Ahsanullah University of Science and Technology

Consumer Behavior on Experiencing Fine Dine Restaurants

Submitted by: Submitted to:

Kotler’s Warriors
Ms. Sarah Chowdhury
Assistant professor
School of Business
02 October 2019

Ms. Sarah Chowdhury

Assistant Professor

School of Business

Ahsanullah University of Science & Technology

Subject: Submission of a report on consumer behavior on experiencing fine

dine restaurants.

Dear Madam,

We here by submitting our report, which is a part of the BBA program curriculum.
We tried our level best to complete this report properly and to produce a meaningful
report within all the constraints. We concentrated on fine dine restaurants to make
the report coherent as well as practical as possible.

We would be highly obliged if you are kind enough to receive this report and provide
your valuable judgment. We would be glad to furnish you with any clarification, if
required. We therefore submit it, hoping that you would excuse the minor flaws.

Sincerely yours,

Team KOTLER’S WARRIORS

1. Tazrina Zaman - 17.02.02.096

2. Nadiyaa Sultana - 17.02.02.126
3. Redoyan Chowdhury - 17.02.02.130
4. Fahim Rahman (GL) - 17.02.02.133
5. Deepa Monalisa - 17.02.02.135
6. Mossamod Lima Akter - 17.02.02.137
7. Sabira Kumkum - 17.02.02.138
 Acknowledgement
In performing this report, we would like to thank Ms. Sarah Chowdhury, Assistant
professor, School of Business, Ahsanullah University of Science and Technology,
who provide us with guidance and extended her help especially in solving difficult
subject matters in this report. We would like to mention, we have collected all the
information from online sites. We would also like to acknowledge the Fine dine
restaurants in Dhaka from where we got practical knowledge and real life experience
about fine dine restaurants.
Reasons or Causes for Fine Dine Restaurant:

The words ‘fine dining’ bring various images to mind, mostly those of crisp white
table cloths, immaculately dressed waiters, an ambience that could never be
found at a casual dining restaurant and most importantly the food that is nothing
short of art. Fine dining is an option for celebration for most people; celebrating
milestones such as a 25th anniversary or a promotion at work. But do you really
need to wait that long to celebrate life? Does it always have to be a special
occasion when you decide to have some time out with the people you care about
the most? Sometimes it’s just enough reason to celebrate being together at that
particular moment in time.
Here are 5 reasons to embrace fine dining-

1. Celebrate the special occasion that is today

Fine dining used to be about celebrating a special occasion. But with the world
changing pace so fast today and the uncertainties of life, why not find a reason to
celebrate today? Have no regrets at the end of the day. Take a moment to
breathe, to relax and to cherish the moment of being what you are right now.
Sometimes everybody needs a reason to simply be themselves. A meal at a fine
dining restaurant lets you have all that as you’re served the best of a gourmet
meal and all you have to do is relax – and eat.

2. It is a luxury that leaves you with memories for a lifetime

Luxuries are hard to come by, whether because of lack of time or the lack of
willingness to spend. We all know that very well, especially when you work hard
at work and then come home and work some more. And you get to share this
happiness with your loved ones. Fine dining is easier to come by than that car you
have had your eye on for a couple of years now or that house near the lakeside
with a great view. Gourmet food is right there for you to take a seat and enjoy
with your friends and family.

3. Fine dining really is a treat

Everybody enjoys being well-dressed, well-fed and well-rested. Fine dining gives
you just one reason to treat yourself to good times. It’s a small booster when you
need it to keep going. Doesn’t it feel great when you’re asked what you’d like to
eat and drink instead of standing in the kitchen and fixing a meal for yourself or
everybody after a hard day at work?

4. Because you deserve the best of everything

A braised lamb dish with a side of stuffed potato baked in its jacket and a nice
glass of Cabernet to wash it down and to end with a slice of the best apple pie.
Sounds good right? It is because fine dining has a way to show you that you
deserve nothing but the best. Everyone needs to know that they are doing the
best they can once every while. And when you are served food in ambience that
says exactly that, why would you not dine at a fine dine more often

5. What better way to spend time with loved one than with good food?

Meals are the time of the day we spend with our loved ones, friends and family
alike. When you get to do all the above with the ones you love at a time when
you’re all available for each other, why not make it a memorable one? A burger at
the next fast food outlet or a wrap at the next food truck is not the same as sitting
with your loved ones comfortably enjoying a meal that is served to you by the
best in an ambience that keeps you calm and relaxed and most importantly,
cheerful.

Fine dining restaurants are usually distinguished by the high quality of three
factors. Obviously, the higher quality, the higher the costs for all three of these
factors. The factors are given below-

1. Food

A fine dining restaurant’s menu does not need to be extensive, but all the
ingredients need to be high quality. Depending on your area, the cost of the food
itself may not actually be higher. Most importantly, the chef needs to be creative
and the sous-chefs need to be well-trained to carry out the chef’s instructions.
Because customers expect an enhanced level of service at a fine dining
restaurant, chefs also need to be prepared to make adjustments to menu items.

2. Decor

Everything in a fine dining restaurant should provide a unified feeling. So, if the
menu is upscale Italian, the decor needs to be as well. If the menu is minimalist,
so too should be the decor. Whatever the style, the linens, silverware, glassware,
and plates all need to be high quality.
3. Customer Service

Establishing great customer service is especially important, and costly, for a fine
dining experience. High quality customer service is not the stereotypically snooty
waiter of movies, rather it is a large group of staff being attentive to the needs of
customers. Wait staff in fine dining restaurants need to be well trained and
comfortable with a diverse group of customers.

Promoting a fine dining restaurant takes finesse. This is especially true if your
restaurant is doing something new or unusual and customers need to have the
reason for the high costs explained to them. Before embarking on opening a fine
dining restaurant make sure to do thorough market research. Not every area can
successfully support such a restaurant.

The term fine dining brings to mind many images, from crisp white tablecloths to
waiters in tuxedos. Fine dining, just as the name suggests, offers patrons the very
best in food, service, and atmosphere. It is also the highest priced type of
restaurant you can operate.

Keep in mind that you may bring in a lot of money operating a fine dining
restaurant, but you also will pay out more money than if you were running a
casual diner or cafe.

There are three main areas of focus with a fine dining restaurant: The menu,
service, and atmosphere.

Menu

Many people choose fine dining restaurants for a special occasion, so the food
must not disappoint in either selection or quality. You don’t need a huge menu,
but it should be interesting, offering unique items that patrons wouldn’t find at
any other restaurant.
A hallmark of today's fine dining is locally sourced foods. A top menu trend for
almost a decade, local produce, meats, and seafood offer superb taste and instant
value.

Many fine dining restaurants offer prix fixe menus. These limited menus change
on a daily or weekly basis, and the selections often depend on locally sourced
foods at their peak of freshness. Your chef will expect to exercise creativity when
designing dishes to fit with the season.

All fine dining wine and liquor selections should be on the high end. No Bud Light
is needed, although a selection of craft beers will appeal to many of your patrons.
Focus on top shelf liquors and a wide selection of cognacs, brandies, and other
after-dinner drinks.

Your wine list should complement your menu. Fine dining servers should be
trained to suggest a wine or beer choice for each menu

Customer Service

Customer service in a fine dining restaurant is much more attentive than in casual
dining establishments. It goes well beyond taking an order and delivering food.
Many fine dining services require staff to do any or all of the following:
• Escort patrons to the table, holding the chair for women

• Escort patrons to the restrooms

• Crumb the table between courses

• Replace linen napkins if a patron leaves the table

• Explain menu items without notes

• Serve food directly on the plate at the table

The staff must be rigorously trained and ready to answer any and all questions
customers may have about a menu or a wine. They should also be ready to make
menu recommendations if asked.

No detail is too small to pay attention to in fine dining.

Atmosphere

Fine dining was once synonymous with snooty waiters and French names. Today,
fine dining can be in any type of setting and feature a wide variety of cuisine, from
ethnic to organic, local fare.

Standards you should always include in fine dining are fine china, glassware, and
flatware. Tablecloths are expected.

In these flexible days, the rest of the atmosphere is up to you. You can take the
traditional route with silver candelabras and rose center pieces, or go for hip and
trendy with a bold color scheme and modern furnishings.

Music playing subtly in the background should reflect your themes, such as
classical for a traditional room or jazz standards for something modern. Lighting
should be subtle, leaning toward dim for a romantic ambiance.

Fine dining requires a great attention to detail, but it can pay off in the end when
you have reservations months in advance.
Ultimately, customers should feel that the money they spent at your restaurant
was well worth it.

Target Market for the Fine Dine Restaurant:

Target market is the group of consumers – in this case, diners – whom we shall
aim to attract. They are people who are most likely to buy what we’re selling. Fine
dine restaurant target market is a specific segment of the larger dining market.
Target markets are determined by a combined analysis of:
• Demographics: segments of the population as divided by shared
characteristics, including age, sex, income, education, religion, race, and
geographical location.

• Psychographics: the classification of people according to attitudes,

aspirations. and values.

• Behavior: analysis of a population segment according to the behavior of

potential customers, including buyer habits, spending habits, digital behavior, and
hobbies.

This may be the most important question you can answer when designing a
restaurant concept. It is definitely the most important question to answer when
creating a marketing plan.

One of the biggest mistakes restaurants make is trying to appeal to everyone. If

you think that your target market includes everyone, you are setting yourself up
to fail. If you want to be successful in any business, especially the restaurant
business, then you need to define who it is that is most likely to buy your
products, and focus your concept to appeal to that defined market.

First off, let me tell you what a target market or target demographic is and what it
isn’t.

A target market IS the portion of the population most likely to buy what you are
selling.

A target market isn’t the portion of the population you want to sell your food to.
Let’s examine the factors that influence who you should be targeting.

• Your Location
If your restaurant is in the downtown core, you’ll attract businesspeople during
the lunch hour. If your business is in the suburbs, you will likely be serving
younger couples and families. This is a generalization, but your physical location
will affect not only who you’re serving, but also how you prepare and staff for
specific meals and times of the day.
• Your Menu & Price Points

A high-end, gourmet restaurant will appeal to a different demographic than

a restaurant that serves pub food in a casual setting.

Similarly, you’ll want to consider what people in your neighbourhood are willing
or able to pay for a meal. Some people will brave longer trips to a restaurant if
they serve their favourite dishes, but you must keep in mind that your regular
crowd is right in your backyard.

Again, there will always be some outliers, but it’s better to think about who your
restaurant appeals to generally than to factor in the incidental sales that occur
sporadically. So, what kind of restaurant are you? Consider how you can reach the
right people with the right messaging at the right time.
• Conclusion

Knowing your customer is foundational to establishing a successful place of

business. It may seem simple and straightforward, but there is often more to it
than meets the eye.

Consider enlisting the help of a professional to help you determine who your ideal
customer is, and then work on a marketing strategy to attract them to your
restaurant.
Current status of fine dining restaurant in Dhaka City :

For years, dining out has been the go-to option for friends and family in the
metropolitan city of Dhaka. However, the recent trend has been not only to eat
but to live a little lavishly for some, pampering themselves to take respite from
the hustle and bustle of daily life. Although 'Bangla Chinese' remains a favourite
and the First World continues to flood Dhaka with their lower-middle class
targeting brands, people have begun asking for more. Whilst dining with a group
of friends comprising of the biggest food lovers in town, the question of fine-
dining came up. In between mouthfuls of the most delicious salmon ever cooked,
prepared by Aroyee, a picture of the Bangladeshi urban culinary scene was
painted. Kanishka Chakraborty, a famous food-blogger, resident food lover and a
regular columnist for Star Lifestyle expressed his disdain. “The fine-dining industry
can be said to be have regressed,” he said. He pointed out the fact that the fine-
dining restaurants did not go the distance in fine-dining, restricting themselves to
oft-times a hastily put together menu. “There is a problem in the kind of chefs
available; there aren't enough good chefs,” Phillip Choudhury, the Head Chef and
Creative Director of Aroyee added. Both points were true. While the restaurant
industry has come a long way, a 5-star dining experience is still hard to come
about. Even though the concept is being promoted, many fine-dining experiences
are hardly what they try to be and the lack of trained or informed chefs does not
do the whole “ordeal” any justice.

Dhaka people are spoiled for choice when it comes to eating out. Many
restaurants offer traditional Bangladeshi fare, typified by the use of fish and
lentils, while others offer such diverse international cuisines as Japanese, French
and Thai. From high-end restaurants to cozy cafes, arty bistros to quirky eateries,
food lovers holidaying in Bangladesh will be delighted by its varied and vibrant
restaurant scene.

The notion of fine-dining is relatively new but it is an experience that must be

tried by those who can afford it. Family outings are now being planned, keeping
fine-dining in mind. Dressing up your sharpest and taking your kids out, who are
equally looking dapper, to a meal to remember is fast becoming a trend in the
city. Capitalising on this, a number of restaurants have either opened up or
repackaged themselves, highlighting the luxury aspect of eating there. Armed
with a discernable palate, an appetite and a nose for the classy, the Dhaka crowd
sets out for these restaurants on most weekends. But while the options are
seemingly endless, the wrong choice can make a mess of your entire plans.
Imagine going to a fancy restaurant all dressed up to have a number of dishes
piled on your table with that annoying jazz music in the background. Restaurants
that have been playing the same tunes since 1996 are a dead giveaway to what
you are about to get. The other such signs are old looking plates, dirty tablecloths
and a menu that promises all kinds of cuisine. The best option is to get
recommendations.

The typical Bangladeshi meal, in a classical sense, actually follows a certain

sequence, with rice being the central item throughout. The sequence begins with
something bitter, which is followed by vegetables of sorts, from 'shakh bhaji' or
'shobji-bhaji' to 'niramish torkari'. Then we move on to small fish, after which we
have bigger fish. Only after that, we eat meat. The last item is 'daal'. Then, we
have desserts, which is usually sweetmeats. Bangladeshi meal, one may therefore
argue, follows the concept of course-by-course breakdown in the sense that a
particular sequence is maintained.

If you actually take the effort to set the appropriate mood and if possible, dress
up a little, fine-dining at your home is very much possible. Dressing up isn't
mandatory but wouldn't it all be so much better if all of you looked your best for
this one special meal? It will make it all the more worth remembering. And there
will of course be plenty of pictures to capture the whole thing forever. Once a
month, this can actually be a bond-building exercise, more powerful than the
stuffy, quiet-while-you-eat meal times we are all used to sharing.

Fine-dining is a growing industry in Bangladesh. While we have strides to take, the

concept itself should not be lost in the shuffle. Fast food is great but if healthy
food is served in the right fashion, then it makes a much more rewarding
experience. Thus, if you get the time, try fine-dining sometime. Start off at home
if you wish and then take it from there.
 Factors Influencing the Selection of Fine Dining Restaurant in Delhi &
NCR: An Empirical Study

Introduction:

India is known for its cuisine food is a very big part of our Indian culture. Indians
have always bounded over food. The fine dining restaurant establishment is related
to the development of culinary skills in France. In the year 1765.Boulanger, soup
seller, opened the first restaurant in Paris. This represented a new era in the
development of gastronomy and culinary skills. The first luxury restaurant, called
"La Grande Taverne de Loudres", was opened in Paris in 1782, if we talk about the
history of restaurants in India it can be traced back to early 250BC where the
travelers were provided with food and were provided place to rest. The change in
lifestyle and the increase in nuclear families, more women coming out of their
traditional roles and stepping out to work, rapid urbanization are few of the major
factors responsible for the growth of the restaurant industry in India. With the change
in time people are getting increased exposure to the international lifestyles and
cuisines because of which Indians are getting inclined towards a variety of cuisines
like Chinese, Italian, Mexican, Continental and Middle Eastern etc. With increased
awareness about these cuisines and disposable income people are looking for
experience and fine dining. As the concept of fine dining is not about just going out
and eating but it is about enhancing the experience of dining through ambience,
décor, service quality of food etc.

Literature review:

As most of the studies have done with the impact of customer satisfaction on loyalty
and Behavioral intention, this paper attempted to study the impact of demographic
variables on customer satisfaction.

Effects and outcome of service quality and consumer attitudes towards restaurant
brands: a study of fine dining restaurants in Pakistan.

Auty (1992) identified the choice factors in the restaurant

decision process based on four occasions: a celebration, social
occasion, convenience/quick meal, and business Meal. Food
type, food quality and value for money were found as the
most important Choice variables for consumers when
choosing a restaurant
Any feelings customers may have when they arrive at the
restaurant, and when they leave, should be taken into account
and included as part of the total restaurant experience
(Kotschevar & Withrow, 2008).
Although it is difficult to define exactly where the restaurant
experience actually starts, and indeed ends, it is usually
assumed that the main part of the experience begins when
customers enter a restaurant and ends when they leave (Liu &
Yang,2009).
The Kevel’s (1997) results Showed that the relative
importance of the restaurant choice factors differed
considerably by restaurant type, dining occasion, age, and
occupation. The studies of consumer behavior in ethnic
restaurants are relatively limited. Previous ethnic restaurant
studies have focused on consumers’ perceptions and attitudes
or on a particular cuisine (e.g., Josiam & Monteiro, 2004
Lewis (1981) investigated the influence of the benefit features
of advertising on consumers’ decision to go to a restaurant.
Three types of restaurants: family/popular, Atmosphere, and
gourmet were analyzed. Food quality was found as the most
important feature determining patronage in tensions to any
type of restaurant.

Link:
https://www.academia.edu/35983070/Factors_Influencing_the_Selection_of_Fine_
Dining_Restaurant_in_Delhi_and_NCR_An_Empirical_Study
 Effects and Outcome of Service Quality and Consumer Attitudes
Towards Restaurants Brands: A Study of Fine Dining Restaurants In
Pakistan

Abstract:

The study endeavours to study effects and outcome of service quality and consumer
attitudes towards fine dining restaurant brands. As service quality extensively affect
the ability to sustain status in a competitive restaurant market, existing studies have
focused on how to enhance service quality as evaluated by their customers. Data
were collected from the customers of five reputed fine-dining restaurants operating
in capital of Pakistan, Islamabad (n = 250) and was analysed using correlation and
regression techniques. Findings of the study suggest that for fine dining service,
consumers’ satisfaction is important from the physical environmental quality,
interactional quality and outcome quality, price fairness and utilitarian and hedonic
attitude in order to prefer that brand of the restaurant. Practical implications of the
study showed that management of restaurants can make policies in the light of
consumer attitudes, as these customers attitudes lead towards their brand preference
and can sustain the market position in the industry.

To quantify the service quality especially with respect to restaurant industry,

previous studies have identified different models such as DINESCAPE (Ryu and
Jang, 2007), TANGSERV (Raajpoot, 2002) and DINESERV (Stevens et al., 1995).
These models highlighted the important dimensions of services both separately and
collectively namely physical environment quality, interactional quality, outcome
quality and price. In many studies, researchers have confirmed the link of these
dimensions with the basic outcome constructs like consumer satisfaction and
behavioral intentions. effect of these dimensions of service quality are equally
important in order to decide the consumer attitude towards the restaurants brand as
it also gives new viewpoint for researchers and marketers. According to Zhou and
Wong (2008), some consumers focus on the brands, making that brand turn out to
be more significant than manufactured goods quality in purchasing situations.
Literature review:

Restaurant consumers desire their dining utilisation experience to be pleasing, so

they try to find a physical environment that stimulates pleasure (Yüksel and Yüksel,
2002). Physical environment is man-made (Bitner, 1992).

Success in the restaurant business depends up on delivering advanced interactional

quality (Oh, 2000). It refers to the customer’s perception about employee service
during service delivery, characterised by employees’ attitude, behaviour and
expertise (Brady and Cronin, 2001).

Outcome quality is the result of a service operation (Grönroos, 1984, 1990)

Price fairness can be defined as to compare one’s reference price and the actual price
paid (Petrick, 2005).

Consumer attitudes at the large-scale are significant for the brand preference of
products and services (Bolton and Drew, 1991).

Brand preference is significant for a business as a part of brand loyalty (Rundle-

Thiele and Mackay, 2001).

Link:
https://www.researchgate.net/publication/271524040_Effects_and_outcome_of
_service_quality_and_consumer_attitudes_towards_restaurant_brands_a_study_
of_fine_dining_restaurants_in_Pakistan
 Perceptions of Fine Dining Restaurants in Pakistan: What
Influences Customer Satisfaction and Behavioral Intentions?

Abstract:
Purpose – The purpose of this paper is to explore the relationship between
restaurant key attributes, customer satisfaction and behavioral intentions. The
mediating role of customer satisfaction is assessed between restaurants’ key
attributes of service quality and behavioral intentions.

Design/methodology/approach – Data were collected from a sample of 296

customers dining in the fine dining restaurants of Pakistan through a self-
administered questionnaire. The data were then analyzed through regression analysis
and gap analysis. Model fitness was checked in SPSS AMOS through CFA.
Findings – The findings suggest that the key restaurant attributes have a significant
positive effect on behavioral intentions. Customer satisfaction partially mediates the
relationship between key restaurant attributes and behavioral intentions. The
findings also suggest that there is a significant gap between the perceptions of
customers regarding the importance and performance of key restaurant attributes.

Practical implications – The result indicates that food taste and environmental
cleanliness are the cornerstones of fine dining restaurants’ success in Pakistan and
are among the strongest predictor of customer satisfaction and behavioral
intentions; while improvement efforts should be made in four key areas, i.e.,
healthy food option, food freshness, food safety and fair price.

Introduction

People are the most important marketing quality facet that influences the restaurant
quality and loyalty (Kukanja et al., 2017). A popular phrase “getting it right the first
time” (McDougall and Levesque, 2000) continues to prevail in the hospitality
environments these days. Anticipating the decision-making process of many
consumers, particularly those that consider different restaurant-related elements
prior to deciding where to dine, could prove very valuable to the restaurateurs as the
first impressions are the lasting impressions. . For Psomas and Jaca (2016), a
company can improve its performance by focusing on specific total quality
management factors which in turns provide the foundations not only to survive but
to stay competitive in the current global scenario. Total quality management is a
dynamic resource that influences strategy formulation process and contributes to the
achievement of a sustainable competitive advantage (Yunis et al., 2013). In order to
justify quality management, quality managers must focus even more on how to
improve and achieve results (Eriksson, 2016).

Literature review:

The most important steps required to build successful rapport with customers are to
provide individual attention to each customer and understand their specificneeds
(Kayeser et al., 2013). Understanding the customers’ needs is the first step in
developing customer relations thatfocuses on loyalty, retention and long-term
relationships (Wang et al., 2014). In the restaurant context, food quality and
physical environment significantly affect customer satisfaction while customer
satisfaction is a significant predictor of behavioral intentions (Ryu et al., 2012).
Many studies (Kukanja et al., 2017; Sulek and Hensley, 2004; Gupta et al., 2007;
Vanniarajan, 2009; Kim et al., 2009) confirmed that the food is the most
important quality dimension in affecting the customer’s selection process,
quality perception and satisfaction level. All these studies presented the critical
role of food quality evaluation in correlation with other quality dimensions and
identified food as the most important quality dimension; however, many
international studies (Sulek and Hensley, 2004; Vanniarajan, 2009; Kim et al.,
2009) consider food as the most important quality dimension. A large volume of
studies (Kukanja et al., 2017; Cheng et al., 2012; Ruiz et al., 2012; Ali et al. 2013;
Kim and Moon, 2009; Mosavi and Ghaedi, 2012; Ryu and Jang,2007; Ryu and
Han, 2011; Wall and Berry, 2007) stressed on the importance of the tangible
environment as it represents an important basis for evaluating the quality of
services and a key factor for attracting and satisfying customers in the hospitality
industry. Hence, in the current scenario, practitioners, managers and decision
makers can enhance their organizational performance through implementing
total quality management practices (Al-Dhaafri and Al-Swidi, 2016).

Link:
https://www.emerald.com/insight/content/doi/10.1108/IJQRM-07-2016-
0113/full/html
Constructing a consumption model of fine dining from the perspective of
behavioral economics

Abstract:
Numerous factors affect how people choose a fine dining restaurant, including food
quality, service quality, food safety, and hedonic value. A conceptual framework for
evaluating restaurant selection behavior has not yet been developed. This study
surveyed 150 individuals with fine dining experience and proposed the use of mental
accounting and axiomatic design to construct a consumer economic behavior model.
Linear and logistic regressions were employed to determine model correlations and
the probability of each factor affecting behavior. The most crucial factor was food
quality, followed by service and dining motivation, particularly regarding family
dining. Safe ingredients, high cooking standards, and menu innovation all increased
the likelihood of consumers choosing fine dining restaurants.

Introduction
Fine dining restaurants are operated with a high-price consumption model; to
motivate consumers to pay a premium for fine dining, upscale restaurants should
generate relatively high utility and satisfy highly specific needs from a behavioral
economics perspective. Fine dining restaurant managers should understand
consumer needs, but most managers fail to accurately comprehend and satisfy them,
resulting in the withdrawal of restaurants from the market [1]. Consumers’
perceptions of fine dining restaurants have gradually shifted from exquisite
traditional French cuisine and international etiquette to innovative dishes, trendy
decorations, and a younger customer base [1], indicating a change in consumers’
needs. Jung and Yoon [2] believed that satisfactory restaurant services encourage
revisits: consumers with variety-seeking orientation may desire to experience new
things despite their satisfaction with the restaurant and thus may choose other
restaurants, indicating that their hedonic motive is stronger than their benefits
motive. Ponnam and Balaji [3] noted that motives may affect restaurant assessment
and selection, and restaurant function must satisfy consumers’ needs to influence
their decision making.
Consumers’ needs of fine dining restaurants:

Consumers’ needs for fine dining restaurants affect restaurant selection. Using the
perspective of Maslow’s hierarchy of needs to understand consumers’ needs for fine
dining restaurants can inform the market positioning and policy making of fine
dining restaurants. In the hierarchy of needs, physiological needs are most
fundamental. Jung, Sydnor, Lee, and Almanza [7] stated that food is the main factor
in choosing restaurants, with service quality and price being secondary factors. The
second level of needs is safety. Ro¨hr et al. [8] remarked that consumers have
recently been concerned with food safety. Restaurants emphasize food safety
because of consumers’ safety needs, and studies have noted that food safety is indeed
one of the main factors in consumers’ restaurant selection [9]. The third level of
needs is love.
Literature review:
Lewis [22] 1981 Analyzed 10 factors affecting consumers’ restaurant selection
involving three types of restaurants (family/popular, atmosphere, and gourmet),
including food quality, menu variety, price, atmosphere, and convenience factors.
Auty [23] 1992 Did not subsume the factor of occasion into restaurant types, but
isolated four factors (a birthday or anniversary celebration, a social occasion, a
convenient/quick meal, and a business meal) from it and compiled 10 factors
affecting restaurant selection from the various open-ended answers of the pilot
questionnaire, namely food type, food quality, value for money, image, and
atmosphere, location, speed of service, recommendations, new experiences, hours
of operation, and facilities for children.
Koo et al. [24] 1999 Selected location, type of food, variety of food, uniqueness, car
parking, price, quality, or taste of food, decoration, and service using a focus group.
Duarte Alonso et al. [25] 2013 Noted that among the factors affecting restaurant
selection, the unique factors were healthy/nutritious food items, menu creativity, and
local food use in menu development.

Link:
https://www.google.com/search?q=Constructing+a+consumption+model+of+fine
+dining+from+the+perspective+of+behavioral+economics&oq=Constructing+a+co
nsumption+model+of+fine+dining+from+the+perspective+of+behavioral+econom
ics&aqs=chrome..69i57.1109j0j4&sourceid=chrome&ie=UTF-8
The first impression in a fine-dining restaurant. A study of C Restaurant in
Tampere, Finland

Abstract:

Food business has become a popular trend for entrepreneurs these days. However,
it seems that many entrepreneurs do not know how important is the first impression
and the services offered to their guests. Consequently, many restaurants have a
generally poor service, and therefore, many are closed as soon as they are opened.
This study concerns more on how the first impression works in a fine-dining
restaurant; hence, restaurateurs will able to know how to build on a customer’s good
first impression. Previous studies, experts’ opinions, and the theories related to the
topic of this study were referred and used in this study. The study was carried out in
restaurant ‘C’, located in Tampere, Finland. Samples were collected from the guests
who visited the restaurant ‘C’. This study contributes new knowledge regarding the
first impression, and how it affects the customers’ decision behavior as well as three
different types of service clues (mechanic, humanic, and functional clues) and how
they influence the customers’ perception.

Introduction

In this globalisation era, the first impression is very crucial to every business, mainly
in the hospitality industry. According to Dye (2004), the opinions formed in the first
few minutes after meeting someone play a major role in determining the course of a
relationship. Hence, the primary effect forms the first impressions. According to
Ambady, Bernieri, and Richeson (2000), ‘First impressions are the fundamental
drivers of our relationship’. They also added that ‘in a sense, it’s a little like the
principle of chaos theory, where the initial conditions can have a profound impact
on the eventual outcome. A first impression is your initial condition for analysing
another human being’. It is similar to the theory called the ‘butterfly effect’ from the
chaos theory. The complexity tells about the sensitivity to the initial conditions,
which describing the small changes can make huge impacts. The same goes with the
first impressions. Thus, no matter how delicious the food is, the ambiance, and the
prices, if a guest having the bad impression for her/his first impression, he/she will
never eat in that particular restaurant anymore (Ambady, Bernieri & Richeson,
2000). The quality-service-oriented business has a belief that there is only one
chance to make a good first impression.

Literature review

The word ‘first impression’ has been known and described as ‘hard to eradicate
from the mind’. Within few seconds, people can assume and give judgment to other
people as human beings more likely to be judgmental (Pham & Miyake, 2010).
There are two types of restaurants, fast service restaurants and full-service
restaurants (Chung & Kim, 2011). A fine-dining restaurant can be categorised as a
full-service restaurant. It is mainly because of the table service (Gregoire & Spears,
2007). Guest expectations towards the services depend on the type of the restaurant
(Kim & Moon, 2009). Three crucial factors in a fine-dining restaurant that will affect
customer impression are food quality, service of the restaurant, and the atmosphere
(Namkung & Jang, 2008). Fine dining is identical with the highest price level among
restaurants with the high standard operating procedure, finest ambiance, and
atmosphere. It is because business works best when the standards are set. Food
hygiene and cleanliness of the place are also crucial for the customers’ experiences
as they expect that everything is hygienic in the restaurant. Finedining restaurants
are expected to be exceptional from the regular restaurants, in terms of everything
(Parpal, 2014). Based on the standards, staffs are needed to be trained well and they
must have enough knowledge about handling a customer in a fine-dining restaurant.

Link:
https://www.researchgate.net/publication/306034029_The_first_impression_in_
a_fine-dining_restaurant_A_study_of_C_Restaurant_in_Tampere_Finland
 Prospects of Fine-Dine Restaurant in Bangladesh

Restaurant business in Bangladesh has reached some heights in the recent years.
Bangladesh and it's people has adopted to the restaurant culture very quickly.
Different categories of restaurants are being opened because of the high demand
from the people. Specially because of the quick rise in GDP, people have become
more interested in buying foods from restaurants and have adapted to this culture.
Bangladesh restaurant now have multi cuisine categories. Almost every
international cuisine can be found in the major cities every now and then like Thai,
Chinese, Indian, Arabian, Japanese, Korean and most commonly ask foods from
the western culture.

People in Bangladesh eat in casual restaurants as well as fine dines to pass good
time with their loved ones. Another factor that helped the restaurant business grow
more is the high population and the density in major cities in the country. The
cities do not have enough places to hang out and fun time, so people use
restaurants as a place to meet and greet with friends and pass good time with
family. Because of good demand international restaurant brands are being attacked
to Bangladesh restaurant industry. People in the major cities goes to fine-dine
restaurants to enjoy with family and friends. Nowadays In fine dines people
arrange social gatherings.

The future of fine dine restaurants in Bangladesh in very bright as people prefer
restaurants which are more sophisticated. People on Bangladesh not just only see
the food but also measure the decor, the ambience and the overall services. The
major cities are full of fine dine restaurants as people demand variaty in fine dines
in their area. As there is more scope of people choosing fine dines over casual
restaurants, the future of the fine dine industry is bright in Bangladesh
 Features of fine dine restaurants:

For a good fine-dining restaurant there are many features to look out and these things
are make the best and perfect restaurant.

1. Serving high quality food

When people walk through the restaurant doors, they are expecting to enjoy their
meal. A good restaurant does not compromise when it comes to serving great food.
Setting high standards when it comes to the food quality is vital and it is important
to ensure that customers get the same quality every time. Good serving quality and
tasty food will earn a restaurant a good reputation, causing customers to make return
visits. A good restaurant will have a highly experienced chef, who prepares meals
using the best, high quality ingredients to ensure consistency.
 2. The dining experience

Apart from serving good food, customers look for a good overall experience when
they visit a restaurant. When you go out, you want to know that you are eating in a
clean environment and getting the best service. A great restaurant will ensure that
the wait staff help to enhance the guest experience through being courteous and
maintaining a great attitude. The servers need to be knowledgeable about the cuisine,
something very helpful when you love exotic cuisine! Addressing issues promptly
and making sure that the food and drinks get to the customers in a timely manner is
important.

3. Restaurant cleanliness

Restaurant cleanliness is essential and it will determine whether customers enjoy the
dining experience. No one wants to eat in a place that is dirty as it reflects badly on
the overall service. Keeping the space clean is not something the management can
take lightly as it can have very serious consequences. Cleanliness will help to avoid
potential issues such as illness. Creating a good impression is very important and a
clean space will encourage people to sit and anticipate a great meal. All areas must
be kept clean and this includes the front and back of the restaurant, restrooms and
employee areas.

4. Menu with variety and choice

When visiting a fine dining restaurant it’s reasonable to expect a menu with variety
and choice. Although excessive choice can create its own confusions, it’s important
to have a menu which offers a good selection and variety of choice to accommodate
a range of tastes and pallets. Also, for returning customers it’s nice to be able to try
different menus as you return to a restaurant. Here at Play fairs you’ll find our menus
are packed with a wide variety of options for you to consider. It’s worth mentioning
that customers can always ask restaurant staff for tips/advice on meal selection and
also to request there meal to be cooked in a certain way.

5. Atmosphere

For the ultimate fine dining experience it can’t be just about the food and drink, the
atmosphere are also highly important too. Here at fair price we’ve worked hard to
create a cozy friendly environment, incorporating vintage with all the modern
conveniences which we know our customers enjoy.
 List of fine dine restaurants in Dhaka city

1. Name: O’Play Restaurant

Location: Road 32, House 16, Gulshan,

Dhaka- 1212, Bangladesh

Review Rating: 4.1

2. Name: Tony Roma’s Restaurant

Location: NEB (3B), Road-74, Gulshan-2,

Dhaka-1212, Bangladesh

Review Rating: 4.3

3. Name: Deck 13 Restaurant

Location: Navana GH Heights, House-67,

Satmasjid Road,Dhaka-1209

Review Rating: 4.
4. Name: The Grove Bistro Restaurant

Location: Level 12, Hamid Tower, Gulshan Circle 2,

Dhaka

Review Rating: 4.5

5. Name: Thai Signatures Restaurant

Location: 28 Mirpur Rd, Dhaka-1209

Review Rating: 4.0

6. Name: Tao Town Restaurant

Location: 4th Floor, Rangs KB Square, 49/A

Satmasjid Road (Adjacent 9/A) Dhanmondi,

Dhaka-1209,Bangladesh

Review Rating: 4.0

7. Name: Horse and Horse Patisserie

Location: Plot: 53, Gulshan Ave, Dhaka-1212

Review Rating: 4.1

8. Name: The Mirage Restaurant

Location: Road 3, House 9 A/1, Gulshan 1,

Dhaka-1212, Bangladesh

Review Rating: 4.4

9. Name: Man Mo Restaurant

Location: House 6/ A, Road 113, Top Floor, Gulshan 2,

Dhaka-1212, Bangladesh

Review Rating: 4.2

10. Name: Savva Restaurant

Location: Rooftop, Genetics Baro Bhuiyan Building,

Plot 3A, Road 49, Gulshan 2, Dhaka-1212, Bangladesh

Review Rating: 3.9

11. Name: 138 East Restaurant

Location: House 10. Road 138, Gulshan 1

,Dhaka-1213, Bangladesh

Review Rating: 4.3

12. Name: Smokesman Restaurant

Location: House-82, Road-5, Block-f, Banani,

Dhaka-1212, Bangladesh

Review Rating: 4.3

13. Name: Kurry Accent Restaurant

Location: House No NW 08, Road No 51, Gulshan 2,

Dhaka-1212, Bangladesh

Review Rating: 4.3

14. Name: El Dorado Revised Restaurant

Location: Ka-9/A, Hazi Abdul Latif Mansion,

Jagannathpur Road, Bashundhara Main Gate,

Dhaka-1229, Bangladesh

Review Rating: 4.1

15. Name: Yum Cha District Restaurant

Location: Plot 25 (Lift 2), Road 11, Banani Model Town,

Dhaka-1213, Bangladesh

Review rating: 4.4

 16. Name: Garlic ‘n Ginger Restaurant

Location: Imperial Amin Ahmed Centre, 7th floor,

House #54, Road #10/A, Satmasjid Road, Dhaka-1209

Review Rating: 4.3

17. Name: CHOWS Restaurant

Location: Plot 6, Road 9/ A, Block E, Banani,

Dhaka-1212, Bangladesh

Review Rating: 4.2

18. Name: The Green Lounge Restaurant

Location: 18th floor, Rupayan Trade Center,

114 Kazi Nazrul Islam Avenue Banglamotor,

Dhaka-1000, Bangladesh

Review Rating: 4.2

 19. Name: Sajna Restaurant

Location: House-14, Block-H, Road-11,

Banani, Dhaka-1213, Bangladesh

Review Rating: 4.2

20. Name: Cozy Sizzler Restaurant

Location: Plot CEN 4G, Road # 104, Gulshan 2,

Dhaka-1212, Bangladesh

Review Rating: 4.4

The Authentic Thai Experience
Description of the scenarios after visiting ‘THAI SIGNITURES’

How we started -
To get started to our destination we left our residence at 3.30 pm. As we were 7 in
number, we took Uber to get there. There was less traffic that day than usual. As it
was Friday the journey was not hype at all

It is situated on
14 Mirpur
Road,
Dhanmondi
beside the
Sobhanbag
Mosque. It took
around 1 hour to
reach to the
destination. We
gathered around
at the same
place and then
bump into there.

The Appearance
After a short journey, we went there with full of excitement and were a little bit
constrained. We must have to mention firstly that the entrance decor of was fabulous.
There is a large sign with the name of the restaurant written in big letters, which
increases the beauty of the entrance even more! Inside there are lots of square
wooden tables and some rectangular wooden tables with about four chairs around
them.
The Kotler’s Warrior
Building a great online presence is essential to the success of your restaurant. Well-
designed restaurant websites are the cornerstone of this online presence and can
serve to both attract new customers and build loyalty in existing customers. As we
went there after getting information from online, we felt the same after the
appearance.
It’s simple yet effective website packs all the necessary information onto a single
page all without looking cluttered or feeling crowded.

The Luxury Decor

The first eye-catching thing of the restaurant was the vivid colors and the superior
decoration. It was anything but like the street outside and was a luxurious yet tasteful
version of a middle-eastern dining room. Dark, cosy and inviting – in stark contrast
to the bright, stark, surrounds of concrete outside.
Undoubtedly it can be said one of the simplest but finest decor in the row. Color
abounds wherever you look and the vivid representations of the Thai region make
you feel like you’re already there. People come to restaurant to spend time and get
an experience. Well, the interior can definitely become the second most important
thing in the restaurant after cuisine! And coming here is worthy by all the acceptance.

 Colorful furnished decor

 Artificial elements
 Vivid Ambience
 Fancy colored furniture
Restaurant’s Setup and Interior

It has already mentioned about the excellent appearance of the restaurant. Now let’s
get into the detailed sections. This kind of Fine-Dine restaurant primarily caters to
the requirement of the affluent market segment which wants to experience fine
dining. The
restaurant may
either offer dishes
of one particular
region or country or
exotic dishes from
various cuisines,
wines, spirits &
digestives. It opens
mostly during
dinner time. The
ambience & décor
of the restaurant
will be elegant &
rich. The wait staff
employed is skilled
& has a sound
knowledge of the
dishes served.

 Relaxing and friendly atmosphere, moderate food pricing and table services.
 Portion size is usually large
 Special design, unique decoration, high-quality furniture.
 Music playing subtly in the background should reflect the theme of the
restaurant, such as classical for a traditional fine dining restaurant or jazz tunes
for something modern.
 Different types of lightening system according to the mood and all over day
time.
 Music is usually loud and the lighting is deliberately bright and intimidating.
 Colors are mostly bright: most popular colors are red, yellow and green. As
these colors arouse appetite.

Authentic Interior Design

Menu and Ordered Dishes
After observing the beautiful environment it was time to experience the food and
service. As it was a fine-dine restaurant it has multiple cuisine including buffet. This
is a great place to spend time with family and friends. It has a huge list and option
of dishes and the rest of the items. One can deliberately made to be uncomfortable
so visitors spent less time in the restaurant.

Colors are mostly bright: most popular colors are red, yellow and green. As these
colors arouse appetite.

We appreciate this list because it gives me some ideas to look for depending on the
dining experience we want to have. It is an important part of our culture to eat
together and a restaurant helps to add to that experience. The restaurant is mainly
based on Thai cuisine. The dishes are made in authentic Thai style by Thai chefs. A
menu is a reflection of your restaurant’s concept, style and the quality you deliver.
If crafted correctly, menu descriptions encourage customers to order and ultimately
set the expectations for their meal. The authentic menu of this restaurant is given
below-
From this much varieties of dishes and fantastic items we ordered some delicious
dishes. This is so obvious that any restaurant must have delicious appetizers but this
would be one the best restaurant someone can ever have with all the other elements
including decorations and theme.
The ordered items were-

1. Special appetizer platter

(Fish cake, wonton, spring roll fried prawn and prawn on toast)

2. Thai clear soup with chicken

2. Egg fried rice with fried
chicken and vegetable
oyster sause

3. Mango with sticky rice served with coconut ice cream

4. Soft drinks
Food was wonderful in one word. Sharing meals with friends can bring people
together, and remind us of old traditions. We can also build new traditions with food,
and make friends by trying new things together. Food is also a good way to introduce
people to a new culture. As anyone can be introduced with Thai cuisine by get a
slight experience here.

Service and hospitality

It is important for businesses operating within the hospitality industry to keep up

with the latest hospitality trends, in order to avoid being left behind. Furthermore,
keeping pace with the
wider industry is one
of the ways owners
can help to ensure
their business is
delivering an
excellent customer
experience.

Successful
restaurants have two
things in common:
they try to provide excellent food and great customer service. Let's take a look at
some of the standards they adhere to in order to promote a restaurant culture that
promotes excellence in customer service, by looking at some important do's and
don'ts.

It also goes same for this experience.

Food quality and taste

Restaurant food tastes good: when it is prepared from fresh ingredients by

creative and experienced chefs using sophisticated traditions, there is
nothing like it.
 Restaurant-style sauces have on average at least 6 different ingredients on the
lower end but some even have up to 12–15. Oils, sugars, spices and
condiments are mixed together carefully in certain proportions, to get the
“bliss” feeling.
 Restaurant-style stir-fries need you to make a sauce in one pan and saute the
meat and vegetables in another, and then you drain the oil from the meat and
put it in the sauce pan and let it simmer for a while. Sometimes, you dust the
meat with corn starch before putting it in the saute pan.
It’s not just salt, sugar and fat. Yes, that’s part of the picture, but spices and
condiments are used, the methods are more involved than in home cooking and the
dishes are made by chefs who have trained for a considerable amount of time (of
course, I’m assuming chain food upwards).

The first part of this answer is rather obvious. Restaurant food tastes good because
it has been prepared by a professional chef or cook who spends all day, every day,
for years on end, cooking that dish. They have cooked it so many times, they could
probably do it with their eyes shut while tap dancing. They have had the time and
money to try many subtle variations on the dish and have perfected it in a way that
would take a lifetime at home.
The second part is more subtle because not all restaurants use professional chefs.
About their marketing activities
Our strategy is simple, we intend to succeed by giving people a combination of
excellent and interesting food in an environment that appeals to a wide and varied
group of successful people. We will focus on maintaining quality and establishing a
strong identity in our community. Our main focus in marketing will be to increase
customer awareness in the surrounding communities. We will direct all of our tactics
and programs toward the goal of explaining who we are and what we do. We will
keep our standards high and execute the concept so that word-of-mouth will be our
main marketing force.
We will create an appealing and entertaining environment with unbeatable quality
at an exceptional price. An exciting and friendly restaurant, we will be the talk of
the town. Therefore, the execution of our concept is the most critical element of our
plan. All menu items are moderately priced for the area. While we are not striving
to be the lowest-priced restaurant, we are aiming to be the value leader.
Leaders and group members review on the restaurant

“Well decorated cozy environment in

a word. Staff are very helping...and about the food
tasting if I rate it on the basis of 5 stars I’ll give it
3.5 stars”

Food : 3.5/5
Service : 4.5/5
Environment : 5/5

“Staff members are well trained but the food

could have tasted better in my opinion. Interior
is nice and looks beautiful...”

Food : 4/5
Service : 4
Environment : 5/5
“The overall ambience was good. Their service
could have been better but they made it up with
authentic Thai food which actually was a little
different in flavours than regular”

Food : 4/5
Service : 3/5
Environment : 5/5

“They have different types of Thai food items

with attractive decoration. Environment was
good. Overall reasonable price.”

Food : 4/5
Service : 3/5
Environment: 5/5
The overall environment and interior design is excellent. The day and night view
was equally beautiful and eye-catching.

Food : 4/5
Service : 3/5
Environment : 5/5

Food quality and environment was

commendable. But as they are specialized in
Thai cuisine their food quality could have been
better.

Food : 3.5/5
Service : 4/5
Environment : 5/5
This branch’s decoration is better than Gulshan branch.
As a Thai cuisine they must have to include more varieties, but overall good.

Food : 3/5
Service : 4.5/5
Environment : 5/5