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The Casualisation of the Dining Experience: Effect on Consumer Behaviour

Paper Type: Free Essay Subject: Hospitality
Wordcount: 4550 words Published: 23rd Sep 2019

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The casualisation of the dining experience and how this trend is

affecting consumer’s behaviour and the ways operators are responding.

Table of Contents

Executive summary


1. Restaurant industry

1.1. Overview of restaurant

1.2. The development of dining experience

2. Rrestaurants’ renovation

2.1. Restaurant trends

2.2. Casualization of restaurants and related factors

3. Former style restaurants that have transforming the trends

3.1. Australia-based establishment

3.2. Oversea-based establishment

4. Impact of casualization

4.1. Customers

4.2. Industry operators




Executive summary

In the current restaurant sector when the current trend has an impact on the restaurant business scope, the restaurant market of dining experience is considered to promote new trends that benefit both customers and operators. many different ways. Operators apply change due to customer needs in materials, drinks, and space decor to exploit the restaurant business effectively. Thereby they need to be aware of the restaurant’s existence forms, advantages and limitations in business strategies. Casualization of restaurant sets new challenges in attracting customers and creating more competitive advantages in the market. How did the study report on dining experiences in the casualization happen when it affected the personality of the customer about the change from the former to the fine-casual meal as it is now. Whether establishment of operators must transform the style of eating due to the changes in the lifestyle, interests and art of customers. They realize the benefits when the trend is popular, it also helps diners save time, get good quality meals at affordable prices. The report also provides useful advice for executives when it comes to how to solve the current trend, such as using technology on how to order menus. simple; fast shipping; It is also provided with external utility services. The change of menu is also suggested when adding nutrition and vitamins to meals to attract customers to experience.



The change of fine dining restaurant in style serves from fine dining to more convenient street food. Today, diners are always looking for quality food but include in the comfort of space and affordable, so in recent years the number of restaurants converting style to serve Responding to criteria of consumers. The change in customer preferences promotes innovation but retains a casual and fun atmosphere (James, 2016). In recent years, casualisation in restaurant has become an indispensable form of business in social and cultural life. Casual, fine casual activities are growing strongly, being seen as a spearhead economic sector in many countries. Therefore, the casualisation in restaurant grows to provide meals and services to meet the needs of customers and revenue. With the acquisition of new trends in restaurant service, it plays an important role in business to ensure satisfying some of the increasing and diverse necessities of customers.

The purpose of this report helps to better understand the history and development direction of the restaurant so far. With the changing tendency of eating, what factors have occurred in the casualisation of restaurant. In addition, what impact that trend has on the client or industry operators.

 Therefore, this study aims to analyze how the casual restaurant works when it affects customers’ feelings. How does it affect business activities to attract communities?

  1. Restaurant industry
    1.          Overview of restaurant

Along with the development of the economy and the increasing human life, tourism activities including restaurant business activities are constantly developing, the concepts of restaurants are also increasingly improved. So it is possible to understand the concept of restaurant as follows: “Restaurant is a business of eating products to attract profits, serve many different customers and serve customers’ needs with many other types each other ”(Department of Foreign Affairs and Trade, 2008). As Mealey (2018) stated the restaurant is known to have existed for thousands of years and exploded during the French Revolution when it met the needs of eating and entertainment. From the time of Roman Empire and ancient China in 19th century, the restaurant has grown through the history and economic development of cities. People bring goods and agricultural products to urban business markets, they often spend time traveling, so they need a place to eat and rest. This brings the earliest form of restaurants. In addition, suppliers that sell food from small trolleys or street kitchens today are still popular in many parts of the world. The meals they sell are usually prepared at affordable prices, the forerunner of modern fast food. The pubs and inns continue to be the main place to buy a meal prepared in Europe through the Middle Ages and in the Renaissance or as in the United Kingdom dishes such as sausages and sheep cakes are very popular. All of these first restaurants serve simple fares commonly found by farmers or merchants. In the early years of the 20th century, the rise of high-class cuisine in France soon spread throughout Europe and the new world as the restaurant industry developed and changed in the style of eating. They used cutlery, linen tablecloths and menus also became more diverse to serve the nobility at that time (Mealey, 2018).

1.2.            The development of dining experience

Along with the development of modern society, the form of dining experience with diners also changes over time. There are studies that show that when our customers become more dependent on eating, instead of just eating out on special occasions, they start eating out 3-4 times a week. Therefore the needs of the community change, it will affect the restaurant, for example due to the demand for fast meals but at a reasonable price that many lifestyle restaurants become developed (Jin et al., 2015, p.312). Furthermore, Hussein defined a delicious meal with many things related to service, atmosphere, music and space between tables rather than food quality. As fast food becomes more popular around the globe and is enhanced by local chefs, the line between traditional cuisine and a great experience has been blotted out. By increasing the quality of street food, food trucks, high-end fast food establishments and casual dining restaurants. You no longer have to dress up and take out a line of credit to eat well.

The biggest change in a delicious meal in Indonesia is sophistication can be accessibility. Being able to enjoy exceptional quality food in a normal environment allows larger population segments to be exposed to food and quality styles that were previously served only in restaurants. Delicious traditional dishes (Hussein, 2018, p.129).

Australia has a clear understanding of food for a long time. You can cook at home, pick up some, or eat out. Dining out is often considered a great culinary experience, and is a destination event that includes full service – white tablecloths and all (Eating Out in Australia, 2017).

In the past decade, a new player entered the market: eating normally. Sitting somewhere between takeaway restaurant and restaurant, casual dining has played with dishes such as Mexican, American BBQ and pizza to create cheap, less hassle-free dining experiences. Fun, easy and cheap. Ordinary dining is dominating the takeaway space in many cities for young people looking for a quick and entertaining meal.

  1. Rrestaurants’ renovation
    1.          Restaurant trends

The change in the dining style of diners leading to the commercialization of the restaurant. When compared to authentic restaurants in the 60s-70s, there are mostly high-class restaurants, where diners can be introduced to wines when combined with food. Australia has a strong rural tradition so Australian dinner plates are dominated by large meat rations, which are considered to be the main part of the meal. It is served in every meal – sausage or bacon for breakfast, Irish stew or Irish stew for lunch, followed by steak or grilled mixed at night. Processed vegetables are the same as boiled or baked. Potatoes, pumpkins, peas, carrots and beans are mainly used for meals, or garden vegetables – chokoes, tomatoes, silver, leeks. The herbs used are peppermint and parsley. Bread usually comes with every meal, thick butter spread. At that time salads were not considered to be a suitable side dish.

Meanwhile, Australians are now more diverse than ever, this has been motivated by the desire to keep up with the new kitchen technology, perhaps the culinary world has been made much smaller with the Internet, or perhaps moist culture. The reality of great food has become so popular that it must develop in accordance with a wider population. There’s no denying that our world today is moving very fast, and that is certainly changing the way we eat (Kilgour, 2017).

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Currently is the time of technical technology so it can be seen that the staff using tablet to receive customer orders is not strange. Inside the tablet is a flexible software system that helps employees only need 1 touch, all customers’ orders will be transferred to the kitchen department. Not to mention, through software, management can understand the service status of each table, manage inventory to avoid loss and synthesize revenue and expenditure reports. In addition, the software supports connecting to the server so that the manager can monitor and monitor the situation remotely.

Furthermore, changing the weekly menu order for the office is also conducted by the operator. The office world spends a lot of time on daily internet access. In addition to serving professional work, they use internet access time to search for useful information and products for themselves. Therefore, the order of the week menu for the office is growing. Build a menu for the whole working week with full nutrition and hygiene. Along with price factors, delivery services, … this trend is increasingly attracting the office world.

2.2.            Casualization of restaurants and related factors

Restaurants with casual or fine-casual models need a knowledgeable person at the counter, who can explain menus and options and a kitchen staff who can turn out top-quality dishes. It has been pointed out that the expansion of the casual restaurant concept with high-end menus, bars and other amenities can charge a little higher than regular fast food restaurants while still enjoying low rental rates. More and more labor costs come with smaller locations and models where customers order and pay at the counter. According to Eating Out in Australia (2017) proved that Statistics of 81,991 dining establishments in Australia are open until June 30, 2016. When consumer tastes change from a lower level moving higher, while high-end is moving down. Fast food is fast approaching fast casual when providing special dining experiences the highest number (29,432) were fast food outlets, comprising 35.9% of the national total, thus leading to high-end dishes that become less exclusive.

While this form of food truck still operates, foods truck ranks number one of the hottest activity trends for 2011, according to the “National Restaurant Association” (NRA, 2011), which is a food truck. Mobile and pop-up restaurants (restaurants can “grow up.” A food truck requires lower initial costs than a house built from regular brick and mortar, it is ideal. For those who want to open their own restaurant, or, if you already own a restaurant, having a food truck is another way to reach customers. Developing the trend of “unique, strange” cuisine is also noted because in addition to enjoying the traditional dishes in the country and the world, customers are always looking for unique new dishes. In the restaurant, your restaurant has its own brand of food, there is no reason that customers do not come to you. Constantly creating and processing new dishes, using communication channels to reach customers.


  1. Former style restaurants that have modify with the trends
    1.          Australia-based establishment

Changing the culinary landscape in Australian cuisine when the culinary background in some Southeast Asian countries such as Thai, Vietnam or Singapore & Malaysia landed globally, gradually commercializing restaurants help increase sales and profits profit in Australia. In addition, the food truck is maintained until the present time, so Melbourne can be seen every Wednesday night in the Queen Victoria market, so guests can see food from all over the world. So why customers choose food truck because the service time in and out fast, they can choose many dishes from different countries, quality and cheap prices. Informal dining, or fine casual, is growing, putting pressure on prices. In order to succeed the restaurant, no cost reduction. onsumers are looking for value and discount and demographic of consumers is changing (Casual-Dining Restaurants, 2014).  Moreover, Tlapa et al. (2010, p. 141) that casual-dining also changes business practices when customers have to go to restaurants, instead they can order online and mobile for example the current Uber eat service very popular when you just need to download the app to your phone, place an order, pay and finally just wait at home to have the same meal at the restaurant.

3.2.            Oversea-based establishment

Keeping up with customers’ changes, some chefs pay attention to the latest restaurant industry trends, and some chefs create trends (Trends in Casual Dining, 2009)

Take one of the latest casual eating trends as an example: delicious fast food. Don’t be confused with fast casual, which refers to places in America like Chipotle or Five Guys, who distinguish themselves from fast food by providing high-quality and low-air components of the assembly line. According to a report by Chipotle Annual Report (2017), it showed that they had significant growth in five years and are expected to open from 130 to 150 new restaurants in 2018, when Chipotle focuses resources on improving operations. and bring you an outstanding experience for everyone.

Although the economy has reduced spending at high-end restaurants over the past few years, the love for creative food has grown at a rapid pace, allowing fast casual and fine casual restaurants quickly develope. At Animale in Chicago, guests place orders at the front counter, but if they want more food or drinks, they can mark dining roaming servers with a portable tablet to send orders immediately to the kitchen. . Orders usually take less than 10 minutes to produce (Trends in Casual Dining, 2009).

When developing the menu, the chef must balance the creativity in the cuisine with the preparation and implementation carefully planned (Tlapa et al., 2010). This has been translated into manual pasta dishes; creative sandwiches like carbonara with home made pancetta, creamy caramel onions, parmesan, and a sunny egg; and a series of small plates like arancini (risotto balls) and bacon-wrapped sweet bread with Belgian lettuce leaves dipped with spicy chili sauce and sweeter mustard honey to balance everything (James, 2016).

  1. Impact of casualization
    1.          Customers

The renovation of dining restaurant has the most impact on customers experience. The situation can be broken into several stages: Kimes and Robson (2004) show that the environment can influence the behavior of customers when people are increasingly focused on the atmosphere today. They prefer fast-food restaurants with unique décor, art or when they want to enjoy the community environment; Cultural exchange or just want to have space to chat with relatives and friends (Bloom et al., 2012). In addition, the innovation in the menu also helps attract customers when using natural materials, the specific spices of each country while ensuring the quality of dishes with reasonable prices. Finally, Tobin et al. (2006) pointed out that customer service trends need to be fast, so they can ensure meal time in and out in the shortest time. As a result, customers can save budget and time when choosing the casual restaurant instead of the former restaurant. As explained, currently this technology booms humans using patrons as tools to make meals. Customers mainly use the Ubereat app to order meals online and it will be delivered to the home within a certain time. As consequence, customers take advantage of the dog time itself when life now passes quickly.

4.2.            Industry operators

As the trend of restaurant marketization influences the industry operators in some of the following factors: when the world moves in the trend of integrated development, changes are inevitable. Therefore, more diverse culinary culture, consumer trends, the demand for customer satisfaction is also changing. In the context of the natural paradox market, middle-aged restaurant businessmen still remain conservative thoughts will be eliminated. However, there are still conservative thoughts in the restaurant business when they do not catch up with new trends, or because they do not want to change, but these senior restaurant managers are gradually “killing” their own restaurants they.

While, an industry operators division that embraces these changing trends to gain access to the casualisation restaurant. According to (Restaurant Industry Outlook, 2017) mention can be seen that nearly nine out of 10 quick-service restaurant operators, and seven of the 10 quick-service operators, said their restaurants offered more menu types than they did two years ago. The trend of top menu at restaurants serving limited in 2017 includes natural ingredients / minimum processed foods; organic items; gluten-free items; ome appliances and healthy children’s meals. Or the operators choose a special menu for guests who are allergic to some cooking materials or a vegetarian menu.

In addition, creating a dedicated, informative website gives customers a professional brand look (Restaurant Industry Outlook, 2017). In the technological age, users often search for information on Google, so the website / fanpage of the shop appears on the first page of search engines will be a great advantage. In addition to simply introducing restaurants and dishes, the operators use the website of the shop to announce promotions, gifts, gratitude or events. Not only that, by connecting to the online system at the point of sale, customers can order directly through the website easily (Tlapa et al., 2010).


In conclusion, the feeling of diners has become the current trend of restaurant business. People are more interested in natural factors, benefits of health, air, design and quality …. Seizing the trend of food, restaurant and restaurant owners will benefit more competitive in the market. Accordingly, casualization restaurants must understand the menu and wine table so that when customers request, they can respond immediately, or change the menu periodically, with the chef to make an attractive menu.

Especially acquiring marketing knowledge helps the operator locate where his restaurant is standing; identify who the main customers they serve are. What are the future market trends, anticipating future trends to maintain standards and creativity. The knowledge of organization and management implies creativity, experience and aesthetics, thereby giving a style to the restaurant.


With the trend of restaurant business and new trends appear challenging business types. It requires dedication and the ability to capture opportunities for development. Here are some solutions to catch up with the new trend as follows:

  • Identify the target market of the trend when the younger generation likes the new, easy to get into the trend; so the restaurant needs to do what it takes to adapt to its compact eating style.
  • Select the appropriate menu if the operator should pay attention to customers who may be allergic or children if your target customer includes this object, for example designing some items with smaller serving sizes to attract children.
  • Marketing and promotion strategies need to be updated according to the current technology age, such as a list of gastronomic addresses, travel guides, media advertisements or introduction of a few processing typical dishes of restaurants in magazines or like prestigious food websites such as Facebook, Linkedin, Twitter …



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