to grow this concept further.” Although Love Joe’s may not necessarily be ‘healthy’, it is clear that there is a gap in the market for hot, fresh ethnic cuisine to go which provides a healthier option for the NTU community to choose from, considering the concept of Love Joe’s proves successful at NTU.

Fig. 19.

Fig. 22.

Fig. 20.

Fig. 23.

Fig. 21.

Fig. 24.

Hybrid Cuisine In London, there is more of a demand for fast food with higher flavours. E.g. Combination cuisines, for instance: Indian and Moroccan. From the same survey I conducted on â&#x20AC;&#x2DC;Healthy fast foodâ&#x20AC;&#x2122;, I asked participants to select some cuisines from a list that they would like to try more of which are not so popular in the UK. The most popular choices amongst the recipients were as follows: 65% chose Moroccan, 63% chose Carribean, 48% chose Brazillian, and 46% chose Malaysian. This data gave me insight of what cuisines people are interested in trying and I could potentially use this data for my big idea. However, as there were only 54 participants, I cannot generalise this to the whole population as different people have different cuisine preferences.

Fig. 25.

When asked about their opinions on hybrid cuisine, I received a range of mixed qualitative answers:

“I’m

not su I’m not re on tog tha a et I’m her bu fan of t one. whe open t som mixing Perso e t n tho n it co o new times cultu ally, r ugh i e mes t i d s wor eas to ks , my t-out, pre food, espec well. opi nio ns c pared so if it ially - Pa ’s ould and rtic coo well be ipa k swa nt A yed ed, , An . ony mou s (2 016 ld u o sh e ) n o t u b g in terest in is e t lik p e is c n e o “The c ixing cuisin n mixing it. M o l fu ect so re a c e b s to be perf d e e n it r; u ourite mixing colo tary. My fav n e lim p m o c e . Using the that it can b maican food Ja d e ix m ic t way so it is Arab in a differen t u b ts n ie d mental same ingre of the funda se u a c e b ix is easier to m ingredients.” 16) onymous (20 n A B, t n a ip - Partic

To explore this further, I conducted a focus group of six students aged 20 - 23 each being a different ethnicity and from 3 different universities. I asked them too which cuisines they would like to try (See App: B). The answers I received were also very mixed. It seems that from my research, people are open to trying different cuisines, which supports the increasing trend of hybrid cuisine. The issue here is that it is difficult to tell if the people who say that they would like hybrid cuisine, will actually like it. According to Lostincatering.com, (2016), to introduce hybrid cuisine, “We need to build on a number of ethnic cuisines that consumers are already comfortable with.” This is so consumers are not dissuaded from an unfamiliar cuisine. I carried out a Skype interview with Food Futurologist Gaye, (2016) who supports this quote as she suggests, “There has to be a level ground when doing hybrid cuisine. Something that people are familiar with, like chips for example.”

ESTING MY BIG IDEA

A SWOT Analysis assessing the benefits and limitations that my idea might have:

STRENGTHS

WEAKNESSES

- There is a gap in the market for a fresh, ethnic fast food brand on campus

- The cuisines involved may not be preferable to everyoneâ&#x20AC;&#x2122;s taste palettes

- It offers an exciting alternative to lunchtime competitors

- People may not be interested in being educated about the culture

- It needs to be affordable for students and staff

- Menu will have limited choice

- It is a unique concept as there are no competitors who provide fresh, ethnic food and embrace the experience of this

- Opportunity for students to get involved with a new brand on campus - Opportunity to bring different ethnic cuisines into the mass market and take something that is not so popular and make it more popular

OPPORTUNITIES 26

- Taste cafĂŠ is already serving ethnic foods, and working on introducing other cuisines so there is competition with another ethnic food brand on campus. (However, Tastes food is not particularly healthy).

THREATS

Kiosk Sherwood

Fig. 26.

Fig. 27.

I discussed my idea with Gaye (2016), (See App: I). Gaye did not particularly understand the concept of different cuisines and changing menus: “How do you know that people are going to like chicken tikka? You don’t – and by the time you’ve figured it all out, the week is over, you’ve run out of chickens and gone back to sandwiches. You need to define what the offering is that’s going to be viable.” I agree with her to the extent that having a different menu per week may not work in terms of a business. However, I visited a café in Nottingham called Kiosk (fig. 27), who changes their ethnic inspired menus regularly. They have a set menu, which they change every six months and they have five specials, which are changed weekly. I asked Sam, (2016), the co-manager at Kiosk about how Kiosk use their ingredients so that they avoid wastage: “It is tight around margins, but lot of the food that we produce is often quite tried and tested flavours that we know work together but we use the ingredients in slightly different ways, so that often helps a lot.” Gaye is therefore correct, and regularly changing menus would be a struggle, especially for a new food brand. EAT, a popular lunchtime restaurant chain also have a set menu, and change their soup flavours every day. This brings variety to regular customers as they may be familiar with the menu and brand, but there is also an element of surprise in their choices so there is something different every time they re-revisit.

HE EXISTING CONSUMER

To determine the most effective market segment to aim my brand at, I will use psychographic segmentation, which can be used to segment consumers in terms of shared activities, interests and opinions - Solomon et al, (2013).

‘On the go’ working professional

‘The fast food fiend’

- Time restricted – may not have time to sit down and eat lunch

- Doesn’t like or want to cook meals themselves

- Health and diet conscious

- Tends to eat unhealthy fast food on a regular basis e.g. McDonald’s, KFC as drive thru is easy and quick

- Requires food to go for lunch whilst at work, university or out and about

- Does not like to try other foods except for comfort foods e.g. Beans on toast, chips

‘Health Focus’

‘Just feel like it’

- Main focus is a clean diet and exercise

- Loves food, driven by taste – ethnic food to go may be appealing to this consumer

- Requires food high in protein, fibre and vitamins, low in carbs - Avoids fatty fast food places e.g. McDonald’s, KFC

‘The Foodie’ - Passionate about food and trying new foods - Tends to Snapchat and Instagram their food regularly - Goes out for meals on a regular basis

- Less health conscious, tends to eat anything that is available to them at the time - Does not like to cook meals themselves

OUTE

TO THE CONSUMER

Within this report detailing the route to consumer, I will discuss various ways in which I will attempt to reach out to my target consumer and increase awareness of my ethnic cuisine brand. By understanding the consumer decision process and how I can target the consumer at each stage, I can devise an integrated marketing communications plan in order to directly target my consumer, by using elements of the communications mix. Relish Fusionâ&#x20AC;&#x2122;s unique selling point (USP) is fresh, ethnic hybrid cuisine to go. I have discovered that there is a gap in the market for this in Nottingham city centre, which I will address later in this report, as there are very few restaurants that sell hybrid cuisine to go or have made hybrid cuisine their USP. Frankie and Bennyâ&#x20AC;&#x2122;s for instance is essentially a hybrid between Italian and American cuisine, however it sells foods from various cuisines that are generally associated with each other anyway in the UK such as pizza and chips. This is opposed to Relish Fusion, which is based on embracing less common food variations such as Moroccan chicken accompanied with Biryani (an Indian rice dish with spices and meat).

Fig. 28.

This brand essence model (see fig. 29), is a summary of what is at the heart of Relish Fusion as a brand. For students, staff and the general local community who yearn for something different at lunchtime, Relish Fusion is the first ethnic fusion food brand in Nottingham that excites and offers an alternate lunchtime option when on the go.

Fig. 29.

Consumer

The main consumers will be people who are part of the NTU community: students, staff and visitors. Students are unlikely to have as much disposable income compared to the staff and the visitors, so the idea of paying for a grab and go lunch every day, or every few days may appeal to them as it is cheaper and easier than a ‘sit down’ meal. An article by Stoessel, (2013) states, “visits to retail stores for prepared food orders during lunch hours have increased 29 percent in the last five years.” This supports my statement that people want a quick meal for lunch so that they can carry on with the rest of their day. Relish Fusion will aim to interact with the consumer on a more personal level than is the norm in the fast food industry, via loyalty schemes and getting to know the customers. An article written by Glenday, (2013) states: “90% of consumers would recommend a brand to others after interacting with them on social media.” Engaging with them personally increases brand loyalty; which is why creating a lunchtime experience that is applicable to my consumers of all ages, will gain the trust and respect from the wide diversity of my consumer. The consumer segments which are more suited to Relish Fusion’s target consumer are the ‘On the go’ working professional, the ‘just feel like it’ consumer, and ‘The Foodie’:

The ‘On the go’ working professional (fig. 30) gets up early in the morning to ensure that they can get everything done before they go to work or University. They are health conscious; they never miss breakfast, as eating three meals a day is important in order to get as much energy as possible so they are able to carry out day-to-day tasks and can be focused on their work. They will make time to cook healthy meals and as exciting as possible but do not like to spend too much time preparing and cooking their food as it interrupts their busy lifestyle. This consumer would be ideal to target as Relish Fusion offers an alternative lunchtime option as opposed to eating something mundane for instance, a

The ‘just feel like it’ consumer takes things as they come and is very easy going; not much bothers them. Wake up, go to university, work or wherever they need to be, come home and relax. They are not too health conscious, but do love food and likes to just eat whatever is available to them at the time. They are not necessarily lazy people, however don’t like to use their free time to prepare and cook meals, as it is usually easier to go to Subway or to get it delivered. This consumer would be ideal to target, as they may be open to trying something new on campus.

The ‘Foodie’ consumer (fig. 31) is very passionate about trying new and exciting foods, there is very little that they dislike when it comes to eating. They regularly go out for meals, however also love to cook and experiment with various recipes, and always Snapchat and Instagram their meals. Their hobby is to write good (and bad) reviews of their experience in the restaurants they visit and also to blog about it. This consumer would be ideal to target as they would spread the word of Relish Fusion via social media, and will review their experience of the brand.

I love to eat well, but the long preperation interupts my busy lifestyle

I never miss breakfast. 3 meals a day are important I need as much energy as possible to carry out my many daily tasks!

There are very little lunch options around the workplace, it looks like it’s a meal deal again...

Fig. 30.

ROSE: ‘On the go’ working professional 34

I love to discover new and exciting food places, there is not much I dislike!

I have to share my experience of eating exciting meals on Snapchat & Instagram! I find the food at uni so mundane; there needs to be something new and fresh!

I keep a blog of the restaurants I visit - it is my hobby!

Fig. 31.

NALAN: â&#x20AC;&#x2DC;The Foodieâ&#x20AC;&#x2122;

elish Fusion Vs. Competitors

I created a perceptual map (see fig. 32) showing the freshness of ingredients used in the food in competing restaurants vs. the variety of different cuisines sold in each restaurant. It seems that from my model, there are very few brands that use completely fresh ingredients and also sell a wide variety of cuisine. The buffet restaurants around Nottingham sell the widest variety of international cuisine, however the food tends not to be as fresh as it is left out for a long time. With regards to the fast food and takeaway restaurants such as McDonaldâ&#x20AC;&#x2122;s or Chunky Chicken, the food is usually cooked from frozen or prepared elsewhere, and they tend to sell just one cuisine. Perceptual map comparing the extent of fresh ingredients used in meals served vs. the variety of international cuisine sold in a restaurant

Fig. 32.

The consumer decision process In order for my marketing efforts to be most productive, I need to understand the process my consumer will go through before considering my brand as a lunchtime option. Every single brand out there is competing for their audience to notice them. Posner, (2011) supports this as she states, “Every interaction provides an opportunity for the business to differentiate itself from competitors, create value and ensure a positive experience for the customer.”

Maslow’s Hierarchy of needs

The first stage in the consumer decision process is need recognition. People are leading increasingly busy lives so when out, about and hungry, they are considering that they want to pick something quick and tasty. This is supported by Maslow’s Hierarchy of needs, (see fig. 33) which proposes that an individual is motivated to achieve certain needs. In this case, the consumer is motivated to fulfill their physiological needs; keeping hydrated and fuelled from water and food, which are the most instinctive needs to meet in order to move on to the next.

Fig. 33.

The consumer then searches for information via flyers through the door or friend recommendations and then evaluates where and what they want to eat. When consumers are evaluating, my brand is competing with all the other fast food to go restaurants around Nottingham city centre, so Relish Fusion has to offer something different and appealing than other food to-go competitors. Referring back to my perceptual map, Relish it at an advantage as not many competitors serve fresh ethnic fusion food to go. When evaluating they will also be researching the product. They may be looking on Trip Advisor for reviews, or may have heard about the brand via word of mouth or social media. This will lead to the consumer making a purchase decision, however the consumer’s decision can be affected due to the quality of their experience associated with the brand, such as on the website or in-store. I need to ensure that Relish’s website contains all the relevant information on and is fun and interactive, and that the staff build strong customer relationships by giving good customer service and maintaining the brand image of being fun, friendly and approachable. The final stage is the consumer’s post purchase behaviour; this is where the loyalty loop model is applicable (see fig. 34). This model accounts for experiences the customer has with the brand that affect their long-term loyalty after the initial purchase. Once eaten at Relish Fusion, they will evaluate the quality of their experience and food. If satisfied with the food and service, they may become a regular and loyal customer and bond with the brand, using Relish’s loyalty card scheme. The customer may then advocate the brand by recommending it to other people or writing reviews online. At this point, if they have become loyal customers they are likely to not look for other quick lunchtime alternatives. By looking at the reviews of local Nottingham competitors on Trip Advisor, it can help me gain an idea of what consumers like or dislike about the brand. According to Strauss et al, (2012) people find that a ‘person like yourself’ is trust worthier than any company or CEO, as they share similar interests and values. E.g. in this case, people trust Trip Advisor more when looking at restaurant reviews because they rely on other people who have experienced what they are interested in experiencing for themselves.

Inferno Pizza is a close competitor of Relish Fusion as it is located fairly close to the university, in the middle of the city centre and shares a similar target market to my brands target market: The NTU community, and the Nottingham local community. Out of 63 reviews, 59 people rated Inferno ‘Excellent’ and ‘Very good’. A key insight that I drew from these reviews were that consumers loved the personalization concept of Inferno, not only with the pizzas but also the fact that their names are written on the pizza paper before they choose toppings, so are referred to by their names throughout the whole ordering process. Another insight I found which the consumers loved was the price of £7.95 for a pizza and a re-fillable drink. This is an advantage to my brand as Inferno is a few pounds more expensive than what Relish Fusion’s food would be priced at, which will be £5 for a meal, including a drink. Every single brand out there is competing for their audience to notice them. Posner, (2011) quotes that “Every interaction provides an opportunity for the business to differentiate itself from competitors, create value and ensure a positive experience for the customer.” By ensuring that I understand the process that my consumer goes through at every step of interaction with my brand, I can make my customers’ lunchtime experience differentiate from other competitors.

Fig. 34.

Relish Fusion loyalty passport

Creating Awareness For Relish Fusion to become successful, my target market need to be aware of not only the existence of the brand, but also its brand values and what it stands for. Supporting this, Shimp, (2003) states, from a consumerâ&#x20AC;&#x2122;s point of view, a brand has no equity unless the consumer is at least aware of the brand. Awareness consists of one of the four stages of the AIDA model (See App: T), where Hanlon, (2013) describes as a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase. I will use the power of social media and promotional material on the product packaging to endorse loyalty schemes and incentives in the hope that this will drive word of mouth recommendations, which are likely to lead to increased interest in the brand.

Fig. 35. Fig. 36.

I will aim to set up the pop-up restaurant during term time on university campuses, so Fresherâ&#x20AC;&#x2122;s fair would be an ideal starting point to create awareness; handing out discount incentives and promoting the loyalty card to students, staff and visitors at the university (see fig. 35, 36). As for the local community, awareness will be created via a social media campaign and word spread as some Nottingham residents may not be aware of the restaurant otherwise as it will be situated on NTU campus.

ntegrated Marketing Communications Mix (IMCM)

I will use marketing communications strategies to engage my consumers with my brand. The engagement via the tools in the MCM is likely to stimulate demand for my pop-up restaurant. This will hopefully cause an increase in members of my target market enquiring about the brand, resulting in an increase of sales and success for Relish Fusion. I will use the sales promotion and direct marketing elements of the MCM, as they are forms of below the line promotion with the ability to reach a specific, targeted audience. One element I will use is sales promotion. Relish Fusion can utilize this tool by deploying their staff to offer free taste samples of food around the streets of Nottingham city centre, incentives such as discounts and promoting a loyalty card scheme. This will help promote the brand via word of mouth. “A loyalty program needs to have a special name, look, and feel. It really needs to be holistically connected to the brand and different from any other loyalty program out there.” Amit Kleinberger, CEO of Menchie’s frozen yoghurt. (Cited in an article by Gregory, 2013). Relish will give customers a loyalty ‘Passport’ to encourage engagement from my customers, which is stamped every time they have eaten from there. Once they have 5 stamps, they will receive a free meal and drink. One example of a brand that successfully uses a loyalty scheme is Waitrose. Their scheme is that when people sign up for their myWaitrose program, they will save money with deals on their shopping, and immediately get extra benefits such as a free newspaper and coffee when they visit Waitrose. This scheme is clever because it shows that Waitrose know their consumer: “myWaitrose is our way of thanking you, and getting to know the things you like, so that we can help you enjoy more of them.” - Waitrose, (2016). Their loyal customers will therefore feel like they are a part of the brand, because they will feel appreciated that they are spending their money in Waitrose and nowhere else.

Fig. 37.

Another tool I will use from the MCM is direct marketing, which Fill, (2013) describes as targeting individual customers with the intention of delivering personalized messages and building a relationship with them based on their responses to the direct communications. I will use Relish’s packaging design and social media to directly target the customer. On the back of the food to go packaging, there will be promotional material which will encourage customers to get involved with Relish’s social media campaign (see fig. 40). This will involve customers taking a picture of their food, captioning it with one word to sum up their experience at Relish and posting it onto Instagram or Facebook with the hash tag #RelishIt. The incentive will be a prize draw with the chance to win a month’s worth of meals at Relish Fusion.

Fig. 38.

A good example of a brand that successfully uses direct marketing is skincare brand Kiehl’s who have a ‘try before you buy’ scheme which offers five free samples with every skincare consultation. This allows the customer to try the products to ensure that they are 100% satisfied before purchasing the full sized product. A personal experience I have had from Kiehl’s is where I had a consultation, bought a product, and at the point of purchase I was asked for my email address and home address. A few weeks later, Kiehl’s sent me a handwritten postcard addressing me personally and thanking me for choosing to shop at Kiehl’s (see fig. 38). Enclosed in the letter was a free sample of their ‘Ultimate strength hand salve’ and a description of its benefits written on the postcard. This is also a clever way to create brand loyalty, as the consumer will feel pleased that they spent their money at Kiehl’s, because the brand are personally thanking and rewarding them, making the consumer feel appreciated for shopping at Kiehl’s and are likely to shop

Fig. 39.

Brand Activation I plan to carry out a brand activation campaign, which April5, (2014) defines as the art of driving consumer action through brand interaction and experiences. This will involve the previously mentioned social media campaign in which consumers are encouraged to share pictures of Relish’s meals. This not only increases the brand’s exposure to potential new customers, but also creates an emotional attachment between the consumer and the brand as the photo will be amongst all that persons other happy memories and experiences on their Instagram profile. On Relish’s website, the campaign will be posted as a manifesto of words that people have used to describe the brand, which will give consumers looking into the brand reassurance, as they know what other people think of Relish Fusion and are more likely to trust their opinion rather than the brands’ opinion, as consumers know they will obviously be confident and positive about their own brand.

Fig. 40.

CASE STUDY:

INNOCENT - THE BIG KNIT Objective: To help the problem that old people’s lives are at risk in the UK because of the cold.

The campaign idea: Old and young consumers

were asked to knit little wooly hats to put on Innocent smoothie bottles with 25p of the proceeds from these drinks going to Age UK charity. It was a success. So far, the people of the UK have knitted 5 million hats. On Innocent’s website, it allows people to get involved both physically and digitally, with beginner, intermediate and advanced knitting patterns of hats for people to try at home, and a digital version named ‘The innocent big knitter’ where it allows people to choose a smoothie, a hat pattern, a colour and accessories for the hat, which is then shared on social media to spread the word about the big knit campaign. This campaign is a good example of brand activation as it allows the consumers to directly get involved with the campaign and form an attachment to the brand, so the consumers are likely to trust the brand and this will hopefully make their evaluation process much easier when deciding what beverage to drink (See full case study in App: S).

Fig. 41.

o Conclude...

It is clear that my evidence supports the fact that there is a gap in the market that is fresh, ethnic cuisine to go available within the NTU campus. Taking into consideration the increasing trend and demand of Mediterranean and African foods in the UK such as ‘Yalla Yalla’ in London, and ‘Marrakesh’, a Moroccan restaurant in Nottingham which have recently opened a separate take away restaurant not far from the main restaurant called ‘Marrakesh Express’, a pop up restaurant selling various Moroccan foods on the menu in hybrid with elements of Indian cuisine for familiarity, will potentially be successful as another choice for lunch. In terms of creating a lunchtime experience for the consumers, the brand will aim to attract customers with fresh, authentic flavours, an approachable and playful brand image, and a strong integrated marketing strategy. According to Mintel, (2015), “only 34% of ethnic restaurant/takeaway users see sit-down meals at an ethnic restaurant as authentic.” This is beneficial for my ethnic food to-go brand, as this quote implies that 66% of takeaway users may feel that ethnic food is more authentic if it is eaten to take away, as the two ethnic cuisines served at Relish Fusion are stereotyped in the UK to be eaten from a takeaway, especially Indian cuisine. I aim to launch Relish Fusion in September 2016, when the new university year begins. This will hopefully lead to Relish Fusion becoming a talking point on the NTU campus and amongst the local community.

List of illustrations Fig. 1. Yalla Yalla mezze (2012). [Online] Available at http://thebespokeblackbook.com/2012/07/yalla-yalla-the-wordon-the-street/ Accessed on [27/04/2016] Fig. 2. Deliciously Ella (2015). [Online] Available at http://www.standard.co.uk/lifestyle/foodanddrink/how-to-makegluten-free-date-and-pecan-loaf-with-deliciously-ella-10315131.html Accessed on [27/04/2016] Fig. 3. Pepper pie chart (2016). [Photograph] Own Image. Accessed on [06/05/2016] Fig. 4. Second pepper pie chart (2016). [Photograph] Own Image. Accessed on [06/05/2016] Fig. 5. Wagamama Qkr Masterpass (2015). [Online] Available at https://twitter.com/wagamama_uk/ status/575317750861578240 Accessed on [27/04/2016] Fig. 6. Wagamama Chilli Squid (2016). [Online] Available at http://www.wagamama.com Accessed on [27/04/2016] Fig. 7. Taking pictures of food (2016). [Photograph] Own Image. Accessed on [08/01/2016] Fig. 8. China SOS message (2016). [Online] Available at http://www.soabar.co.uk/2016/02/26/complete-guide-washcare-labels-washing-symbols/ Accessed on [28/04/2016] Fig. 9. The Groundnut cooking (No Date). [Online] Available at http://www.thegroundnut.co.uk/GROUNDNUT/ GALLERY.html Accessed on [27/04/2016] Fig. 10. The Groundnut dinner party (No Date). [Online] Available at http://www.thegroundnut.co.uk/GROUNDNUT/ GALLERY.html Accessed on [27/04/2016] Fig. 11. Zaap menu (2016). [Photograph]. Own Image. Accessed on [16/02/2016] Fig. 12. Zaap restaurant (2016). [Photograph]. Own Image. Accessed on [16/02/2016] Fig. 13. Papdi Chaat (2016). [Online] Available at http://www.vegrecipesofindia.com/papdi-chaat-delhi-papdi-chaatrecipe/ Accessed on [28/04/2016] Fig. 14. Spice tin (2016). [Photograph]. Own Image. Accessed on [27/04/2016] Fig. 15. Tandoori Chicken (2015). [Online] Available at https://backpackerlee.wordpress.com/2015/04/18/tandoorichicken-indias-yogurt-coated-treasure/ Accessed on [28/04/2016] Fig. 16. Nottingham Cencus comparison chart 2001 and 2011 (2016). Own Image. Accessed on [18/02/2016] Fig. 17. Passport Control Zaap (2016). [Photograph]. Own Image. Accessed on [16/02/2016] Fig. 18. Mintel cracker bar chart (2016) [Photograph]. Own Image. Accessed on [14/03/2016] Fig. 19. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016] Fig. 20. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016] Fig. 21. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016]

Fig. 22. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016] Fig. 23. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016] Fig. 24. Creative primary research images around NTU campus (2016). [Photograph]. Own Image. Accessed on [23/02/2016] Fig. 25. Chickpea pie chart (2016). [Photograph]. Own Image. Accessed on [06/05/2016] Fig. 26. Kiosk ethnic meal (2015). [Online]. Available at https://arecipeforgluttony.wordpress.com/2015/03/05/kiosk -sherwood/ Accessed on [28/04/2016] Fig. 27. Kiosk Sherwood café (2016). [Photograph]. Own Image. Accessed [17/03/2016] Fig. 28. Relish Fusion Logo (2016). Own Image. Accessed [01/05/2016] Fig. 29. Brand essence model (2016). Own Image. Accessed [01/05/2016] Fig. 30. Rose consumer profile (2016). [Photograph]. Own Image. Accessed [04/05/2016] Fig. 31. Nalan consumer profile (2016). [Photograph]. Own Image. Accessed [05/05/2016] Fig. 32. Perceptual map (2016). Own Image. Accessed [17/04/2016] Fig. 33. Maslow’s Hierarchy of needs (2016). Own Image. Accessed [17/04/2016] Fig. 34. Maslow’s Hierarchy of needs (2016). Own Image. Accessed [02/05/2016] Fig. 35. Loyalty passport front (2016). Own Image. Accessed [02/05/2016] Fig. 36. Loyalty passport back (2016). Own Image. Accessed [02/05/2016] Fig. 37. MyWaitrose loyalty card (2013). [Online]. Available at https://www.buzzfeed.com/scottybryan/13-problems -you-often-encounter-in-waitrose?utm_term=.jomn1vVP8n#.ltaNzO0XRN Accessed on [02/05/2016] Fig. 38. Kiehl’s postcard (2015). [Photograph]. Own Image. Accessed [05/05/2016] Fig. 39. Kiehl’s hand salve (2015). [Online]. Available at http://brashandbrilliant.com/2015/01/11/jesilou/winterskincare-survival-3-products-you-need/ Accessed on [01/05/2016] Fig. 40. Relish campaign design for packaging (2016). Own Image. Accessed [02/05/2016] Fig. 41. Big knit campaign (2015). [Online]. Available at http://www.deramores.com/bigknit Accessed on

[02/05/2016]

References Beckett, S. (2005). Food & Drink: Soy successful. Nexis. [Online] Available at https://www.nexis.com/results/ enhdocview.do?docLinkInd=true&ersKey=23_T23707000949&format=GNBFI&startDocNo=0&resultsUrlKey=0_ T23707000951&backKey=20_T23707000952&csi=8200&docNo=2 Accessed on [18/3/2016] Buckley, M. (2007). The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments. Appetite (Eating and Drinking). Costello, E. et al. (2001). Ethnic definition. Random House Websterâ&#x20AC;&#x2122;s Unabridged Dictionary. New York, Random House Reference. Cook, R. (2001). Chicken Tikka Masala National dish. The Guardian. [Online]. Available at http://www.theguardian. com/world/2001/apr/19/race.britishidentity Accessed on [22/04/2016] Denton, S. (2016). Trend Boutique briefing, 2017/18 Fill, C (2013). Marketing Communications: Brands, Experiences and Participation. 6th ed. London: Pearson. Dr Gaye, M. (2016). Skype Interview Guptill, A (2013). Food and Society - Principles and Paradoxes . Polity press. 61. Hanlon, A. (2013) AIDA model definition. [Online]. Available at http://www.smartinsights.com/traffic-buildingstrategy/offer-and-message-development/aida-model/ Accessed on [25/04/2016] Hirsch et al. (2011) cited in Hanley, T. (2011). The implications of globalisation for poverty and communities in the UK. Globalisation, UK poverty and communities. 10. Honore, C (2004). In Praise of Slow. Orion. Hopkins, I. (2016). Interview. Manager of Taste Cafes Innocent Drinks (2016). Innocent the big knit campaign [Online]. Available at http://www.thebigknit.co.uk Accessed on [25/04/2016] Iqbal, K. (2016). Interview. Thai International student at NTU Kiehlâ&#x20AC;&#x2122;s (2016). Try before you buy [Online]. Available at http://www.kiehlstimes.com/highlight_try_before_you_buy. php Accessed on [25/04/2016] Kleinberger, A. (Cited in Gregory, J. 2013). A new wave loyalty [Online]. Available at https://www.qsrmagazine.com/ operations/new-wave-loyalty Accessed on [22/04/2016] Lostincatering.com (2016). UK restaurant trends. [Online] Available at http://lostincatering.com/lostincatering/ restaurant_trends_2016.html Accessed on [1/2/2016] Lostincatering, (2014). Speed. [Online] Available at http://lostincatering.com/lostincatering/speed_2014.html Accessed on [18/1/2016] Maslow, A. (1943). Motivation and Personality. 2nd ed. Harper and Row. 1970. McDonaldization. (2000). [Online] Available at http://www.mcdonaldization.com/whatisit.shtml Accessed on [18/02/2016] 48

Mercer, A (2014). Slow Fashion. [Online]. Available at http://mic.com/articles/81065/how-nyc-s-slow-fashionmovement-is-revolutionizing-the-industry#.Fed7diX1q Accessed on [15/04/2016] Mintel, (2015). Attitudes towards healthy dining out of home. [Online] Available at http://academic.mintel.com/ display/750532/ Accessed on [10/03/2016] Mintel (2015). Attitudes towards emerging cuisines. [Online] Available at http://academic.mintel.com/ display/733968/?highlight#hit1 Accessed on [12/1/2016]. Mintel (2015). Ethnic restaurants should make a bigger deal of autumn. [Online]. Available at http://academic.mintel. com/display/753025/?highlight Accessed on [30/04/2016] Morely, J. (2016). Student focus group Nordqvist, C. (2015). Healthy eating definition. [Online] Available at http://www.medicalnewstoday.com/ articles/153998.php Accessed on [04/01/2016] ONS 2011 Census (2015). Ethnic Groups in Nottingham, 2001 and 2011. [Online] Available at http://jsna. nottinghamcity.gov.uk/insight/Strategic-Framework/Nottingham-JSNA/Related-documents/Demography-chapter. aspx Accessed on [06/01/2016] Pannu, M. (2016). Student focus group Parker, O. (2014). Curry: why the British are moving on from Chicken Tikka Masala. The Telegraph. [Online]. Available at http://www.telegraph.co.uk/foodanddrink/10564444/Curry-why-the-British-are-moving-on-from-Chicken-TikkaMasala.html Accessed on [22/04/2016] Posner, H (2011). Marketing Fashion. London: Laurence King Publishing. 47. Rabobank, (2013). Rise of the hybrid consumer. [Online] Available at https://www.rabobank.com/en/press/ search/2013/Rise_of_the_Hybrid_Consumer_to_polarise_the_food_sector.html [Accessed 25/2/2016] Ritzer, G (2010). McDonaldization. 3rd ed. United kingdom: SAGE publications. Accessed on [18/02/2016] Sam. (2016). Interview. Staff member at Kiosk cafĂŠ Shimp, T.A (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications.. Mason, Ohio: Thomson Southwestern. 39. Sirkin, H (2008). Globality: Competing with Everyone from Everywhere for Everything . London: Business Plus. Accessed [24/02/2016] Solomon, M, Marshall, G, Stuart, E, Barnes, B, Mitchell, B (2013). Marketing: Real People, Real Decisions. 2nd ed. Harlow: Pearson Education Ltd. 224, 424, 442 Accessed on [23/04/2016] Stoessel, E. (2013). Increase lunch sales by offering grab-and-go options [Online]. Available at http://restauranthospitality.com/consumer-trends/increase-lunch-sales-offering-grab-and-go-options Accessed on [01/05/2016] Strauss, J and Frost, R (2012). E-Marketing. 6th ed. Harlow: Pearson Education Ltd. 25. Tripadvisor, (2016). Inferno reviews [Online]. Available at https://www.tripadvisor.co.uk/Restaurant_Review-g186356d8865472-Reviews-Inferno_Pizza-Nottingham_Nottinghamshire_England.html Accessed on [26/04/2016] Upbproducts, (2014). The popularity of Indian cuisine in the UK. [Online]. Available at http://upbproducts.co.uk/blog/ asian-food-uk-indian+cuisine-influenced-uks-palate/ Accessed on [22/04/2015] 49

Untaru, E. (2014). Why do young people prefer fast food restaurants? - An exploration study. Journal of Tourism. Waitrose, (2016). myWaitrose. [Online]. Available at http://www.waitrose.com/home/mywaitrose/mywaitrose_ welcome.html [Accessed on 22/04/2016] Yip, W. (2016). Oriental food report. [Online]. Available at http://www.wingyip.com/Portals/0/Wing%20Yip%20 Oriental%20Food%20Report.pdf?ver=2016-02-05-103941-133 Accessed on [14/04/2016] Zolfagharifard, E. (2013). Student eating habits. Daily Mail. [Online] Available at http://www.dailymail.co.uk/health/ article-2438649/The-average-student-gains-STONE-year-university--main-reason-freshers-flab-stress.html Accessed on [19/6/2016]

Bibliography Atlantic Online, (2015). Most students are eating food locally sourced. [Online] Available at https://www.nexis.com/results/docview/docview.do?docLinkInd=true&risb=21_ T23339702992&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T23339711403&cisb=22_ T23339711402&treeMax=true&treeWidth=0&csi=414070&docNo=4 Accessed on [19/1/2016] Balston, C. (2015). Top 10 foods in Brazil. BBC. [Online] Available at http://www.bbcgoodfood.com/howto/guide/top10-foods-try-brazil Accessed on [19/01/2016] Broadbent, A. (2015). Brand Activation [Online]. Available at https://econsultancy.com/blog/66013-brand-activationand-its-role-in-driving-consumer-engagement-and-awareness/ Accessed on [25/04/2016] Bruce, F. (2007). BBC documentary - The truth about food. [Online] Available at https://www.youtube.com/ watch?v=JXZ1dH7tJWw [Accessed 15/10/2015]. The Business times (2006). Catering to European food market [Online] Available at https://www.nexis.com/results/docview/docview.do?docLinkInd=true&risb=21_ T23333824209&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T23333824213&cisb=22_ T23333824212&treeMax=true&treeWidth=0&csi=11432&docNo=5 Accessed on [18/1/2016] Buckley, M. (2007). The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments. Appetite (Eating and Drinking). Cardello, H. (2013). Fast Food chains had better embrace health [Online] Available at http://www.forbes.com/sites/ forbesleadershipforum/2013/06/05/fast-food-chains-had-better-move-past-value-meals-and-embrace-health/ [Accessed 15/10/2015]. Clark, N. (2014). Hybrid food packaging. [Online] Available at http://blog.drupa.com/hybrid-foods-packaging/ Accessed on [20/01/2016] Cook, R. (2001). Chicken Tikka Masala National dish. The Guardian. [Online]. Available at http://www.theguardian. com/world/2001/apr/19/race.britishidentity Accessed on [22/04/2016] De Buck, A. (No date). Biler en de clerq: The First non-foodie proof grocery store in Amsterdam [Online] Available at http://www.yourlittleblackbook.me/bilder-en-de-clercq-amsterdam/ Accessed on [20/10/2015] Dma.org (2015). Virgin brand building campaign [Online]. Available at http://dma.org.uk/awards/winner/2015-goldbest-brand-building-campaign Accessed on [22/04/2016] Dolan, Catherine and Humphrey, John (2000) Governance and Trade in Fresh Vegetables: The Impact of UK Supermarkets on the African Horticulture Industry. The Journal of Development Studies, 37 (2). pp. 147-176. Accessed [24/02/2016]

Eber, H. (2014). ATM Sells cupcakes on street in NYC. [Online] Available at http://nypost.com/2014/03/25/atm-sellscupcakes-on-street-in-nyc/ Accessed on [21/10/2015] Fill, C (2013). Marketing Communications: Brands, Experiences and Participation. 6th ed. London: Pearson. TheFoodPeople (2015). Food trends infographic. [Online] Available at http://thefoodpeople.co.uk/infographics/2015food-trends-infographic Accessed on [18/1/2016] Fishman, C (2007). The Walmart Effect. England: Penguin Books. Accessed on [18/02/2016] Fotrell, Q. (2014). Healthy fast food failures [Online] Available at http://www.marketwatch.com/story/5-healthy-fastfood-failures-2013-09-25 [Accessed 15/10/2015]. Fotrell, Q. (2014). Healthy fast food failures [Online] Available at http://www.marketwatch.com/story/5-healthy-fastfood-failures-2013-09-25 [Accessed 15/10/2015]. Gabaccia, D (2000). We Are What We Eat: Ethnic Food and the Making of Americans. United States Gander, P. (2013). Ethnic foods shaping UK market. [Online] Available at http://www.foodmanufacture.co.uk/ Ingredients/Ethnic-foods-shaping-UK-market [Accessed 25/2/2016] Gerrard, N. (2010). The rise of healthy fast food chains. [Online] Available at https://www.thecaterer.com/ articles/334899/the-rise-of-the-healthy-fast-casual-chains Accessed on [20/01/2016] Glenday, J. (2013). Consumer interaction. [Online] Available at http://www.thedrum.com/news/2013/07/04/iab-studyfinds-90-consumers-back-brands-after-interacting-social-media Accessed [25/02/2016] Globalisation ICT developments. (No date). Available at http://www.bbc.co.uk/bitesize/ks3/geography/ interdependence/globalisation/revision/3/ Accessed on [17/03/2016] Gmelch, S (2004). Tourists and Tourism. 2nd ed. USA: Waveland press, Inc. Accessed on [18/02/2016] Gregory, J. (2013). Loyalty scheme [Online]. Available at https://www.qsrmagazine.com/operations/new-wave-loyalty Accessed on [25/04/2016]. Guptill, A (2013). Food and Society - Principles and Paradoxes . Polity press. 61. Gurney-Read, (2016). Students going without food . The Telegraph. [Online] Available at http://www.telegraph.co.uk/ education/universityeducation/student-life/12081236/Students-going-without-food-to-meet-costs-of-university. html [Accessed 13/01/2016] Hall, E. (2010). U.K. Government Shifts Anti-Obesity Marketing Costs [Online] Available at http://www.marketingmag. ca/brands/u-k-food-marketers-called-on-to-promote-healthy-eating-3810 [Accessed 15/10/2015]. Hanlon, A. (2013) AIDA model definition. [Online]. Available at http://www.smartinsights.com/traffic-buildingstrategy/offer-and-message-development/aida-model/ Accessed on [25/04/2016] Hanly, G. (2013). Yalla yalla pop up store. [Online] Available at http://www.hot-dinners.com/Gastroblog/Latest-news/ yalla-yalla-to-open-six-month-pop-up-in-shoreditch Accessed on [12/02/2016] Heakal, R. (No Date). Economies of scale. [Online] Available at http://www.investopedia.com/articles/03/012703.asp Accessed [18/03/2016] Hickman, L (2005). A good life. London: Transworld Publishers. Accessed on [18/02/2016] 51

Hindustan Times. (2006). Food now hit by fashion bug. Nexis. [Online] Available at https://www.nexis.com/results/docview/docview.do?docLinkInd=true&risb=21_ T22819131705&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T22819131709&cisb=22_ T22819131708&treeMax=true&treeWidth=0&csi=282802&docNo=2 [Accessed 15/10/2015]. Honore, C (2004). In Praise of Slow. Orion. Innocent Drinks (2016). Innocent the big knit campaign [Online]. Available at http://www.thebigknit.co.uk Accessed on [25/04/2016] Iqbal, K. (2016). Interview. Thai International student at NTU Janrain, (2013). Online consumers study. [Online] Available at http://janrain.com/about/newsroom/press-releases/ online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/ Accessed [18/03/2016] Kiehlâ&#x20AC;&#x2122;s (2016). Try before you buy [Online]. Available at http://www.kiehlstimes.com/highlight_try_before_you_buy. php Accessed on [25/04/2016] Kleinberger, A. (Cited in Gregory, J. 2013). A new wave loyalty [Online]. Available at https://www.qsrmagazine.com/ operations/new-wave-loyalty Accessed on [22/04/2016] Kruschewsky, G. (2013). Traditional Brazilian foods you need to eat. [Online] Available at http://www.buzzfeed.com/ gabrielakruschewsky/traditional-brazilian-foods-you-need-to-eat-right-now#.pxlBK2RZaB Accessed on [19/01/2016] Larke, R (1994). Japanese Retailing. Guildford, UK: Routledge. Accessed on [18/02/2016] Lostincatering (2014). Speed. [Online] Available at http://lostincatering.com/lostincatering/speed_2014.html Accessed on [18/1/2016] LoyaltyLion (2016). Innovative loyalty programs [Online]. Available at http://loyaltylion.com/blog/five-innovativeloyalty-programs Accessed on [24/04/2016] Lutz, A. (2014). Fast food innovations 2014. [Online] Available at http://uk.businessinsider.com/fast-foodinnovations-of-2014-2014-12?r=US&IR=T Accessed on [12/02/2016] M2 PressWire (2013). Lexis Nexis. [Online] Available at https://www.nexis.com/results/docview/docview. do?docLinkInd=true&risb=21_T23332106289&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_ T23332106293&cisb=22_T23332106292&treeMax=true&treeWidth=0&csi=162367&docNo=5 Accessed on [18/1/2016] Marriott, B. (No Date). Kiosk cafĂŠ Sherwood [Online] Available at http://www.kiosksherwood.co.uk Accessed [18/03/2016]

Maslow, A. (1943). Motivation and Personality. 2nd ed. Harper and Row. 1970. Mintel (2014). Food packaging trends [Online] Available at http://academic.mintel.com/ display/704170/?highlight#hit1 [Accessed 15/10/2015]. McCurry, J. (2007). Health fears as Japan falls for fast food. The Guardian. [Online]. Available at http://www. theguardian.com/world/2007/apr/08/japan.justinmccurry Accessed on [20/01/2016] McDonaldization. (2000). [Online] Available at http://www.mcdonaldization.com/whatisit.shtml Accessed on [18/02/2016] 52

Mercer, A (2014). Slow Fashion. [Online]. Available at http://mic.com/articles/81065/how-nyc-s-slow-fashionmovement-is-revolutionizing-the-industry#.Fed7diX1q Accessed on [15/04/2016] Mintel (2015). Attitudes towards healthy dining out of home. [Online] Available at http://academic.mintel.com/ display/750545/?highlight#hit1 Accessed on [18/1/2016] Mintel (2015) *The Consumer – Interest in Food and Drink Menu Enticements [Online] Available at http://academic. mintel.com/display/731231/?highlight#hit1 [Accessed 16/10/2015]. Mintel (2015). Ethnic restaurants should make a bigger deal of autumn. [Online]. Available at http://academic.mintel. com/display/753025/?highlight Accessed on [30/04/2016] Mintel (2015). Lunch purchasing behaviour. [Online] Available at http://academic.mintel.com/ display/752924/?highlight Accessed on [19/1/2016] Mintel. (2014). Starbucks’ food trucks reach students more easily. [Online] Available at http://academic.mintel.com/ display/718195/?highlight Accessed on [17/02/2016] Ona (2015). Johannes Torpe Studios Designs a Healthy Fast Food Restaurant [Online] Available at http:// notapaperhouse.com/johannes-torpe-studios-designs-a-healthy-fast-food-restaurant/ Accessed on [20/10/2015] ONS 2011 Census (2015). Ethnic Groups in Nottingham, 2001 and 2011. Available at http://jsna.nottinghamcity.gov. uk/insight/Strategic-Framework/Nottingham-JSNA/Related-documents/Demography-chapter.aspx Accessed on [06/01/2016] Oosterveer, P. et al (2012). Food, globalization and sustainability. Earthscan, New York. Accessed on [18/02/2016] Ornish, D. (2006). Cardiovascular disease kills more people than everything else combined — and it’s mostly preventable. [Online] Available at https://www.ted.com/talks/dean_ornish_on_the_world_s_killer_diet#t-143218 [Accessed 15/10/2015]. Owen, J. (2016). University chefs plan to makeover menu. The Independent. [Online] Availabe at http://www. independent.co.uk/news/education/education-news/uk-university-chefs-plan-menu-makeover-to-satisfy-palates-ofchinese-students-a6820051.html [Accessed 25/2/2016] Parker, O. (2014). Curry: why the British are moving on from Chicken Tikka Masala. The Telegraph. [Online]. Available at http://www.telegraph.co.uk/foodanddrink/10564444/Curry-why-the-British-are-moving-on-from-Chicken-TikkaMasala.html Accessed on [22/04/2016] Pearce, N. (No date). Wagamama teams up with Mastercard to launch Qkr! Payment app. [Online] Available at http:// eatoutmagazine.co.uk/wagamama-teams-mastercard-launch-qkr-payment-app Accessed on [21/10/2015] Perreau, F. (2016). The consumer buying decision process [Online]. Available at http://theconsumerfactor.com/en/5stages-consumer-buying-decision-process/ Accessed on [23/04/2016]. Posner, H (2011). Marketing Fashion. London: Laurence King Publishing. 47. Protzman Howlett, S. (2014). Healthy Surroundings [Online] Available at https://www.qsrmagazine.com/health/ healthy-surroundings Accessed on [20/10/2015] Rabobank, (2013). Rise of the hybrid consumer. [Online] Available at https://www.rabobank.com/en/press/ search/2013/Rise_of_the_Hybrid_Consumer_to_polarise_the_food_sector.html [Accessed 25/2/2016] Ritzer, G (2010). McDonaldization. 3rd ed. United kingdom: SAGE publications. Accessed on [18/02/2016] 53

Scattergood, A. (2016). Locol. [Online] Available at http://www.latimes.com/food/dailydish/la-dd-locol-watts-roychoi-20160117-story.html Accessed on [12/02/2016]. Scott-Thomas, C. (2013). Bill Gates innovation. [Online] Available at http://www.foodnavigator.com/Market-Trends/ Bill-Gates-Food-industry-innovation-crucial-for-health-and-food-security Accessed on [17/02/2016] Schmitt, P. (No Date). Consumer engagement. [Online] Available at https://www.dialog-direct.com/media-room/ article/customer-engagement-marketing-a-new-strategy-for-todays-economy/ Accessed [24/02/2016] Shimp, T.A (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. Mason, Ohio: Thomson Southwestern. 39. Sirkin, H (2008). Globality: Competing with Everyone from Everywhere for Everything . London: Business Plus. Accessed [24/02/2016] Slowfood.org (2016). Slow Food in the UK. [Online] Available at: https://www.slowfood.org.uk. Accessed [12/03/16]. Solomon, M, Marshall, G, Stuart, E, Barnes, B, Mitchell, B (2013). Marketing: Real People, Real Decisions. 2nd ed. Harlow: Pearson Education Ltd. 224, 424, 442. Stoessel, E. (2013). Increase lunch sales by offering grab-and-go options [Online]. Available at http://restauranthospitality.com/consumer-trends/increase-lunch-sales-offering-grab-and-go-options Accessed on [01/05/2016] Strauss, J and Frost, R (2012). E-Marketing. 6th ed. Harlow: Pearson Education Ltd. 25. Technomic Inc., (2012) Via Gfs.com. The Ethnic Food & Beverage Consumer Trend Report. Rise of Moroccan food [Online] Available at https://www.gfs.com/en/food-service-distribution/trending-now/mediterranean/communitybuzz/rise-of-moroccan-food Accessed on [15/02/2016] Thorn, B. (2015). Chefs predict food trends 2016. [Online] Available at http://nrn.com/food-trends/chefs-predict-hotfood-trends-2016 Accessed on [19/01/2016]. Tomorrowâ&#x20AC;&#x2122;s Food. (2016). Episodes 1 - 3. BBC. Produced by Thomas, H. [Documentary] Tripadvisor, (2016). Inferno reviews [Online]. Available at https://www.tripadvisor.co.uk/Restaurant_Review-g186356d8865472-Reviews-Inferno_Pizza-Nottingham_Nottinghamshire_England.html Accessed on [26/04/2016] Upbproducts, (2014). The popularity of Indian cuisine in the UK. [Online]. Available at http://upbproducts.co.uk/blog/ asian-food-uk-indian+cuisine-influenced-uks-palate/ Accessed on [22/04/2015] Untaru, E. (2014). Why do young people prefer fast food restaurants? - An exploration study. Journal of Tourism. Van Ijken, J. (2015). Lideqij Edelkoort. [Online] Available at http://1granary.com/interviews/lidewij-edelkoort/ Accessed on [04/03/2016] Victor, A. (2014). 2015 Food Trends. Daily mail. [Online] Available at http://www.dailymail.co.uk/femail/food/ article-2890233/Food-trends-2015-revealed.html Accessed on [18/01/2016] Waitrose, (2016). myWaitrose. [Online]. Available at http://www.waitrose.com/home/mywaitrose/mywaitrose_ welcome.html [Accessed on 22/04/2016] Walpita, S. (2015). Foodsters. WGSN. [Online] Available at http://www.wgsn.com.ezproxy.ntu.ac.uk/content/board_ viewer/#/60714/page/6 [Accessed on 16/10/2015]. WGSN (2014). Food-focused: beauty packaging trend analysis. [Online] Available at http://www.wgsn.com.ezproxy. ntu.ac.uk/content/board_viewer/#/142443/page/1 [Accessed 16/10/2015].

WGSN (2013). Harvey Nichols food market: Harvey Nichols, London. [Online] Available at http://www.wgsn.com. ezproxy.ntu.ac.uk/content/board_viewer/#/136125/page/1 [Accessed 16/10/2015]. WGSN (2013). Tumblrâ&#x20AC;&#x2122;s that inspire: food. [Online]. Available at http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ board_viewer/#/37491/page/4 [Accessed 16/10/2015]. Whiteman, M.(2016). 11 Hottest food and beverage dining trends in restaurant and hotels, 2016. [Online] Available at http://www.baumwhiteman.com/2016Trends.pdf Accessed on [18/1/2016] Yip, W. (2016). Oriental food report. [Online]. Available at http://www.wingyip.com/Portals/0/Wing%20Yip%20 Oriental%20Food%20Report.pdf?ver=2016-02-05-103941-133 Accessed on [14/04/2016] Young, K. (2015). The Detox Kitchen serves up Grab nâ&#x20AC;&#x2122; Go at Selfridges. Nexis [Online] Available at https://www.nexis.com/results/docview/docview.do?docLinkInd=true&risb=21_ T22819131705&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T22819131709&cisb=22_ T22819131708&treeMax=true&treeWidth=0&csi=389195&docNo=4 [Accessed 15/10/2015]. Zolfaharifard, E. (2013). Student eating habits. Daily Mail. [Online] Available at http://www.dailymail.co.uk/health/ article-2438649/The-average-student-gains-STONE-year-university--main-reason-freshers-flab-stress.html Accessed on [19/6/2016]

NO499812 FASH30108 Word Count: 8,577 Self-Devised Project 55