Date of Award
Spring 2022
Degree Name
Bachelor of Science (BS)
Advisor(s)
Ergem Tohumcu
Abstract
The U.S. restaurant industry, pivotal to both the economy and cultural identity, has faced unprecedented challenges during the COVID-19 pandemic. This period underscored the resilience of chain restaurants, which outperformed smaller independent entities due to stronger financial structures and adaptive capabilities. As a result, chain restaurants saw a 5% increase in their share of total U.S. restaurant sales in 2020, underscoring their growing market influence. This study zeroes in on ethnic chain restaurants such as Panda Express, El Pollo Loco, and Olive Garden, exploring the interplay between commercial success and cultural authenticity in their marketing strategies. With 41% of consumers valuing brand authenticity, especially in the food sector, this research investigates how perceived authenticity impacts consumer behavior in the ethnic restaurant context. Focusing on consumer perceptions, the study examines whether the authenticity of ethnic cuisine influences dining choices and how ethnic chains navigate the authenticity-commercialization dichotomy. Preliminary findings suggest that while perceived authenticity influences consumer preferences in general dining experiences, its impact varies significantly across different types of restaurants, particularly between ethnic chains and other dining establishments. These insights are pivotal for marketers aiming to enhance brand engagement and loyalty through authenticity. Future research should broaden these findings to non-chain restaurants and include perspectives from restaurant owners to understand how authenticity can serve as a differentiating factor in consumer decisions.
Recommended Citation
Shi, Harrison, ""Perception of Cultural Authenticity in Commercialized Ethnic Restaurants and Its Impact on Consumer Behavior"" (2022). Gabelli School of Business Honors Thesis Collection. 37.
https://research.library.fordham.edu/gabelli_thesis/37
