Tendency of Small Portions in Fine Dining - Research Paper Example

The concept of fine dining has undergone a change as consumer tastes and preferences have changed. People still look for the right ambience and a relaxed atmosphere but they look for new and innovative food items. However, since trying out new food items carries the risk, smaller portions have been an effective way of reducing such risks. While it was generally believed that obesity and overweight are the reasons that people prefer smaller portions, this study has revealed that several other important factors underlie the food consumption choice. These include the pricing, the personality factors and the human attributes. These could range from internal to external attributes. The mental state at the time of food consumption governs the food choice and the portions. While the consumer benefit by trying out a variety of dishes, the restaurant benefits as the overall sales has gone up. However, this research has changed my perception of the reasons why smaller portions in fine dining are gaining in popularity. Introduction Why have the ‘fine dining’ restaurants made their portions smaller? The concept of ‘fine dining’ has undergone a change as people and their lifestyle has changed. It was initially designed for people with taste for the ambience, for the service and for people who could afford it (Stein, 2008). It was not created for people with taste for food. People always dressed up for the occasion but with changes in the lifestyle, fine dining too has had to be redefined. Today fine dining is no more about formalities of table layout and the focus is on food. Food at fine dining restaurants is no more served by well-dressed waiters but brought to the table by the chefs themselves after they have finished cooking. Today people do not want any frills attached to fine dining. Lack of time and budget has given way to changes in fine dining. People may not have time for a full meal but may want to have something before or after dinner; they do not have time to await their turn for a decorated table. They would rather sit at a bar and have the same dish at a much cheaper cost. Fine dining restaurants have been forced to tone down their offers and reduce their prices to meet the demands of the new generation and the new economy. How do smaller portions fit into the overall scheme of fine dining when customers demand quality? This becomes essential to understand as the food and beverage industry has seen phenomenal growth over the years. Fine dining is associated with fine food served with flair or good service in an elegant ambience (Arora and Singer, 2006). Fine dining has given way to casual restaurants and this has made the fine dining segment alter their menus and their service offerings. Customer trends trigger innovation and customers are craving for upscale quality (Perlik, 2007). Children are now included in family dinners out and hence the restaurants have to cater to smaller portions that are palatable to the children’s taste. To understand the reason why fine dining portions have been reduced, several perspectives will be looked into. Overweight and obesity are usually the main reasons cited for smaller food portions but this needs investigation. Price is another criterion that often influences food purchase. To what extent consumer behaviour, attitudes, personality and culture influence food choice would be studied. The benefits of making the portions small would also be studied from the perspective of the restaurant owners. It would then be determined whether these have any correlation with smaller portions offered at fine dining restaurants. Price A study of 226 residents who had been to fine dining restaurants revealed that ambience of the restaurant did not enhance customer satisfaction (Arora and Singer, 2006). Customers usually evaluate based on the price and the attributes (product and services received). Higher prices can reduce the value while higher levels of product or service can enhance the value for the customer. Since menu prices can have a significant negative influence on customer value, many restaurant have reduced the portion size and proportionately reduced the prices. Fine dining focuses on food quality and excellent service. Hence if the fine dining restaurants can focus on these two factors, customer satisfaction is achievable. Another advantage that the restaurant owners found is that with small portions, the consumers are able to navigate the menu without investing heavily in the main course (Kingston, 2007). When the portions are halved, the price too is reduced and this allows for “democratization of the dining experience”. It allows the restaurants to compete in the highly competitive market place. Small portions also benefit the indecisive diners who prefer to gaze around. Pricing becomes an important factor because the consumer always associates with the value he derives from the purchase decision. Value today pertains to product and service quality, innovation, price and the company image compared to competition (Arora & Singer). Once the consumer is convinced that the brand image is in alignment with his social status, he would be willing to pay a higher price for the innovative food item. However, if he can get a smaller portion for a reduced price, he would opt for that. Obesity Obesity and overweight have altered the way people think of food and consume food. Research suggests that people would eat whatever is placed before them. Studies confirm that people who are given smaller portions of food attain as much satisfaction as those with larger portions (Lang, 2007). People globally are becoming obese and weight loss has become an imperative. In many countries calorie counts have to be posted on menus. Even consumers find that some restaurants serve very large portions. The restaurants have taken it up as their responsibility to serve smaller portions so that people do not keep eating even when they are full. Increasing the size of an entrée increases energy intake and it is believed that large restaurant portions contribute to the obesity epidemic (Trecroci, 2004). When portions are small, consumers eat guilt-free (Kingston, 2007). Small portions in fine dining are becoming popular even in Europe specially with women. Women usually prefer one or two courses and smaller portions allow them to control their portions. Eating out usually means that there is no control over how the food is prepared and what has been used, or even how large the portion is (BBC, n.d.). Since the food eaten out is usually higher in fact, those that eat out regularly have higher intake of fat, salt and calories. Eating with friends also tempts one to eat more than usual. When meals are eaten for longer periods and accompanied by wine or alcohol, there is overindulgence. Economic benefits to the restaurants Another reason that restaurants would like to serve smaller portions is that when portions are large, consumers order just two courses (Lang, 2007). Small plates have been making a big impact on menu (Rowe, 2005). The traditional three course meal is being reinvented to redefine what is fine dining. Restaurants feel that less generous offerings would lead to incremental business. With consumer tastes and preferences changing, most are looking for something light to eat. Having smaller portions of one item allows the consumers to try out more variety of dishes from the menu. This minimizes the risk of regret felt by a consumer. Hence small plates give consumers fashionable control over what and how much to eat while it also keeps their expenses under control. This has led to double the sales because the check average increased by about 25 percent. Small plates have also helped increase sales during non-peak hours. Besides, small plates allow the consumers flexibility while providing a festive atmosphere. It gives them a relaxed dining experience. Small portions even draw in local college students who usually have budget constraints. A study was conducted by Condrasky, Ledikwe, Flood and Rolls (2007) of the opinions of Chefs on the portion size served in the restaurants. The study found that chefs are primarily responsible for the portion sizes served in the restaurants. Portion size determines the energy intake but the cultural norms are also responsible for the portion size that is served in the restaurants. This perhaps is the reason that restaurants cannot develop strategies to develop the appropriate portion size to be served. Age of the chef is also associated with the portion size that can be served. Those 51 years older or more served smaller portion size than the younger chefs as they have exposed to smaller portion size norms. Customers usually associated value for price with the portion size and this influences the size to be served. Pricing is a major determinant of the food choice and the customer must get value for the price he pays. This perceived value is what becomes difficult to determine. Hence restaurants provide large portions as a marketing strategy and the recent rise in portion size is because of the economic value that the customer demands. Changing consumer demographics A restaurant in Mexico claims that women and children make the decisions where to eat out and most of their decisions are made on the size of the portions served (Buchthal, 2005). Some restaurants have different portion sizes for men and women because women generally prefer small sizes. Since diners are eating more carefully, restaurants are serving even the appetizers in different portion sizes (Walkup, 2005). Weekday lunch menus have been altered with smaller portions with the view to increase sales by improving on speed, value and variety. People are enticed by variety and consumers also want a selection of sizes. Guests want more choices not just in taste but also in the scale of food (Leahy, 2007). Many restaurants have scaled down their plate sizes and bill them under the head of weight-management selections. Smaller portions give the guests the freedom to order more things. The flavour and richness can be captured even in smaller portions and hence the quality is not affected. Labour is identical in making smaller or larger portions but it has not affected the operations at the restaurants. Most restaurants offer the same food in two different portions – regular and half-size portions billed as “micro” plates. The discerning diners still look for quality cuisine featuring fresh local ingredients. Fine dining comes up with innovation and creativity. Small portions have given rise to adoption of the Indian style “thali system” where small portions of many dishes are served together on a platter (Tice, 2009). Human attributes Human behaviour is complex and the food choice tells us of this complexity. Attitude towards food depends upon the personal interaction that an individual has with the food (Conner, 1993). If an individual has disliked a particular food when recovering from an illness, he develops an aversion to that food. He may prefer food from he derives physiological benefit. Food choices are also based on the cultural meaning of food. Thus the economic and the social environment influence food choices and food intake. Physiological factors such as tolerance and satiety also influence the taste that diners find in food intake. Price and convenience are also important while health factors have little influence over what one eats. Human behaviour is based on the analysis of the subjective costs and benefits of the outcome of the action. In food choice also, consumers would choose food that gives them the greatest benefit with lowest cost. Food choice also depends upon the amount of control that an individual has. Both internal control components (information, skills, and emotions) and external control components (oppurtunities, dependence, and barriers) could influence the food choice. Tempting food like ice creams and cakes has negative consequences and hence the individual would want to avoid them. Hence they would like to choose with positive outcomes. Personality traits Apart from attitude and psychological factors, personality traits also influence the choice of food (Foxall, 1993). Consumers seek variety, surprise and newness. Variety seeking is related to personality. When consumers seek innovative food products it leads to intrinsic involvement. When newness is sought, there is no prior information about that food item and the consumer has to rely on the marketing information. Variety seeking behaviour results from a desire to seek sensation or encounter surprise. Such consumers would want to try out new foods in general and this could include healthy food brands or food products. When the perceived quality is under investigation, price of the food choice can have significant effect on the decision (Iop, Teixeira & Deliza, 2006). Apart from the intrinsic factors, extrinsic variables influence food choice. Level of involvement with new food choice would depend upon the social risk of using or not using the product. It also depends upon the financial ability of the individual to purchase the food of choice. Consumers also give important to the brand identity when deciding on the food consumption. Other factors also govern food choice such as the environment in which the food is eaten, the social interaction during food consumption and the freedom of choice. When the authors discuss about the quality of food being under investigation, it could perhaps be innovative food being tried for the first time. The social risk involves the people accompanying the consumer. At times, one may have to order for food in variety because of social obligations. Under such circumstances, the food portion preferred is small for two reasons. First, the innovative food item is not experienced before and there lurks a fear of the food not being palatable. In case the food choice is not liked, there is no regret of having wasted the money as the price then becomes very important. The second reason could be to impress the people around that one is a connoisseur of food and believes in variety. Thus it is a satisfaction of the mind and has no connection with the physiological benefits. Discussion and conclusion Fine dining is associated with good and pleasing ambience, innovative food choice and elegance. However, this has been redefined as consumer tastes and demands have changed over time. While the older chefs used smaller portions of food, the younger chefs have been found to serve larger portions. This was perhaps done to give higher value to the consumer for the price he paid but it resulted in complaints of obesity and overweight. The global obesity problem is usually found to be the reason for fine dining restaurants serving smaller portions but the study here comes up with several psychological insights that govern consumer food choice. It has been found that price plays a very vital factor because the consumer immediately calculates the value he perceives for the price he pays. This value is not necessarily the quality of the food but overall ambience, the service delivery and the brand identity. He would opt for the highest quality at the lowest cost. Obesity definitely is responsible for people looking for smaller portions but the segment that would opt for fine dining would not, at least for that meal, be concerned about weight. Smaller portions have an appeal for several other reasons. It gives the consumer freedom of choice to try innovative food products of a wider variety. In doing so, he also eliminates the risk of regret should he not like a particular food item. In ordering smaller portions, the indecisiveness of the consumer is taken care. This might be applicable to the innovators who would be trying out something new on the menu for the first time. Smaller portions enable the consumer to have fashionable control over what they eat. Women and children usually decide on where to eat and their decision is based on the size of the portion served because they are usually small eaters compared to men. Personality factors and behavioural attributes determine food choice and consumption. When attempting to investigate something new price is an important consideration. Emotions at the time of eating also govern the food choice and the customer knows what to order for. Cultural factors influence what and how much one eats. The Indian ‘thali system’ is being preferred as small portions of several food items are served together. This satiates the taste buds to a large extent and the customer derives satisfaction when he feels he has attained value for money. The benefits of small portions in fine dining do not rest with the consumer alone. Restaurants serve different sized portions to cater to the discerning clients from all segments. For most items they have the regular portions as well as smaller portions. The restaurants have found immense positive benefits as consumer are willing to try more variety of smaller portions. This has enhanced the average bill value per check. For instance, many would like to avoid soups and entrees and proceed with the main menu had the soups portions not been made smaller. This way, the restaurants have benefited. Preparing different portions of food has not affected the operations of the restaurant and they are able to mange with the same staff strength. This research has given me insight into several areas unknown to me before this. The general perception is that smaller portions are preferable either for price factor or due to obesity. However, it has been interesting to learn that human attributes, behaviour and personality govern food choice and consumption. The social and economic factors too are responsible for smaller portions served in the restaurants. Recommendations Serving smaller portions has become important in fine dining but further innovation is possible to satisfy the customers. Find dining today is about new cuisine or a blend of cuisines from across the globe. Consumers too have an innovative mindset and are willing to invest for the new experience. However, price is a very important factor and hence the fine dining restaurants should cut down on expenses that are not given important to by the consumers. For instance, a survey has revealed that formal wear for the waiters is not what the consumer look for (BBC Two, n.d.). They are not looking for any themed restaurant but just the right ambience to relax. Hence, small portions with innovative cuisine should be focused on at the lowest prices while costs in other areas can be reduced. Reference: Arora, R., & Singer, J. (2006). Customer Satisfaction and Value as Drivers of Business Success for Fine Dining Restaurants. Services Marketing Quarterly. 28 (1), 89-102 BBC. (n.d.). Eating out healthily. Retrieved online April 12, 2010 from http://www.bbc.co.uk/health/treatments/healthy_living/nutrition/healthy_eatingout.shtml BBC Two. (n.d.). UKs Ideal Restaurant. 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