Local vs. International Hamburger Foodservice in the Consumer’s Mind: An Exploratory Study

Chiara Giachino, Niccolò Terrevoli and Alessandro Bonadonna
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Chiara Giachino: Department of Management, University of Turin, 10134 Turin, Italy
Niccolò Terrevoli: Independent Researcher, 10134 Turin, Italy
Alessandro Bonadonna: Department of Management and Interdepartmental Research Centre on Natural Risks in Mountain and Hilly Environments (NatRisk), University of Turin, 10134 Turin, Italy

Social Sciences, 2021, vol. 10, issue 7, 1-14

Abstract: Fast-food chains are everywhere and every day millions of people choose to have a break in a fast-food outlet. However, in recent years some local hamburger foodservice chains outside of the well-known international fast-food chains have found success by leveraging products linked with their territory. How do consumers value the service received in an international, rather than a local, fast-food outlet? This aspect is under-investigated in the literature, but is relevant in order to capture the main and most important differences between the two systems. Through a structured survey, consumers’ perceptions of both international and local hamburger foodservice outlets in the Turin Metropolitan area (Italy) were measured and analysed. The results indicate that consumers generally have a break in an international fast-food restaurant, but the value assigned to local fast-food chains is higher than that assigned to international ones. Specifically, local fast-food chains are appreciated for particular aspects related to the supply chain (animal welfare, ethical and social aspects, the origin of the raw materials, and some other characteristics of the food). The findings contribute to a more in-depth understanding of consumer behaviour, and give an insight into the relevance of the local aspects as opposed to the international ones.

Keywords: foodservice; supply chain; consumer behaviour; fast-food; international and local chains; younger generation (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2021
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