Local vs. International Hamburger Foodservice in the Consumer’s Mind: An Exploratory Study

Social Sciences

Alessandro Bonadonna¹  Chiara Giachino²  Niccolò Terrevoli³ 

[1] Department of Management and Interdepartmental Research Centre on Natural Risks in Mountain and Hilly Environments (NatRisk), University of Turin, 10134 Turin, Italy;Department of Management, University of Turin, 10134 Turin, Italy;Independent Researcher, 10134 Turin, Italy;

关键词: foodservice;    supply chain;    consumer behaviour;    fast-food;    international and local chains;    younger generation;   

DOI  :  10.3390/socsci10070252

来源: DOAJ

【 摘 要 】

Fast-food chains are everywhere and every day millions of people choose to have a break in a fast-food outlet. However, in recent years some local hamburger foodservice chains outside of the well-known international fast-food chains have found success by leveraging products linked with their territory. How do consumers value the service received in an international, rather than a local, fast-food outlet? This aspect is under-investigated in the literature, but is relevant in order to capture the main and most important differences between the two systems. Through a structured survey, consumers’ perceptions of both international and local hamburger foodservice outlets in the Turin Metropolitan area (Italy) were measured and analysed. The results indicate that consumers generally have a break in an international fast-food restaurant, but the value assigned to local fast-food chains is higher than that assigned to international ones. Specifically, local fast-food chains are appreciated for particular aspects related to the supply chain (animal welfare, ethical and social aspects, the origin of the raw materials, and some other characteristics of the food). The findings contribute to a more in-depth understanding of consumer behaviour, and give an insight into the relevance of the local aspects as opposed to the international ones.

【 授权许可】

Unknown