Introduction to Literature review:
The Indian food industry has been experiencing enormous growth over the past few years. It has been seen that most of the Indian restaurants have been expanding their business across the global platform (Kang et al. 2012). Without expanding the business into the global market, the organization would not be able to experience huge margin of profit within the limited timeline. It has been seen that the limited global presence of the restaurants business has created difficulties for them in enhancing the market share in an efficient manner.
In this context, a brief literature review has been formed based on the different point of views of the previous researcher. The particular assignment has highlighted the discussion of the different topics such as the growth of the Indian restaurants in the UK market, the market opportunities for the restaurants business on the global platform, etc.
The Growth of the Indian Restaurants in UK Market
By analyzing the UK restaurant market, it can be assessed that the market is expected to reach ?48.2bn as of 2014 (Lane 2013). The UK government has discussed that the food industry has been experiencing the enormous growth in recent years due to the enhanced customer demand. There is a large community in the UK consists of Indian citizenship. Therefore, the demand of the Indian restaurants has been growing in an efficient manner. However, at the initial stage, the British did not accept the Indian restaurants due to the uncommon food menu. Gradually, the food preferences of British people have changed. Consequently, the particular industry has been enhancing the business in an appropriate manner. By analyzing the recent business report, it can be assessed that the number of Indian restaurants has increased more than 10000 (Ryu et al. 2012). The Indian restaurants in the UK have been utilizing both domestic and foreign customers in order to enhance the business effectiveness in an appropriate manner. In most of the cases, the food price has been influencing the British customers to have the food experiences. According to Gupta, Dasgupta and Chaudhuri (2012), the Indian restaurants have been trying to engage the audiences through their delicious food menu. Nowadays, the demands of the good food have been increasing, as most of the communal people faced difficulties in cooking delicious food at home. In a busy life schedule, it becomes challenging to the family members to manage adequate time for cooking. On the other hand, the increased popularity of the Indian restaurants has been facilitating the organizations in engaging a large number of customers in the business. Vij (2012) has argued that the Indian restaurant's chain is very small in compared to the UK or US restaurant chain. However, the spicy and delicious food menu have been contributing extra benefits to the organization in enhancing the business in a structured manner
Changing Food Demand:
Over the past few years, the food preferences of the British people have been changing is a drastic manner. At the initial stage of the business, the British community has not accepted the Indian restaurants. However, the Indian restaurants have been upholding the quality of the food in order to engage the British people along with the Indian community. Chand and Katou (2012) have agreed with the fact that the food demand has been changing in recent years. Previously, people tried to make their favorite food at home. However, the busy life schedule has made several challenges for the people in managing time for cooking at home. Consequently, the demands of the processed food and the restaurants have been increasingly popular. Due to the enhancement of the restaurant chain in the UK market, the Indian restaurants have initiated footstep in order to establish their food venture in an efficient manner. Gormley, Rawal and Little (2012) have highlighted the fact that the spicy food category has been facilitating the Indian restaurants to increase its popularity across the global platform. Most of the Indian restaurants have been focusing on providing the spicy food menu to the people in order to attract them in an appropriate manner. It has been seen that the dishes like Tandoori Chicken, Seafood special, Tandoori mix grill, etc. have been increasingly popular in the UK market. The food lovers of UK have been favoring these spicy dishes (Chhabra et al. 2013). Moreover, the prices of the dishes are very less in compared to traditional British dishes. Consequently, it facilitates the particular restaurant organizations in enhancing the business opportunities in an effectual manner. Besides the popular Indian dishes, the traditional dishes also capable of engaging the British customers into the business. The prime focus of these Indian restaurants is to engage a huge number of British people for having the spicy and delicious food experiences. Most of the restaurant's owners are aware of the fact that the Indian community living in the UK would favor their food, but it would be quite a difficult task for them to engage the British community in the business. Hence, the restaurants are more cautious to serve the spicy and delicious food to the British community.
Globalization of the Indian Restaurant
During the mid-century, the Indian restaurants have been experiencing the growth across the international market. Cappellini and Yen (2013) has identified the fact that the Indian cuisines are more supposed to develop business in many countries due to their enhanced food products. It can be assessed that over 10000 restaurants have been enhancing their business opportunities across the global platforms. There is a huge impact on the food industry due to the globalization. in the recent years, the business opportunities for the food industry has been increasing in an effectual manner. Most of the international governments have been providing adequate opportunities to the small and medium enterprises in establishing their business in the international market. For example, the UK government has been providing the huge contribution to the new food ventures coming from different parts of the world in order to enhance the globalization. Chand and Katou (2012) has argued that the involvement of the foreign customers in the business indeed influence the restaurant owners in expanding the business in an efficient manner. According to the global food trade, there are huge opportunities for the Indian restaurants to establish the business across the international market. On the other hand, the globally growing population also influences the restaurant business in an effectual manner. Besides this, the immense influence of the multilateral culture has been influencing the restaurants business for expanding across the global platform.
Challenges of Indian Restaurants in Establishing Business in UK
By discussing the challenging situation of the Indian restaurants, it can be assessed that the financial resource creates the difficulties for business enhancement across the domestic market. At the initial stage of the business, the Indian restaurant owners find difficulties in identifying the destination for establishing the trade in an effectual manner (Gupta, Dasgupta and Chaudhuri 2012). However, the organizations have successfully evaluated the popular destinations in the UK for the establishment of the business. For example, Camden in London has become one of the favorite destinations for the Indian restaurants to start up the business. After identifying the business destination, the organization needs to accumulate the adequate the financial resources for establishing the trade in a structured manner. For achieving the success in the foreign market, the Indian restaurants need to utilize the huge financial resources at the initial stage. Hence, it becomes difficult situation for most of the small and medium enterprises, as they often fail to arrange such business requirements. Besides this, the new restaurants also need to follow the guideline of the UK government in order to execute the business in an efficient manner (Lane 2013). In most of the cases, the foreign organizations face difficulties to set up a new business due to the different legislations. After the establishment of the business in the foreign market, the restaurants need to identify the potential customers. Without identifying the customers, the restaurants would not be able to experience proper expansion in the business. The Indian restaurants, at the initial stage, find difficulties in engaging the British customers into the business. For accessing the market in an efficient manner, the restaurant chain needs to identify the flaws in the business. Hence, it can be assessed that the Indian restaurants have to face immense challenges in opening a new food venture in the UK.
It can be concluded that the particular assignment has focused on developing a literature review on the improvement of the Indian restaurants in the overseas market. Throughout this assignment, a different point of views of the previous researcher has been highlighted in context to the growth of the Indian restaurants in the overseas market like UK. The growth of the Indian restaurants has been discussed in an efficient manner along with the changing food nature of the British community. Over the past decade, the British community has preferred the spicy and delicious food of India. Due to the diversified food menu, most of the British people have been showing adequate interest on having the delicious food experiences from the Indian multi cuisine restaurants. The particular research paper has highlighted the enormous growth opportunities of the Indian restaurants in the UK market.
Cappellini, B. and Yen, D.A.W., 2013. Little Emperors in the UK: Acculturation and food over time. Journal of Business Research, 66(8), pp.968-974.
Chand, M. and Katou, A.A., 2012. Strategic determinants for the selection of partner alliances in the Indian tour operator industry: A cross-national study.Journal of World Business, 47(2), pp.167-177.
Chhabra, D., Lee, W., Zhao, S. and Scott, K., 2013. Marketing of ethnic food experiences: Authentication analysis of Indian cuisine abroad. Journal of Heritage Tourism, 8(2-3), pp.145-157.
Fielding, S.A., 2014. Currying Flavor: Authenticity, Cultural Capital, and the Rise of Indian Food in the United Kingdom. In The Paradox of Authenticity in a Globalized World (pp. 35-52). Palgrave Macmillan US.
Gormley, F.J., Rawal, N. and Little, C.L., 2012. Choose your menu wisely: cuisine-associated food-poisoning risks in restaurants in England and Wales.Epidemiology and infection, 140(06), pp.997-1007.
Gupta, S., Dasgupta, S. and Chaudhuri, R., 2012. Critical success factors for experiential marketing: evidences from the Indian hospitality industry.International Journal of Services and Operations Management, 11(3), pp.314-334.
Kang, K.H., Stein, L., Heo, C.Y. and Lee, S., 2012. Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), pp.564-572.
Lane, C., 2013. Taste makers in the “fine-dining” restaurant industry: The attribution of aesthetic and economic value by gastronomic guides. Poetics,41(4), pp.342-365.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions.International Journal of Contemporary Hospitality Management, 24(2), pp.200-223.
Vij, M., 2012. A survey of factors influencing cost structures in the Indian hotel sector. Worldwide Hospitality and Tourism Themes, 4(5), pp.449-462.